Cattle producers Andy Bishop of Kentucky, Ryan Moorhouse of Texas, and Dr. Cheryl DeVuyst of Oklahoma have taken the reins as the new leaders of the Cattlemen’s Beef Promotion & Research Board (CBB). This trio has been elected by their peers to guide the national Beef Checkoff program through 2024.
Andy Bishop, the former vice chair, has now assumed the role of chair of the CBB for 2024. Ryan Moorhouse, who served as the secretary-treasurer in 2023, has been elected as the vice chair for the current year. Dr. Cheryl DeVuyst is the newest addition to the officer team, taking over the responsibilities of secretary-treasurer.
Bishop, hailing from Cox’s Creek, Kentucky, operates the registered Angus seed stock operation, Fairfield Farm, with his wife, Meagan, where they are raising their four children. With a background in agriculture teaching and lending, Bishop has been actively involved in various beef industry organizations, including the Kentucky Beef Council and the National Cattlemen’s Beef Association (NCBA).
Vice Chair Ryan Moorhouse, from Amarillo, Texas, manages Hartley Feeders, a Five Rivers Cattle Feeding operation. Alongside his wife Colette, Moorhouse oversees a stocker operation on part of the family ranch. Dr. Cheryl DeVuyst, a professor of agricultural economics at Oklahoma State University, owns DeVuyst Ranch, a cow-calf, and stocker operation with her husband, Eric.
The beef industry faces challenges such as adverse weather conditions and rising production costs, leading to herd liquidation in recent years. Despite these obstacles, Chair Andy Bishop is optimistic about the prospects for 2024. With improved conditions on the horizon, it is essential for the Beef Checkoff to remain vigilant in developing programs and messaging to sustain high beef demand.
As the beef industry evolves, it is crucial for leaders like Bishop, Moorhouse, and DeVuyst to steer the CBB in the right direction. Greg Hanes, CEO of the Cattlemen’s Beef Board, acknowledges the valuable contributions that these leaders bring with their diverse experiences and perspectives. Together, they are committed to launching initiatives that will drive beef demand and benefit producers across the country in the coming year.
The CBB focuses on a range of programs, including promotion, research, foreign marketing, industry information, consumer information, and safety. To learn more about the Beef Checkoff and its initiatives, visit DrivingDemandForBeef.com.
With new leadership at the helm of the Cattlemen’s Beef Promotion & Research Board, the beef industry is poised for growth and innovation in 2024. As Andy Bishop, Ryan Moorhouse, and Dr. Cheryl DeVuyst take on their roles, they bring a wealth of knowledge and expertise to guide the industry through both challenges and opportunities.
– How do you think the leadership changes will impact the Beef Checkoff program?
– What initiatives would you like to see implemented to drive beef demand in the upcoming year?
– Do you believe the beef industry is on a path to recovery from recent setbacks?
As the industry evolves, it is essential for leaders to adapt and innovate, ensuring the sustainability and growth of the beef sector. Through collaboration and strategic planning, the CBB aims to support producers and drive demand for beef nationwide.
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