Processing Technology

AMSA Exclusive: RMC 2015


By Guest Contributor on 3/16/2015

Meat scientists from across the country will begin gathering on June 14 in Lincoln, Neb., for the American Meat Science Association’s (AMSA) 68th Reciprocal Meat Conference (RMC). This year’s RMC is co-hosted by the University of Nebraska-Lincoln and ConAgra Foods.

From the first RMC held in 1948 with 46 attendees to the more than 800 that participated in the 2014 RMC. These individuals represent all facets of the meat industry from academia, government, and industry as well as undergraduate and graduate students.

The AMSA 68th RMC will feature an interactive program tailored to bring attendees the very best and unique educational experience beginning with the opening keynote speaker, Kelly McDonald with McDonald Marketing. A marketing and advertising expert, she is considered one of the nation’s top experts in multicultural marketing and consumer trends.

Now more than ever, it's critical to form a connection with customers, whether that's a rational, emotional or cultural connection. But how do you form a connection with someone who is completely different from you? These are just a few of the topics that will be covered during this session.

McDonald's session will be followed by exploring the implication of growing social interest in how meat is produced; an in-depth review of the National Cattlemen’s Beef Association’s beef flavor research; and a detailed session on genomics in the food animal industries.

The Monday educational sessions will set the stage for the discussions that will take place on Tuesday. Attendees will head over to the University of Nebraska campus for a full day of reciprocation sessions focusing on current industry issues and scientific innovations over a variety of topics that are designed to encourage interaction and a healthy exchange of ideas between attendees and presenters.

Following the reciprocation session attendees will head back to the Cornhusker Marriott for an evening of fun and fellowship as we recognize the leading meat science professionals in our industry for their contributions in research, teaching, extension and industry outreach.

Wednesday morning Ronnie Green, vice chancellor for the University of Nebraska-Lincoln will lead RMC attendees in a discussion on “Growing a Healthy Future:  Perspectives on the Livestock and Meat Industries.” He will provide insight into the opportunities and challenges that the lie ahead in the next 35 years in regards to sustainably meeting the nutritional and health demands of a growing global population.

Green will also touch on the significant challenges that exist in the developed world such as the various social-elitism based agendas seeking to influence policy which may ultimately hinder our ability to meet the needs ahead sustainably and successfully. This presentation will outline opportunities and challenges we face, define the underlying premises of them, and suggest a course forward that will positively lead to growing a healthy future for the 2050 world ahead.

Wrapping up the conference will be a timely discussion on diet and health, as well as the role of meat in the diet. Invited author Nina Teicholz will engage attendees with her discussion of “The Big Fat Surprise: Why Butter, Meat & Cheese Belong in a Healthy Diet.”

For more information regarding the AMSA 68th RMC please visit: www.meatscience.org/rmc.

 

Deidrea Mabry, is the director of scientific communications and technical programs for the American Meat Science Association.


 
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