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Frequently Asked Questions

Nine Out of 10 Healthcare Professionals Advocate Beef Consumption After a Successful Medical Office Outreach Campaign1

In a world where opinions on what to eat are so diverse, many consumers find themselves relying on the recommendations of doctors and medical professionals. With their wealth of knowledge and experience, doctors are seen as trusted guides for both people’s individual health and for parents looking to give their children the most nutritious meals. Knowing the significance of a doctor and patient relationship, the Beef Checkoff ensures that doctors and medical offices are well informed about lean beef’s role in a balanced, nutritious diet.

Strong Minds, Strong Bodies Toolkits

Recently, a beef toolkit, Strong Minds and Strong Bodies, which focused on school-aged and adolescent nutrition, was delivered to 3,324 targeted family practice and pediatric health professionals across 48 states. The toolkit materials included a “Dear Health Professional” letter, a MyPlate teaching tool and beef tips and recipes for parents. Of the toolkits delivered, 51 percent of them went to pediatric offices and 49 percent went to family practice1.

Following the delivery of the toolkits, a post-program survey was sent out to medical professionals and consumers to measure the program’s success.

Responses showed 91 percent of professionals have already recommended beef to patients and 95 percent of consumers have prepared or plan to prepare meals that include beef since receiving these materials1. Additional results showed:

  • More than 7 in 10 professionals feel a more favorable impression of beef as a nutritious, high-quality protein food to support children1.
  • More than three-quarters of professionals feel more knowledgeable about the role of beef as a nutritious, high-quality protein food to support children1.
  • Seventy-four percent of consumers said their health professional specifically recommended beef as a nutritious part of a balanced meal1.
  • Receiving the handout from their health professional makes 76 percent of the respondents more likely to prepare a meal for their child that includes beef1.

Heart Health Cookbooks

Additionally, heart health cookbooks were delivered to 854 family practice and cardiology professionals nationwide. Within those cookbooks were a health professional letter written by the cookbook author in collaboration with the beef nutrition team, a beef research booklet, and pamphlets on lean beef in a heart-healthy diet that medical professionals could share with their patients.

Responses to this effort were also very positive, with 76 percent of medical professional and consumer respondents saying they found the cookbook to be valuable1. Respondents commented on how visually appealing the cookbook was and how the letter added a personal touch. One respondent specifically added, “The research studies were very informative for providing evidence for including lean beef in a healthy, balanced diet.”

The doctor’s office mailing program is only one part of the Beef Checkoff’s nutrition and health program. This promotion would not be possible without Checkoff-funded human nutrition research, which is the foundation for all industry nutrition education and communication initiatives. Explore the current Checkoff-funded human nutrition research projects and resources that are shared across consumer and health audiences.

Frequently Asked Questions

John Huston of Chicago, Illinois, was honored with the Cattlemen’s Beef Board’s third annual Beef Checkoff Visionary Award during the General Session of the 2023 Cattle Industry Summer Business Meeting in San Diego, California. The award recognizes an individual in the beef industry who has demonstrated exemplary support of and commitment to the Checkoff’s goals and vision.

“John has been an important part of the beef industry for decades,” said Jimmy Taylor, 2023 chair of the Cattlemen’s Beef Board (CBB). “He had a vision and an energy that made a powerful imprint on the people and processes behind the Beef Checkoff program. John saw the strength of the state beef councils and the importance of having a consistent national Checkoff across all states. He also greatly valued producers and approached his role as their advocate and champion. For these and so many other reasons, John truly deserves the 2023 Visionary Award.”

A native of Roseville, Illinois, John Huston grew up on a general livestock and grain farm. He earned a bachelor’s degree in agricultural education with an animal science option from the University of Illinois, receiving the Coultas Memorial Award as the college of agriculture’s outstanding senior in 1966. After graduation, Huston became assistant secretary of the National Livestock and Meat Board’s Beef Industry Council (BIC). He was named vice president of the Meat Board in 1969, taking a leave of absence in 1978 to serve as executive director of the Beeferendum campaign for the National Cattlemen’s Association (NCA).

In 1980, following the campaign, Huston was named Meat Board president, and he served in that capacity until the organization merged with the NCA in 1996 to form the National Cattlemen’s Beef Association (NCBA). Huston was inducted into the International Stockmen’s Hall of Fame and named Agri-Marketer of the Year in 1995 by the Chicago Chapter of NAMA. He served as the leader of the NCBA Consumer Marketing Center until 1999, retiring in 2000.

“I’m incredibly honored to receive this award from my peers, colleagues and others who are shaping today’s beef industry,” Huston said. “For 32 years, I was privileged to work for the beef industry with some of the finest, most dedicated leaders in this country. They’re the ones who’ve made the Checkoff a success. The Checkoff isn’t something that happened overnight. It took time to build. I’m gratified to be recognized for the role I played over the years, but all these achievements wouldn’t have happened without strong leadership from volunteer cattlemen and women who served not for compensation, but out of love for the industry.”

Huston’s former employees and colleagues cite his natural leadership abilities, sense of humor, love of the beef industry and knack for unifying diverse groups of people as his most outstanding qualities. Huston was also one of the first beef industry leaders to recognize the value of consumer research and apply that data to create a roadmap, identify trends and work with others to develop programs that answered consumer needs. He was instrumental in creating and implementing the Beef Checkoff’s famous red “check” logo, helping producers across the country identify their dollars at work.

“Certainly, the Beef Checkoff as we know it today wouldn’t exist without John’s tireless efforts spanning more than three decades,” said Greg Hanes, CEO of the Cattlemen’s Beef Board. “John never forgot who he worked for – producers – and he worked hard to build the Beef Checkoff and evolve it into a national program. He was instrumental in creating the first long-range plan, integrating different programs that led to a singular goal. On behalf of everyone at the CBB, I congratulate John on this well-deserved award.”

Frequently Asked Questions

On this episode of The Drive in Five, hear about the new Checkoff-funded advertising campaign that is being delivered across various platforms, including online digital, social media, streaming radio, billboards and even broadcast TV. Additionally, learn how the Beef Checkoff is taking beef advocacy to an extraordinary level through the Checkoff-funded Trailblazer program.

Frequently Asked Questions

New Beef Campaign Celebrates the Milestones in Life

Beef Checkoff-funded Beef. It’s What’s For Dinner. has executed many successful and iconic advertising campaigns in its 31 years, with many becoming a lasting part of American culture. Throughout the years, Beef. It’s What’s For Dinner. has undergone various updates and adaptations to stay current with changing consumer preferences, demand drivers and market trends. And that innovative mindset has not changed with its latest advertising campaign, “Together We Bring More.”

To continue with the visionary reputation that sets Beef. It’s What’s For Dinner. apart, “Together We Bring More” is forming a deeper emotional connection with audiences by celebrating life’s milestones and focusing on how beef can transform our experiences, big or small, into meaningful moments. From a first job promotion to a welcome-home party, all of these memorable events can be more valuable with beef.

This campaign also has the ability to communicate messages that focus on beef’s eating experience, nutrition, how it’s raised and grown, convenience and versatility – all areas that Checkoff-funded research has identified as directly driving consumer demand for beef.

RESEARCH METHODOLOGY

Beef. It’s What’s For Dinner. leveraged the power of research to ensure this campaign is relevant, targeted and effective, ultimately maintaining an efficient use of producers’ Beef Checkoff investments.

To gain a better understanding of the consumer target audience, Beef. It’s What’s For Dinner. hosted six focus groups to gather feedback on the campaign’s concept and other key insights, like how beef is associated with memories of comfort and bonding with others. “Beef moments” were discussed in the focus groups and included celebrations and special occasions like Sunday dinners, backyard BBQs and Taco Tuesdays. Beef. It’s What’s For Dinner. found that special occasions and meals are often associated with beef. Participants also agreed that beef could fit into everyday moments and make those moments more special.

This research was critical in validating the advertising concepts and messages for the campaign launch in April 2023.

DEFINED CONSUMER GROUP

Beef. It’s What’s For Dinner. is using Checkoff-funded consumer segmentation research to target consumers based not only on demographics but also psychographics and behaviors, like personality traits, values, attitudes, interests and lifestyle choices. By understanding these factors, Beef. It’s What’s For Dinner. can reach and connect with consumers on the channels where they get their information.

Behavioral data research helps Beef. It’s What’s For Dinner. understand how consumers interact with the brand. By analyzing this data, Beef. It’s What’s For Dinner. can identify consumer behavior patterns and trends and use that information to identify the best marketing tactics.

CAMPAIGN IMPLEMENTATION

With the support of science-backed research, this campaign uses a storytelling approach, featuring content in photography, video, audio and digital advertising formats. This way, consumers can see themselves, their families and their friends within the content and create that emotional connection.

This three-year campaign started off by focusing on beef’s eating experience and how consumers enjoyed time together over the summer months. Beef nutrition content will be added to the campaign in July and August, along with content about how cattle are raised and grown in August and September.

This informational and stimulating content will be delivered across various platforms, including online digital, social media, streaming radio, billboards and even on broadcast TV. “Together We Bring More” TV advertisements will be featured on the Food Network, which reaches approximately 85 million households in the U.S., and on Fox Broadcasting during Major League Baseball.

Influencers will also play a key role in this campaign, showcasing how “together we bring more,” whether that be a more meaningful experience, nutrition or industry. To kick off these efforts, Beef. It’s What’s For Dinner. is working with food influencers to create content that features beef recipes for different-sized gatherings. Beef. It’s What’s For Dinner. will also work with chefs to develop recipes and get an inside look at how beef brings them together with their families and friends outside of their restaurants.

OPTIMISTIC FUTURE

Because “Together We Bring More” is a three-year campaign, Beef. It’s What’s For Dinner. has the ability to optimize and grow campaign messaging and compile a library of creative assets like never before. “Through this storytelling approach, consumers can learn more about what beef means to them and share their own stories,” said Sarah Reece, senior executive director of brand marketing at the National Cattlemen’s Beef Association. “We hope to engage consumers in a whole new way and establish a two-way conversation.”

“Together We Bring More” will show relatable content directly to consumers, illustrating that beef is not just for special occasions but makes every day, meal and moment better.”

Frequently Asked Questions

One of the essential components of the Beef Checkoff is the use of program committees, which consist of beef producers and importers who volunteer their time to the Cattlemen’s Beef Board and the Federation of State Beef Councils, helping guide Beef Checkoff initiatives. These members, who come from every sector of the beef industry – cow/calf, feeder, stocker, veal, dairy and imports – are responsible for identifying priorities, making recommendations and ultimately overseeing the investment of Beef Checkoff funds.

These committees are guided by the Beef Industry Long Range Plan. Updated every five years, this plan helps the beef industry establish a common set of objectives and priorities. It communicates the industry’s strategic direction and provides insight into how the industry can serve its stakeholders by growing beef demand. Explore the 2021-2025 Beef Industry Long Range Plan at www.beeflongrangeplan.com

Members of Beef Checkoff program committees are split evenly, with approximately 20 members from the CBB and 20 members representing the Federation of State Beef Councils. This split reflects both national and state priorities and helps the Beef Checkoff spend dollars more effectively and efficiently. In addition, state beef council executives sit on these committees in an ex-officio role.

Currently, the six program committees – Consumer Trust, Domestic Marketing, International Marketing, Nutrition & Health, Safety & Product Innovation and Stakeholder Engagement – review Beef Checkoff work performed by Checkoff contractors and provide recommendations to the Beef Promotion Operating Committee, which ultimately makes program and contractor funding decisions. Approved contractors then develop plans and programs in the areas of promotion, research, consumer information, industry information, foreign marketing and producer communications. Also, the Checkoff has two additional joint committees with members of the CBB and Federation: the Beef Promotion Operating Committee and the Checkoff Evaluation Committee.

The Beef Promotion Operating Committee has 20 members, 10 of whom are elected to serve by the Cattlemen’s Beef Board, while the states select the other 10 through the Federation of State Beef Councils. A program is only approved for funding if two-thirds of the members of the committee vote to accept it. This means a program must have recognized value to earn the consensus needed for funding.

There are two administrative committees under the CBB: Executive Committee and the Budget & Audit Committee. Committees under the CBB administer matters related to administration of the Beef Checkoff, in compliance with the the Beef Promotion Research Act and Order.

Committee members make significant decisions for the Beef Checkoff and the industry; that’s why the CBB encourages producers across the U.S. to get involved in the process. All Checkoff meetings are open for producers and importers to attend. To become a member of the board, a producer may be nominated by a certified nominating organization, then appointed by the U.S. Secretary of Agriculture. The Beef Checkoff is a program built by producers for producers and is strengthened by those who lend their voices, thoughts and ideas.

Frequently Asked Questions

Beef Community Spokespeople Promote Beef to New Audiences and Address Myths

“Trailblazers” are known as pioneers who embrace the unknown and challenge the existing order. With their unwavering determination and fearless attitudes, trailblazers push boundaries and inspire others to follow in their footsteps. With that outlook in mind, the Beef Checkoff is taking beef advocacy to an extraordinary level through the Checkoff-funded Trailblazer program.

Developed by the National Cattlemen’s Beef Association, through funding by the Beef Checkoff, the Trailblazer program is an extension of the Masters of Beef Advocacy (MBA) program and acts as the next step in advanced advocacy training and subsequent outreach. With more than 20,000 graduates, the MBA program equips farmers, ranchers, service providers, consumers and all beef community members with the necessary tools and knowledge to become confident and influential advocates for the beef industry through free, self-guided online courses.

Experienced individuals from the growing pool of MBA graduates apply to be a part of the next tier, the distinguished Trailblazers group. This program sets itself apart by training a select few within the beef industry to become expert communicators, helping them excel in media interviews and understand how to build confidence in beef-related practices when talking to consumers. Throughout the year, Trailblazers receive advanced training from subject matter experts, learning how to effectively engage on various social media platforms, interact with the media and enhance their public speaking skills.

Trailblazers meet online and in-person to constantly improve and refine their skillsets when speaking about beef. Upon joining the program, Trailblazers serve as industry spokespeople and inform beef advocates at the local and state levels on advocacy, media and spokesperson best practices. After completing a competitive application process, only ten Trailblazers are accepted into the program yearly.

MEET THIS YEAR’S TRAILBLAZERS:

  • Tucker Brown, Texas
  • Colton Coffee, Montana
  • Sam Cossio, Washington
  • Allison Fender, California
  • Rocky Forseth, Montana
  • Macey Hurst, Missouri
  • Joe Lowe, Kentucky
  • Erin Perkins, New York
  • Paige Schmidt, Kansas
  • Ally Spears, Texas

2022 TRAILBLAZERS:

  • Haley Ammann-Ekstrom, Minnesota
  • Kacy Atkinson, Wyoming
  • Jonathon Black, West Virginia
  • Brianna Buseman, Nebraska
  • Markie Hageman, California
  • Marya Haverkamp, Kansas
  • Natalie Jones, Nebraska
    Shaye Koester, Nebraska
  • Sebastian Mejia Turcios, California
  • Jaclyn Wilson, Nebraska

The beef industry faces numerous challenges, including misinformation and misconceptions. These advocates will combat these hurdles by being proactive and taking a well- informed approach to advocacy. All recognize the importance of effectively sharing the story of beef production, addressing consumer concerns and fostering trust and transparency within the industry to drive demand for beef.

Interested in the Masters of Beef advocacy and Trailblazers Programs? Visit, MBA.BeefLearningCenter.Org

Frequently Asked Questions

Program Evaluation for Beef Checkoff Program Planning, Execution and Improvement

Have you ever wondered about the decision-making process that determines how Beef Checkoff funds are allocated? And the effectiveness of Checkoff-funded programs in increasing the demand for beef? These are valid questions for Checkoff investors to ask, and program evaluation is how the Cattlemen’s Beef Board assesses program implementation, results, and areas of growth and improvement.

The Beef Checkoff’s program evaluation consists of both internal and external assessments. Internally, Checkoff contractors establish program goals and identify Key Performance Indicators (KPIs) that are tracked throughout the fiscal year. These metrics aid in setting benchmarks that provide short- and long-term insights into a program’s performance and effectiveness. To complement the internal program, external reviews are conducted by a third party to gain more in-depth knowledge on how state partners and industry stakeholders utilize Checkoff programs and to enhance transparency and accountability of how Checkoff dollars are spent.

Checkoff Evaluation Committee

Now, who reviews program evaluation metrics? The Cattlemen’s Beef Board and the Federation of State Beef Councils appoint producers and importers to serve on the Checkoff Evaluation Committee. Throughout the year, this 12-member committee reviews the internal, quarterly program updates that contractors submit. These quarterly reports outline program activities, target audiences, program changes, context to the outcomes, opportunities for growth, etc. Where possible, contractors also include higher-level metrics such as changes in perception, behaviors, sales data and economic impacts.

The Checkoff Evaluation Committee also conducts annual external program reviews. To gain greater insights into program effectiveness and synergies, the committee reviews programs with similarities, such as producer- or consumer-facing audiences, promotional content or educational components.

Ensuring Efficient Investments

Program implementation is not perfect, and failure is often an inherent part of success. There are times when Beef Checkoff program goals and objectives are not met. When this occurs, the Checkoff Evaluation Committee does not view this as a failure but rather as an opportunity to learn and adjust programs to ensure the effective use of Checkoff investments.

“There does need to be accountability for how Beef Checkoff funds are spent, but when program evaluation is viewed as an audit vs. a learning tool, it can have unintended consequences such as hampering program innovation or the willingness to try a new approach,” said Beka Wall, director of evaluation and outreach as the Cattlemen’s Beef Board. “Whether a contractor’s goals are exceeded or not met, all information is considered knowledge that can be applied back to improving Beef Checkoff-funded programs.”

Overall, when contractors track metrics and KPIs that yield beneficial information, Checkoff spending becomes more and more efficient. “There is a well-known saying by Albert Einstein, ‘The definition of insanity is doing the same thing over and over and expecting different results,’” Wall said. “If you don’t measure and evaluate programs, you can’t determine what is or is not working. Therefore, evaluation data is essential to providing insights that improve Beef Checkoff program efficiencies.”

Program Evaluation Reporting

Reporting program evaluation information is arguably one of the most important functions of the Checkoff Evaluation Committee. The committee presents program evaluation information back to beef producers and stakeholders in various ways so they can experience the wins and successes of their Beef Checkoff investments.

Quarterly Updates

The committee recognizes that program data is only useful if presented in a digestible format. Therefore, the committee breaks down quarterly report information into user-friendly dashboards that are shared with members of the Beef Promotion Operating Committee and Checkoff Program Committees. These dashboards are a tool that these committee members can use to determine the value and impact of Beef Checkoff-funded programs.

Annual Report

In addition to quarterly reports, the Checkoff Evaluation Committee compiles a public-facing annual report. This report provides program highlights and outlines how programs performed against their goals and KPIs.

The Drive

Another way is through a medium you’re already familiar with – The Drive, a quarterly print newsletter and monthly e-newsletter that delivers the latest industry facts, statistics and stories highlighting real ways Beef Checkoff dollars are driving demand for beef. Get your complimentary subscription if you haven’t already.

Frequently Asked Questions

Frequently Asked Questions

Ten Facts Every Beef Producer Should Know About the Beef Checkoff

1. Who Oversees the Beef Checkoff Program?

The Cattlemen’s Beef Board (CBB) facilitates the Beef Checkoff program. There are currently 101 CBB members who are appointed by the Secretary of Agriculture and represent nearly every state across the country. These dedicated cattlemen, cattlewomen and importers take time away from their own cattle operations to voluntarily serve on the board and make informed decisions on behalf of the Beef Checkoff and the producers who fund it. There are no packer representatives on the CBB.

2. Does the CBB Take A Stance on Governmental or Regulatory Policy Issues?

No. According to the Beef Promotion and Research Act and the Beef Promotion and Research Order, the Checkoff is a national, producer-funded program, and as such, its funds cannot be used to influence or lobby for government policy or action. There are Beef Checkoff contractors that have legislative branches or policy-focused areas within their overall organizations. However, Checkoff dollars cannot and are not shared with that sector of those organizations. By law, Checkoff dollars are only utilized for promotion, research and education, which is strictly enforced by the CBB.

3. Does the CBB Have Annual Audited Financials? Can I See Them?

Yes. Every fall, an independent, outside auditing firm thoroughly reviews all CBB and Beef Checkoff financials. The contract for this firm is renewed each year and voted on by producers on the Budget and Audit Committee. The CBB’s audited financials are public and can be found here.

4. Why Are Importers Involved in the Beef Checkoff?

By law, beef importers also pay into the Beef Checkoff – approximately $7 million annually. Therefore, the Secretary of Agriculture appoints a proportionate number of importers to the Cattlemen’s Beef Board. Of the 101 members serving on the CBB, importers make up seven percent.

5. Can I See How Beef Checkoff Dollars Are Spent on Programs?

Yes. Everything from CBB’s annual audited financials, contractors’ yearly funds or authorization requests and Checkoff program updates are available on DrivingDemandForBeef. com. CBB meetings are also open to every producer who pays into the Beef Checkoff. While some meetings involve the entire 101-member board, other meetings consist of smaller committees and groups, and every beef producer is welcome to participate in the proceedings.

6. Can the Beef Checkoff Do Anything for Low Cattle Prices?

The Beef Checkoff implements beef promotion, advertising, research, foreign marketing and education to drive demand for beef because demand is the foundation of a healthy beef industry. However, the Beef Checkoff cannot control or affect short-term prices or ensure individual operation profitability. It cannot single handedly turn around a down market. Instead, the Checkoff promotes beef on national and international levels and finds new market opportunities to grow demand for beef. Through consumer advertising, marketing partnerships, public relations, education, research and new product development, the Checkoff is designed to stimulate others to sell more beef and encourage consumers to buy more beef.

7. How Does the Beef Checkoff Track How Contractors Spend Money?

Once a qualified Beef Checkoff contractor’s program is approved, they must first pay for all the work with their own money. Only then can they request reimbursement from the CBB, which carefully reviews invoices and receipts to ensure all items and activities have been pre-approved and meet requirements for reimbursement.

8. Does the CBB Staff Control Where and How Checkoff Money is Allocated?

The 20-member CBB staff has no say in where or how Beef Checkoff funds are allocated. All funding decisions are made by the 20-member producer and importer-led Beef Promotion Operating Committee. The CBB staff serves a purely administrative role throughout the entire funding process. From the point at which the Authorization Requests are received to the actual allocation of money, the CBB staff of 10 operates to support all contractors and CBB members.

9. What is the Beef Checkoff’s Return on Investment?

According to the National Beef Checkoff Return on Investment study, for every $1.00 invested from 2014 to 2018, $11.91 was returned back to the industry. Additionally, had there not been any domestic Cattlemen’s Beef Board demand-enhancing activities over that five-year period, total domestic beef demand would have been 14.3% lower than actual demand.1

10. Are Small Beef Producers Involved in the Beef Checkoff?

When it comes to service on the CBB, operation size doesn’t matter one bit. The Board’s 101 all-volunteer membership comes from around the country – from the smallest, family-run farms to the largest feedlots, and regardless of size, each member only gets one vote. Since members can only serve two back-to-back, three-year terms, new members are selected annually. Any producer, big or small, is eligible for a seat at the table.

Frequently Asked Questions

My family has been farming and ranching outside of Corinne, Utah, since 1900 – that’s 123 years. Today, JY Ferry & Son, Inc. is a farming, feeding, ranching, and wetlands/wildlife operation. My brother Ben, my son Joel and I jointly manage our land resources with a cooperative and sustainable approach. Holistic synergy is what we seek on a daily basis. We’ve always believed that the land itself is the greatest resource any farming or ranching operation has. And as a member of the Cattlemen’s Beef Board and co-chair of the Beef Checkoff’s Consumer Trust Committee, I know that consumers are very concerned with beef’s environmental impact. As a beef producer, I also know I must do my part to let those consumers know how much we care about our land, our animals and our environmental responsibility.

Our property is literally where agriculture, wetlands and wildlife habitat proactively intersect. We farm and graze our cattle on a 150,000-acre footprint. Our cattle feed on phragmites, a locally invasive wetlands plant. The grazing in wetlands helps manage the plant’s population and prevents it from crowding out other beneficial plant life that is so critical to wetland wildlife. The cows are eating these plants which are inedible to humans and turning them into high-quality beef. Furthermore, the grazing strategy brings the phragmites spread under control without the use of expensive chemical sprays.

We’ve also taken numerous measures to improve water efficiency throughout our operation. We do everything we can to be sustainable – something people who buy all their food at the supermarket don’t always have the opportunity to see. And I’m certainly not the only beef producer who takes these types of measures.

The Checkoff-funded Meat Demand Monitor surveys 2,000 people monthly on their meat preferences and views. Taste, freshness, price and safety remain consumers’ most important considerations when purchasing proteins. And while the climate-positive trend is a movement that beef producers like me know all too well, these are the true factors that consumers continue to find more important than beef’s environmental impact. Still, the Beef Checkoff is committed to providing education and correcting misinformation about beef and the environment while gaining consumers’ confidence.

The first step is investing in extensive, science-backed research. The Beef Checkoff continuously funds third-party, objective research projects that prove the beef industry’s environmental responsibility. Through this research, we can provide science-validated sustainability indicators that benchmark the industry’s current status and provide a path forward toward continuous improvement. By taking an objective, scientific approach, this program helps create a sustainable beef product for a growing world population while also building consumer confidence in beef.

From there, we try to stay ahead of issues that impact consumer perceptions through a two-pronged effort of education and outreach. Our ultimate goal is to connect and engage with people before false or misguided information about beef production practices spreads. Then, we can share what the facts that our research has uncovered. Here are just a few examples of what we’ve been doing to educate and inform others about beef production:

  • Developing educational units for middle and high schools: By connecting with young minds, the Checkoff can educate tomorrow’s beef consumers today. Educational units focus specifically on greenhouses gasses and cattle, as well as general beef production and genetics.
  • Hosting On The Farm STEM events: The Beef Checkoff funds annual educator immersion events designed to bring inner city teachers to real, working farms to learn about beef production. In 2022, the educators who participated in the tour shared their experiences with more than 70,000 urban students.
  • Taking part in New York City Climate Week: Beef was front and center in September 2022 during Climate Week, the largest global climate event. Checkoff-funded Beef. It’s What’s For Dinner. hosted a webinar on beef being an ultimate climate-smart food and shared the truth behind emissions.
  • Collaborating with the Beef Expert Network: The 22 influencers who make up the Checkoff’s Beef Expert Network are all passionate about sharing beef’s story and connecting with their audiences to address misinformation surrounding beef.
  • Sharing information via digital campaigns: Checkoff-funded digital campaigns on Connect TV, YouTube, websites and social platforms encourage consumers to “rethink the ranch.” Real beef producers share their beef stories and how they care for their cattle and land.
  • Most cattle operations are far removed from the mainstreams of today’s society. We producers are most comfortable on our ranches and farms doing what we do best, supporting our livelihoods and our families as we feed the world. But as full-time environmentalists, we must speak up when it comes to topics like beef’s impact on land water and air. Unless we share our own true stories, others will control the narrative. First and foremost, we must take extreme care of our land and our cattle. Then, it’s our responsibility to tell others about our efforts. Learn more about facts about beef and the environment at beefresearch.org.

Frequently Asked Questions

On this episode of The Drive in Five, learn how the Beef Checkoff monitors and manages issues and tactics to defend beef production practices. Also, get an event recap from the Beef. It’s What’s For Dinner. 300 NASCAR race in Daytona, Florida.

[Embed YouTube Video: https://youtu.be/CJvyWMAtVQM]

Frequently Asked Questions

If Kent Robertson wasn’t a NASCAR fan before, he sure is now. Robertson, a cattle dealer and beef producer from Lexington, Kentucky, volunteered his time to work the Beef. It’s What’s For Dinner. booth at the iconic NASCAR Cup Series season-opener race in Daytona, Florida, February 18-19. With beef producers from across the country present and the Beef Checkoff once again sponsoring the NASCAR Xfinity Series race – The Beef. It’s What’s For Dinner.® 300. – beef was center stage at Daytona.

Fueled by the Beef Checkoff with the support of the Federation of State Beef Councils, the Beef. It’s What’s For Dinner.® 300 race sprinted to its third year at the Daytona International Speedway. From in-person events to commercial production to social media promotion and traditional media outreach, Beef. It’s What’s For Dinner. was on the racetrack and in the national spotlight. Watch The Beef. It’s What’s For Dinner.® 300 recap video.

Claiming the Xfinity prize for the second year in a row, American professional stock car racing driver Austin Hill was greeted with a buckle and a cooler full of beef to close out a week showcasing the values of cattle ranching and beef production.

Producer Involvement

Who better to showcase the values of cattle ranching than beef producers themselves? This event is unique in having real beef producers themselves come to the race and interact with attendees, drivers and the media. For Robertson, this was his first experience with NASCAR.

His role, along with other beef producers from across the U.S., was to work beef’s booth, interact with the thousands of attendees and assist them as they tried their hands at roping, identifying the attributes of various beef cuts and asking their beef industry questions. Attendees could also sample tender brisket sliders served by beef farmers and ranchers. Additionally, campers and tailgaters who sported signs showing they were grilling beef were surprised with beef gear, from steak seasoning packets to shirts and bags.

Robertson was surprised and encouraged at the variety of people who considered themselves NASCAR fans. “When I was engaging with the people coming to our booth, they were coming from all walks of life. I met people from Portland to New York City to Switzerland to Brazil to Columbia,” he said. “I couldn’t get over how kind, patient and respectful the people were.”

Direct interaction is paramount because it allows consumers to meet the people who produce beef. “Attendees enjoyed talking about the cattle business and learning about where beef comes from,” Robertson said. “The whole experience allowed me to think back about where we are and what our business is – raising and selling cattle – and the product of that business is beef, so ultimately, our future is those people who buy beef.”

National Promotion

For those race fans not able to attend in person, a satellite media tour took the tailgate to them. Just two days before the race, award-winning Chef Ryan Clark, Tucson’s Iron Chef for three consecutive years and Executive Chef for the AAA 4-Diamond and Forbes 4-Star Hotel Casino Del Sol, was live from the track for interviews with TV and radio stations across the country. During those interviews, he shared beef tailgating recipes along with cooking and preparation tips and tricks.

Finally, the Beef. It’s What’s For Dinner. brand was also showcased nationwide through various advertising efforts before and during the race. In addition to signage on the racetrack, commercials showcased beef to a global audience on the FOXSports1 television network. Ads were also featured on various digital platforms, and billboards could be seen at Daytona International Airport as well as along the highway approaching the speedway. On average, these efforts reached consumers six million times.

A Checkoff Investment

“We have to keep reintroducing beef to people, and while many already love it, we have to keep reminding them it’s there,” Robertson said. “And the Beef. It’s What’s For Dinner.® 300 is one way to do it in a grand fashion.”

As a beef producer who has been involved with the Kentucky Beef Council for seven years, Robertson is familiar with a common question he often hears from his fellow producers: “Where do all our Checkoff dollars go?” Those producers are concerned that they don’t see many advertisements for beef as they go about their daily lives. His go-to answer is this: “I always ask them, ‘Do I have to sell you on the fact that you would enjoy a steak?’ When the answer is typically no, I respond with, ‘Then why would you expect to see every bit of Checkoff advertising?'”

The Beef Checkoff works to be as efficient and effective with producer dollars as possible. To do that successfully, it invests in hyper-targeted promotion efforts to reach consumers who aren’t fully aware of beef’s great taste and nutrition. This strategy means many producers don’t see Checkoff-funded programs and efforts directly, because they already love beef and know about its many benefits. However, the Checkoff’s Producer Communications Program ultimate mission is to inform producers about the positive impact of Checkoff-funded efforts. Overall, the Cattlemen’s Beef Board dedicates approximately 4.3 percent of the Checkoff’s budget to this program.

“I was originally one of those people who questioned where Beef Checkoff money was going,” Robertson said. “But after I got on the Kentucky Beef Council and got to see all of the cool promotions and exactly where the money is going, I could see it’s money well spent.”

To learn more about the Beef Checkoff funds and how they are distributed, visit: BeefBoard.org/Beef-Checkoff-Funds/