Jack Ward AHA Executive Vice President Kevin Oschner was the consultant helping with the AHA Strategic Plan. Oschner interviewed: Hereford breeders Seedstock producers from other breeds Commercial cow-calf producers Bull stud and reproduction professional Extension service personnel Auctioneer Packers They also sent a survey to all AHA membership. They had 518 participants from 43 states. Oschner then organized the information. Webinars were then held with the board of directors. They then had a 2 and a half day session to create the strategic plan. They also brought in outside thought leaders, which included John Lundeen, NCBA Joe Pawlak, Technomics John Butler, Beef Marketing Group Mitch Abrahamsen, Ph.D., Recombinetics Clint Schwab, Ph.D., The Maschoff's Mitch Abrahamsen Recombinetics The consumer is interested in how their food is made. The consumer can use social media to reach through to the food provider (McDonalds, Subway, Walmart, etc.). The