Manitoba's beef industry will be meeting in Brandon Thursday and Friday for the 38th Manitoba Beef Producers Annual General Meeting.

The theme for this year's event, which is being held at the Victoria Inn and Convention Centre, is "Sharing Our Story".

"Our industry has a great story to tell and there are many reasons for our producers to be proud of the work they do," President Heinz Reimer said. "However, we also recognize our members are humble, hard working individuals who aren't seeking attention. Our goal throughout the AGM is to talk about the important role they can play in telling the industry's story and give them some tools to be part of this ongoing discussion."

A panel discussion on social license will take place Thursday, with representation from the beef, eggs and crops sectors. The business portion of the meeting takes place Thursday afternoon.

An update will be provided on the progress of the Manitoba Beef and Forage Initiatives, as well as the ongoing discussion on the steps needed to grow Manitoba's herd.