Looking Ahead | Strategic Plan & Long-Range Objectives

In September 2025, the American Angus Association Board of Directors approved the Long Range Objectives for the Fiscal Years 2026 - 2028. What is the process behind arriving at these objectives? How do they guide the Association board and staff? This video outlines the five long range objectives and the strategies to achieving them.

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Looking Ahead | Strategic Plan & Long-Range Objectives
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00:00 Intro
01:52 Strategic Plans Over Time
04:55 Future of the Industry
06:15 Mission Statement
07:14 Vision Statement
08:47 Long-Range Objectives
10:28 DRIVE BREED IMPROVEMENT
11:07 Data Collection
12:44 Global Currency - World Angus Evaluation
14:03 Maternal Strengths, Performance & Carcass
15:15 Non-Traditional Data & Research Advancement
17:22 ENHANCE MEMBERSHIP EXPERIENCE AND SUCCESS
18:05 Customer Service
19:24 Value in Certificate & Member-Driven Services
20:39 Next Generation & Connection
22:02 FOSTER PROFITABILITY OF COMMERCIAL CATTLE PRODUCERS
22:45 Genetic Resources for Commercial Beef Producers
23:26 Demand for Certified Angus Beef & AngusLink Growth
24:42 Engage Segments & Affiliate Membership Value
26:07 SERVE AS A TRUSTED INDUSTRY RESOURCE
26:47 Team Angus & Education
27:36 Be a Resource & Improvement
29:01 Marketing Assistance
29:57 Connect Cattle Producers with Consumers
31:15 GROW CONSUMER TRUST AND LOYALTY
31:42 Grow Supply & Network
32:38 Position the Brand as Premium and Focus on Brand Experience
33:29 Increase Brand Entrenchment and Value Among Licensees
33:50 Stay Connected