Attendees can also anticipate a keynote address from Arby’s president Rob Lynch in addition to the educational program. According to an NCBA press release, Lynch will speak about “Going BIG with Beef,” to celebrate the 25th anniversary of Cattlemen’s College.
During his speech, Lynch will offer participants an in-depth look at Arby’s “We Have the Meats” marketing campaign. During his tenure, he also managed the product innovation team that tests more than 1,000 potential menu items each year, giving him a first-hand understanding of the consumer landscape. That understanding is crucial for today’s cattle producers as the industry continues its quest to remain the protein of choice for consumers around the globe.
“This is an exciting opportunity for cattlemen to hear directly from a marketer who very proudly sells their products to consumers,” said Josh White, NCBA executive director of producer education in the press release. “Hearing the perspective of someone who understands marketing trends, as well as the wants and pulse of consumers, will be valuable for those attending this milestone Cattlemen’s College.”
Lynch’s address isn’t the only thing attendees will have to look forward to. Education topics for the event include genetic technologies, calf management, beef cattle production, engaging with federal agencies, antibiotics, live cattle imports and exports, ID management, breeding, bull selection and infectious diseases.
Participants will have five different curriculum tracks to choose from during the college.
The event kicks off with the new Producer’s Choice sessions Tuesday, Jan. 30. For the first time, attendees will vote to determine which sessions will be offered for a “first look.”
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Participants will select from one of three sessions: Capturing Maximum Value in Beef Cattle Production; The Straight Story: Antibiotic Alternatives and the Future of Treating Diseases; or Calf Management: Clostridial Disease ID, Prevention and Treatment. The first-look sessions will also feature a cattle-handling design demonstration for attendees looking to improve their operation. The evening will conclude with the 25th anniversary celebration reception, sponsored by Zoetis and Certified Angus Beef.
Wednesday morning will start off with Lynch’s presentation, after which participants will convene for additional education sessions. The Cattlemen’s College will then wrap up with a plated lunch, where moderators will share highlights from each of the day’s sessions.
“Everyone who comes to Cattlemen’s College goes away with something new that will help them improve their farm or ranch,” said White in the press release. “It’s the advantage they need to stay ahead of the curve in this constantly changing industry.”
Producers who plan on attending the 2018 Cattlemen’s College are encouraged to take advantage of the early bird pre-registration rates by registering by Jan. 5. 
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Carrie Veselka
- Associate Editor
- Progressive Dairyman
- Email Carrie Veselka
