Search Fill 1 Created with Sketch.
Search
My Beef Board Members 
Select State... 

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

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

Cattle producers Jimmy Taylor, Andy Bishop and Ryan Moorhouse 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 2023.

Taylor, Bishop and Moorhouse were elected by their fellow Beef Board members during their Winter Meetings, held during the 2023 Cattle Industry Convention in New Orleans, Louisiana. Taylor, the 2022 vice chair, will now serve as the CBB’s chair, while Bishop will transition from his role as the 2022 secretary-treasurer to become the 2023 vice chair. Moorhouse is the newest member of the officer team, taking on Bishop’s former responsibilities as secretary-treasurer.

Chair Jimmy Taylor and his wife Tracy run a commercial Angus herd near Cheyenne, Oklahoma consisting of approximately 600 females on 12,000 acres. Their ranching efforts have earned them the 2011 Certified Angus Beef Commitment to Excellence Award and the 2013 Oklahoma Angus Association Commercial Breeder of the Year. The use of artificial insemination, proper nutrition, genomics and other new technologies play a large role in obtaining the operation’s goal: to create a good eating experience for the consumer. Taylor has also served on several local and state boards.

“As 2023 gets underway, demand for beef continues to be strong, both domestically and internationally,” Taylor said. “However, ongoing drought and economic uncertainty continue to challenge our industry. As the new chair of the Cattlemen’s Beef Board, I’m looking forward to working with our dedicated members and contractors to develop plans and initiatives designed to advance our industry and build upon the momentum generated during 2022.”

Vice Chair Andy Bishop and his wife Meagan are raising their four children on their registered Angus seed stock operation, Fairfield Farm, near Cox’s Creek, Kentucky. Bishop began his career teaching agriculture to students and eventually 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 (NCBA) Young Producers Council and the Kentucky Cattlemen’s Young Producers group.

Moorhouse grew up on his family ranch, a cow/calf and stocker operation in North Central Texas. After graduating from Texas A & M University, he went to work for Continental Grain Cattle Feeding (now Five Rivers). He is currently the general manager for Hartley Feeders, a Five Rivers Cattle Feeding operation. Moorhouse also operates his own stocker operation back home on part of the family ranch. Moorhouse and his wife, Colette, have two sons and reside in Amarillo, Texas.

“I couldn’t be more pleased to have experienced producer leaders like Jimmy, Andy and Ryan to guide the CBB throughout the next year,” said Greg Hanes, CEO of the Cattlemen’s Beef Board. “These gentlemen understand the challenges and opportunities currently facing the beef industry, and each has a unique perspective to share. I’m confident their leadership will help the CBB and the Beef Checkoff achieve new levels of success in 2023.”

To learn more about the Beef Checkoff and its programs, including promotion, research, foreign marketing, industry information, consumer information and safety, visit DrivingDemandForBeef.com.

Frequently Asked Questions

State Beef Councils play an essential role in the coordinated efforts in their state, alongside the national Beef Checkoff program. Currently, the Cattlemen’s Beef Board (CBB) provides collections and operational support to the 43 Qualified State Beef Councils (QSBCs). Collectively, the QSBCs include more than 700 state board members who represent a wide range of industry organizations and every segment of the beef industry.

State Beef Councils first began in 1954, and more than 30 existed before the national Beef Checkoff program was established as part of the 1985 Farm Bill. Prior to the Beef Checkoff, producer dollars for national promotional efforts flowed primarily from the state level. Today, states continue to be
a key pillar of the program. It’s where the $1-per- head Checkoff assessment is collected, and the decision-making process begins for the grassroots, producer-driven program that drives demand for beef through promotion, research and education.

While the CBB oversees the collection of $1-per- head on all cattle sold in the U.S., QSBCs collect the money in their states and may retain up to 50 cents per dollar for approved programs conducted locally or in support of nationally-funded programs.

State Beef Council representatives also sit on Checkoff Program Committees alongside CBB board members to help determine which programs receive national Beef Checkoff funds. Members of Beef Checkoff Program Committees are split evenly, with 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.

Working collaboratively on a state and national level, the Beef Checkoff is built by producers for producers and is strengthened by those involved who lend their voices, thoughts and ideas.

Frequently Asked Questions

In September 2022, producers from across the U.S. were invited to take the Cattlemen’s Beef Board content survey to share the types of news and stories they would like to see in future issues of The Drive. This complimentary digital and print newsletter shows how producers’ Beef Checkoff dollars drive demand for beef.

By completing the survey, participants were entered to win one of 50 Beef Checkoff Klean Kanteen insulated bottles. Subscribe to The Drive to receive Beef Checkoff updates and to participate in future surveys and sweepstakes.

Congratulations to last year’s winners!

  • Chuck Buckley, Wisconsin
  • Clayton Jardee, Montana
  • Angie Stamm, Nebraska
  • Roy Lensing, Minnesota
  • Terry Murphy, Nebraska
  • Dalton Shryock, Oklahoma
  • Meliss Campbell, Pennsylvania
  • Tandy Baker, Oklahoma
  • Sonia Bachamp, Tennessee
  • Terry Clifton, Indiana
  • Doug Williams, Ohio
  • David Cox, New Mexico
  • Levi Rue, North Dakota
  • Joshua Martin, Oklahoma
  • Rick Trumbull, Nebraska
  • Brian Davis, Pennsylvania
  • Sandy Smith, Oklahoma
  • Jerry Sills, Oklahoma
  • Grace Sprank, Iowa
  • Calvin Guy, Arizona
  • Gerald Fake, Arizona
  • Ronald Frank, Washington
  • Ray Blackstock, Tennessee
  • Leroy Gutierrez, New Mexico
  • Steve Reinhard, Ohio
  • Richard Pickle, Tennessee
  • Jeff Sandhoff, Iowa
  • John Rodriguez, Texas
  • Pam Haley, Ohio
  • Lisa Hurd, Iowa
  • Jim Collins, Alabama
  • Alan Aichholz, Ohio
  • Julie Huber, Kansas
  • Dan Cross, Tennessee
  • Brent Fanin, Virginia
  • Duane Skorczewski, Minnesota
  • Jerry Lawson, Tennessee
  • Kevin Coleman, Iowa
  • Kellie Thomas, Oklahoma
  • Austin Thompson, Minnesota
  • Paula Klindt, Iowa
  • Reed Abernathy, Oklahoma
  • Becky Hollaway, New Mexico
  • Jennifer Carrico, Iowa
  • Jordan Billingsley, Oklahoma
  • Barry Magnuson, Minnesota
  • Kevin Hufftaker, Tennessee
  • Reva Thompson, Idaho
  • Minos Scarabin, Louisiana
  • Johnny Freeman, Oklahoma

Frequently Asked Questions

In honor of Veteran’s Day, the Cattlemen’s Beef Board would like to thank veterans for serving our country and helping to preserve our freedom. One hero we would like to recognize is Cattlemen’s Beef Board member Steve Hobbs from Great Falls, Montana. Steve joined the Navy in 1979 and served as a third-class petty officer. He began his journey working in the engine room of a destroyer ship and then trained as a Navy diver.

“I am blessed to experience the time I was at sea. At the time, I spent over a thousand days at sea and saw some of the most amazing storms, sunrises and sunsets, lived and worked with amazing men, had moments of sheer terror and days of exhaustion,” Hobbs said. “My service has never left me and has changed me for the better and the worst.”

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

The Cattlemen’s Beef Board (CBB) will invest approximately $38.5 million into programs of beef promotion, research, consumer information, industry information, foreign marketing, and producer communications during fiscal 2023, subject to USDA approval.

In action at the end of its September 7-8 meeting in Denver, Colorado, the Beef Promotion Operating Committee (BPOC) approved Checkoff funding for a total of 13 “Authorization Requests” – or grant proposals – for the fiscal year beginning October 1, 2023. The committee, which includes 10 producers from the Cattlemen’s Beef Board and 10 producers from the Federation of State Beef Councils, also recommended full Cattlemen’s Beef Board approval of a budget amendment to reflect the split of funding between budget categories affected by their decisions.

Nine contractors and three subcontractors brought 14 Authorization Requests worth $48 million to the BPOC this week, nearly $9.5 million more than the funds available from the CBB budget.

“Producers are behind all the decisions that the BPOC makes during these meetings each September,” said CBB and BPOC Chair Norman Voyles, Jr. “We carefully consider every Authorization Request to determine how to use Checkoff dollars to drive beef demand and provide producers with the best possible return on their Checkoff investments.”

“As we expected, the proposals we reviewed this week were remarkably innovative, containing many thought-provoking ideas and concepts. Our challenge is balancing the budget while also distributing our limited amount of Checkoff dollars in a manner that we believe will best drive beef demand. I’d like to thank all our contractors and committee members for their hard work and careful consideration as we all work together to advance the entire beef industry.”

In the end, the BPOC approved proposals from 9 national beef organizations for funding through the FY23 Cattlemen’s Beef Board budget, as follows:

  • American Farm Bureau Foundation for Agriculture – $900,000
  • Cattlemen’s Beef Board – $1,850,000
  • Foundation for Meat and Poultry Research and Education – $450,000
  • Meat Import Council of America / Northeast Beef Promotion Initiative – $550,000
  • National Cattlemen’s Beef Association – $25,720,000
  • National Institute for Animal Agriculture – $70,000
  • North American Meat Institute – $360,000
  • United States Cattlemen’s Association – $450,000
  • United States Meat Export Federation – $8,200,000

Broken out by budget component – as outlined by the Beef Promotion and Research Act of 1985 – the FY23 Plan of Work for the Cattlemen’s Beef Promotion and Research Board budget includes:

  • $9,400,000 for promotion programs, including beef and veal campaigns focusing on beef’s nutritional value, eating experience, convenience, and production.
  • $9,000,000 for research programs focusing on pre- and post-harvest beef safety, scientific affairs, nutrition, sustainability, product quality, culinary technical expertise, and consumer perceptions.
  • $7,470,000 for consumer information programs, including Northeast influencer outreach and public relations initiatives; national consumer public relations, including nutrition-influencer relations and work with primary- and secondary-school curriculum directors nationwide to get accurate information about the beef industry into classrooms of today’s youth. Additional initiatives include outreach and engagement with food, culinary, nutrition and health thought leaders; media and public relations efforts; and supply chain engagement.
  • $2,630,000 for industry information programs, including dissemination of accurate information about the beef industry to counter misinformation from anti-beef groups and others, as well as funding for Checkoff participation in the annual national industrywide symposium about antibiotic use. Additional efforts in this program area include beef advocacy training and issues/crisis management and response.
  • $8,200,000 for foreign marketing and education, focusing on 13 regions, representing more than 90 countries around the world.
  • $1,850,000 for producer communications, which includes investor outreach using national communications and direct communications to producers and importers about Checkoff results. Elements of this program include ongoing producer listening and analysis; industry collaboration and outreach; and continued development of a publishing strategy and platform and a state beef council content hub.

The full fiscal 2023 Cattlemen’s Beef Board budget is approximately $42.7 million. Separate from the Authorization Requests, other expenses funded include $270,000 for program evaluation; $585,000 for program development; $200,000 for Checkoff communications resources; $550,000 for USDA oversight; $210,000 for state services; $270,000 supporting services and litigation; and $2.1 million for CBB administration. The fiscal 2023 program budget represents a decrease of slightly less than 1% percent, or $350,800, from the $38.9 million FY22 budget.

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

Frequently Asked Questions

Larry Kendig of Osborne, Kansas, was recently appointed to the Cattlemen’s Beef Promotion & Research Board (CBB) and will serve on the Consumer Trust committee! Kendig is a fourth-generation rancher working and living on the original homestead settled by his great grandfather in 1871. Learn more about Larry, his family operation and why he’s looking forward to serving on the CBB.

Frequently Asked Questions

It’s no secret that we are in challenging times right now. Inflation is unsettling the economy, droughts and floods are causing havoc throughout the U.S., supply-chain issues and other lingering impacts from COVID have no doubt caused many Americans – beef producers included – to have to reassess their business, financial and personal decisions. Organizations are not insulated from this, and in fact, find it more necessary than ever to take a hard look at themselves.

Here at CBB, we strive for constant evolution and change, especially when it leads to more effective and efficient programs. That “hard look” for continuous improvement happens frequently here, especially since Checkoff programs are reviewed and funded annually. Yet there are times that call for further introspection, and this year we were able to create and begin execution of a five-year strategic plan for the Cattlemen’s Beef Board.

A strategic plan is vitally important as it sets clear direction and identifies priorities for the organization. I am particularly proud of the opening statement of the CBB’s plan, outlining a simple and encompassing belief for our organization:

We believe that: The beef industry working together will make beef the most popular protein for everyday use in the U.S. and globally based on the taste, convenience, nutritional benefits, value, safety, and versatility of beef.

At the end of the day, isn’t that what we are all working toward?

There have been several recent calls in the ag trade media for beef industry collaboration and support; several organizations have laid out common ground upon which to strengthen our industry relations with one another. Nowhere is that more important than in the producer and importer-led Cattlemen’s Beef Board, and is very present in the newly-outlined plan. As always, we continue to encourage your dialogue, questions, and feedback on the Beef Checkoff and its programs, and will continue to lead and support collaboration, communication, and transparency within arguably one of the best industries in the world.

To view the newly adopted five-year CBB Strategic Plan, visit DrivingDemandForBeef.com.

Greg Hanes, CEO

Cattlemen’s Beef Board

Frequently Asked Questions