Project 40 is a USMEF Executive Committee initiative designed to build on nearly 40 years of success and make USMEF a stronger organization going forward. USMEF is unparalleled in bringing diverse interests together with the common goal of expanding global demand for U.S. beef, pork and lamb in a manner that makes all of the organization’s stakeholders more successful and more profitable. So how do we ensure that USMEF continues to serve this role for another 40 years? Examining this question is what Project 40 is all about.
The firm chosen to assist USMEF with this initiative is Grant Thornton, which has consultants well-versed in conducting organizational assessments for trade associations and other not-for-profit entities. Over the course of five months, Grant Thornton conducted more than 40 interviews and a member survey to gather feedback on how USMEF is currently serving the needs of its key stakeholders and examined ways in which we can enhance the level of communication, collaboration and coordination with these stakeholders. In addition to the interaction with USMEF members, this process also included visits to South Korea, Hong Kong and China, where Grant Thornton representatives met with importers, distributors, retailers and other key contacts to get their perspectives on USMEF’s effectiveness and responsiveness. You can learn more about the information gathered by Grant Thornton in this executive summary.