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Frequently Asked Questions

Ranchers, outdoor enthusiasts and conservationists don’t always see eye to eye, but there’s common ground when it comes to preserving open spaces. A Checkoff-funded video series, “Voices of the Outdoors,” showcases the groups’ shared belief in taking care of the land. In the most recent episode, Utah producer and Cattlemen’s Beef Board member John Ferry spent the day with adventure photographer Kylie Fly to explore each other’s world rock climbing and on the ranch. This series is being promoted to consumer audiences across YouTube, social media and streaming TV. Watch the video.

Frequently Asked Questions

Quite a bit has changed and evolved over the years in both the beef and dairy industries. There are much larger operations, fewer small, family-owned dairies, computerized milking technology and evolving consumer preferences. Another major difference is that dairy cattle have become an integral part of the mix in the beef supply chain.

As time goes on, beef and dairy are becoming more and more integrated, with beef-on-dairy cattle making up seven percent of cattle slaughter in 2022, equivalent to 2.6 million head1. Projections suggest this could rise to 15 percent of cattle slaughter by 2026. Beef-on-dairy crossbreeding is not a new concept; however, it has become increasingly popular in the dairy industry in recent years. Dairy producers in the U.S. are breeding their dairy herds to beef bulls to make a more profitable, higher-quality product for the beef industry. With increasingly volatile milk prices, maintaining cash flow by breeding beef-on-dairy calves is highly valuable for the producer.

Currently, there is a good understanding within the industry of the value behind finished dairy steers, native cattle and even cull cows, but the Beef Checkoff works to provide a complete, clear picture of this growing trend’s effects on various aspects of the beef industry.

Checkoff-Funded Research

As more dairy producers explore beef-on-dairy to enhance calf marketability, Checkoff-funded research becomes critical in evaluating the trend’s impact on profitability, meat quality and even retail display appeal, among other considerations. Through research studies, the Beef Checkoff aims to provide producers and industry leaders with data-driven insights, ensuring that beef-on-dairy calves benefit the entire beef supply chain and meet consumer expectations for quality. The following Checkoff-funded beef-on-dairy research studies explore different aspects of the beef-on-dairy trend.

Understanding the Influence of the Beef-on-Dairy Crossbred Calves on Subprimal Yields and Three-Dimensional Shapes of Various Beef Muscles

In this study, researchers found that beef-on-dairy crossbred carcasses demonstrate good value, particularly in middle meats like tenderloin, ribeye roll and striploin, due to high side-weight percentages and favorable yield and marbling scores compared to traditional beef breeds. Meat quality evaluations showed that beef-on-dairy products are color-stable, qualify as USDA “very tender,” and are likely to offer consumers a positive eating experience.

Understanding the Effect of Phenotype Expression in the Dairy Beef Model on Beef Quality

This study evaluated how visual breed characteristics in crossbred beef-on-dairy cattle (ranging from dairy-like to beef-like appearances) impact carcass traits and eating quality. Findings indicated that, despite visual differences, there were minimal differences in carcass performance and eating quality across phenotypes, with no significant variations in tenderness, juiciness or flavor. These results suggest that dairy-influenced traits in crossbreds do not detract from the product’s marketability, offering consistent quality.

Understanding the Influence of Beef-on-Dairy Crossbred Cattle on Eating Quality, Retail Display and Chemical Composition in Beef Strip Loins

This study found that beef-on-dairy crossbred cattle produce carcasses with intermediate qualities between native beef and dairy cattle, combining favorable characteristics of both types. These crossbreds exhibited muscling, carcass length and retail display attributes similar to native beef while maintaining tenderness and flavor qualities closer to dairy cattle. As beef-on-dairy crossbreds increase in the market, their beneficial traits could add value to dairy farmers, feeders and packers within the U.S. fed-beef industry.

Suitability of Beef x Dairy Crosses as Moderate-sized Subprimal Alternatives for the Foodservice Industry

This study found that beef x dairy crossbred carcasses generally matched the yields, steak sizes and consumer acceptance of traditional beef, showing no disadvantage in tenderness, flavor or juiciness. While beef x dairy tenderloins were slightly smaller, overall subprimal and steak yields were consistent across both groups. These results suggest beef x dairy cattle could offer a valuable option in the beef supply without compromising quality, potentially benefiting both dairy and beef sectors economically.

Utilizing the F94L Myostatin Gene in Beef-on-Dairy Breeding Systems to Increase Carcass Value and Improve Beef Profitability

The study found that using the F94L myostatin allele—a genetic variant that enhances muscle growth—in a beef-on-dairy system improved muscling, ribeye symmetry, yield grade and retail yield without affecting calving ease or growth performance. While marbling scores were slightly reduced, steak palatability remained largely unchanged, suggesting that F94L can address carcass deficiencies in dairy-cross cattle. Selecting sires with the F94L allele could be a valuable strategy for enhancing beef quality in the dairy sector.

Producer Involvement

Dairy producers who sell cattle and calves end up paying two Checkoffs – the Dairy Checkoff and the Beef Checkoff. The contributions help further not only the research above, but also beef promotion and education to drive demand for beef products. Because dairy producers pay into the Beef Checkoff, representatives also serve on the Cattlemen’s Beef Board, making Beef Checkoff decisions. Dairy producers comprise approximately 12 percent of the seats on the 99-member producer- and importer-led board.

Beyond the national board, dairy producers also serve on state beef council boards. Jack Hoekstra, a third-generation dairyman born and raised in Oakdale, California, currently serves on the California Beef Council and is a partner in the Hoekstra Dairy and Oakdale Calf Ranch with his brother.

For Hoekstra, integrating beef into his dairy operation started as a way to add value to his bull calves. He began experimenting with crossbreeding more than 20 years ago, seeking ways to maximize the worth of calves.

“We’ve been experimenting with beef-on-dairy for quite a while,” Hoekstra said. “We were actually doing some crossbreeding within our dairy breed and then getting these steer calves on the ground, trying to make them worth a little bit more. It evolved into getting into a calf ranch, raising calves ourselves and actually buying calves from outside sources, too.”

Hoekstra’s experience has shown him that crossbreeding brings both production and health benefits. “Anytime you crossbreed a little bit, you do get a healthier calf,” he said, noting that the improvement in health has also led to production savings.

Looking ahead, Hoekstra is confident that the beef-on-dairy trend will continue to grow. He believes it is here to stay, partly due to the current shortage of cattle in the U.S., which drives up demand for high-quality beef calves from dairy operations. “Dairymen like to get a high price for their dairy bull calf… it’s really helped the dairyman cash flow for the last couple of years.”

Hoekstra also sees the value in collaboration between the beef and dairy industries, emphasizing the shared goal of producing quality food. “I think just working together to ensure that what we produce is high quality is important. It has an added benefit to everything, and quality sells,” he said.

As a producer paying into the Beef Checkoff, Hoekstra also appreciates the Checkoff’s efforts to give producers a voice and works to promote beef and build relationships with major buyers. “We have a person who can go to the major restaurant chains and supermarket chains. It’s great that we have someone out there establishing those relationships for us, among other things,” Hoekstra said.

Dairy farmers and beef producers are neighbors, often sharing the same values, challenges and opportunities. Through the Beef Checkoff, these industries work together to fund vital research, promote beef products and build trust with consumers. As the beef-on-dairy trend continues to grow, this united approach will help meet market demands, enhance beef quality and drive value for both beef and dairy producers, ensuring a strong, integrated beef marketplace for the future.

Frequently Asked Questions

Ryan Moorhouse

Beef Country is in my blood. My wife and I live in Amarillo now, but I grew up near Benjamin in North Central Texas on my grandfather’s cow-calf and stocker operation. After graduating from Texas A&M in 1998, I went to work in the feedyards just to learn more about the beef industry and ended up making a career with Five Rivers Cattle Feeding. Today, in addition to working at Five Rivers, I also manage my portion of the family’s dryland wheat and grass stocker operation with a business partner.

One thing I’ve learned over my years in this industry is that there is a need for producers to stand up and let their voices be heard. As the current vice chair of the Cattlemen’s Beef Board (CBB), I’m able to help represent all phases of the industry, from cow-calf to cattle feeder, using my experience to help promote beef. I try to talk with producers all over the country – generational or new to the business – and understand their points of view.

When those producers learn about my role on the CBB, we often end up discussing the Beef Checkoff. We ask you to invest your hard-earned money to advance the entire beef industry, so many of you want to share your opinions about the Checkoff and its value. Lately, I’ve been referring producers to the results of the recent independent, third-party return on investment (ROI) study.

Every five years, all U.S. commodity boards commission an independent study to evaluate their programs’ effectiveness, a requirement of the USDA’s Agricultural Marketing Service (AMS) oversight of these programs. Even if the CBB wasn’t required to commission this study, this information is essential. You wouldn’t invest money without expecting – and deserving – updates on your investment’s performance. Checkoff investments should be no different.

Released in early July, the latest ROI study, conducted by Dr. Harry Kaiser of Cornell University, found that each dollar invested in national Beef Checkoff demand-driving activities from 2019 to 2023 positively impacted domestic beef demand and U.S. beef exports. In fact, it created a total financial benefit of $13.41 for producers and importers who paid into the program.

Dr. Kaiser’s analysis also examined what beef demand would have been over the past five years without investments in the national Beef Checkoff. The study found that total domestic beef demand would have been 8.5% lower per year, steer prices would have been 7.8% lower per year and U.S. export beef demand would have been 11.5% lower. All in all, the national Beef Checkoff added an incremental $3.3 billion to the beef industry in 2023 alone. That $3.3 billion also had positive indirect effects by adding $4.1 billion to the U.S. economy and generating a nearly $9.5 billion increase in the U.S. GDP (Gross Domestic Product).

CBB’s hope is that the study’s findings will give more producers confidence in the Beef Checkoff and help you all trust that we’re spending your money wisely. We want producers to know that by investing our national Checkoff dollars into bigger and better demand-driving promotional, research and educational programs, we’re creating opportunities to increase overall revenue for those who pay into the program, which can lead to greater financial benefits for everyone involved over time.

But the value of the ROI study doesn’t end there. The CBB takes this data very seriously, and while a return of $13.41 sounds great, we want to do even better. The ROI study isn’t simply a platform for the CBB and the national Beef Checkoff to rest upon. It gives us information that we can use, in coordination with organizational long-term goals and the strategic initiatives of the Beef Industry Long Range Plan (LRP), to help shape current and future national Beef Checkoff programs.

As we move into the last month of FY 2024 and begin allocating national Beef Checkoff program funds for FY 2025, the ROI study’s data will be a tool to help make the best possible decisions on behalf of beef producers and importers – with the goal that those decisions will continue to propel the industry forward.

Frequently Asked Questions

Where the Money Goes: The Breakdown of 2025 Beef Checkoff Funding

The Beef Promotion and Research Act and Order authorizes Beef Checkoff funds to only be spent in the following program areas: beef promotion, research, consumer and industry information, foreign-market development and producer communications.

Each September, beef industry organizations present proposals – referred to as Authorization Requests, or “ARs” – to the Beef Promotion Operating Committee, comprised of members of the Cattlemen’s Beef Board and the Federation of State Beef Councils, to request funding for year-long marketing, education and research projects in these program areas. Those organizations approved for Beef Checkoff-funded work are referred to as Beef Checkoff contractors.

For FY25, the Beef Checkoff has eight contractors and two subcontractors. The contractors and their programs and projects are approved within each of the program areas for the fiscal year 2025 (October 2024 to September 2025).

INDUSTRY INFORMATION

Strives for an accurate understanding of the beef industry and helps maintain a positive cattle-marketing climate.

Meat Institute (MI): Administers the Veal Quality Assurance (VQA) program and fosters public awareness regarding VQA’s positive impact on animal well-being. 2025 Funding: $60,000

National Institute for Animal Agriculture (NIAA): Promotes responsible antibiotic use and combats antimicrobial resistance by maintaining consistent scientific collaboration between the animal agriculture and human health sectors. 2025 Funding: $95,000

National Cattlemen’s Beef Association (NCBA): Conveys the message that beef offers unparalleled taste and nutrition while dispelling myths about beef to consumer audiences. 2025 Funding: $2,800,000

CONSUMER INFORMATION

Strengthens beef’s image by proactively sharing nutritional data and positive messages with influential stakeholders, including media, food editors, dietitians, physicians and other key figures who shape consumers’ food knowledge.

Meat Import Council of America (MICA) with subcontractor Northeast Beef Promotion Initiative (NEBPI): Builds beef consumption in highly populated Northeastern U.S. cities by working with restaurants and grocery store chains, marketing to specific consumer groups and garnering support from regional nutrition influencers. 2025 Funding: $900,000

American Farm Bureau Foundation for Agriculture (AFBFA): Provides science teachers with high-quality immersive experiences and materials to teach science through the lens of beef production. 2025 Funding: $600,000

NCBA: Increases consumer awareness of the Beef. It’s What’s For Dinner. brand campaign and positions beef as the number one protein with restaurants, culinary leaders, grocery stores and other markets. 2025 Funding: $6,000,000

PROMOTION

Includes advertising, merchandising and new product development as well as training and promotional partnerships with restaurants and supermarkets that stimulate sales of beef and veal products.

MI with subcontractor New York Beef Council (NYBC): Empowers consumers with innovative approaches to access and purchase veal, elevating their veal-eating experiences through creative meal solutions that maximize taste, value and versatility. 2025 Funding: $220,000

NCBA: Connects directly with consumers to promote beef through the iconic Beef. It’s What’s For Dinner. brand. Through beef marketing and merchandising, Beef. It’s What’s For Dinner. educates and inspires consumers to purchase, prepare and enjoy beef. 2025 Funding: $8,900,000

RESEARCH

Provides the foundation for virtually all Beef Checkoff-funded information and promotion by providing science related to beef nutrition, beef safety and pathogen resistance.

Meat Foundation (MF): Conducts post-harvest beef safety and science-based research on processed beef’s nutritional and health benefits. 2025 Funding: $600,000

NCBA: Works alongside universities and institutions to conduct high-quality scientific research on beef’s nutritional benefits, providing a sound factual basis to promote beef’s role in a healthy diet. 2025 Funding: $8,000,000

PRODUCER COMMUNICATIONS

Informs producers and importers about how their Beef Checkoff dollars are invested through a variety of efforts and initiatives.

Cattlemen’s Beef Board (CBB): Communicates to producers where their Checkoff dollars are spent through The Drive newsletter (printed and electronic versions), media relations, attendance at producer meetings, social media and other tactics. 2025 Funding: $1,800,000

FOREIGN MARKETING

Develops international markets for U.S. beef through programs aimed at expanding market penetration, gaining new market access, improving global consumer perceptions and building trust.

U.S. Meat Export Federation (USMEF): Maximizes market access for U.S. beef around the globe, develops demand among new and existing buyers overseas and increases the value of the entire carcass through export support. 2025 Funding: $8,000,000

Frequently Asked Questions

The Beef Checkoff’s Urban Push in the Northeast

 

New York City, Washington D.C., Boston, Philadelphia and Hartford are among the major metropolitan cities in the Northeast. Home to nearly 74 million consumers with people outnumbering cattle 16:1, this area, extends from Maine to Virginia. Less than 2.7 percent of total Beef Checkoff assessments are collected within the region, and six of the 12 states do not have a local State Beef Council. So, how does the Beef Checkoff extend beef promotion into the heavily populated Northeast region with limited State Beef Council support? Enter the Northeast Beef Promotion Initiative (NEBPI) as the key to amplifying beef’s presence.

PROGRAM HISTORY

As a subcontractor through Beef Checkoff contractor Meat Import Council of America (MICA), NEBPI is housed within the Pennsylvania Beef Council and builds beef demand in the Northeast metros, covering Connecticut, Delaware, District of Columbia, Maine, Maryland, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, Vermont, Virginia and West Virginia, through supply chain engagement, consumer outreach and work with nutrition experts.

In the early 2000s, the gap between limited Beef Checkoff dollar resources and a growing population of consumers in the Northeast became apparent, creating a clear opportunity to channel nationally collected Beef Checkoff dollars into this region. Here’s how the program got started and evolved throughout the years:

2004: Representatives from various Qualified State Beef Councils (QSBC) and industry organizations in the Northeast joined to discuss the opportunity to initiate a program specifically designed to channel national Beef Checkoff resources to that region.

2005: The first funding was awarded by the Beef Promotion Operating Committee (BPOC).

2012: The first QSBC funding partner invested additional dollars for regional programming efforts.

2015: Additional QSBC partners gathered resources together to further the impact of programming.

2024: During the nineteenth consecutive year executing programming, NEBPI continues to share return-on-investment numbers with six QSBC funding partners and works to meet the needs for beef promotion and education in the Northeast.

CORE PROGRAM AREAS

1. Connecting with Supply Chain Experts

As the go-to resource for all things beef on the menu and in the meat case, NEBPI collaborates with Northeast retail and foodservice partners. By building relationships with culinary schools, retail and foodservice professionals, e-commerce companies, and by partnering on regional beef campaigns, such as mobile pre-shopping apps, NEBPI ensures a positive beef purchasing experience and drives beef sales.

2. Executing Consumer Outreach

Bridging the gap between Northeast consumers and valuable beef resources, NEBPI highlights beef’s flavor, nutrient density, versatility and the integrity of cattle producers. NEBPI aims to reach and engage with metro consumers through Beef Checkoff-funded digital campaigns and in-person events, with an increased focus on high school and collegiate athletics.

3. Engaging with Influential Nutrition Experts

To empower health professionals with evidence-based nutrition science, NEBPI builds connections with health professionals and educators, helping them feel confident when recommending beef within their circles of influence. NEBPI grows relationships with key health professionals by hosting qualified speakers to share the science behind beef’s nutritional profile. NEBPI also coordinates engaging immersion events to drive home key beef nutrition messages.

CONSUMER INSIGHTS

To successfully execute the core program areas, NEBPI must first understand the Northeast consumer and their buying habits. In 2023, the Northeast Dashboard Survey1 revealed important information about the Northeast consumer. Here are key findings for the region:

Key Findings:

1. Consumers in the Northeast are actively eating beef, with most

(72%) doing so at least once a week, and they are unlikely to change their consumption habits in the future.

2. Consumers in the Northeast seem more nutrition-oriented since their top three consideration factors when choosing a meal with protein are taste, value for money and health.

3. Twenty-nine percent of consumers purchased beef directly from a beef producer at least once. The main driver for those purchases is to receive a better-quality product, followed by the desire to support the local economy.

ENCOURAGING BEEF CONSUMPTION

Beef consumption chart

Consumers across the Northeast region may be motivated to increase their beef consumption if they have access to more recipe ideas and cooking methods, specifically those that are healthy, quick and easy. These consumers express greater interest in knowing where their beef comes from, learning about local beef farmers and ranchers, and receiving nutritional materials and relevant safety information.

OVERALL PERCEPTION OF BEEF

Northeast consumer attitudes toward beef as a protein source are more favorable than their attitudes toward production practices. Overall, perceptions are lower than reported nationally, with more negativity towards raising cattle. These perceptions might be lower due to limited knowledge of the production process.

PURCHASING BEEF DIRECTLY FROM A FARM IN THE NORTHEAST

Nearly 30% of consumers have purchased beef products directly from a farm in the Northeast and do so because they believe they receive better-quality products and want to support the local economy.

Following this survey, NEBPI revealed opportunities for continued success. Beef Checkoff-funded programs will share more quick-and- easy beef recipes, highlight beef’s positive story, show how cattle are raised responsibly and feature the Northeast Beef Directory as a resource for locating local beef producers.

To learn more about NEBPI, visit NEBPI.org

Frequently Asked Questions

As the official sponsor of the Perfect Home Plate with Little League, Checkoff-funded Beef. It’s What’s For Dinner. (BIWFD) is making mealtime easier with delicious, balanced recipe inspiration, perfect for busy sports families navigating a hectic schedule. This partnership is helping families keep their young athletes fueled from the classroom to the practice field to game day.

Why Little League?

The decision to partner with Little League Baseball and Softball, the largest youth sports organization in the world with more than two million players, was a strategic move by BIWFD to meaningfully connect active families with information about beef’s nutrition, ease of use and incredible taste. This partnership introduces a younger generation to beef’s benefits and positions BIWFD alongside other leading consumer brands.

At the Game

BIWFD hosted a welcome dinner for all twenty teams participating in the Little League World Series (LLWS) in Williamsport, Pennsylvania. Between players, coaches and families, 400 people were in attendance. The meal highlighted beef’s high-quality protein and nutrient package and was a chance for these athletes to bond over a shared experience while fueling up for their games.

As an official sponsor, BIWFD’s presence at the LLWS went beyond the dinner. During pitching changes, signage appeared throughout the ballpark, including a unique in-game feature named the “Call to the Bullpen” that prominently displayed the BIWFD logo. This branding effort reached the 300,000 attendees who were present during the game, along with the millions of fans tuning in on TV via ESPN and ABC broadcasts. Between the in-person promotions and TV coverage, beef’s message was seen by consumers more than 2.1 million times during the LLWS.

Driving Digital Engagement

Beyond in-person events and promotions at the LLWS, BIWFD has been promoting this partnership since April 2024. Beginning with an informational hub on BIWFD’s website, this webpage focused on educating Little League parents and families on beef’s nutritional value, great taste and the positive role it can have in an active lifestyle. Recipes were also featured from quick and easy weeknight meals to crowd-pleasing team dinners. Since launching, more than 60,000 people have visited the hub.

This informational hub was showcased through digital, e-mail and social media advertising efforts. Video advertisements, like “Knock Dinner Out of the Park with Beef,” were delivered to families across the U.S. and motivated them to visit the hub for more beef information and recipes. Additionally, media releases on the Little League partnership reached 549 news outlets with a potential audience of 217 million consumers. Through these multiple efforts, the informational hub has been shared with 2.2+ million consumers.

Fueling Families with Beef

This partnership educated players, families and fans about beef’s nutrition package, and showcased beef’s convenience and versatility, as well as how it makes mealtime quick and easy. Checkoff-funded efforts will continue to connect with new audiences and generations so they can come to know and love beef.

Learn more about Beef. It’s What’s For Dinner. and how families are stepping up their game with beef at www.beefitswhatsfordinner.com/little-league.

Frequently Asked Questions

Frequently Asked Questions

In 1985, the Beef Checkoff was established as part of the Farm Bill, assessing $1 per head on the sale of live domestic and imported cattle and a comparable assessment on imported beef and beef products. In a 1988 national referendum vote, 79 percent of producers voted to approve the mandatory program. For more than 35 years, the Beef Checkoff has worked to tell the story of everything beef offers, from producers’ commitment to their land and cattle, to beef’s superior taste and nutritional benefits.

“This is the producer’s money we’re handling, and it is a serious responsibility, in my opinion,” said Jo Ann Smith, the first Cattlemen’s Beef Board (CBB) chair. To this day, the CBB’s 99 volunteer producer and importer leaders from across the U.S. take that responsibility very earnestly, working to represent America’s cattle producers and promote beef’s image.

The Beef Checkoff is a complex program with many moving parts and people, and as industry stakeholders, it’s important to understand the fundamentals. Let’s dive into the core of it all — Beef Checkoff collections and how they work.

BACK TO THE BASICS

  • As cattle move through the production cycle from birth to beef, the Beef Checkoff assessment is due each time cattle are sold. This is true for all cattle, regardless of the breed or age of cattle sold.
  • The Beef Checkoff assessment is due whether cattle are sold through a livestock market, an order buyer or sold directly to another producer. The assessment is also due when cattle are harvested.
  • The Beef Checkoff assessment is paid by the producer or withheld from the producer’s proceeds from the sale.In states where a brand inspection is required at the time of sale, the brand inspectors may collect the assessments from the seller on behalf of the Beef Checkoff program and remit the Beef Checkoff assessments.
  • Nineteen states currently have an additional state-authorized Beef Checkoff assessment: Alabama, California, Georgia, Idaho, Illinois, Iowa, Kentucky, Michigan, New Mexico, North Carolina, North Dakota, Ohio, Oregon, South Carolina, Tennessee, Texas, Utah, Virginia and Washington.

WHO IS RESPONSIBLE FOR REMITTING THE BEEF CHECKOFF ASSESSMENT?

Generally, the Buyer is responsible for collecting the Beef Checkoff assessment from the Seller. However, both the Buyer and the Seller are responsible for seeing that the Beef Checkoff is collected and paid. The $1 Beef Checkoff is sent to the Qualified State Beef Council. $0.50 is invested in national Beef Checkoff programs and the remaining $0.50 is invested in state Beef Checkoff programs.

LIVESTOCK MARKET

When cattle are sold through a livestock market or video market, the Market collects and remits the Beef Checkoff assessment.

CATTLE DEALER/ORDER BUYER

When cattle are sold to a Cattle Dealer or Order Buyer, the Dealer/Order Buyer collects and remits the Beef Checkoff assessment.

ANOTHER PRODUCER

Both the Buyer and Seller are responsible for making sure that the Beef Checkoff assessment is collected and remitted. For clarity and consistency, we encourage the Seller to take on this compliance responsibility.

VEAL GROWER

When dairy calves are sold to a Veal Grower, both the Buyer and Seller are responsible for making sure that the Beef Checkoff assessment is collected and remitted. For clarity and consistency, we encourage the Seller to take on this compliance responsibility.

CATTLE SHOWS AND FAIRS

When producers sell their animals at fairs or cattle shows (4H/FFA shows, Purebred cattle shows, etc.), the Organization that runs the sale collects and remits the Beef Checkoff assessment.

FEEDLOT

When cattle are sold directly to a feedlot, the Feedlot collects and remits the Beef Checkoff assessment.

PACKING PLANT

When cattle are sold to a packing plant, the Packing Plant collects and remits the Beef Checkoff assessment.

DIRECT-TO-CONSUMER BEEF SALES

When producers market their cattle as beef, the Producer is responsible for remitting the Beef Checkoff assessment.

If you are a producer from one of these seven states — Alaska, Connecticut, Maine, Maryland, Massachusetts, New Hampshire, and Rhode Island — you will remit directly to the Cattlemen’s Beef Board.

Importers pay the dollar-per-head Beef Checkoff or the equivalent on imported cattle, beef, and beef products. These Beef Checkoff assessments are collected by U.S. Customs.

If you have any questions regarding who is responsible for remitting the Beef Checkoff assessment or how to remit payment, please contact your Qualified State Beef Council or contact the Cattlemen’s Beef Board at (303) 220-9890.

THE ROLE OF BRAND INSPECTORS

Many producers are familiar with brand inspection, with most of the Western U.S. requiring mandatory brand inspection on cattle every time an animal is sold. In most of the Western states, brand inspectors collect the Beef Checkoff assessment when cattle are sold or shipped out of state for sale, with the exception of when cattle are sold through a livestock market. In this case, the livestock market collects the assessment.

PAYING THE BEEF CHECKOFF ASSESSMENT

In most cases, the person or company paying the producer is responsible for collecting the Beef Checkoff assessment and remitting those assessments to their Qualified State Beef Council (QSBC) or to the Cattlemen’s Beef Board (CBB) in the seven states that do not have a QSBC. These “collecting persons” include livestock markets, video and online markets, cattle buyers, feedlots, packing plants, etc. However, in some cases, the producer is responsible for self-reporting cattle sales and Checkoff assessments. Some of the situations where a producer should self-report assessments include:

  • Seedstock sales — if a producer is holding a production sale, the producer (or the sales management company assisting with the sale) is responsible for remitting Checkoff assessments on all cattle sold.
  • Private-treaty sales — if a producer sells cattle directly to another producer, both the buyer and the seller are responsible for ensuring that the Checkoff assessment is paid to the QSBC (or to CBB). Dairy calf sales — if dairies sell calves directly off the farm, the Beef Checkoff assessment is due at the time of sale.
  • Youth livestock sales — when youth exhibitors sell cattle through county, state, or national shows, the Beef Checkoff assessment is due. Typically, the organization managing the sale remits the assessments on behalf of all sale participants.
  • Direct-to-consumer beef sales — when producers harvest cattle with the intent of selling the beef, the assessment is due at the time of harvest.

If you have sold cattle through any of these situations and need to report Beef Checkoff assessments, visit your QSBC (or the CBB’s) website to find a Private Treaty Sales Checkoff Investment Form.

Since all producers benefit from the Beef Checkoff’s demand-building activities, all are required to pay the Beef Checkoff assessment each time they sell cattle – no matter how the cattle are marketed. By pooling resources, beef producers and importers collectively fund essential marketing, research and educational initiatives to enhance beef’s value, expand market opportunities and foster consumer confidence. All stakeholders are encouraged to actively participate in QSBC and CBB meetings to ensure their voices are heard in Beef Checkoff programming.

Frequently Asked Questions

Getting beef from the pasture to the consumer’s plate is a complex process, and successfully moving beef through the supply chain is just one part of it — then, the Beef Checkoff’s Channel Marketing Program comes in.

The Beef Checkoff-funded Beef. It’s What’s For Dinner. Channel Marketing Program promotes beef through various distribution channels, such as retail stores, distributors, manufacturers and restaurants. By building relationships with these channels and supply chain operators, the Beef Checkoff can effectively target and engage with customers directly where they shop and dine. The Channel Marketing Program provides knowledge, education and resources to drive supply chain operators’ marketing decisions to sell more beef.

A TRUSTED BEEF RESOURCE

The Beef Checkoff has established itself as the educational and promotional beef hub for its supply chain partners. How? By delivering high-value content about beef that informs their beef buying and marketing decisions.

The Beef Checkoff connects with its partners and food professionals through the popular Beef News Now newsletter. Distributed to 4,300 industry professionals, the bi-monthly newsletter delivers the latest foodservice and retail news, trends and hot topics from the beef industry. Additionally, these professionals are encouraged to attend Checkoff-funded educational webinars, which focus on topics like beef sustainability and consumer insights for both retail and foodservice.

Another resource available to food professionals is Beef University. Customers rely on foodservice professionals and butchers to be expert sources on the foods they purchase. The Beef University modules provide information on how beef is raised, how to select and prepare various cuts of beef, and the health and nutrition benefits of beef. Once food professionals understand beef’s ‘ins and outs’, they can deliver superior customer service and improve their bottom line.

EVENT ENGAGEMENT

The Channel Marketing team can also be seen at industry conferences and events, alongside key decision makers from across the supply chain. This past fall, the team was invited to present at the Performance Food Service (PFS) Protein Summit. PFS is a leading national foodservice distributor with operating companies across the U.S., servicing thousands of foodservice operators. Participating in the summit provided the opportunity to share beef insights and trends, arming protein specialists with information and resources they can use with their top beef customers. Additionally, the team was active at the Annual Meat Conference and National Restaurant Association show. These events allow the Beef Checkoff to deepen relationships with existing partners and establish relationships with new accounts to sell more beef.

Another event coming up this fall is the Beef Business Summit, an exclusive, immersive event for leaders from top retail, foodservice, distributor and manufacturing companies. The three-day event will focus on all things beef and provide solutions to optimize beef sales in the changing marketplace. The event’s goal is to build loyalty and partnership and ultimately drive beef sales.

Leading companies, from quick-service restaurants to fast-casual restaurants to manufacturer partners, also have the opportunity to work with the Beef Checkoff-funded Beef. It’s What’s For Dinner. Culinary Center2. Here, these partners can receive help with menu development, explore current trends and market insights, experiment with new cuts and cooking methods or expand existing beef items into new menu concepts.

Through these efforts, the Beef Checkoff works to provide industry professionals, partners and companies with valuable beef facts and insights they can apply to improve their businesses.

E-COMMERCE CAMPAIGNS

The Channel Marketing Program also directs e-commerce efforts, capitalizing on the growing trend of online food shopping. E-commerce continues to grow at a rapid pace. Looking only at grocery data, projections are that e-commerce will make up 20 percent of the grocery market by 20263.

The Beef Checkoff’s e-commerce projects involve partnering with national grocery and restaurant chains across the U.S. These projects meet consumers at their purchasing decision points and drive measurable results as the team can track a consumer from advertising to purchase, showing a direct return on investment. In 2023, e-commerce campaigns delivered an average return on ad sales of $47. This means that, on average, every $1 invested resulted in $47 in beef sales, a tremendous return on investment.

One recent e-commerce campaign with a national club store delivered the highest return on investment to date, with $18M in incremental beef sales. This campaign delivered an average return on ad sales of $93. This means that, on average, every $1 invested resulted in $93 in beef sales.

Beef nutrition was the focus of the most recent e-commerce campaign that ran during American Heart Month. “Lean Beef. Smart For Your Heart” ads were seen by consumers shopping on retailer websites and mobile apps, as well as on popular consumer websites like Weather. com, the Today Show online and more. Campaign results showed that 26 percent of the ad-exposed buyers were new and had not purchased beef from the retailer in the past year, demonstrating that e-commerce can be powerful in inspiring consumers to choose nutritious beef.

New this year is the addition of regional e-commerce campaigns, reaching a broader audience of online consumers. These campaigns will support the Checkoff-funded Little League effort by promoting beef in the cities where the Little League playoffs and Little League World Series will be held.

Also, coming up this fall, a national tailgating campaign promoting beef as the protein of choice for game day. Eighteen State Beef Councils and the Northeast Beef Promotion Initiative (NEBPI), a contractor to the Beef Checkoff, will also participate in this campaign to extend the messaging into their local markets.

Through these collective efforts, the Beef Checkoff drives beef sales and empowers leading supply chain partners with solutions, expertise and resources to help them confidently menu and market beef.

Frequently Asked Questions


Jan Lyons of Manhattan, Kansas, was honored with the Cattlemen’s Beef Board’s (CBB) fourth annual Beef Checkoff Visionary Award during the General Session of the 2024 Cattle Industry Summer Business Meeting in San Diego, California. This award recognizes an individual in the beef industry who has demonstrated exemplary support of and commitment to the Checkoff’s goals and vision.

“Jan has been an important part of the beef industry for decades,” said Andy Bishop, 2024 CBB chair. “She had a vision and an energy that made a powerful imprint on the people and processes behind the Beef Checkoff program. She saw the strength of early Checkoff programs and the importance of having a consistent national Checkoff message across all states. For these and so many other reasons, Jan truly deserves the 2024 Visionary Award.”

Jan and Frank Lyons started the Lyons Ranch Angus cowherd south of Manhattan, Kansas, more than forty years ago. Jan was raised on a small Angus farm in eastern Ohio, helping her dad and brother with the farm and taking care of their cattle. She and Frank, whose family farmed as well, wanted to raise their daughters, Debbie and Amy, to appreciate good cattle and the ideals and work ethic they valued so much.

Over the years, Jan gave much of her energy and time to the beef industry and people she loved. She first volunteered as a 4-H leader at the local and county levels and for the Kansas Junior Angus Association. Jan was also the first woman president of the Kansas Angus Association, chair of the Kansas Beef Council, president of the Kansas Livestock Association, chair of the Cattlemen’s Beef Board, and, finally, president of the National Cattlemen’s Beef Association (NCBA) in 2004. During her time as NCBA president, Jan reassured the public that the U.S. beef supply was safe during the “Cow that Stole Christmas” bovine spongiform encephalopathy (BSE) event in December 2003.

“Certainly, the Beef Checkoff as we know it today wouldn’t exist without Jan’s tireless efforts spanning decades of commitment and dedication to the beef industry,” said Greg Hanes, CEO of the Cattlemen’s Beef Board. “Her pioneering focus on pinpointing consumer demand drivers during the Checkoff’s early years led to tremendous growth for our industry. On behalf of everyone at the CBB, I congratulate Jan on this well-deserved award.”

Frequently Asked Questions

A recent economic analysis of the national Beef Checkoff program found that each dollar invested in its demand-driving activities for the most recent five-year period (2019–2023) positively impacted domestic beef demand and U.S. beef exports, creating a total financial benefit of $13.41 for the producers and importers who pay into the program.

This spring, the Beef Checkoff commissioned an independent economic analysis to thoroughly assess the effectiveness and additional financial benefits produced by the program’s demand-driving activities. Conducted by Dr. Harry M. Kaiser of Cornell University, this study’s objectives were to measure:

  • Whether national Beef Checkoff demand-driving activities increased demand for beef products (domestically and abroad)
  • The combined benefits of those activities in terms of their incremental financial impact to beef producers and importers
  • The indirect benefits of national Beef Checkoff demand-driving activities to the broader macroeconomy

“We’re extremely pleased with the results of this latest study,” said Cheryl DeVuyst of Morrison, Oklahoma, chair of the Beef Checkoff Evaluation Committee and current secretary-treasurer of the Cattlemen’s Beef Board (CBB). “The Beef Checkoff’s primary goal is to increase beef demand here in the U.S. and worldwide. The statistics uncovered by this study tell us that we’re achieving that goal and providing producers and importers with an excellent return on their national Checkoff investments.”

Beef Checkoff’s Return-on-Investment (ROI):

In addition to calculating a ROI of $13.41, the ROI analysis enabled the study to simulate market conditions for beef demand in the absence of national Beef Checkoff investments. For the most recent five-year period, 2019-2023, had there not been any investments in national Beef Checkoff demand-driving activities:

  • Total domestic beef demand would have been 2.4 billion pounds (8.5%) lower per year than actual results.
  • The steer price would have been 7.8% lower per year than actual results.
  • U.S. export beef demand would have been 372 million pounds (11.5%) lower than actual results in the seven major importing countries included in the study.

Beef Checkoff’s Broader Economic Impact:

The study also evaluated the national Beef Checkoff’s direct effect on the beef industry (i.e. producers and importers that pay into the program) and its indirect effects on the broader U.S. economy. To quantify the total revenue impact of the national Beef Checkoff on the beef industry sector, the study utilized the beef demand (8.5%) and U.S. beef export (11.5%) percentages derived from the ROI market simulation analysis. Applying these percentages indicated that the national Beef Checkoff added an incremental $3.3 billion to the beef industry in 2023.

The direct effect of the national Beef Checkoff adding an incremental $3.3 billion to the beef industry sector had positive indirect effects on the broader U.S. economy, including increases in:

  • U.S. employment by almost 47,000 people
  • U.S. employment income by $2 billion
  • Total value added to the U.S. economy of $4.1 billion
  • U.S. GDP by nearly $9.5 billion

Furthermore, the national Beef Checkoff contributed to increased tax revenue at the federal, state, and local levels, amounting to a grand total of $743 million in 2023, distributed as follows:

  • $34 million in county tax revenue
  • $205 million in state tax revenue
  • $504 million in federal tax revenue

“While we’re pleased Beef Checkoff programs are having a positive impact, we know there’s always room for improvement,” DeVuyst said. “The CBB is dedicated to making the best possible decisions on behalf of beef producers and importers. As we head into the remainder of FY24, we’ll take what we’ve learned from this study and continue moving the needle forward.”

All commodity boards conduct an independent evaluation of the effectiveness of their programs every five years, as outlined by the USDA’s Agricultural Marketing Service (AMS) guidelines for commodity research and promotion programs. To view the complete study, executive summary or to get more information about the Beef Checkoff and its programs – promotion, research, foreign marketing, industry information, consumer information and producer communications – visit DrivingDemandForBeef.com.

*This study only pertains to the funds collected for the national Beef Checkoff program. It does not assess the impacts of Beef Checkoff program dollars invested by Qualified State Beef Councils for state-level efforts.

Frequently Asked Questions

Today, approximately 400 veal farms are located in the U.S. These veal producers also pay into the Beef Checkoff, which helps the Beef Checkoff-funded National Veal Program. Managed by the Beef Checkoff contractor, Meat Institute, and subcontractor New York Beef Council (NYBC), this team produces promotional campaigns and develops educational pieces to increase consumers’ interest and trust in veal.

Here’s how the consumer-facing brand Veal – Discover Delicious capitalizes on veal’s unique taste, value and versatility through social media, e-commerce and more.

E-Commerce Success

E-commerce continues to grow at a rapid pace. Looking at grocery data, projections indicate that e-commerce will make up 20 percent of the grocery market by 20264. The Veal – Discover Delicious team has capitalized on this growing trend of online food shopping.

In a partnership with Giant Eagle, a regional supermarket chain with more than 470 locations in Ohio, Pennsylvania, West Virginia, Maryland and Indiana, a digital campaign beginning in March and running until the end of May encouraged consumers to purchase veal. More than 669,000 consumers explored veal options and 550 veal units were sold.

Social Media Impact

Veal – Discover Delicious also leverages social media to provide consumers with engaging content about veal meal solutions, nutrition information, preparation and veal versatility.

Last spring, the team launched its first TikTok ads, which were delivered to consumers more than 100,000 times, resulting in 1,282 link clicks to Veal.org. Across Facebook, Instagram and YouTube, digital ad campaigns also garnered impressive performance, with nearly 3,000 link clicks and more than 67,000 views.

The goal of these social media efforts is to attract veal customers to Veal.org to explore recipes, receive veal information and purchase veal products. During the time period of April to June 2024, Veal.org reached 42,531 unique users.

Homemade Partnership

Another fun, exciting tactic Veal – Discover Delicious is executing is a partnership with Homemade Cooking. Managed by professional chefs, Homemade Cooking offers free online cooking classes.

Beginning in March, Veal – Discover Delicious kicked off the 2024 Culinary Series with Homemade and featured four cooking classes: Herb-Crusted Rack of Veal, Green Chile Enchiladas, Banh Mi Burgers and Lemony Veal Schnitzel. The first class attracted 870 registered participants. In these classes, attendees not only learn how to cook a delicious recipe but also learn about the difference between veal and other beef products by emphasizing its tenderness and mild, adaptable flavor.

Re-watch the classes on homemadecooking.com

Food Service Engagement

Veal – Discover Delicious also fosters relationships with chefs and food service partners and decision-makers to educate them about how to successfully utilize veal in their professional capacities.

One event in which Veal – Discover Delicious participated was the American Culinary Federation Webinar. Here, 110 chefs and culinary professionals listened to the Beef Checkoff’s veal team explain the ins and outs of the veal industry, veal cuts and price points, as well as how to incorporate veal into their menus.

It’s important that this group of professionals understand veal’s benefits and can advocate for the industry. At these events, attendees learn how veal is distinctive in the meat space. A three-ounce serving of cooked, trimmed, lean veal has just about 170 calories, making it one of the most nutrient-dense protein foods around5.

Also, veal provides 29 percent of the recommended daily intake of zinc, 36 percent of niacin and 23 percent of vitamin B-12. In short, it provides a fat and calorie profile similar to chicken but with the nutrient density of beef6.

Although veal represents a small portion of the protein market, it plays a significant role in the U.S. beef and dairy industries and helps contribute to the Beef Checkoff. As such, the Beef Checkoff actively works to share the progressive message of veal’s protein strength, versatility, transparency and sustainability.

To learn more about the National Veal Program and access educational resources, visit: Veal.org.