Beef Board News Archives

Ryan Moorhouse

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

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

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

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

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

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

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

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

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

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

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

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

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

INDUSTRY INFORMATION

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

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

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

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

CONSUMER INFORMATION

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

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

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

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

PROMOTION

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

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

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

RESEARCH

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

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

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

PRODUCER COMMUNICATIONS

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

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

FOREIGN MARKETING

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

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

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

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

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

BACK TO THE BASICS

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

WHO IS RESPONSIBLE FOR REMITTING THE BEEF CHECKOFF ASSESSMENT?

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

LIVESTOCK MARKET

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

CATTLE DEALER/ORDER BUYER

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

ANOTHER PRODUCER

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

VEAL GROWER

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

CATTLE SHOWS AND FAIRS

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

FEEDLOT

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

PACKING PLANT

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

DIRECT-TO-CONSUMER BEEF SALES

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

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

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

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

THE ROLE OF BRAND INSPECTORS

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

PAYING THE BEEF CHECKOFF ASSESSMENT

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Beef Checkoff’s Broader Economic Impact:

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

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

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

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

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

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

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

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

Cattle producers Andy Bishop of Kentucky, Ryan Moorhouse of Texas and Dr. Cheryl DeVuyst of Oklahoma are the new leaders of the Cattlemen’s Beef Promotion & Research Board (CBB). This officer team is responsible for guiding the national Beef Checkoff throughout 2024.

Bishop, Moorhouse and DeVuyst were elected by their fellow Beef Board members during their Winter Meetings, held during the 2024 Cattle Industry Convention in Orlando, Florida. Bishop, the 2023 vice chair, will now serve as the CBB’s chair, while Moorhouse will transition from his role as the 2023 secretary-treasurer to become the 2024 vice chair. DeVuyst is the newest member of the officer team, taking on Moorhouse’s former responsibilities as secretary-treasurer.

2024 Chair Andy Bishop and his wife Meagan of Cox’s Creek, Kentucky are raising their four children on their registered Angus seed stock operation, Fairfield Farm. Bishop began his career teaching agriculture and moved into the field of agriculture lending in 2007. Bishop is the former chair of the Kentucky Beef Council and the National Cattlemen’s Beef Association (NCBA) Young Cattlemen’s Conference. Bishop also served as a member of the Long Range Planning Task Force and as president of the National Cattlemen’s Beef Association’s (NCBA) Young Producers Council and the Kentucky Cattlemen’s Young Producers group.

“The beef industry is in a unique situation as 2024 gets underway,” Bishop said. “Producers have been dealing with adverse weather and production cost conditions over the past few years, leading to herd liquidation. While things do seem to be improving, the Beef Checkoff must continue to be vigilant, developing the right programs and messaging to keep beef demand high. I’m excited to lead the CBB as we navigate the opportunities and challenges this year sends our way.”

Vice Chair Moorhouse grew up in North Central Texas on his family’s cow/calf and stocker operation. After graduating from Texas A & M University, Moorhouse went to work for Continental Grain Cattle Feeding (now Five Rivers). He currently serves as the general manager for Hartley Feeders, a Five Rivers Cattle Feeding operation. A resident of Amarillo, Texas, Moorhouse, his wife Colette and their two sons also operate a stocker operation back home on part of the family ranch.

Dr. Cheryl DeVuyst and her husband, Eric, own DeVuyst Ranch, a cow-calf and stocker operation. DeVuyst is also a professor of agricultural economics at Oklahoma State University and head of its Ag Econ department. DeVuyst is involved with numerous agricultural organizations, including Oklahoma CattleWomen, Oklahoma Cattlemen’s Association, National Cattlemen’s Beef Association (NCBA), Oklahoma Farm Bureau, Pawnee County CattleWomen, Agricultural and Applied Economics Association and American National CattleWomen. She’s also a faculty advisor for the Oklahoma Collegiate CattleWomen and is a past board member of the Western Agricultural Economics Association.

“Our CBB members and staff are incredibly fortunate to have three strong beef industry leaders and advocates like Andy, Ryan and Cheryl at the helm of this organization,” said Greg Hanes, CEO of the Cattlemen’s Beef Board. “Each has unique experience and perspective to share, representing producers from across the U.S. As we begin our journey through 2024, I’m looking forward to working with this leadership team to launch programs and initiatives that drive beef demand and benefit producers nationwide.”

Beef Checkoff Planning, Execution and Improvement

How effective are Checkoff-funded programs at increasing the demand for beef? Program evaluation is how the Cattlemen’s Beef Board (CBB) assesses program implementation, results, and areas of growth and improvement.

The Beef Checkoff’s program evaluation process consists of both internal and external reviews. Internally, Checkoff contractors establish program goals and identify Key Performance Indicators (KPIs) that are tracked throughout the fiscal year. These metrics help establish benchmarks that provide short- and long-term insights into a program’s performance and effectiveness. To complement the internal program, a third party conducts their own outside reviews to gain more in-depth knowledge on how state partners and industry stakeholders utilize Checkoff programs. These external reviews also 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 together appoint producers and importers to serve on the Beef 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 Beef 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

There are times when Beef Checkoff program goals and objectives are not met as planned. When this occurs, the Beef Checkoff Evaluation Committee does not view this negatively 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, sr. 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, like the Annual Evaluation Report, The Drive, social media and so much more, so they can experience the wins and successes of their Beef Checkoff investment

Beef Quality Assurance Advances to Meet Producer and Consumer Needs

Most cattle producers agree that the Beef Quality Assurance Program (BQA) is just a part of good business. And not only is it good for business, but it’s also the right thing to do. The program’s support is apparent today, with approximately 85 percent of U.S. beef coming from BQA-certified producers.

In the late 1970s, the precursor to BQA, “Beef Safety Assurance,” originally emphasized targeting real and perceived beef safety issues. The program successfully implemented various initiatives, including educating stakeholders about the proper use of pharmaceutical products and the honoring of withdrawal times. In 1991, following the first Beef Checkoff-funded National Beef Quality Audit, the program expanded to improve cutability, palatability, bruising, dark cutters and so much more, changing the beef industry’s trajectory.

Now, thirty years later, BQA has grown far beyond its original expectations. BQA provides beef producers with the information and tools they need to incorporate safe and effective management practices. As a result, they can capture more value from their cattle and instill consumer confidence in the beef industry.

Since the BQA program constantly evolves and updates its curriculums, certifications are only valid for three years. This ensures producers are educated on the most up-to-date best practices around cattle handling, facility management, cattle transportation, good record keeping and protecting herd health.

If your BQA certification has expired, or you haven’t yet made the leap to get your certification, here are four reasons why getting your free BQA certification is the right choice:

1. BQA certification bolsters consumer confidence in beef.

When it comes to making a meal decision, many factors are top of mind for consumers. Of those consumers with questions about cattle production, 32 percent are concerned about animal welfare¹. Becoming BQA certified demonstrates an industry-wide commitment to best management practices, increasing the program’s credibility in consumers’ eyes. The more robust BQA is, the more validity it has with consumers.

2. You can enhance herd profitability through better management.

BQA practices, like good record keeping and protecting herd health, can result in more profits for producers. When better-quality cows leave the farm and reach the marketplace, the producer, packer and consumer all benefit. When better quality beef reaches the supermarket, consumers are more confident in the beef they buy, increasing beef demand.

3. Collaborative efforts safeguard the public image of the beef industry.

Consumers can see beef producers’ collective efforts toward better beef safety and quality. Showing them how beef products are made with animal welfare and environmental stewardship at the forefront can alleviate their concerns and turn them into advocates.

4. Improve the sale of marketed beef cattle

Research shows a significant premium for calves and feeder cattle sold through video auction markets when BQA was mentioned in the lot description².

With BQA, you can add value to your operation and help all beef consumers take pride in their beef purchases. For more information about the Beef Quality Assurance program and to get certified, visit BQA.ORG.

TRANSPARENCY AND FOCUS: THE ALLOCATION OF BEEF CHECKOFF DOLLARS FOR FISCAL YEAR 2024

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

For FY24, the Beef Checkoff has approximately $42 million. The contractors and their programs and projects are approved within each of the program areas for the fiscal year 2024 (October 2023 to September 2024.)