NCBA CEO Colin Woodall

This week’s Open Mic guest is Colin Woodall, CEO of the National Cattlemen’s Beef Association. The beef producers have seen their fair share of adversity from the COVID-19 pandemic, but have also seen a resurgence in consumer demand with more meals consumed at home. In this interview, Woodall discusses opportunities for direct marketing to consumers and the need for additional regional processing facilities. Woodall speaks to NCBA’s efforts to increase price discovery in the auction market and addresses reform efforts of the beef checkoff. Woodall says NCBA stands ready to work with the incoming Biden Administration’s regulatory and legislative agenda and is also working on sustainability strategies.