As markets are changing in the beef industry, producers are seeking new opportunities for value-added beef production. A select group of beef industry experts and experienced beef producers have come to consensus regarding challenges that producers face in the current marketplace. They identified competencies that would be a positive addition to a value-added beef Extension program. Competencies and challenges were organized to enable Extension specialists to create a new Extension program framework. [Note: The issue number (1) shown in the article header on the PDF is incorrect. The correct issue number is 2.]