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Frequently Asked Questions

If the Beef Checkoff never came to fruition, how would the beef industry be different today? What would the effects be on producers’ operations? For 35 years, the Beef Checkoff has supported the beef industry. Since its start in 1985, the Checkoff has significantly and positively altered the beef industry’s course, providing much-needed funding for promotion and research while also serving as a unifying force to consumers regarding all things beef. The Beef Checkoff has brought producers, industry organizations and stakeholders together with a common purpose – driving demand for beef.

Here are examples of Beef Checkoff wins and successes throughout the years that helped secure beef’s position as the protein of choice.

1985 – The Beef Checkoff was established as part of the 1985 Farm Bill.

1987 – The Beef Checkoff launched its first advertising campaign, “Beef: Real Food for Real People.” featuring celebrity talent Cybill Shepherd and James Garner.

1989 – Beef prices were above their forecasted levels during the three years after the Checkoff began, due in part to successful Checkoff promotion campaigns. Ronald Ward, Ph.D., conducted this research with the University of Florida.

1990 – Checkoff-funded research and product development introduced a new, low-fat ground beef.

1991 – McDonald’s rolled out its “McLean Deluxe” burger using the new, low-fat ground beef.

1992 –The “Big Four” research studies improved beef’s safe shelf life by reducing carcass bacteria and improving carcass quality through a national genetic evaluation program. Also, the Beef. It’s What’s For Dinner. campaign kicked off.

1993 – Consumer research showed that 80 percent of consumers were aware of the new Beef. It’s What’s For Dinner. campaign, featuring Robert Mitchum’s voice.

1994 –Several Checkoff-funded research projects identified pathogens like E. coli throughout the cattle and beef production system and developed control mechanisms.

Following a foreign buyers conference in California, a Chinese representative purchased 41,000 lbs of U.S. beef, marking the first sale ever to China.

1997 – A Checkoff-funded microbial-mapping study identified the Critical Entry Points (CEP) for pathogens at packing plants; high-temperature vacuuming removed unwanted contaminants from carcasses, a procedure that would become standard in the entire packing industry for removing unwanted contamination from carcasses and save the industry an estimated $200 million in hand-trimming costs.

1998 – SYSCO Corporation, the largest food distribution company in the U.S., rolled out 26 new beef and veal products developed by the Beef Checkoff.

The National Beef Cook-Off was the single most widely publicized beef recipe contest ever conducted, reaching a combined media circulation of more than 245 million people.

1999 ­– New chuck and round cuts found their way into meat cases nationwide after being revolutionized by the Beef Checkoff.

A study by Colorado State University stated 99.99 percent of potentially harmful bacteria is removed or destroyed when Checkoff-developed technology is used while harvesting beef.

2000 – Featuring the recognizable “Rodeo” music and actor Sam Elliot’s voiceover, network television ads highlighted the convenience of new, heat-and-serve, prepared beef items, increasing sales by 131 percent.

2001 – The ground-breaking Muscle Profiling Research reinvented and added value to portions of the beef carcass, the chuck and round, that previously were underutilized and undervalued, thus enhancing overall carcass value.

2002 – The Checkoff continued the Carcass Merit Project to validate genetic markers for economically important carcass and customer satisfaction traits, such as marbling, tenderness and composition.

2004 – Checkoff-developed Flat Iron Steak and Petite Tender cuts outsell the T-Bone and Porterhouse steaks in foodservice.

2007 – Checkoff-funded market research completed the first Beef Consumer Index to identify and communicate with the consumers who have the highest potential to increase beef demand.

2008 – Capitalizing on its foundational Muscle Profiling research, the Checkoff introduced five new cuts from the chuck roll – the Delmonico Steak, Denver Cut, America’s Beef Roast, Boneless Country-Style Beef Chuck Ribs and the Sierra Cut.

2010 – The Beef Cutout Calculator is introduced as an interactive web-based tool that provides an in-depth view of carcass composition and value. The Masters of Beef Advocacy (MBA) program also began.

2012 –The Beef in an Optimal Lean Diet study provided evidence that the inclusion of lean beef as part of a heart-healthy diet is as effective in lowering heart disease risk as the DASH (Dietary Approaches to Stop Hypertension) diet — the most recommended heart-healthy diet of the time.

2013 –To reach millennials, the Checkoff partnered with AllRecipes.com to promote 21 Checkoff-funded recipes, beef nutritional information and tips on using beef in weeknight meals.

2014 – The Ibotta app encouraged consumers to learn beef-freezing and nutrition facts and watch Checkoff videos for the “Easy Lean Beef Burger” and “DIY Tacos” to earn a rebate on purchases of fresh top sirloin or ground beef.

2015 – Checkoff advertising drove more than 2.2 million site visitors to BeefItsWhatsForDinner.com, a 29-percent increase over FY14.

2016 – The Beef Checkoff commissioned market research for a comprehensive study on how millennials define quality and what they are looking for in beef when dining out, indicating attributes such as taste and tenderness are their indicators of quality.

2017 –The Checkoff partnered with Amazon to refresh the Beef Category page on the Amazon Fresh Prime platform, increasing beef units sold by 16 percent.

2018 – The American Heart Association certified more than 20 Beef. It’s What’s For Dinner. recipes as heart healthy.

Beefshi, a sushi-style treat with beef instead of fish, made its debut.

2019 – New beef production science-based courses are introduced to middle and high school classrooms across the U.S.

Beef. It’s What’s For Dinner. reaches a landmark one billion consumers in one year.

2020 – The Beef. It’s What’s For Dinner. “United We Steak” grilling campaign promised to be the most extensive and longest-running beef campaign to date.

grainy image of horses

Frequently Asked Questions

Ninety-nine – that’s the total number of members representing every industry sector on the Cattlemen’s Beef Board. Every one of those 99 CBB members is deeply rooted and actively involved in the beef industry. Despite running operations and businesses of their own, these producer and importer leaders volunteer their valuable time to represent both the entire beef industry and producers in their states. Here, a handful of CBB members from across the U.S. tell us why they chose to get involved. Visit BeefBoard.org/Meet-Your-Board to learn about the board members in your state.

Irv owns and operates, along with his two sons and nephew, the Y6 Ranch in Meriden, Wyoming. The ranch has extensive grassland, irrigated farm ground, native hay meadows and a 6,000-head custom feedlot. Irv has been directly involved with the Beef Checkoff since 2001 and currently serves on the Executive and International Marketing Committees.

“The Beef Checkoff is the quarterback of the beef industry team. Because of extensive Checkoff-funded programs, the beef industry had success in the past and is looking toward a bright future on the horizon.”

For the past 40 years, Daphne and her husband, Lloyd, have owned and operated the farm and dairy operation, Rosy-Lane Holsteins, with their partners Tim Strobel and Jordan Matthews. The team farms 2,000 acres and milks about 950 Holstein cows. The operation ships milk to Saputo, a dairy company, where it’s made into cheese. Daphne’s responsibilities on the farm include overseeing human resources, farm safety and animal care. She also organizes farm tours and manages the farm’s social media outreach. She serves on the Consumer Trust Committee.

“I believe in the power of promotion. I worked in food and ag communications for more than 10 years after college, and I hope to apply that experience to the industry’s future challenges. We must work harder and smarter to reach consumers and listen to them more.”

Bill has owned the Bill King Ranch for 45 years. It includes a cow-calf operation with Angus, Hereford and Charolais herds, a feedlot operation and 4,000 acres of corn, hay, and wheat. Bill has also been active in agricultural organizations and is a past president of both the American Hereford Association and the New Mexico Cattle Growers; a past regional vice president of the National Cattlemen’s Beef Association; and a past board member for the Texas Cattle Feeders Association.

“The Beef Checkoff has put beef at the center of the plate for most American households and more families worldwide. The Checkoff is also dedicated to helping every single beef producer in the U.S. – and it has done just that.”

Katie is a proud fourth-generation rancher working on her family’s registered Hereford operation in Willow Creek, MT. The family’s ranch is home to more than 200 head of Line 1 Hereford cows; 150 head of home-raised, cross-bred cows utilized in their embryo transfer program; and a farming operation that produces hay and grain. Every March, the ranch markets close to 100 yearling bulls at its annual production sale, with 2021 marking the sale’s 55th anniversary. Katie currently serves as co-chair for the Domestic Marketing Committee, an extension of the Innovation Committee that was part of the Beef Industry’s prior five-year Long Range Plan.

“I believe it’s important to show up and give back, and the Cattlemen’s Beef Board allows me to do just that for the hardworking men and women of our industry. The work performed by the Cattlemen’s Beef Board is like no other in the nation and I am honored to play a role in helping drive consumer demand for beef through Checkoff programs.”

Kristina has been involved in agriculture her entire life. She spent her early years on a dairy, hog and tobacco farm in Watertown, TN. She and her husband, Bill, spent 35 years in the livestock auction market sector. They retired in January 2020 but still run their small background operation. Kristina currently serves on the board of directors for the Tennessee FFA Foundation, the advisory board for the Tennessee Beef Foundation, and she is a member of the Tennessee Livestock Markets Assoc., Wilson County Cattleman’s Assoc. and the Farm Animal Care Coalition of Tennessee. She will serve on the CBB’s Stakeholder Engagement committee for 2021.

“2020 brought many consumers back to the kitchen. I believe the Checkoff-funded Beef. It’s What’s For Dinner. brand provides a wealth of solid information about beef and outstanding recipes for families cooking together again.”

woman explaining graphs on a whiteboard

Frequently Asked Questions

One primary goal for the beef industry is to build consumer trust in both beef and the cattlemen and women who produce it. However, the question is, where’s the best place to start? As a part of its efforts to drive beef demand, the Beef Checkoff works diligently to find innovative and effective ways to help consumers understand beef’s safety, nutritional value and sustainability. In fact, the Checkoff invests producer dollars to educate tomorrow’s consumers today. By connecting with the young minds of U.S. schoolchildren and their teachers through various learning opportunities, the Checkoff can positively influence the way these future consumers think about beef and instill confidence in production practices.

Through the American Farm Bureau Foundation for Agriculture (AFBFA), a contractor to the Beef Checkoff, beef education and learning opportunities for teachers are now available across the country. Through AFBFA’s efforts, educators are able to teach beef production, science-based courses to middle and high school students through two different curriculums. The high school unit is centered around genetics and heredity. Students explore the variety of cattle breeds and discover that cattle are specialized for different purposes and while similar, the ‘SuperCows’ are clearly unique. Students wonder what caused this diversity and specificity which leads to investigations about the role of inheritance, DNA and proteins. The middle school unit covers ecosystem dynamics and interactions. Students learn that ecosystems, animal behavior and symbiosis were developed through the Storyline approach. This unit covers why prairie chickens have a unique dance and the role cows play to help ensure the dance takes place. Using this approach, students engage in science concepts to help ensure the survival of the prairie chicken. These two units were released in a pilot program in 2019 in classrooms in Oregon, Georgia, Arizona, Oklahoma, Texas and Tennessee.

Teachers can also attend virtual educational events and other learning opportunities that demonstrate how the beef production process provides an excellent context for exploring science. Hear from the teachers themselves on their experiences learning and teaching about beef.

Do you think these courses will help influence the way young people view agriculture and beef products?

“Absolutely! The more we incorporate agriculture into everyday lessons, the better we can show how everything in some shape or form is connected to the industry. Showing a science-based outlook has engaged and captivated many students. There is a scientific process behind every agriculturist, which is what needs to be shown and portrayed in our schools, especially to younger students.” – Gerald Hosler, Agricultural Sciences Teacher at McKay High School in Salem, Oregon.

“This curriculum allowed most students to think critically about where their beef products come from. Through this curriculum, students were able to see agriculture as a field of science. They could also see all the high-tech career opportunities that are available.” – Patti Howell, Biology Teacher at Baconton Community Charter School in Baconton, Georgia.

What was your personal experience teaching the pilot program?

“The curriculum was built on a phenomenon-based teaching model. This model requires the teacher to step back and allow students to be curious and question their natural world. The unit then builds off of student questions. This was groundbreaking for me as a teacher. It taught me how to be ‘off-stage’ and allow the students more freedom with their learning. I saw huge growth in student participation and growth in my teaching style.” – Sheli Wagers, Science Teacher at Claggett Creek Middle School in Keizer, Oregon.

How did your students benefit from the beef production curriculum?

“I heard a lot of them mature in their conversations over the time we spent on this unit. 3D learning requires students to have a lot of small group conversations. Students struggle with this. This curriculum, however, was interesting and challenging enough to keep them involved and on task. Students’ abilities to have meaningful conversations improved. I think this skill will help them tremendously throughout their lives.” – Patti Howell

Why should beef farmers and ranchers support Beef Checkoff investments in teacher and student education?

“They should support investments in education because education is going to have the biggest impact on the industry. Exposing students to the industry and its practices can help shape and change the industry in many positive ways. We have a dire need to be innovative and develop more efficient ways to feed our populations while taking care of our land, and to do that, we need younger generations involved.” – Gerald Hosler

“I am so appreciative of the support from beef farmers and ranchers. Their support allowed me to attend AFBFA’s learning conference and bring back awareness to my students of how important the beef industry is. The students were so amazed to hear from farmers and ranchers in various parts of the beef production unit through video and reading. The ranchers expressed their years of hard work and how they turned their farms/ranches into productive conservation entities while remaining profitable.” – Sheli Wagers

Frequently Asked Questions

NEBPI hosted an engaging workshop with Northeast consumers on December 9. The workshop featured a hands-on beef charcuterie lesson with complimentary wine pairing information. Following the online event, 90 percent of participants expressed positive opinions about beef. Watch the workshop.

Frequently Asked Questions

Every year, cattlemen and women from across the U.S., representing every beef industry sector, gather together for the Cattle Industry Winter Business Meetings. These meetings provide Cattlemen’s Beef Board (CBB) members, Beef Checkoff contractors, Federation of State Beef Council representatives and beef producers with an opportunity to discuss current industry issues, as well as the programs and initiatives being executed to support beef producers. Happening February 3-5, 2021, these meetings are open to the public and can be attended virtually here.

During these meetings, Beef Checkoff contractors provide program updates to members of Beef Checkoff committees. These committees are strategically developed based on the Beef Industry Long Range Plan. Updated every five years, this plan is a tool designed to help the beef industry establish a common set of objectives and priorities. It communicates the industry’s strategic direction and provides insight on how the industry can serve its stakeholders by growing beef demand.

After an in-depth analysis of the new 2021-2025 Long Range Plan, the Cattlemen’s Beef Board recently announced a new Beef Checkoff committee structure. Members of these new committees will meet during the Winter Business Meetings to review beef promotions and other projects that correspond with their outlined initiatives.

Here are the new Beef Checkoff committees and their efforts to drive demand for beef:

Consumer Trust Committee

Grows consumer trust in beef and beef production through greater adoption and understanding of industry best practices.

Initiatives:

  • Drive adoption of traceability.
  • Align and collaborate with traditional and non-traditional partners to tell the positive story of beef cattle production.
  • Expand efforts in educating the general public about the BQA program and its impact on animal well-being.
  • Develop a direct-to-consumer beef safety campaign.
  • Demonstrate beef’s positive sustainability message and key role in regenerative agriculture.
  • Develop crisis management plans.

Meet the committee members.

Domestic Marketing Committee

Inspires consumers and those who impact consumers to make beef their preferred protein through targeted, innovative communication and marketing.

Initiatives:

  • Implement a marketing campaign that communicates beef’s advantages compared to alternative proteins.
  • Develop targeted marketing programs focused on the highest-opportunity market segments.
  • Cultivate collaborative promotion partnerships.
  • Engage consumers in a memorable beef-eating experience.
  • Develop a more interactive and exciting beef purchasing experience.
  • Promote underutilized beef cuts and new variety meat products.

Meet the committee members.

International Marketing Committee

Increases U.S. beef demand in international markets by leveraging the unique attributes of U.S. beef.

Initiatives:

  • Drive adoption of traceability.
  • Identify and address export customer needs and values.
  • Collaborate with targeted partners to promote U.S. beef in foreign markets.
  • Invest in research, marketing and educational programs.

Meet the committee members

Nutrition & Health Committee

Will advance credible research demonstrating the nutritional and health benefits of beef, and effectively communicate results with consumers, opinion leaders and stakeholders.

Initiatives:

  • Engage positively in the sustainable nutrition conversation.
  • Promote the role of beef in a healthy and sustainable diet.
  • Ensure beef’s inclusion in dietary recommendations.

Meet the committee members

Safety & Product Innovation Committee

Enhances beef safety through the adoption of science-based practices and inspires the beef community to develop products, packaging and industry solutions.

Initiatives:

  • Develop a direct-to-consumer beef safety campaign.
  • Use innovative methods and technologies to value carcasses based on eating satisfaction and red meat yield.
  • Promote innovative online marketing, packaging and shipping solutions to enable the direct marketing of beef.
  • Promote underutilized beef cuts and new variety meat products.
  • Drive continuous improvement in food safety.

Meet the committee members

Stakeholder Engagement Committee

Engages beef community stakeholders in programs that enhance understanding of the Beef Checkoff and advance the beef industry.

Initiatives:

  • Measure, document, improve and communicate the net environmental impact of beef production.
  • Align and collaborate with traditional and non-traditional partners to tell the positive story of beef cattle production.
  • Expand BQA program to include verification.
  • Attract innovation and intellectual capital into the beef industry.
  • Encourage the cooperation and collaboration of existing industry advisory committees to identify and prioritize research efforts.

Meet the committee members

Frequently Asked Questions

Food connects people and brings joy during the holiday season. Through a partnership with MetroCooking D.C., the NEBPI shared a drool-worthy rib roast recipe with consumers as part of MetroCooking D.C.’s Holiday Recipe Collection Digital Cookbook.

Frequently Asked Questions

NEBPI hosted two “Meet & Greet” opportunities for the Northeast Junior Beef Ambassadors. The sessions were hosted virtually and served as an opportunity to share Checkoff content with the advocates. Also, NEBPI hosted an interactive talk for the ambassadors with Amanda Radke, ag speaker, beef blogger and rancher, to discuss agricultural advocacy. Explore the Beef Ambassador program.

Frequently Asked Questions

Applications are now open for the 2nd annual Best Beef Butcher Contest scheduled for May 13, 2021, in State College, PA. This event is held in conjunction with the Pennsylvania Association of Meat Processors Annual Convention. Get registered here: https://www.nebpi.org/education/best-beef-butcher-contest

two ranchers looking out into pasture

Frequently Asked Questions

Chefs and restauranteurs can have a significant impact on the beef industry’s success. Those who choose beef can develop new beef recipes that support beef demand, and they often act as beef advocates and representatives. They’re committed to delivering the high-quality beef their customers love – that’s why it’s essential they’re educated and confident in today’s beef production practices.

The Checkoff-funded Beef. It’s What’s For Dinner. brand, managed by the National Cattlemen’s Beef Association (NCBA) in partnership with Chef’s Roll, a global culinary community, developed a unique and new video series to bring beef producers and chefs together. This video series takes chefs directly to the ranch, teaching them about cattle’s lifecycle and the process from pasture to plate. These chefs get a first-hand look at the care producers who follow the Checkoff-funded Beef Quality Assurance program put into producing high-quality beef. This series then shows the producers’ experiences as they tour the chefs’ restaurants to see how some of their most popular and complex beef dishes are made.

The three videos were shared with the Chef’s Roll culinary community through multiple social and digital channels, with their Instagram posts reaching nearly 800,000 culinary professionals. Through this video effort, thousands of chefs across the country are now enlightened on environmental stewardship, cattle handling techniques, quality control and animal welfare priorities. Watch as producers and chefs work together to deliver high-quality beef.

Executive Chef Ryan Clark of Casino Del Sol and Santa Fe Ranch Manager Dean Fish

Executive Chef Kathryn Mathis of BackdoorBBQ and feedyard manager Tom Fanning

Executive Chef Mark Keiser of Oak Steakhouse and 3rd generation cow-calf owner & farmer Kristy Arnold

 

Frequently Asked Questions

In order to drive demand for beef, the Beef Checkoff invests in these program areas: promotion, research, foreign marketing, industry information, consumer information and producer communications. Each of these programs is unique in its own right, but there’s one major component found in each: education.

Many producers believe that educating the consumer and general public about beef should be the Checkoff’s first priority. And while, yes, the Checkoff works tirelessly to educate the public on hot topics like beef’s environmental impact, beef’s nutritional attributes and how cattle are raised, the Checkoff actually dives deeper, looking beyond the typical American consumer to educate the scientific community, health professionals, educators, communities abroad and cattle producers on relevant topics. Here are just a few examples of how the Beef Checkoff educates and influences each of these audiences with a purpose.

Consumers

Through a multi-pronged approach, the Beef Checkoff engages and informs consumers on beef – and the cattlemen and women behind beef production.

Targeting Northeast Consumers

The Northeastern U.S. is home to nearly 72 million consumers, which equates to approximately 22 percent of the U.S. population and encompasses four of the top 10 U.S. metropolitan areas: New York City, Boston, Philadelphia and Washington D.C. the Northeast Beef Promotion Initiative, a subcontractor to the Beef Checkoff, engages with consumers through virtual, in-person and digital advertising campaigns.

“Telling Your Antibiotic Story” Campaign

The National Livestock Producers Association, a contractor to the Beef Checkoff, and the Kentucky Beef Council video series outlines how producers understand the need for careful antibiotic stewardship and work hard to use antibiotics responsibly.

“Nicely Done, Beef” Campaign

This consumer campaign includes advertisements geared toward social media and online streaming users. It addresses beef misconceptions, highlights beef’s unique attributes and shows sustainability in the beef industry.

“Chefs and Producers” Video Series

To showcase the Beef Quality Assurance program, beef farmers and ranchers are coming together with chefs for a unique video series developed in partnership with Chef’s Roll, a global culinary community.

“Real Facts About Real Beef” Campaign

To address beef production and nutrition myths, this video series highlights real farmers and ranchers and other beef experts candidly addressing some of the most common misconceptions and questions about cattle and beef.

“Rethink the Ranch” Campaign

Videos and sponsored online articles focused on the people who produce beef help tell the story of what it takes to get beef from pasture to plate.

VealFarm.com

Through Checkoff-funded VealFarm.com, consumers learn about veal farming today and veal farmers’ commitment to ensuring their calves’ health and well-being while being good environmental stewards.

SCIENTIFIC COMMUNITY & HEALTH PROFESSIONALS

The Beef Checkoff continues to examine beef’s role in a healthy diet and has countless ongoing research studies and partnerships with health influencers to educate them about beef.

Beef and Mental Health

Checkoff-supported research demonstrates that meat consumption is positively associated with better mental health. “Meat and mental health: a systematic review of meat abstention and depression, anxiety, and related phenomena,” published by Taylor & Francis in 2020, has been downloaded more than 50,000 times, making it one of the top ten most-downloaded articles by Taylor & Francis.

2020 Virtual Food and Nutrition Conference and Expo

More than 10,000 registered dietitian nutritionists, nutrition science researchers, healthcare providers and industry leaders attended this event. The Checkoff supported an educational session that highlighted Beef Checkoff-funded research and emphasized the role high-quality proteins like beef have in optimizing all aspects of human strength.

“Eating in the Early Years” Event

This week-long educational experience for pediatric-focused health professionals increased awareness of beef and recommended it as a nutrient-rich, early food for infants, toddlers and children.

SCAN and CPSDA Collaboration

Member dietitians with Sports, Cardiovascular and Wellness Nutrition (SCAN) – the largest dietetic practice group of the Academy of Nutrition and Dietetics – and the Collegiate and Professional Sports Dietitians Association received email blasts including strength resources from Beef. It’s What’s For Dinner.

Nutrition & Dietetics Beef Cook-Along Webinar

The Checkoff partnered with Liz Weiss, MS, RDN, to host an interactive, beef cook-along style webinar for approximately 30 members of the Connecticut Academy of Nutrition & Dietetics.

Prepared Beef Nutrition Research

Foundation for Meat and Poultry Research, a contractor to the Beef Checkoff, established a risk-benefit analysis of the consumption of further processed beef as a healthy lifestyle component and communicated its findings to food and nutrition researchers.

Dietary Guidelines Involvement

The Dietary Guidelines For Americans provide a roadmap for healthy eating and serve as the foundation for health experts’ recommendations to patients and clients. The Checkoff submitted 21 sets of public comments and more than 100 research studies supporting beef’s role in a healthy diet.

EDUCATORS

To grow a scientifically literate society, the Beef Checkoff implements strategies and tactics to get beef in the classroom.

Beef E-Learning Courses for Educators

Two Livestream events engaged by more than 1,000 middle and high school educators discussed how the beef production process provides an excellent context for exploring science.

On the Farm Immersion Experiences

Educators experience beef production firsthand through virtual video tours and learn from U.S. beef producers, researchers, nutritionists and veterinarians about production practices.

Beef and Veal in the Culinary Classroom Program

This program provides financial support for the use of fresh beef or veal in northeastern U.S. schools. This program assists culinary programs with student’s knowledge of beef cutting, cookery, nutrition and safety.

State Beef Council Programs

Many State Beef Councils have individual programs to get beef in schools within their state. These programs provide numerous beef resources, from classroom materials to facilitate instruction in beef production courses to virtual learning opportunities for teachers or grant programs to get fresh beef in home education courses. For example, in 2020 the New York Beef Council offered a “Top Cuts” beef contest and a series of webinars, including a virtual farm tour and sessions on beef industry careers, marketing and recipe development opportunities for all teachers.

ABROAD

U.S. Meat Export Federation, a contractor to the Beef Checkoff, focuses on promoting alternative cuts and variety meat products where culturally appropriate. By educating influential people in other countries about U.S. beef products’ unique attributes, the Beef Checkoff influences international buyers to choose U.S. beef.

Seminars/Trainings/Cutting Demonstrations

Education at all levels of the supply chain, from importers/distributors to retail meat department staff, is a key cornerstone of market development. Seminars may include hands-on cutting demonstrations, cooking demonstrations, menu development training, salesforce seminars and webinars.

Trade Teams

Hosting international trade teams here in the U.S. with importers/distributors, decision-makers, targeted foodservice and retail companies and media influencers gives participants a thorough and interactive overview of the U.S. beef industry. These teams learn about U.S. beef production techniques, the range of beef products available, safety and inspection procedures and food service/retail trends.

Cooking Demos

Whether in person or virtually through social media or online events, USMEF utilizes chefs and influencers to demonstrate U.S. beef cuts’ quality and advantages.

PRODUCER STAKEHOLDERS

The Beef Checkoff provides opportunities for producer education and advancement.

Beef Quality Assurance

BQA is a certification program for producers to learn and ensure cattle are raised under optimum management and environmental conditions. By protecting herd health and incorporating safe and effective management practices, BQA-certified producers provide consumers with high-quality beef they can trust to feed their families.

Veal Quality Assurance

VQA is a certification program for producers to ensure that veal calves receive quality care through every stage of life and are raised using production standards that result in a safe, wholesome, high-quality product that meets regulatory and customer expectations.

Masters of Beef Advocacy

The MBA program is a free, self-guided online course that provides farmers, ranchers, service providers, consumers and all beef community members with the tools and resources they need to become beef advocates and answer tough questions about beef and raising cattle.

Annual Antibiotic Symposium

Producers are encouraged to attend this yearly symposium, funded in part by the Beef Checkoff. At the symposium, they receive updates on global issues affecting U.S. animal and human health and engage in conversations about how to better share information about antibiotic stewardship and antimicrobial resistance with a variety of audiences in and outside of agriculture.

Producer Communications Program

Producers learn about the Beef Checkoff and how Checkoff investments are being put to work to promote beef demand through The Drive publishing platform, which consists of traditional, digital and social media platforms, web presence, media relations and campaigns.

Frequently Asked Questions

You don’t have to look too hard to find history’s repeating patterns and, as in the past, the call for change is in the air. Even within the beef industry, there’s a movement urging producers to throw off traditional institutions, like the Beef Checkoff, simply because it’s “too old” or they weren’t alive when it was established. It’s easy to get swept up by the itch for something different, change for change’s sake. But, it’s important to do your homework, because there are many reasons producers of all ages still value the Beef Checkoff.

Approved by an overwhelming 79 percent of producers during the referendum vote when it was implemented, Checkoff support remains high. According to Luce Research’s 2020 Producer Attitude Survey, 77 percent of the 1,200 beef and dairy producers surveyed nationwide say the Checkoff contributes positively to consumer demand for beef; 73 percent approve of the Checkoff overall.

Of the Checkoff’s dollar-per-head assessment, up to half is retained by Qualified State Beef Councils for beef-related programs in their own states. The other 50-cents is used nationally for marketing, consumer advertising, education, product development, and research designed to increase demand for beef, both domestically and through Checkoff programs abroad. This local/national partnership is a unique and key aspect of the program.

Interestingly, the dollar assessment hasn’t increased a penny over the decades—amazing when you consider that the 1985 dollar only has about 41-cents of purchasing power in 2020 (Consumer Price Index, Bureau of Labor Statistics). Despite this inflation loss, and the fact that the industry produces more beef from fewer cattle, the Checkoff delivers real value through a strategic blend of tradition, experience, and innovation.

Over three and a half decades, the Beef Checkoff has developed extensive knowledge from relationships with industry experts who know what works and provide guidance. From this foundation, the Checkoff embraces new ideas and methods, always finding ways to be the most effective. Checkoff contractors pivot nimbly amid global challenges like COVID-19; researchers propel the industry on issues like sustainability; and adoption of time- and money-saving technologies give producers an efficient and productive bang for their buck.

Change in life is a certainty. Nothing stays static, not even the 35-year-old Beef Checkoff. The programs and strategies of today are already much different than when it began. As we continue to grow demand for our product in an extremely competitive world, we want your thoughts and ideas. Get involved! Together, we can keep the Checkoff evolving to make beef the protein of choice for consumers domestically and around the world, a benefit to all producers.

 

students learning about beef production

Frequently Asked Questions

The American Farm Bureau Foundation for Agriculture (AFBFA), a contractor to the Beef Checkoff, builds awareness, understanding and a positive public perception of agriculture through education. The foundation does this through multiple efforts and initiatives that involve both students and teachers. Here are some examples of how AFBFA incorporates beef production education into classrooms across the U.S. on behalf of the Beef Checkoff.

1. Beef Production Courses for Middle and High School Students

AFBFA successfully developed a curriculum to show how cattle farmers and ranchers implement sustainable practices and utilize science standards to produce high-quality beef from field to fork. The new curriculum pilot began in November 2019 in classrooms in Oregon, Georgia, Arizona, Oklahoma, Texas and Tennessee. Currently, the curriculum is being introduced nationwide through the National Science Teaching Association. Learn more about these courses.

2. Beef E-Learning Courses for Educators

Two livestream events attended by more than 1,000 educators discussed how the beef production process provides an excellent context for exploring science. Teachers learned how selective breeding and genetics can be used to meet human needs and how cattle interact within a grassland ecosystem. Educators from the top 10 largest school districts in the U.S. engaged with the livestream events, including New York City, Chicago and Los Angeles, along with representation from more than 800 other school districts across the nation. Learn more about these events and see participant feedback.

“These were eye-opening events for many teachers who may not have considered the trade-offs of production practices and the science that drives those decisions. They began to see the nuances of production challenges rather than seeing those challenges and solutions as black and white,” said Brian Beierle, AFBFA program manager.

3. On The Farm Immersion for Educators

On The Farm STEM events are designed to help participants engage in purposeful dialogue while discovering real-world science education applications through the lens of farming and ranching. AFBFA engages all forms of science educators in these events, from traditional educators to non-traditional educators like outdoor learning center facilitators, museum education coordinators, STEM lab facilitators and health, nutrition and physical education teachers.

During the virtual September event, educators toured the Ruskamp feedlot near Dodge, NE and Dr. Chris Calkins’ meat lab at the University of Nebraska Lincoln. After each virtual video tour, educators connected with Joan Ruskamp and Dr. Calkins for question and answer sessions. During the event, AFBFA highlighted all of its beef resources and hosted a workshop with attendees to figure out ways to implement those materials in their classrooms. Explore the On the Farm STEM experience.

“Many educators were shocked at the in-depth knowledge and application of science involved in meat science. They were also astounded by the amount of engineering and design that goes into setting up and operating a feedlot and the great consideration ranchers take in land stewardship practices,” Beierle said.

4. State Beef Council Collaboration for Classroom Materials

AFBFA partnered with the New York Beef Council (NYBC) to provide New York teachers with classroom materials to facilitate instruction in beef production units. These kits included an ecosystem card set and chromosome/DNA modeling kits. AFBFA fully intends to partner with NYBC in the future and replicate this model with other states as a fiscal year 2021 initiative.

Whether through in-person or online interactive events, classroom materials or science course curriculum, AFBFA integrates beef production into today’s education system so consumers can understand and support beef production and the hardworking men and women who produce beef.