As a passionate Hereford breeder, Cox is especially excited to help advance a brand that creates demand for Hereford genetics. More than 37.9 million lb. of CHB were sold in fiscal year 2006, creating pull demand for 465,261 head of commercial Hereford cattle.

Cox says that selling even more product in upcoming years will require growing the CHB LLC marketing team. This process has already begun with the hiring of an additional account manager in November 2006 and a food service director in January 2007. Currently, Cox is working with other board and staff members to identify the best individual to lead CHB LLC in the absence of Rob Ames, 10-year executive vice president, who resigned this winter.

In conversations with CHB retail and food service customers, Cox has been informed that CHB is appreciated by customers because of its consistency � a quality eating experience time after time. Cox says, �What CHB brings to the supermarket and restaurant is the same thing we (Hereford breeders) bring to commercial cattlemen � a consistent, efficient, easy-to-handle product.�

Cox and his wife, Terrilie, own and operate CX Ranch near Pomeroy. They raise registered Herefords and some commercial cattle, and also grow wheat and barley.

Cox is a director and past president of the Oregon, Washington, Northern Idaho Hereford Association. He also served as president of the Lewiston Hereford Association for four years. In addition, he is a member of the Washington Cattlemen's Association and the Garfield and Columbia County Cattlemen's associations, as well as a charter member of the Pomeroy FFA Alumni Association and a member and past warden of St. Peter's Episcopal Church.

The Coxs have three grown children � Andria, Josh and Piper � who were raised on the farm and active in 4-H, FFA and junior Hereford activities.

CHB LLC is a wholly owned subsidiary of the AHA. Its threefold mission is: to provide consumers with consistently tender, juicy and flavorful beef products; to enhance the marketing opportunities of food industry distributors, retailers and restaurateurs; and to increase the demand for commercial Hereford-influenced cattle.