Colin Ball, Author at Beef Checkoff

New research conducted by Colorado State University (CSU) shows that the Beef Checkoff-funded Beef Quality Assurance (BQA) program results in a significant premium for calves and feeder cattle sold through video auction markets. The results showed a premium of $16.80/head for cattle that had BQA listed in the lot description.

Today, approximately 85 percent of U.S. beef comes from BQA-certified producers. Beef farmers and ranchers have historically participated in the BQA program simply because they believe it’s the right thing to do. In fact, the 2011 National Beef Quality Audit found that 87 percent of BQA-certified producers participate for that very reason¹. In terms of securing economic longevity, the BQA program offers producers the opportunity to showcase their dedication to producing high-quality beef and earn premium dollars for it.

The BQA program’s purpose is to 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.

In the mid-1980s to 1990s, state cattle organizations began funding local BQA programs in an attempt to alleviate various defects – injection-site lesions, bruising and antibiotic residues within the meat – that were making their way through the beef supply chain.

In 1991, the Beef Checkoff funded the first National Beef Quality Audit to help identify product conditions and establish new benchmarks. As a result, the national BQA program was developed to address these areas of improvement.

While it was first established to correct quality issues, the BQA program has evolved over the years. Today, the program is more comprehensive, teaching producers how to improve production methods throughout the animal’s lifecycle, from how it’s raised to how it’s processed. As a result, the BQA program seeks to improve beef quality and safety.

To ensure the BQA program stays up to date on production methods and quality standards, the National Beef Quality Audit assesses it every five years.

“By measuring where the industry stands in regard to quality every five years, we’re able to advance the program, take a look at the industry holistically and see how the BQA program can address those issues and constantly improve beef products,” says Chase DeCoite, Director of BQA for the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff.

Producers voluntarily choose to become BQA certified; however, those who do can experience many benefits. Throughout the supply chain, the retail and food service sector drives demand for BQA certification. These companies and businesses want to offer their buyers and consumers the highest-quality beef available, and as such, will gravitate toward the products that are BQA certified.

Nowadays, more consumers want to know the story behind the food they eat. According to the checkoff-funded Consumer Beef Tracker, 70 percent of consumers sometimes, often or always consider how their food was raised before making their purchasing decisions.² That’s why NCBA, on be half of the Beef Checkoff has launched a new campaign geared toward educating consumers about the benefits of the BQA program and show how today’s producers are committed to producing high-quality beef in a safe, environmentally friendly and sustainable way.

Moreover, cattlemen developed the BQA program for cattlemen to reinforce the beef industry’s dedication to responsibly raising cattle. As the beef industry evolves, there is always room for improvement. The BQA program is a resource that producers can utilize to ensure their production methods are up to par.

“BQA and the Beef Checkoff should be proud that we’ve had a program in place for 30 years to address quality concerns,” says DeCoite. “Producers should be proud they invested in a program that has been so successful, it is now being picked up by the supply chain and proves the product we’re serving is responsibly raised.”

From a value standpoint, BQA certification is not just the right thing to do for cattle, but also fiscally beneficial to the producer. Become BQA certified at www.BQA.org.

Dairy cattle operations contribute significantly to the beef industry, making up 21 percent of the total U.S. beef supply in 2018¹ and representing approximately 25 percent of Beef Checkoff assessments. To underscore the important relationship between the checkoff and the dairy sector, Beef Checkoff representatives traveled to the dairy industry’s joint annual meeting—organized by the National Milk Producers Federation with the National Dairy Promotion and Research Board and the United Dairy Industry Association—in New Orleans, November 4-6, to engage with dairy producers, educate them on how Beef Checkoff dollars are spent and gain their thoughts on checkoff programs and activities.

As dairy producers also pay into the Beef Checkoff for their beef cattle, it is important for the checkoff to be a part of these industry events. Of the 800-plus producers and industry professionals in attendance, more than half visited the Beef Checkoff booth where they were able to hear checkoff updates, ask questions and subscribe to The Drive.

Every fall, dairy producers, member cooperatives, Young Cooperators (YCs), industry representatives, staff and others from all over the country arrive for three days of speeches, reports, banquets, general sessions, town hall meetings and award ceremonies. Taking place in a different U.S. city each year, the annual meeting represents an opportunity for the dairy industry stakeholders to get together and share their common accomplishments and challenges, as well as discuss the best route for the industry’s future.

Throughout the course of the event, producers noted feeling pressure as milk demand declines, but with that, they are thankful the Beef Checkoff is supporting them through different revenue streams. Many said they are cross-breeding their heifers with other strong beef breeds to earn better premiums when the cattle eventually go to beef processing.

“It is great to see the Beef Checkoff engaging with dairy producers,” said Melvin Mederios, California dairy farmer and Cattlemen’s Beef Board Member. “As a whole, I think most producers are really pleased with the results coming out of checkoff-funded programs. The goal is to drive beef demand, and we are seeing dairy producers adjust their operations to capitalize on that demand.”

Attending events such as this to gain producer insights and feedback is a top priority for the Beef Checkoff. In order for the checkoff to remain effective, it is imperative producers understand the checkoff programs that are in place and how they are helping drive demand for beef. Producer thoughts and feedback directly impact future checkoff programs and initiatives, and these events create a great opportunity to foster relationships and encourage dialogue between the national program and the everyday beef farmer.

The Beef Checkoff was designed by producers, for producers, to build value by focusing on key areas of research and promotion to drive demand for our beef around the world. But who decides where checkoff dollars are best utilized?

The decision-making works with one simple purpose in mind – producers and importers making decisions to fund programs and activities that enhance their bottom lines. As it should be – it’s only right that those with skin in the game are the ones who make the funding decisions.

Simply Producer-Driven

As I described last month in “The Reality of the Beef Checkoff,” there are layers of processes and procedures in place to ensure that decisions are producer-driven at both a local and national level and that checkoff dollars are invested according to strict and specific parameters. This decision-making is mandated through the Beef Promotion and Research Act, and USDA has been delegated authority by Congress to ensure this happens.

Producer and importer representation and involvement are at the heart of the Beef Checkoff. It is through joint committee efforts between the Cattlemen’s Beef Board (CBB) and the Federation of State Beef Councils that producers can formally have their say in how Beef Checkoff dollars are invested each year.

Certified beef industry organizations nominate individual beef producers and importers to the Secretary of Agriculture for appointment to the CBB. The Secretary then selects individuals from those nominations, with the number of producers in each state determined by the cattle numbers in their state. In 2020, there will be 99 members of the CBB Board. Those members have the opportunity to serve on CBB checkoff committees, CBB administrative committees, the evaluation advisory committee, as well as the Beef Promotion Operating Committee (BPOC).

One of the most important roles for CBB Board members is to participate on CBB checkoff committees, which are comprised of 20 CBB members and 20 members of the Federation of State Beef Councils. These committees are created to match up with key goals that were determined by the industry Long Range Plan (LRP). These committees are Export Growth, Consumer Trust, Innovation, Safety and Nutrition and Health. Over several meetings throughout the year, qualified contractors present preliminary projects and ideas (Authorization Requests) to these checkoff committees, who then score each of the projects, provide comments and feedback, and request revisions to ensure the projects are as efficient and beneficial to the industry as possible. The updated projects and the committee feedback are then submitted, along with other evaluation results, to the BPOC.

BPOC members all go through an intense screening and interview process by fellow producers and importers before they are appointed. It is a very competitive process, which is conducted each year, with many more applicants than seats. Each September, the BPOC (comprised of 10 CBB members and 10 members of the Federation of State Beef Councils) reviews and hears presentations on all the Authorization Requests (ARs) by the qualified contractors.

Total amounts requested by the contractors are typically much higher than the available funds, so the BPOC must determine which projects to fund (or not to fund). This September, for example, the BPCO reviewed nearly $51 million in funding requests and allocated about $40.9 million into programs of beef promotion, research, consumer information, industry information, foreign marketing and producer communications for fiscal year 2020.

A two-thirds majority is required to approve any project, so those projects which appear to provide the best return to the industry are approved for funding. This proposed budgeting plan is then submitted to the full board for approval. If approved by the full board, the budget, ARs and contracts are finally submitted to USDA for approval.

Collaboration

It’s a well-defined, layered and structured process, full of checks and balances, all of it geared toward ensuring that your voices are heard, and that cattlemen and women benefit from the work that is done with Beef Checkoff dollars.

This decision-making process fosters collaboration among stakeholders in the industry, ensuring that all decisions are made with strong rationale.

For many, the best place to get involved is by attending CBB and qualified state beef council meetings. Meetings are open to the public, and all are encouraged to attend. To become a member of the Cattlemen’s Beef Board, a producer should work with a certified nominating organization in their specific state, region, or unit.

Producer-driven. As it should be. When it comes to the Beef Checkoff, those with skin in the game make the investment decisions and benefit from those investments.

Created 34 years ago through a vote of producers all over the country, the Beef Checkoff launched to add support to the industry through promotion and research to ultimately grow beef demand. After all, if beef producers aren’t promoting their product, who will? The program started in 1985 with a simple process: pay $1 per head of cattle at the time of sale. It’s something you may only do a few times a year or maybe you do it several times a month. Most likely it shows up as a line item on your sale barn receipt or you might send in a check through the private treaty program. Did you know those dollars are contributing to a larger, multi-faceted program?

And do you know the journey your dollar takes once it leaves your hand?

The Beef Checkoff Dollar

When the Beef Promotion and Research Act and Order was created, the producers involved wanted the process to be a simple one. The idea of “one head / one dollar” seemed to be the best and fairest way to easily pull together assessments on cattle to fund the state and national programs. At the time, those founding producers had the forethought and experience to understand that the program needed national exposure and reach, as well as “boots on the ground” to provide local experience and feedback from back home. By creating a joint effort between state beef councils and the national office of the Cattlemen’s Beef Board, the checkoff was assured to have input from producers from all over the country.

When you pay your dollar, it is collected and sent to your state beef council office. There the money is split: fifty cents to your state, fifty cents to the national office. Why the split? Because producers desire the efficiency of a national, unified voice and the promotional power of the national Checkoff programs (Beef. It’s What’s For Dinner campaigns, national research, media relations, etc.) combined with the customized support at the local level at home. State beef councils support their states through unique consumer and producer events, information, and outreach.

Why the Dollars Live at the State and National Level

Before the Beef Checkoff was created, the beef industry’s promotion and research efforts were somewhat fragmented. Multiple organizations were duplicating efforts and there was no central coordinated effort to reach a greater audience of consumers and keep the spotlight on beef in an increasingly competitive protein marketplace. The checkoff was built to bring those organizations together into a unified voice, to improve efficiencies, and to build shareable – yet customizable – resources to increase beef demand.

By coordinating efforts, funding, and ideas, great things have been happening as resources are shared across multiple platforms and audiences. The Cattlemen’s Beef Board office works with national contractors to develop targeted programs and information that can be shared at the state level. State beef councils use their local resources to build programs, create local, targeted campaigns, and develop research for their own particular group of consumers. Contractors share with states, states share with other states, contractors share with contractors. This unified front creates a powerful web of support for producers and helps to build demand for beef throughout the country. After all, if beef producers aren’t promoting their product, who will?

To be continued…

The return on investment (ROI) analysis, independently conducted by Dr. Harry M. Kaiser of Cornell University in June, shows the promotional efforts by the Beef Checkoff during the five-year period from 2014 through 2018 were highly effective and positive for the beef industry. Overall, every dollar invested in Beef Checkoff activities returned $11.91 to the beef industry, driving demand.

During the five-year review period, all Beef Checkoff promotion and research activities increased total domestic beef demand by 12.8 billion pounds. In other words, had there been no Beef Checkoff activities during that time, domestic beef demand would have been 14.3 percent lower. As for foreign demand, results indicated that if there had been no foreign market development efforts by the Beef Checkoff, U.S. beef export demand would have been 5.5 percent lower in the eight foreign markets studied within the analysis.

The Beef Checkoff expenditures align within these nine areas of focus: general beef advertising, foreign market development, industry information, new product and culinary development, product enhancement research, channels marketing, beef safety research, nutritional research and public relations. Within those categories, advertising receives the most funding, followed closely by foreign market development, to ensure beef is at the forefront of consumers’ minds and helps grow U.S. beef demand around the world.

Every five years an outside research group conducts an ROI analysis to assess the program’s impact within the beef industry and to safeguard the effective and efficient use of producer dollars.

Antibiotic resistance occurs when bacteria develops the ability to survive exposure to antibiotics, making it difficult or impossible to treat infections in people or animals. It is a growing concern amongst society today, with many fearing a “post-antibiotic era” where common infections become life threatening. Locations that frequently use antibiotics like hospitals, long-term care facilities, feedlots and crop production areas have been criticized for the overuse of antibiotics, resulting in less-effective treatments. However, even with this skepticism, it is unknown how much each location contributes to antibiotic-resistant bacteria. ¹

Antibiotics play a critical role in the beef industry, safeguarding health and promoting high-quality beef. The beef industry has taken measures to practice the judicious use of antibiotics to dramatically decrease the potential risk of developing antibiotic-resistant bacteria. The Food and Drug Administration (FDA) reported domestic sales and distribution of medically important antibiotics for use in livestock has decreased 43 percent since 2015. ²

The checkoff-funded National Beef Quality Assurance (BQA) program now contains producer guidelines for antibiotic use, which were developed by cattle producers in collaboration with animal health experts. From administration practices to record keeping, these are tactics the beef industry is showcasing every day in order to produce the high-quality beef consumers depend on.

In 2016, the Beef Checkoff funded research into antibiotic resistance, which continues to be the largest study published to date examining the ecology of antimicrobial resistance (AMR) in the beef production system, using shotgun metagenomics, a way to sequence thousands of organisms in parallel. This unique study followed the same groups of cattle from feedlot entry through the harvest process to market-ready beef products. The purpose of the study was to help identify if at certain times in the supply process more resistance genes were prevalent. This is the first study of its kind, and the checkoff will continue to be involved in this important industry issue.

In order to continue to stay up to date on the use of antibiotics in food animals, the Beef Checkoff helped sponsor the 9th Annual Antibiotic Symposium. The event was held in Ames, Iowa on October 15-17th. The symposium discussed scientific updates on antimicrobial resistance, how research technology and innovation continue to impact that growing knowledge and how to better communicate to consumers the importance of antibiotic use for livestock health.

From Meatless Mondays to the EAT-Lancet initiative, the beef industry has seen the call for consumers to eat less beef many times over. A recent EAT-Lancet report out of the United Kingdom suggests that the only way to save the planet is to eat less meat—and more nuts and beans. Reports such as these influence dietary guidelines around the world, so it is imperative the beef industry both understands and shares the true facts about beef’s environmental footprint.

A recent study shows that even if Americans removed all animal protein from their diets, they would reduce U.S. greenhouse gas (GHG) emissions by only 2.6 percent. Dr. Frank Mitloehner, professor and air quality specialist for the Department of Animal Science at the University of California says, “According to our research, if the practice of Meatless Monday were to be adopted by all Americans, we’d see a reduction of only 0.5 percent.”¹

Beef Checkoff research shows that removing beef from the diet would likely have negative implications on the sustainability of the U.S. food system, as cattle are able to convert low-quality feed into high-quality protein. With beef removed as a protein option, an equivalent source of protein would need to take its place – and have its own GHG emission consequences.

Mitloehner believes the majority of public confusion comes back to the wrongly reported environmental impact of meat and milk in the 2006 United Nations report, “Livestock’s Long Shadow.” The document stated, “The livestock sector is a major player, responsible for 18 percent of greenhouse gas emissions measured in carbon dioxide equivalents. This is a higher share than transport.”²

The media quickly latched onto the inaccurate statements within this report and distributed them to a wide audience. The conclusions within “Livestock’s Long Shadow” were wrongfully drawn through inconsistent comparisons. While the report’s researchers measured beef’s potential environmental impact from pasture to plate, they only assessed transportation emissions that take place while driving a vehicle – not those from well to wheel.

In a recent article, Mitloehner says leading authorities agree that, in the U.S., raising cattle and pigs for food accounts for about three percent of all GHG emissions, while transportation creates an estimated 26 percent.³

“Smarter animal farming, not less farming, will equal less heat,” says Mitloehner. “Producing less meat and milk will only mean more hunger in poor countries.”³

Today, beef production has less effect on the environment than ever before. According to USDA’s National Agricultural Statistics Service, U.S. beef farmers and ranchers produce the same amount of beef with one-third fewer cattle than they did in the 1970s. With enhanced genetics, heightened reproductive performance, faster growth and higher-quality feeds, beef farmers and ranchers are improving beef production processes.

Through its promotional and research efforts, the Beef Checkoff works alongside producers to improve consumer confidence in beef to help drive demand. When people view beef as a favorable product, they’re more apt to purchase it at grocery stores and restaurants. While climate change continues to be top-of-mind for many, the checkoff will continue to educate and provide the industry’s real picture so consumers continue to feel confident in eating beef.

On August 8, during the 79th Sturgis Motorcycle Rally, the South Dakota Beef Industry Council (SDBIC) hosted two separate events—one highlighting SDBIC’s consumer-focused beef promotion competition the “Sturgis® Beef Throw Down!” and the second educating beef producers on the importance of promoting beef in unique ways.

Earlier in the day at the Sturgis Motorcycle Rally, celebrity chef Justin Warner presented the award for the winning dish of the “Sturgis® Beef Throw Down!”, a competition among 10 participating restaurants throughout the Black Hills region. Each restaurant created a new beef dish that was judged by Warner and a producer panel. The winner was Chef Braun’s Steak Diane sandwich available at the Alpine Inn located in Hill City, SD.

Area producers gathered later that evening at the Mt. Rushmore Angus Ranch near Hermosa, South Dakota, to learn about the efforts the Beef Checkoff and SDBIC are making to drive beef demand. Greg Hanes, CEO of the Cattlemen’s Beef Board (CBB), was in attendance to share his vision for the Beef Checkoff and answer producer questions about the program and its initiatives. During the evening’s event Warner demonstrated the different ways he is cooking beef to widen its appeal to consumers.

“Both events today showcased the broad impact of the Beef Checkoff,” says Hanes. “Earlier in the day, we were able to see how the South Dakota Beef Industry Council is marketing beef to consumers. Tonight, we are able to come together, celebrate the success of many checkoff programs at the state and national levels and discuss how we can continue to drive demand for beef.”

The Beef Checkoff is a producer-driven program that relies on producer input in order to remain effective.

“Today’s events allowed us to showcase our efforts that are resonating positively with consumers in this state and give South Dakota producers the chance to have their voices heard,” says Suzanne Geppert, executive director SDBIC. “This positive engagement is important for the Beef Checkoff and the entire beef industry.”

The food purchasing habits of city dwellers are often very different than those of people who live in more rural environments. For those who live “out in the country,” meals are often viewed as an opportunity to share the day’s happenings with their families. In cities – home to many on-the-go millennials who often live with roommates – cooking for one is a challenge. Restaurants and food trucks are on every corner, residential kitchens are smaller, storage is minimal, and at-home meals are few and far between.

The 2018 Power of Meat Study found that shoppers continue to look for ways to include convenience-focused solutions in their meal lineups.¹ Millennial urbanites are the demographic behind this shift in shopping priorities, favoring quick, easy and nutrition meals. The beef industry is aware of this cultural shift—and that’s where meal kits enter the picture.

Meal kits range from at-home, subscription delivery services to take-home options consumers can pick up in a grocery store. The Beef Checkoff is recognizing this niche market and driving beef into more than half the meal kits available at supermarkets.² In 2018, the Beef Checkoff’s Beef. It’s What’s For Dinner. brand launched fresh-beef meal kits in retail grocery stores across the country. Developed by the American Foods Group, the steak-bowl meal kits contain raw, USDA Choice beef packaged with all the ingredients needed to make different meal options. These grocery-store meal kits give consumers the convenience they want without the hassle of committing to a subscription.

Beef is the most valuable product at retail, according to the new custom Fresh Meat Market Basket Analysis.³ This study, commissioned by the Beef Checkoff, shows that beef shoppers generate more sales across the entire store. The average shopping cart containing beef is worth more than twice that of a cart without beef at the register, ringing up at $85.70 vs. $41.33 respectively. The power to drive additional food sales is one more reason beef remains a favorite item for both retailers and shoppers.⁴

The Beef Checkoff invests in studies like this to understand purchasing patterns and consumer interests. Furthermore, when beef is able to clearly show its retail advantages, it solidifies its presence within stores, encouraging greater availability for consumers.

While grocery-store meal kits present the beef industry with a tremendous opportunity, so do at-home-delivery meal kits. Companies specializing in these kits, like HelloFresh™ and Blue Apron™, ship boxes of refrigerated ingredients containing two to four recipes each. These kits are delivered at different intervals depending on the customer’s chosen meal plan. Within each box are all the ingredients and recipes needed to make delicious food right at home. Because consumers typically preselect the meals they wish to have delivered, these services can eliminate the more impulsive “shopping experience.” That means it’s even more essential to get beef into these meal kits during the product development process.

And, that’s exactly what the Beef Checkoff is doing. The checkoff has worked with dietitians at HelloFresh to demonstrate not only the benefits of including beef in a healthy lifestyle, but also the dedication cattle farmers and ranchers have toward raising high-quality beef. The Beef Checkoff hosted a group from HelloFresh’s corporate office for a full day of beef immersion complete with a farm tour and lessons on cattle feeding, reproduction, selection and herd health. The group also experienced an in-depth beef-cutting demonstration to help inspire them to include a wider variety of beef cuts within their consumer meal kits. By building a bridge between the farm and the finished product, the Beef Checkoff was able to help foster trust and increase positive sentiment about beef consumption.

Consumers must view beef as a favorable product for the beef industry to continue to thrive. There’s no doubt that cooking dinner looks very different today than in the past. The Beef Checkoff is investing resources toward research and promotion to continue increasing positive perception about beef while driving demand and enhancing availability at every turn.

From July 29th to 31st, cattlemen and women from across the country gathered at the Cattle Industry Summer Business Meeting to discuss current issues and develop programs and initiatives important to the beef industry. Contractors to the Beef Checkoff presented their 2020 authorization requests to their respective program committees, receiving valuable feedback that will help them further improve the Beef Checkoff’s positive impact. The Beef Promotion Operating Committee will review these authorization requests, and in September, the committee will make funding recommendations on Beef Checkoff investments and priorities for the 2020 fiscal year. The annual checkoff budget will then be approved by the Cattlemen’s Beef Board (CBB) and the U.S. Department of Agriculture (USDA).

Throughout the event, cattle producers attended various interactive sessions and meetings centered around Beef Checkoff efforts and other industry-related topics. A major highlight was an industry update from Randy Blach, CattleFax CEO. Producers heard him explore various factors, from herd expansion and export markets to swine fever ramifications and corn crop expectations, that will have a future impact on the U.S. cattle market.

Because the Summer Meeting’s primary focus centers on the Beef Checkoff’s future projects, beef producers and CBB members broke out into the five different committee sessions to hear from checkoff contractors about the efforts they are making to help drive beef demand. The program committees are Safety, Nutrition and Health, Innovation, Consumer Trust and Export Growth.

“By working as a team using this committee structure, we do our best to assure that we get the biggest bang for the buck for every producer dollar we receive,” says CBB member Jimmy Taylor from Cheyenne, Okla.

Some cattle producers voiced a concern over misinformation being shared from different industry groups that oppose the Beef Checkoff.

“The checkoff program is no stranger to criticism, and every question I had was answered openly,” says first-year CBB member, Bree DeNaeyer from Seneca, Neb. “I came away from the Summer Meeting feeling better armed to not just defend, but promote the Beef Checkoff.”

Being a CBB member provides producers with a unique opportunity to positively influence and help improve the Beef Checkoff. The checkoff is a complex program that requires producer input in order to remain successful.

“Before, I had no idea the Beef Checkoff did so many things to efficiently influence demand for beef,” Taylor adds. “As a producer, this makes me feel really good about how my checkoff dollars are being used, and I now realize how important the checkoff is to the success of the beef industry. As a result, I have become a much better advocate for the industry.”

Any and all beef producers can be nominated to be a member of CBB. If you are interested in serving on the board, begin the process today by speaking with your state beef council or certified nominating organizations. Members are appointed by the Secretary of Agriculture based on nominations submitted by these certified nominating organizations. Learn more here.

The Beef Promotion Operating Committee (BPOC) is one of the most influential and impactful producer-led committees in the beef industry, making major funding decisions on Beef Checkoff investments and priorities.

When the Beef Promotion and Research Act was first passed as part of the 1985 Farm Bill, many state beef councils were already working together and conducting checkoff-funded programs through the Beef Industry Council. The Act recognized this state effort, and by law allowed for half of the dollar to remain in the state to fund state programs and promotion. Then, to guarantee state and national programs were coordinated, the Act created the BPOC to ensure funding decisions about checkoff programs as well as decisions regarding which organizations to contract with and carry out the program.

The BPOC develops the annual checkoff budget, which is then approved by the Cattlemen’s Beef Board (CBB) and the U.S. Department of Agriculture. Programs and projects must remain in the areas of promotion, research, consumer information, industry information, foreign marketing, producer communications and must drive beef demand.

The Operating Committee has a unique makeup, with 20 members total from two different entities: 10 members are elected by the CBB, while the remaining 10 are selected by the states through the Federation of State Beef Councils. No checkoff program or project is approved unless two-thirds of Operating Committee members vote to accept it. This means that a program must have recognized value in order to earn the consensus needed to be successfully funded. By formulating a committee that reflects both national and state priorities, the Beef Checkoff is better equipped to spend dollars more effectively and efficiently.

Every August, members of the CBB and Federation of State Beef Councils gather at the industry’s annual Summer Business Meeting to review funding proposals from various checkoff contractors and make recommendations based on industry and producer needs. The BPOC then convenes in September to establish the final funding recommendations for the upcoming fiscal year.

Checkoff-funded consumer research shows us that the key generation for beef marketing – millennials – practically lives on digital devices. They use platforms like Facebook, Twitter, Pinterest and Instagram to get beef recipes, information and industry news. They see what their fellow consumers are saying about beef, then look elsewhere online to check if the information is scientifically sound. Most important for beef producers, they look to social media for quick and convenient recipe ideas to feed their families and help them thrive¹

Your Beef Checkoff program is working diligently to make real, meaningful connections with these consumers to share positive, science-based stories about all things beef. It is the checkoff’s “Beef. It’s What’s for Dinner.” campaign that reaches this target audience in an authentic, genuine way – not only through the communication channels they use most but also through hands-on opportunities with Millennial influencers that are genuine beef advocates.

While challenging, all of these interests translate to tremendous opportunities for the Beef Checkoff program. Millennials are a growing generation, with expanding families and influence, who will make beef-buying decisions for the next 40-plus years.

The future of the industry depends heavily on this next generation of beef eaters, and your checkoff is seeing to it that they have the information to increase their confidence in you and your end product, making sure that beef remains “What’s for Dinner” for generations to come.

Connecting With Consumers Through “Chuck Knows Beef”

By the year 2020, 50 percent of all searches will be voice searches.² That is why the checkoff is connecting with this important audience through “Chuck Knows Beef,” an all-knowing beef expert available on Amazon Alexa and Google Home. Chuck gives users the ability to connect with recipes and cooking information found on “Beef. It’s What’s For Dinner.”through voice activation. With nearly a half million sessions since being launched in 2018, the “Chuck Knows Beef” digital assistant, powered by Google Artificial Intelligence, is keeping beef information easily accessible for consumers. Chuck is available for download at ChuckKnowsBeef.com

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Simply Producer-Driven

Collaboration

Frequently Asked Questions

The Beef Checkoff Dollar

Why the Dollars Live at the State and National Level

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Connecting With Consumers Through “Chuck Knows Beef”