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Frequently Asked Questions

“No one is out there advocating for the beef industry to get national attention; we’re out here because this is our livelihood.” – Brandi Buzzard Frobose, blogger, cattle rancher and agriculture advocate.

Many producers have the same sentiment. They don’t want attention or stardom; they simply want consumers to understand beef production. They want to protect their way of life and advocate effectively for this industry. But the question is – where to start?

As an agriculture advocate for more than a decade, Buzzard Frobose has built a large following of both industry peers and urban consumers who are eager to learn about her perspectives on the ag industry. She is co-owner of High Bar Cattle Company with her husband, Hyatt, near Greeley, KS, and documents her advocacy efforts on her blog BuzzardsBeat.

As her following has grown over time, so has her knowledge and expertise when it comes to advocating and having productive conversations with consumers about beef and production practices. Buzzard Frobose attributes her skills, knowledge and conversational approach to the Beef Checkoff-funded Masters of Beef Advocacy (MBA) Program.

MBA Program

Facilitated by the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, the MBA program was created 10 years ago to help close the gap between pasture and plate by engaging beef industry advocates and equipping them to effectively communicate with consumers. The program’s free, self-guided online courses provide 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.

MBA consists of five lessons in beef advocacy, including:

  • The Beef Community – Context of raising beef from pasture to plate focusing on the community of people involved throughout the beef lifecycle.
  • Raising Cattle on Grass – An introduction to the first step in the beef lifecycle and the many benefits of raising cattle on our country’s vast grass pasture resources.
  • Life in the Feedyard – A discussion on the role of feedyards, including animal care, nutrition and environmental stewardship, at this important step in the beef lifecycle.
  • From Cattle to Beef – An in-depth look at the slaughter process and the humane handling and safety measures in place at today’s beef processing facilities.
  • Beef. It’s What’s For Dinner. – A primer on choosing and cooking the right cuts of beef and the important role of beef in a healthful diet.

Today, more than 17,000 members of the beef community have participated in this program. One of those members is Buzzard Frobose, who integrates these lessons and resources into the beef stories she shares every day.

Key Lessons

It’s important for beef industry advocates to help consumers better understand how cattle are raised and how beef belongs as part of healthy, sustainable diets. Buzzard Frobose says an essential principle to keep in mind when engaging with consumers is listening to understand, not listening to be heard.

“The goal is to understand, engage and build a relationship with people,” Buzzard Frobose says. “Grocery shoppers do have concerns, and if we want to have a good rapport or engaging conversations with them, we need to listen to understand them and address those concerns conversationally and try hard not to get ‘preachy.'”

Another critical factor is to find common ground and share a personal example. For Buzzard Frobose, she can easily connect with an urban mom who wants to provide her family with healthy, nutritious food. “I may be a rancher, but I’m a mom and wife first who also has concerns for her family’s health,” she says. “I may not have anything else in common with that person, but I can connect and find common ground.”

Buzzard Frobose notes it’s critical not to get defensive when engaging with consumers. “If you’re going to open yourself up to questions, you need to be able and willing to open yourself up to some associated criticism too,” she says. “If you’re going to put yourself out there as wanting to answer questions, you need to answer the questions from the standpoint of wanting to build a relationship.”

All of these lessons help Buzzard Frobose genuinely connect with consumers. Her success in the advocacy field has led to interviews on national television networks, including CBS, FOX and MSNBC. “The MBA program gave me the skills I needed to write in a way that got me noticed outside of the agriculture vacuum chamber,” Buzzard Frobose says.

Certification Value

Whether Buzzard Frobose is writing a blog, drafting a social media post or speaking to a group, she references what she has learned through the MBA program. “Every week, I am accessing some MBA resource in one way or another,” she says. “The Beef Checkoff has the research. There’s no reason for me to dig around on Google when I can go to a Checkoff-funded website to get the scientifically proven information and facts that I need.”

Whether it be through the MBA program or other Checkoff-funded resources, the Beef Checkoff is dedicated to providing resources and tools to help advocates like Buzzard Frobose enhance their skills and successfully advocate for beef.

Learn more about the Masters of Beef Advocacy Program and get certified here.

Frequently Asked Questions

What Programs Are Funded with Your Checkoff Dollars?

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

Each year, beef organizations present proposals to the Cattlemen’s Beef Board to request funding in these program areas. The organizations approved for funding are referred to as Beef Checkoff contractors.

Currently, the Beef Checkoff has eight contractors. The contractors and their programs and projects are approved within each of the program areas for the fiscal year 2021 (October 2020 to September 2021).

Consumer Information

Helps enhance beef’s image by sharing nutritional data and other positive messages with media, food editors, dietitians, physicians and others who influence consumers’ food knowledge.

MICA / 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. 2021 Funding: $497,034

AFBFA

Grows a scientifically literate society through the beef-based STEM curriculum, built for middle and high school students, to science educators and education leaders. 2021 Funding: $670,996

NCBA

Increases consumer awareness of the Beef. It’s What’s For Dinner. brand and positions beef as the number one protein with restaurants, culinary leaders, grocery stores and other markets through media relations. 2021 Funding: $6,163,221

Research

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

FMPRE

Conducts post-harvest beef safety and science-based research on processed beef’s nutritional and health benefits. 2021 Funding: $646,144

NCBA

Continues to examine beef’s role in a healthy diet to share with the scientific and nutrition community, improves beef’s unique taste attributes and develops new recipes. 2021 Funding: $8,250,764

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.

NAMI / NYBC*

Facilitates innovative approaches for consumers to access and purchase veal and enhances veal-eating experiences by creating meal solutions that capitalize on taste, value and versatility. 2021 Funding: $298,220

NAMI

Builds perspective on prepared versus processed beef to improve consumer trust and educate consumers on prepared beef as part of a healthy, balanced diet. 2021 Funding: $596,441

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. 2021 Funding: $8,946,611

Industry Information

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

NAMI

Builds discovery, access and confidence in veal and veal production. 2021 Funding: $99,407

NIAA

Supports the beef industry’s commitment to One Health – healthy humans, healthy animals – including the annual Antibiotics Symposium, which will focus on continued knowledge about responsible antibiotic use and the primary efforts aimed at combating antimicrobial resistance. 2021 Funding: $89,466

NCBA

Communicates the message that real beef’s great taste and nutrition can’t be replicated and corrects the myths around beef and beef production among various audiences. 2021 Funding: $3,081,611

Producer Communications

Informs producers and importers about how their Checkoff dollars are invested through The Drive newsletter (printed and e-newsletter versions), media relations, thought leadership, social media, an educational website and other tactics.

CBB

Communicates to producers where their Checkoff dollars are spent through print and online publications, media outreach, industry roundtables and state support. 2021 Funding: $1,689,915

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 in U.S. beef.

USMEF

Maximizes market access for U.S. beef around the globe, develops demand among new and existing buyers overseas and increases value of the entire carcass through export support. 2021 Funding: $8,350,170

 

 

Contractor Key

AFBFA: American Farm Bureau Foundation for Agriculture

CBB: Cattlemen’s Beef Board

FMPRE: Foundation for Meat and Poultry Research and Education

MICA: Meat Import Council of America

NCBA: National Cattlemen’s Beef Association

NIAA: National Institute for Animal Agriculture

NAMI: North American Meat Institute

NEBPI: Northeast Beef Promotion Initiative *

NYBC: New York Beef Council *

USMEF: United States Meat Export Federation

man carrying bag of grain

Frequently Asked Questions

Driving beef demand is the Beef Checkoff’s number one goal. The Checkoff works toward that goal by encouraging beef sales and consumption through a multitude of efforts, initiatives and programs, all executed by beef industry contractors and subcontractors. This past year, in a changing climate with persistent challenges, these innovative organizations shifted their plans quickly to ensure beef demand remained strong.

According to the Checkoff-funded 2020 Consumer Beef Tracker managed by the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, beef perceptions, beef consumption and beef sales are up – how did this happen in a global pandemic? In part, it’s because Beef Checkoff contractors and subcontractors were able to carefully consider the situation, determine alternate courses of action and promote beef in ways that made good sense in a world where travel, in-person gatherings and restaurant meals weren’t possible.

Here are some highlights and examples of how Beef Checkoff contractors and subcontractors maintained and grew consumer confidence in beef throughout the 2020 fiscal year.

American Farm Bureau Foundation for Agriculture (AFBFA): In 2020, AFBFA developed two beef production science-based courses to familiarize students with the beef industry. Both the fall institute and pilot program have been fully executed. Due to the coronavirus, AFBFA pivoted their plans from hosting 10 in-person professional development workshops in urban districts across the country to a virtual, live-streamed experience with two e-learning courses. More than 1,000 teachers from across the U.S. participated in the virtual courses. There was teacher representation from the top 10 largest urban school districts.

Cattlemen’s Beef Board (CBB): To help producers stay informed on how Beef Checkoff contractors’ messages have changed in light of the pandemic, along with other timely contractor news, the CBB added a new webpage, “Beef Checkoff Current Programming Updates,” on DrivingDemandForBeef.com. Also reaching new heights is this newsletter, The Drive, with more than 99,000 subscribers between its printed and e-newsletter editions.

Foundation for Meat and Poultry Research and Education (FMPRE): In 2020, FMPRE initiated five research studies on post-harvest beef safety and processed beef nutrition research agendas. Specific emphasis has been placed on reducing Salmonella and STEC contamination of beef products, as well as how processed beef products can fit into healthy diets identified in the Scientific Report of the 2020 Dietary Guidelines Advisory Committee.

Meat Importer’s Council of America and the Northeast Beef Promotion Initiative (MICA/NEBPI): As life drastically changed in the heavily populated Northeast region during the coronavirus’ peak, NEBPI took a multi-pronged approach to reach consumers with beef messaging. Through influencer relationships and practical beef preparation messaging on multiple digital platforms, NEBPI achieved nearly 680,000 impressions.

National Cattlemen’s Beef Association (NCBA): Protecting beef’s reputation and providing consumers with at-home cooking knowledge were two main strategies during the coronavirus pandemic. NCBA took existing resources and leveraged them to maintain consumer confidence in beef and boost beef consumption. One key tactic executed over the summer was the “United We Steak” campaign, aiming to connect producers and consumers in their shared love of beef. This will be the longest-running and most extensive campaign ever released by Checkoff-funded Beef. It’s What’s For Dinner. The campaign garnered more than 153 million impressions through paid advertising and social media alone.

National Livestock Producers Association and National Institute for Animal Agriculture (NLPA/NIAA): To help consumers understand that healthy animals produce healthy food, NLPA and the Kentucky Beef Council released a new video series Telling Your Antibiotic Story. These videos highlight producers and how they understand the need for careful antibiotic stewardship. Watch the videos at NLPA.org.

North American Meat Institute (NAMI): NAMI strives to boost demand in the veal industry. Through influencer relations and digital marketing tactics, veal product messaging reached more than 1.4 million. NAMI also released veal industry information videos to help consumers learn how veal is raised and engage advocates. These informational videos reached 10.6 million people.

U.S. Cattleman’s Association and Kansas State University (USCA/KSU): The Meat Demand Monitor Project works to understand consumer perceptions of beef and tracks beef demand strength and determinants. Insights show that taste, freshness, safety and price are regularly the most important factors for consumers. This program surveys more than 2,000 U.S. residents monthly.

U.S. Meat Export Federation (USMEF): USMEF is accustomed to change in the international marketplace. With the coronavirus situation varying from country to country, international team members adjusted messaging and tactics by country to continue emphasizing the integrity of U.S. beef. For example, in South Korea, 76 grocery stores participated in U.S. beef product samplings. Sales recordings of U.S. beef in Korea had already experienced an 18 percent sales increase from January through May.

Frequently Asked Questions

The Cattlemen’s Beef Board (CBB) will invest approximately $39,380,000 into programs for beef promotion, research, consumer information, industry information, foreign marketing and producer communications during fiscal 2021, subject to USDA approval.

At the end of its September 9-10 meeting in Denver, Colorado, the Beef Promotion Operating Committee (BPOC) approved checkoff funding for a total of 13 “Authorization Requests” – or grant proposals brought by nine contractors for the fiscal year beginning October 1, 2021. The committee includes 10 producers from the Cattlemen’s Beef Board and 10 producers from the Federation of State Beef Councils.

Nine contractors brought a total of $47,725,121 worth of funding requests to the BPOC this week, nearly $8,345,121 more than the funds available from the CBB budget.

“Producers drive all the decisions that the BPOC makes during these important meetings,” said CBB and BPOC Chair Jared Brackett. “Cattlemen and women from across the U.S. and importers carefully consider every proposal to determine where we should spend these Checkoff dollars with one primary goal in mind – increasing beef demand to provide producers with the best possible value for their Checkoff investments.”

“Once again, our contractors came to these meetings with some incredibly innovative ideas and projects. As always, it’s a real challenge to balance the budget and distribute our limited amount of Checkoff dollars to these contractors in a way that we believe will best drive beef demand. I personally thank all our contractors and committee members for dedicating considerable time and effort to continue moving the beef industry forward.”

 

In the end, the BPOC approved proposals from eight national beef organizations for funding through the FY 21 Cattlemen’s Beef Board budget, as follows:

  • American Farm Bureau Foundation for Agriculture – $670,996
  • Cattlemen’s Beef Board – $1,689,915
  • Foundation for Meat and Poultry Research and Education – $646,144
  • Meat Import Council of America / Northeast Beef Promotion Initiative – $497,034
  • National Cattlemen’s Beef Association – $26,442,207
  • National Institute for Animal Agriculture – $89,466
  • North American Meat Institute – $994,068
  • United States Meat Export Federation – $8,350,170

Broken out by budget component – as outlined by the Beef Promotion and Research Act of 1985 – the Fiscal Year 2021 Plan of Work for the Cattlemen’s Beef Promotion and Research Board budget includes:

  • $9.8 million for promotion programs, including continuation of the checkoff’s consumer digital advertising program, as well as veal promotion
  • $8.9 million for research programs, focusing on a variety of critical issues, including pre- and post-harvest beef safety research, product quality research, human nutrition research and scientific affairs, market research, and beef and culinary innovations
  • $7.3 million for consumer information programs, including a Northeast public relations initiative; national consumer public relations, including nutrition-influencer relations and work with primary- and secondary-school curriculum directors nationwide to get accurate information about the beef industry into classrooms of today’s youth
  • $3.3 million for industry information programs, comprising dissemination of accurate information about the beef industry to counter misinformation from anti-beef groups and others, as well as funding for checkoff participation in a fifth annual national industrywide symposium focused on discussion and dissemination of information about antibiotic use
  • $8.4 million for foreign marketing and education in 80 countries in the following regions: ASEAN region, Caribbean, Central America/Dominican Republic, China/Hong Kong, Europe, Japan, Korea, Mexico, Middle East, Russia/Greater Russian Region, South America, Taiwan and new markets
  • $1.7 million for producer communications, which includes investor outreach using national communications and direct communications to producers and importers about checkoff results, as well as development and utilization of a publishing strategy and platform and a state beef council content hub.

The full fiscal 2021 Cattlemen’s Beef Board budget is approximately $43.1 million. Separate from the authorization requests, other expenses funded include $254,000 for program evaluation; $445,000 for program development; $720,000 for USDA oversight, which includes $450,000 for AMS oversight and $190,000 for CBB’s legal and compliance; and $2.1 million for CBB administration. The fiscal 2021 budget represents a decrease of 3.2 percent, or $1.4 million from the $44.5 million fiscal year 2020 budget.

All authorization requests and budgets are now sent onto the full Cattlemen’s Beef Board for approval, followed by the USDA’s Agricultural Marketing Service for review, with a start date for the new fiscal year on October 1.

For more information about the Beef Checkoff and its programs, including promotion, research, foreign marketing, industry information, consumer information and safety, contact the Cattlemen’s Beef Board at 303-220-9890 or visit DrivingDemandForBeef.com.

Frequently Asked Questions

The U.S. Meat Export Federation (USMEF), a subcontractor to the Beef Checkoff, strives to maximize market access, grow demand and increase U.S. beef value across the world. Due to the coronavirus pandemic, many of USMEF offices had to adapt their initial tactics and strategies to fit the new international marketplace. Despite the coronavirus situation, USMEF is continuing to encourage beef sales in key export markets and emphasize U.S. beef integrity.

Here are just a few of their recent efforts:

1. American Beef Fair Promotions in Japan

Retail promotions for U.S. beef in Japan were extremely popular over the summer. The “American Beef Fair” promotions, which featured various cuts of U.S. beef, took place at six retail chains. More than 400 outlets participated in the regional promotion, which included newspaper advertising and tasting demonstrations.

2. “U.S. Meat Connect” App in Mexico

With many businesses closing or reducing their operations, it has been difficult for distributors, restaurants, retailers and consumers to know what products are available. To help buyers and consumers in Mexico find and purchase U.S. beef, USMEF developed an app that facilitates the process. The “U.S. Meat Connect” app has been promoted on social media and YouTube, with influencers also encouraging consumers to download and use it.

3. Instagram Live Cooking Demos in the Middle East

USMEF recruited one of the region’s top social media culinary personalities, Chef Maroun Chedid, to perform live U.S. beef cooking demonstrations on Instagram in June. The live broadcasts highlighted the attributes of U.S. beef to Chef Chedid’s broad online audience of 265,000. Chef Chedid starred on Top Chef Middle East and owns the Maroun Chedid Cooking Academy in Lebanon. During his Instagram Live, he explained the quality and advantages of U.S. beef cuts such as tenderloin, chuck and brisket. He also shared his experiences cooking with alternative cuts of U.S. beef, emphasizing how their quality and versatility can potentially enhance profits in the region’s growing foodservice sector.

4. Product Samplings in South Korea

Product samplings for U.S. beef gained traction in June in and around Seoul. Seven retail chains with 76 outlets conducted in-store promotions with product samplings for U.S. beef. Sales recordings of U.S. beef in Korea had already experienced an 18 percent sales increase from January to through May.

5. Steakhouse Program in Peru

Two steakhouses with 12 outlets featured U.S. beef for Father’s Day in and around Lima. USMEF provided take-out and delivery program support as both steakhouse chains were attempting to restart their restaurant operations after being shut down by the pandemic.

6. Training for E-Commerce Companies in China

To raise the profile of U.S. beef and increase how often it is shared and recommended online, USMEF conducted on-site staff training for two popular e-commerce companies in Shanghai. USMEF highlighted a variety of U.S. beef cuts, offered a host of cooking applications, storage tips and defrosting techniques. The training also illustrated the difference between grass-fed beef and grain-fed beef and emphasized the advantages of U.S. beef over competitor products.

7. Beef Promotions in Bulgaria

Portion-controlled cuts of U.S. beef were promoted in 29 Metro outlets in Bulgaria. Metro is one of the largest hypermarket chains in Europe. From January to June 2020, more than six metric tons of U.S. beef has been exported to the European Union.

8. Delivery Support Program in the Philippines

USMEF hosted a promotion for U.S. beef in June with a target account distributor in Manila. This delivery fee support program contributed toward the delivery fee for consumers who purchased any combination of U.S. red meat products.

9. “Go U.S. Beef” in Taiwan

U.S. beef “On the Go” was a five-week retail promotion for U.S. beef in May. This was part of the “Go U.S. Beef” campaign, which took place at Keeper’s outlet, a retail location, as well as their online platform. Tasting events with U.S. beef were also held on mobile carts at six different neighborhood locations during the promotional period. Events featuring interactive tools encouraged additional engagement on social media.

10.  “Bringing Hope” Kits in the Dominican Republic

USMEF worked to provide direct support to foodservice workers with “Bringing Hope” kits. Many foodservice workers were without work when restaurants shut down during the pandemic. These care packages included U.S. beef, rice, pasta, vegetable oil, salt, sugar, butter, cheese and bread. A total of 300 “Bringing Hope” kits were distributed to employees of 51 restaurants and six hotels in Santo Domingo during May and June.

Even with the coronavirus situation varying from country to country, USMEF reports show a sustained demand for U.S. beef despite the economic slowdowns. Markets around the world have a strong desire to purchase U.S. beef cuts and variety meats. Exporting these products helps boost demand for cattle and, ultimately, cattle prices. The Beef Checkoff will continue to support these efforts and increase demand for U.S. beef in international markets.

steak and vegetable kabobs

Frequently Asked Questions

Every five years, the U.S. Department of Agriculture (USDA) and Health and Human Services (HHS) work together to update and release the Dietary Guidelines for Americans (Dietary Guidelines.) Each edition of the Dietary Guidelines reflects the most current nutritional science and advises consumers on what to eat and drink for better health and reduced risk of chronic disease. The 2020 to 2025 Dietary Guidelines for Americans Advisory Committee (DGAC) is comprised of 20 health and nutrition experts who are responsible for developing the recommendations for the USDA and HHS. The Dietary Guidelines provide a roadmap for healthy eating and serve as the foundation for federal nutrition programs; school, military, hospital and nursing home menus, and many other expert nutrition recommendations.

Because the Dietary Guidelines has a significant influence on consumer eating habits, the Beef Checkoff works diligently to ensure beef is well represented in this publication. For the most recent edition, the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, submitted 21 sets of public comments and more than 100 research studies supporting beef’s role in a healthy diet.

The comments submitted to the DGAC on behalf of the Beef Checkoff reviewed the scientific evidence on the following topics:

  • Beef’s critical role in growth and development, especially as a rich and high-quality source of iron for older infants, women and girls.
  • The large body of high-quality evidence consistently showing that lean beef supports heart health as part of a healthy diet.
  • The vital role beef plays as a source of high-quality protein and essential nutrition for the aging population.
  • Dispelling the myth that Americans are overconsuming red meat, when in fact, Americans, on average, eat less than two ounces of beef each day 1, which is in line with current DGA recommendations.
  • The best scientific practices for evaluating beef-related research, including accurate meat definitions.
  • Research reinforcing the importance of flexibility in choosing beef in a variety of healthy diets, including those low in carbohydrates and high in protein.

When the Beef Checkoff submits research to be considered in these guidelines, it is actively fighting for consumers to understand that beef is a reliable dietary choice for those wanting to live a healthy lifestyle. To view a list of the comments submitted to the DGAC by NCBA, on behalf of the Beef Checkoff, visit www.beefresearch.org

Also submitted were gold-standard research studies that further reinforce beef as an important source of high-quality protein for Americans of all ages. These studies included Checkoff-funded research demonstrating how lean beef can be the protein of choice in many healthy diets, including the popular Dietary Approach to Stop Hypertension (DASH) diet and Mediterranean Diet. Other submitted studies – like the BeefWise study – showed that low-carbohydrate and higher-protein diets including lean beef can help people lose weight while maintaining muscle mass and heart health.

One of the most recent studies, conducted by Kevin C. Maki, Ph.D., at Indiana University, was published in May by the Journal of Nutrition. Researchers studied 33 participants, 26 women and 7 men who were at risk for Type Two diabetes. They measured the participants’ cardiometabolic risk factors at the end of each feeding phase and compared each individual’s factors throughout the trial. Half of the participants followed the USDA healthy eating pattern of up to 1.2 ounces of red meat per day 2. The remaining participants began a similar pattern that contained an additional 5.3 ounces of lean, unprocessed beef per day in place of refined starches. The study’s critical takeaway was that individuals have the flexibility to include up to about six ounces of lean, unprocessed beef in daily healthy diets without increasing risk factors for heart disease or diabetes.

This study proves beef can be a part of a healthy diet and gives consumers the flexibility to include more lean unprocessed beef in their daily diets. The Beef Checkoff will continue to support cutting-edge nutritional research with leading scientists at universities and research institutions to understand beef’s role in health.

Frequently Asked Questions

Behind every Beef Checkoff decision is a cattle producer. And, more often than not, it’s a neighbor down the road, a fellow member of the local cattle group or the cattleman or woman looking at a pen of bulls during a spring production sale. These producers and importers go through the same challenges and face the same adversities as their fellow cattle producers across the nation. With passion and steadfast dedication, Cattlemen’s Beef Board members from across the U.S. volunteer their valuable time to represent both the entire beef industry and producers in their state.

The Cattlemen’s Beef Promotion and Research Board, commonly referred to as the CBB, consists of 99 members who represent cow/calf, stockers, feedlot, veal and dairy operations, as well as importers of beef and beef products. The number of board members representing a state is determined by the total number of cattle in that state or region, with 500,000 head earning each state its first board member and 1,000,000 head for each additional member. Importer numbers are established in the same manner, using a per-head equivalent. Members are nominated by certified nominating organizations to the USDA and then appointed by the Secretary of Agriculture.

The appointed members have the opportunity to serve on CBB Checkoff program committees, administrative committees, the Evaluation Advisory Committee, as well as the Beef Promotion Operating Committee. CBB Checkoff program committees are comprised of 20 CBB members and 20 members of the Federation of State Beef Councils. Together, these 40 committed producers and importers determine the funding given to Beef Checkoff contractors and their projects every September.

In addition to serving on various committees, members genuinely want the best outcome for producers, because they, too, are producers.

Visit BeefBoard.org/Meet-Your-Board to see the board members in your state.

Frequently Asked Questions

This insightful and informative roundtable is brought to you by The National Corn Association, and Pork, Soybean and Beef Checkoff Programs in partnership with Farm Journal, which will shine a light on the challenges and adjustments being made across agriculture to adapt to the global pandemic. You’ll hear firsthand knowledge from experts and agriculture commodity industry professionals, including farmer-leaders of the Corn, Pork, Soybean and Beef Checkoff Programs, who are positioning themselves for future success in the midst of an unprecedented pandemic. You’ll also have the opportunity to ask your own questions as you seek advice on how to move your business forward effectively and efficiently during this time.

Register for the virtual roundtable.

 

Frequently Asked Questions

The iconic Checkoff-funded brand, Beef. It’s What’s For Dinner. has evolved for a new generation of consumers.

When the Beef. It’s What’s For Dinner. brand launched in 1992, it was seen as a catalyst for pushing beef to the forefront of consumer advertising and into the center of the dinner plate. With funding from the Beef Checkoff, the National Cattlemen’s Beef Association (NCBA) established the original Beef. It’s What’s For Dinner. campaign through television and radio advertisements. These memorable ads featured celebrity voiceovers, along with Aaron Copland’s famous “Hoe-Down” music from the ballet Rodeo. Television audiences – including cattle producers and other consumers – could see the brand’s advertisements on mainstream programming with large audiences.

Now in 2020, producers may wonder, “Why don’t I see those beef ads on television anymore?” Beef. It’s What’s For Dinner. is still successfully promoting beef’s greatest strengths on multiple digital platforms, including TV. However, producers may not see these advertisements because they are not in the defined target audience. Producers already know about and love beef, but consumer groups need to be reached purposefully in order to communicate beef’s strong attributes. Checkoff dollars are being used to efficiently target an urban consumer audience through digital platforms.

A Digital Strategy

In 2014, with an increased focus on targeting the older millennial parent ages 25 to 34, Beef. It’s What’s For Dinner. went 100 percent digital to effectively and efficiently reach very specific consumer audiences. Consider how differently this audience consumes media now versus in 1992. Many families no longer have broadcast or cable television, instead choosing to watch video entertainment from online streaming services like Hulu and YouTube. They spend an average of 50 hours per week using social media, primarily on their smartphones 1.

Cutting the cord on traditional broadcast television advertising made it possible for the brand to more closely and cost effectively target and measure its beef promotion efforts. Television ads are typically more expensive to run during mainstream programming. That makes it difficult to accurately measure who actually watched the ad, because during commercial breaks, many viewers fast-forward or leave the room. With digital targeting, Beef. It’s What’s For Dinner. knows who viewed the ad, on which platform and for how long.

This approach is similar to the way the brand currently delivers ads online and via social media and music streaming services. In 2017, Beef. It’s What’s For Dinner. introduced “Nicely done, beef.”, a campaign positioning beef as the top protein. Utilizing technology, the brand delivers messages like the “Nicely Done, beef.” advertisements on streaming services, Facebook, Instagram, Pandora radio and premium websites, such as FoodNetWork.com, to specific consumers who meet certain targeted demographics and live in urban and suburban areas.

While producers paying into the Checkoff are often beef-eaters by nature, they may not see these ads because they’re not in the target audience. Beef. It’s What’s For Dinner. is now reaching more consumers with fewer dollars, with the added ability to more accurately measure its influence.

Influencer Outreach

Along with an overarching, integrated digital strategy, NCBA is using innovative and engaging ways to communicate beef’s nutrition, ease of preparation, convenience and taste to consumers.

One way this is accomplished is by working with influencers – people to whom consumers look for advice and guidance. In the beef industry, influencers include health professionals, fitness professionals, credentialed nutrition experts and communicators, medical doctors, non-governmental organizations, academics and third-party scientists, culinary leaders, bloggers and other experts. These individuals spread positive messages about beef to their audiences and partake in live or virtual experiences that expose them to beef’s many benefits firsthand.

By leveraging the strong relationships between influencers and their audiences, the Beef Checkoff can positively affect attitudes and perceptions about how beef is raised, its health value and its role in a nutritious diet.

Utilizing New Tools for Food Delivery

Today, more consumers are purchasing groceries online than ever before, a fact that hasn’t gone unnoticed by the Checkoff. A series of Beef. It’s What’s For Dinner. ads were placed online on Instacart, the largest third-party grocery delivery service in North America, to measure what messages and content would best drive online beef sales through the Instacart platform. For example, some content focused on beef’s delicious taste while others focused on beef’s nutritional value. All Instacart tests have shown a significant increase in beef sales. After the test period, sales increased between 26 to 36 percent after consumers viewed a Beef. It’s What’s For Dinner. ad at point-of-online purchase 2.

Beef. It’s What’s For Dinner. also partnered with Postmates, a prominent third-party restaurant delivery platform, to determine which common beef-related keywords – beef, burger, steak and BBQ – would drive the strongest beef meal purchases. Almost 10 percent of customers purchased burgers during the week that keyword was promoted. Sponsoring the “burger” keyword with a Beef. It’s What’s For Dinner. logo led to a two percent increase in purchases, and “burgers” also drove the highest number of new customers 3.

These efforts, along with multiple other campaigns, contributed to the Beef. It’s What’s For Dinner. brand reaching consumers a staggering one billion times in 2019 4. When consumers are aware of the Beef. It’s What’s For Dinner. brand, they’re more likely to eat beef more often and feel good about it.

A Proven Approach

Through an effective, research-driven digital approach, Beef. It’s What’s For Dinner. is helping increase per capita beef consumption. Consumers are eating beef more frequently than ever before, with 96 percent of consumers eating beef and more than 70 percent of consumers saying they are consuming beef at least weekly or more 5.

The Beef. It’s What’s For Dinner. brand is only one promotional effort funded by the Beef Checkoff. Multiple other initiatives are being executed by Checkoff contractors to push beef as consumer’s protein of choice. By implementing cohesive campaigns that include digital advertising, social media and influencer relations, the Beef Checkoff is reaching a targeted group of consumers and reminding them that beef is a wholesome and nutritious product. As consumer trends continue to evolve, the Beef Checkoff will continue to find new ways to actively promote beef as the protein of choice.

 

Frequently Asked Questions

Derrell Peel

Driving demand for beef is at the core of the Beef Checkoff. Why? Because consumer beef demand drives producer success.

The beef industry is very complex, with many layers and sectors that must work together. Multiple factors affect the ultimate price a producer gets for their cattle at market. One particularly significant factor is beef demand.

Demand is the amount of a good or service consumers are willing and able to purchase at each price. Demand is based on several factors: income, price, quality, advertising, taste preferences and confidence in that product. Ultimately, beef demand relies heavily on sentiment, trust and loyalty. The total value consumers place on beef products affects beef carcass values, as well as prices for fed cattle, feeder cattle and calves.

In the 1980s and 1990s, when beef demand plummeted, producers were severely struggling and realized that something needed to be done to save the industry. In 1988, 79 percent of producers voted in a mandatory Checkoff assessment to salvage beef demand through a national referendum vote. To this day, the Beef Checkoff actively works to stimulate beef sales and consumption through a combination of initiatives; all of these initiatives work to maintain beef as a superior protein of choice.

Defining “Demand” and How it Affects the Producer

Producers can agree that demand is important, but many have questions about exactly what demand is and what it means to them. To answer these questions, the Cattlemen’s Beef Board talked with Dr. Derrell Peel, an Oklahoma State University extension livestock marketing specialist, to walk through what demand is and the important role it plays for cattle producers.

Listen to the full interview.

What is Beef Demand? And What Factors Determine Beef Demand?

“Demand is the willingness and ability of a consumer to purchase certain quantities at certain prices. When we evaluate demand, we first look at the price of the product and the prices of related products that might influence how a consumer would make decisions between two products; then, we look at income levels and other things that determine the consumer’s overall disposable income.”

Listen to his full response.

How Does Beef Demand Differ From Beef Consumption?

“Demand and consumption commonly get confused. Beef consumption is just the quantity part, how much consumers are purchasing and eating.”

Listen to his full response here.

What Factors Determine What Price a Producer Gets Per Head of Cattle at Market?

“All value in the beef industry comes from consumer demand for beef products. In general, the value of cattle at various levels is derived from the value that consumers place on the resulting set of beef products.”

Listen to his full response.

What Caused The Bottleneck Market During COVID-19?

“The biggest stage of the marketing margin happens when we go from fed cattle to the packing plant. There’s all of that fabrication into those beef products. There’s a tremendous amount of shipping, labor and other things involved. During the coronavirus situation, we basically created a much a larger increase in costs at that marketing margin level.”

Listen to his full response.

What Are the Effects of Restaurant vs Consumer Home Demand?

“It’s important to recognize that beef is not one thing; the beef industry ultimately produces thousands of different products, and the demand for each of those products is separate. You can see the coronavirus’s impact at wholesale prices. Some of the most expensive beef products and some of our middle meat steak-type products actually decreased in value. At the same time, we had increased demand for other products in the grocery store. The bottom line is, yes, it did have a big impact on cattle’s overall value.”

Listen to his full response.

How Does Increase Beef Demand Benefit Producers Over the Long Haul?

“All of the value in the industry starts at the consumer product demand level. Consumers who have a preference for our products, who value it and who are willing to spend part of their disposable income on it collectively – that demand then works its way back through this enormous set of markets that we can then see at the producer level.”

Listen to his full response.

Frequently Asked Questions

Today, with so many Beef Checkoff initiatives hyper-targeted to the urban consumer, the Cattlemen’s Beef Board (CBB) is ensuring Checkoff dollars are being well spent by delivering messages as efficiently as possible. However, this means many rural producers may not see the promotional campaigns as often as they may remember in the past, and some may wonder what their Checkoff dollars are funding. That’s one of the reasons why the Beef Checkoff’s Producer Communications program exists. Under the guidance and supervision of the CBB this program shares investment results, highlights program successes and builds an understanding of Checkoff roles, responsibilities and processes. Ultimately, the Producer Communications program relays how Checkoff funds are allocated to drive demand for beef.

Each fiscal year, the CBB reserves a small percentage of Beef Checkoff dollars for Producer Communications. The CBB uses these funds to communicate with beef producers and importers, telling them how their dollars are being used in the Beef Checkoff’s five distinct program areas: promotion, research, consumer information, industry information and foreign marketing. Cattlemen’s Beef Board Members, along with volunteers from the Federation of State Beef Council’s on the Investor Relations Working Group oversee Producer Communications funding and projects. Twice a year, producer leaders in this working group meet to discuss and review how the program’s efforts directly tie into the strategic initiatives based on the industry’s Long Range Plan.

According to the Beef Promotion and Research Act and the Beef Promotion and Research Order, it’s the CBB’s job to let producers know how their Checkoff investments are being put to work, promoting beef worldwide. To accomplish this task, the CBB shares articles highlighting Checkoff initiatives, results and insights, delivering valuable and timely information in a variety of formats.

To reach as many producers as possible, the CBB hosts The Drive publishing platform at DrivingDemandForBeef.com. Through this platform, the CBB shares recent efforts and outcomes of projects funded with Beef Checkoff dollars. Producers can subscribe to complimentary quarterly print and monthly e-newsletter editions of The Drive, bringing important information directly to their mailboxes or inboxes. Both editions feature regular updates from Qualified State Beef Councils, providing producers with a beneficial mix of state and national Checkoff news.

The CBB also shares timely updates and educational information about the Beef Checkoff on Facebook and Twitter. Producers following the Checkoff on social media are encouraged to voice their opinions and thoughts on all posts and tweets. Through lively conversation, debate and discussion, producers can quickly and easily offer valuable input about the Checkoff and the beef industry.

Another way the CBB is reaching producers is through the Your Dollar Does campaign, which highlights the progress and wins from each of the Checkoff’s program areas.

Sharing the successes of Checkoff-funded programs and activities is at the heart of the Producer Communications program. Through multiple initiatives and a variety of formats, the CBB will continue to transparently communicate all efforts funded under the Beef Checkoff and show how the Checkoff is using producer dollars to successfully drive demand for beef.

 

“It’s important for producers and importers across the U.S. to know where their Checkoff dollars are being spent and to understand how their contributions positively affect all producers by driving demand for beef. Actively learning about the Beef Checkoff and getting involved in the Cattlemen’s Beef Board is the first step to realizing the benefits it offers to producers.”

Jared Brackett, Chair

 

 

“The technology on hand today is so intricate and advanced. It’s fascinating to see how Beef Checkoff contractors are using it to reach consumers successfully. As a producer, I’m proud my Checkoff dollars are being used to connect with consumers in innovative ways, and I always look forward to learning about those efforts through the Producer Communications program.”

Hugh Sanburg, Vice Chair

 

 

 

“The Cattlemen’s Beef Board has many moving parts. It’s understandable that producers may be confused about Checkoff programs and how funds are distributed. I encourage every producer to learn about Checkoff efforts before being dismissive of its value. Through the Producer Communications program, information is simple to find on DrivingDemandForBeef.com, Checkoff social media channels and The Drive newsletter.”

Norman Voyles, Jr., Secretary/Treasurer

 

Frequently Asked Questions

With warm weather comes the traditional backyard barbecues; families are grilling burgers, steaks and more. Research conducted by the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, shows one-third of consumers are planning to grill more this summer than they have in the past. This points to a prime opportunity to remind consumers that beef is the protein of choice for summer grilling 1.

The Checkoff-funded Beef. It’s What’s for Dinner. brand, managed by NCBA, is kicking off summer grilling season with a campaign aimed at connecting producers and consumers in their love of beef. This multi-pronged campaign encourages consumers to cook beef on the grill and serve up beef recipes all summer long.

To launch the campaign, a new video was released featuring beef farmers and ranchers from around the country working hard to provide consumers with nutritious beef. This video reminds consumers that this summer, grilling season is brought to them by beef farmers and ranchers.

Beef. It’s What’s For Dinner. also declared May 28 as National Beef Burger Day. Recipes and images demonstrating how to build and cook the perfect burger were shared on Beef. It’s What’s for Dinner. social channels. Nationally-known bloggers also shared beef burger content on their blogs and social media platforms, while segments on Good Morning America’s website and Celebrity Page TV showcased how to grill the perfect beef burger.

To further encourage consumers and producers to unite in their shared love of beef, Beef. It’s What’s For Dinner. released “United We Steak” as the centerpiece of the summer grilling season campaign. While challenging circumstances and uncertainty continue across the U.S., beef on the grill can unite everyone and connect consumers to the producers who raise their food.

“United We Steak” has been delivered to consumers through a series of integrated digital content running on social media platforms, as well as through streaming TV services and YouTube advertising. A new series of radio ads was released and shared nationally as well as locally through state beef councils. These advertising efforts drove consumers to a special website, where they could find an interactive map profile page, complete with state-themed beef recipes, a “meet your state beef producer” section and other fun and informative facts about the state.

Running from May to Labor Day, this new campaign promises to be the most extensive and longest running Beef. It’s What’s For Dinner. campaign. This is just one of the programs the Beef Checkoff will execute over the summer to inspire consumers to unite around the grill.