Strategic Plan AHA 2022

AMERICAN HEREFORD ASSOCIATION

2022 – 2027 STRATEGIC PLAN VISION

establish Hereford genetics as the essential component of the U.S. beef cowherd.

MISSION & STRATEGIES MISSION Drive beef industry and Hereford breed sustainability by ensuring cattle producers’ long-term profitability through pedigree registration, genetic evaluation, breed improvement tools and educational services.

STRATEGIES I. Capitalize on the value of Hereford-influenced commercial females II. Document, communicate and improve Hereford’s sustainability story III. Fuel the growth of Certified Hereford Beef® IV. Increase the demand for Hereford-influenced feeder cattle V. Build a pipeline of future leaders

STRATEGIC INITIATIVES STRATEGY 1: Capitalize on the value of Hereford-influenced commercial females – Invest in research to further document the value of maternal heterosis. Continue promoting the docility, efficiency, fertility, longevity and sustainability of the Hereford-influenced female.

– Continue educating breeders on the importance of eliminating all issues related to foundational phenotypic traits.

– Leverage big data capabilities to collect additional phenotypes and develop new, relevant EPDs and indexes including a genetic evaluation focused on Hereford-influenced commercial females.

– Facilitate collaborative opportunities for AHA breeders to partner with other breeders, feeders, heifer development facilities, etc., to create optimum crossbred animals for targeted production systems.

– Plan and coordinate regional maternal summits to educate the industry on the value of heterosis and the Herefordinfluenced female.

– Develop a research project focused on Hereford x Bos Indicus cross females.

American hereford association

STRATEGY 2: DOCUMENT, COMMUNICATE AND IMPROVE HEREFORD’S SUSTAINABILITY STORY – Leverage existing data to develop an integrated marketing/communications campaign focused on the breed’s efficiency advantages and sustainability story.

– Position AHA as an industry-wide thought leader in motivating the beef industry to begin focusing on “optimums” rather than “maximums.”

– Track the number of AHA members who are BQA certified and encourage remaining AHA members to achieve their BQA certification.

– Engage industry experts in developing a model analyzing the key drivers of the carbon footprint of beef cattle production and invest in GHG data collection.

– Continue developing EPDs and indexes to measure and improve beef industry sustainability.

– Deepen and strengthen AHA’s relationship with industry leaders/influencers in the sustainability space and equip youth and adult members to effectively tell the sustainability story.

STRATEGY 3: FUEL THE GROWTH OF CERTIFIED HEREFORD BEEF® – Explore and develop options for including sustainability claims as part of the CHB brand.

– Leverage technology to effectively communicate the CHB story and the differential advantage through multiple social media platforms and communications media.

– Continue to track the cattle that qualify for CHB and communicate the carcass performance to both CHB customers and the AHA membership.

– Design innovative marketing programs to financially support CHB licensed distributors and export partners.

– Partner with chefs, foodies and other key influencers to increase the visibility of CHB. – Increase human resources devoted to growing CHB by developing a formal CHB internship program and engaging AHA field staff more fully in education, marketing and promotion activities.

– Develop a robust and dependable CHB supply chain (feedlot through food service) and facilitate the development of one or more aligned/coordinated beef supply chains leveraging Hereford genetics.

– Expand the value-added CHB product line.

2022 – 2027 Strategic plan

STRATEGY 4: INCREASE DEMAND FOR HEREFORD-INFLUENCED FEEDER CATTLE – Invest in AHA feeder cattle marketing representatives and facilitate the organization of Hereford-influenced feeder calf sales across all regions of the country.

– Engage with video auction markets/representatives to identify, promote and track the sales of Hereford-influenced feeder cattle.

– Facilitate the development of a cross-industry task force/symposium to address the issue of red-hided discounts.

– Educate and inform membership on what creates value in feeder cattle (health, breeding, feeding, feed efficiency, etc.) and what drives value in the CHB program.

– Continue to grow the AHA feedout programs.

– Build relationships with targeted order buyers, sale barns, packers, etc., and communicate data about the value of Hereford genetics.

– Invest in research to collect and analyze feed efficiency and health data and build modeling programs to quantify the relative profitability advantages of Hereford-influenced feeder cattle.

STRATEGY 5: BUILD A PIPELINE OF FUTURE LEADERS – Develop formal on-boarding process/programs for new members and new board members.

– Develop new/different educational programs including more “hands-on” skill development events and programs that educate/equip our members to be articulate beef industry ambassadors.

– Expand on leadership development conferences/experiences.

– Design and develop industry education/leadership experiences for future AHA board members.

– Develop educational programming for students who are interested in the feeding, packing, processing and food industries.

– Explore mentoring opportunities between adult and youth members.

EFFICIENCY. FERTILITY. LONGEVITY. DOCILITY. SUSTAINABILITY. AMERICAN HEREFORD ASSOCIATION | hereford.org