Cattle production and the beef industry have changed tremendously over the past 10 years. We anticipate that the next 10 years will bring just as much change. In some ways the changes have been positive, for example, increased consumer awareness and concern about how their food is raised. In some ways the changes have been negative, for example, increased volatility in each sector of the market. Participation in branded beef programs can help mitigate market volatility and provide sustainable returns to each sector of the beef industry.  We look forward to working closely with production partners to provide quality product the entire industry can be proud of.