An all-day education series during the National Angus Convention & Trade Show explores the future of quality beef production.

Optimism is strong in today’s cattle business. With near-record prices and the nation’s herd expansion under way, it’s an opportune time for beef cattle producers to evaluate their current operations and set goals for the future.

The 2015 Angus Means Business National Convention & Trade Show Nov. 3-5 in Overland Park, Kan., will explore what’s next for the beef industry and facilitate discussion for improving quality throughout the production chain.

On Wednesday, Nov. 4, Angus University, sponsored by Merck Animal Health, welcomes an industry-leading lineup of speakers and panelists to explore “A Story of a Steak” and what it will take to supply high quality beef for consumers worldwide.

The theme, “A Story of a Steak,” is an extension of the award-winning series of articles in High Plains Journal and segments on The Angus Report. It emphasizes the importance of all industry sectors working collaboratively to improve the quality of beef and the profitability of producers, feeders and packers.

The new five-part series of “A Story of a Steak” begins airing on The Angus Report at 7:30 a.m. CDT, Monday, Sept. 28, on RFD-TV. You can also catch the show at 5 p.m. CDT each Wednesday or 1:30 p.m. CDT on Saturday. Check local listings for more information.

“Back for its second year, we look forward to sharing ‘A Story of a Steak’ with convention attendees in Overland Park and hosting impactful discussion on where our business is headed,” says Becky Weishaar, Creative Media director for Angus Media and lead contact for the event.

Headlining Angus University will be keynote speaker Ken Schmidt, the former Harley-Davidson communications director who helped shape the quality reputation the company enjoys today. Schmidt will inspire the audience to think creatively and pay attention to consumer signals to build a successful brand.

Linking that strategy to the beef cattle business will be a panel of speakers, including moderator John Stika, Certified Angus Beef LLC; Bob McClaren, 44 Farms; Jonathan Perry, Deer Valley Farm; and Eric Grant, Angus Media. They will discuss the power of brand building in seedstock marketing and the influence it can have on your customers.

Following the panel, convention attendees will enjoy lunch in the trade show featuring the Certified Angus Beef® (CAB®) brand.

The afternoon will feature 21 educational breakout sessions with emphasis on management, animal health, advertising and marketing, commercial cattle production, ag markets, social media training and low-stress cattle demonstrations. To read more about each speaker, view the official guide for the event online.