STRATEGIC PLAN AT A GLANCE

Mission: Enhance and promote a more favorable business environment for California producers.

Purpose
Nourishing people, caring for livestock and sustaining the environment for all Californians.

Values
At the California Cattlemen’s Association, we believe in:

Vision
Californians value cattle production as an indispensable benefit to our state.

Overarching Strategy
The biggest theme during the strategic planning process was a desire to positively re-position California cattle ranchers and beef producers. When we talk about “positioning” we are talking about the desired perception the association wants people to have in their hearts and minds when they hear about California beef producers. Developing this position will be the foundation for all communication, and will live as an addendum to this plan. That said, the foundation for the positioning strategy will be to highlight California ranchers as stewards of the land and as an indispensable part of the state, thus building off the strategic plan as outlined here.

Strategic Priorities

Important Definitions
Mission: The organization’s core business
Vision: The destination we are working toward
Purpose: The end benefit to people or society
Core values: Principles that drive decision making
Strategic priorities: Areas of focus to achieve the vision