DENVER — Forrest L. Roberts has been named as the new chief executive officer of the National Cattlemen’s Beef Association, effective Jan. 20. Raised on a family-owned, livestock operation in Uvalde, Texas, Mr. Roberts worked to develop the business to include a retail meat market for locally grown, corn-fed beef and pork.

Mr. Roberts has also held several marketing and sales positions at two animal health companies during his career.

"We are thrilled Forrest will be joining us as chief executive officer of the National Cattlemen’s Beef Association," said Andy Groseta, rancher from Cottonwood, Ariz., and N.C.B.A. president. "We are certain Forrest brings the right experience, vision and optimism to lead the nation’s oldest, largest and most respected cattle organization."

The search for N.C.B.A.’s next c.e.o. attracted more than 70 applicants. A 12-member producer committee reviewed the applicants, interviewed several candidates and selected two among the 70 for N.C.B.A.’s officers to consider. "Forrest’s agriculture background, business experience and his passion for the industry clearly made him the candidate we wanted to lead our association into the future," Mr. Groseta said.

Mr. Roberts has also served in several N.C.B.A. volunteer positions. He has been a member of N.C.B.A.’s Executive Committee, Board of Directors, Allied Industry Council, Long-Range Planning Committee and the National Cattlemen’s Foundation Board of Trustees.

"My roots, my education, my passion, my career – they’re all linked to the cattle industry," Mr. Roberts said. "I can think of no greater honor than to be c.e.o. of N.C.B.A. I look forward to working with N.C.B.A.’s staff, members, leaders, state and industry partners to ensure the future strength and sustainability of the U.S. cattle industry."

Last December, Terry Stokes stepped down as N.C.B.A.’s c.e.o. after serving for nearly seven years in that position. He remained in the role during the search and will work with Mr. Roberts through the end of January. Both men will attend the 2009 Cattle Industry Convention and N.C.B.A. Trade Show, which takes place in Phoenix, Ariz. from Jan. 28-31.

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