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Frequently Asked Questions

Cattle producers Hugh Sanburg, Norman Voyles, Jr. and Jimmy Taylor 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 2021.

Sanburg, Voyles and Taylor were elected by their fellow Beef Board members during their 2021 Winter Meetings, held virtually this year. Sanburg, the 2020 vice chair, will now serve as the CBB’s chair, while Voyles will transition from his role as the 2020 secretary-treasurer to become the 2021 vice chair. Taylor is the newest member of the officer team, taking on Voyles’s former responsibilities as secretary-treasurer.

2021 Chair Hugh Sanburg hails from Eckert, Colo., where he and his brother are managing partners of their primarily horned Hereford cow-calf operation, accompanied by a Registered Hereford operation to complement the commercial herd. Sanburg graduated from Colorado School of Mines with a degree in mining engineering in 1983 before moving back to the home ranch in Western Colorado. For the past 30-plus years, Sanburg has been an active member of the Colorado Farm Bureau serving on various boards. He is also a member of the Colorado Cattlemen’s Association and is a past chair of the Gunnison Basin Roundtable. In 2020, Sanburg received Colorado Farm Bureau’s Service to Ag Award.

“As I begin my tenure as CBB chair, the beef industry continues to face many challenges,” Sanburg said. “2020 was certainly a difficult year for many beef producers, but I’m optimistic 2021 holds better days for all of us. The CBB is a group of everyday producers who take time away from their operations, and in the coming year, we will do our absolute best to advance the beef industry, make informed decisions and encourage Checkoff contractors to execute programs and initiatives that accomplish our primary goal – driving demand for beef.”

Vice Chair Norman Voyles, Jr. owns and operates a seventh-generation grain and livestock farm near Martinsville, Ind. with his brother Jim and son Kyle. Voyles received a bachelor’s degree in animal science from Purdue University and a master’s degree in ruminant nutrition from the University of Nebraska. Voyles is a member of the Morgan County (Ind.) Beef Cattle Association and the Indiana Cattlemen’s Association. He’s a member of the Indiana Farm Bureau and a past member of the Farm Service Agency board of directors and the Morgan County Fair board.

Secretary-Treasurer 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.

“We’re all very pleased to once again have such a strong leadership team to guide the CBB throughout the coming year,” said Greg Hanes, CEO of the Cattlemen’s Beef Board. “These gentlemen have given so much time and energy to the beef industry over the years, and their experience as both leaders and cattle producers will serve the CBB well. Hugh, Norm and Jimmy fully understand the beef industry’s current challenges, as well as the many opportunities, and I know they will use their knowledge and expertise to help the CBB and the Beef Checkoff reach new levels of success in 2021.”

Frequently Asked Questions

When it comes to relationships, people can be fickle. On the one hand, it’s often easier to remember a decades-old answer to “Does this shirt make me look fat?” than the kindness from the day before. On the other hand, trust grown over years can quickly be forgotten due to society’s what-have-you-done-for-me-lately mentality. Even within the beef industry, it’s tempting to view the 35-year-old Checkoff with skepticism. But if you look at the many value-added ways it serves producers’ interests, you may come away with a different perspective.

Here are just a few of the things that Beef Checkoff contractors have delivered over the past few months:

CONSUMER TRUST

  • Beef. It’s What’s For Dinner’s. “United We Steak” campaign reached more than 283 million consumers through paid advertising, social media, earned media, and influencer outreach.
  • A Beef. It’s What’s For Dinner. video series featured feedyard manager Tom Fanning showing Chef Kathryn Mathis how cattle are cared for at feedyards.
  • Two livestream events educated more than 1,000 educators on how beef production provides an excellent context for middle school and high school science.
  • Webinars hosted by nutritionist Marianne Smith Edge provided insights to Northeast dietitians about consumers during the pandemic and sustainable food systems.
  • Six new blogs were posted on VealFarm.com, including one by meat scientist Janeal Yancy, Ph.D./the University of Arkansas addressing veal and meat safety.
  • Meat Demand Monitor research revealed what post-COVID vaccine consumer behavior may look like, helping the Checkoff determine the best future use of producer dollars.

EXPORT GROWTH

  • Tracking efforts revealed November beef exports were up 6% from a year ago (largest since July 19) and export values climbed 8% year over year.
  • Market development programs paid dividends in November as U.S. beef exports to China were up 700% from a year ago.
  • Beef export value averaged $338.43 per head of fed slaughter (Nov20); 14.8% of total beef produced in the U.S. during this time was exported, much of which was underutilized cuts not popular in the U.S.

INNOVATION

  • The Beef. It’s What’s For Dinner. holiday “drool log” commercial ran more than 50 times on the Hallmark Channel last month.
  • The #WienerWednesday campaign on TikTok received more than 27 million views.

INVESTOR RELATIONS

  • The Drive print and e-newsletter now reaches nearly 100,000 producers with details about how the Checkoff dollar drives beef demand.

NUTRITION & HEALTH

  • Registered dietitians, nutritionists, and nurses are advocating beef’s role in a healthy diet and affirming prepared beef’s role as a balanced protein source.
  • The “Guide to Meat Processing for the Nutrition Community” helped health and nutrition experts advise about dietary needs and provided valuable details about meat consumption and processing.
  • A new study showed that beef consumption is positively associated with better mental health; the companion article has been downloaded more than 50,000 times by health and nutrition experts.

RESEARCH

  • The Meat Demand Monitor issued its first-ever multi-month report providing insight into consumer purchasing behaviors, demand, and consumption during the pandemic.
  • The Sustainability Research & Scientific Affairs program completed an update to its beef environmental lifecycle assessment in 2020; findings will be published in 2021.

SAFETY

  • More than 75 Beef Quality Assurance educators attended a virtual event to learn about meat quality, biosecurity, foreign material avoidance, and international trade from industry experts.
  • The Veal Quality Assurance program provided U.S. veal farms with a clipboard outlining best management practices for calf health, nutrition and handling.
  • At the annual Antibiotic Symposium, beef producers collaborated with veterinarians, animal health professionals, and animal ag leaders on how to become better stewards of antibiotics while combating antimicrobial resistance.

So, what has the Checkoff dollar done lately? As you can see, quite a bit. And the best part? 2021 is just getting started!

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Frequently Asked Questions

Ninety-nine – that’s the total number of members representing every industry sector on the Cattlemen’s Beef Board. Every one of those 99 CBB members is deeply rooted and actively involved in the beef industry. Despite running operations and businesses of their own, these producer and importer leaders volunteer their valuable time to represent both the entire beef industry and producers in their states. Here, a handful of CBB members from across the U.S. tell us why they chose to get involved. Visit BeefBoard.org/Meet-Your-Board to learn about the board members in your state.

Irv owns and operates, along with his two sons and nephew, the Y6 Ranch in Meriden, Wyoming. The ranch has extensive grassland, irrigated farm ground, native hay meadows and a 6,000-head custom feedlot. Irv has been directly involved with the Beef Checkoff since 2001 and currently serves on the Executive and International Marketing Committees.

“The Beef Checkoff is the quarterback of the beef industry team. Because of extensive Checkoff-funded programs, the beef industry had success in the past and is looking toward a bright future on the horizon.”

For the past 40 years, Daphne and her husband, Lloyd, have owned and operated the farm and dairy operation, Rosy-Lane Holsteins, with their partners Tim Strobel and Jordan Matthews. The team farms 2,000 acres and milks about 950 Holstein cows. The operation ships milk to Saputo, a dairy company, where it’s made into cheese. Daphne’s responsibilities on the farm include overseeing human resources, farm safety and animal care. She also organizes farm tours and manages the farm’s social media outreach. She serves on the Consumer Trust Committee.

“I believe in the power of promotion. I worked in food and ag communications for more than 10 years after college, and I hope to apply that experience to the industry’s future challenges. We must work harder and smarter to reach consumers and listen to them more.”

Bill has owned the Bill King Ranch for 45 years. It includes a cow-calf operation with Angus, Hereford and Charolais herds, a feedlot operation and 4,000 acres of corn, hay, and wheat. Bill has also been active in agricultural organizations and is a past president of both the American Hereford Association and the New Mexico Cattle Growers; a past regional vice president of the National Cattlemen’s Beef Association; and a past board member for the Texas Cattle Feeders Association.

“The Beef Checkoff has put beef at the center of the plate for most American households and more families worldwide. The Checkoff is also dedicated to helping every single beef producer in the U.S. – and it has done just that.”

Katie is a proud fourth-generation rancher working on her family’s registered Hereford operation in Willow Creek, MT. The family’s ranch is home to more than 200 head of Line 1 Hereford cows; 150 head of home-raised, cross-bred cows utilized in their embryo transfer program; and a farming operation that produces hay and grain. Every March, the ranch markets close to 100 yearling bulls at its annual production sale, with 2021 marking the sale’s 55th anniversary. Katie currently serves as co-chair for the Domestic Marketing Committee, an extension of the Innovation Committee that was part of the Beef Industry’s prior five-year Long Range Plan.

“I believe it’s important to show up and give back, and the Cattlemen’s Beef Board allows me to do just that for the hardworking men and women of our industry. The work performed by the Cattlemen’s Beef Board is like no other in the nation and I am honored to play a role in helping drive consumer demand for beef through Checkoff programs.”

Kristina has been involved in agriculture her entire life. She spent her early years on a dairy, hog and tobacco farm in Watertown, TN. She and her husband, Bill, spent 35 years in the livestock auction market sector. They retired in January 2020 but still run their small background operation. Kristina currently serves on the board of directors for the Tennessee FFA Foundation, the advisory board for the Tennessee Beef Foundation, and she is a member of the Tennessee Livestock Markets Assoc., Wilson County Cattleman’s Assoc. and the Farm Animal Care Coalition of Tennessee. She will serve on the CBB’s Stakeholder Engagement committee for 2021.

“2020 brought many consumers back to the kitchen. I believe the Checkoff-funded Beef. It’s What’s For Dinner. brand provides a wealth of solid information about beef and outstanding recipes for families cooking together again.”

Frequently Asked Questions

Every year, cattlemen and women from across the U.S., representing every beef industry sector, gather together for the Cattle Industry Winter Business Meetings. These meetings provide Cattlemen’s Beef Board (CBB) members, Beef Checkoff contractors, Federation of State Beef Council representatives and beef producers with an opportunity to discuss current industry issues, as well as the programs and initiatives being executed to support beef producers. Happening February 3-5, 2021, these meetings are open to the public and can be attended virtually here.

During these meetings, Beef Checkoff contractors provide program updates to members of Beef Checkoff committees. These committees are strategically developed based on the Beef Industry Long Range Plan. Updated every five years, this plan is a tool designed to help the beef industry establish a common set of objectives and priorities. It communicates the industry’s strategic direction and provides insight on how the industry can serve its stakeholders by growing beef demand.

After an in-depth analysis of the new 2021-2025 Long Range Plan, the Cattlemen’s Beef Board recently announced a new Beef Checkoff committee structure. Members of these new committees will meet during the Winter Business Meetings to review beef promotions and other projects that correspond with their outlined initiatives.

Here are the new Beef Checkoff committees and their efforts to drive demand for beef:

Consumer Trust Committee

Grows consumer trust in beef and beef production through greater adoption and understanding of industry best practices.

Initiatives:

  • Drive adoption of traceability.
  • Align and collaborate with traditional and non-traditional partners to tell the positive story of beef cattle production.
  • Expand efforts in educating the general public about the BQA program and its impact on animal well-being.
  • Develop a direct-to-consumer beef safety campaign.
  • Demonstrate beef’s positive sustainability message and key role in regenerative agriculture.
  • Develop crisis management plans.

Meet the committee members.

Domestic Marketing Committee

Inspires consumers and those who impact consumers to make beef their preferred protein through targeted, innovative communication and marketing.

Initiatives:

  • Implement a marketing campaign that communicates beef’s advantages compared to alternative proteins.
  • Develop targeted marketing programs focused on the highest-opportunity market segments.
  • Cultivate collaborative promotion partnerships.
  • Engage consumers in a memorable beef-eating experience.
  • Develop a more interactive and exciting beef purchasing experience.
  • Promote underutilized beef cuts and new variety meat products.

Meet the committee members.

International Marketing Committee

Increases U.S. beef demand in international markets by leveraging the unique attributes of U.S. beef.

Initiatives:

  • Drive adoption of traceability.
  • Identify and address export customer needs and values.
  • Collaborate with targeted partners to promote U.S. beef in foreign markets.
  • Invest in research, marketing and educational programs.

Meet the committee members

Nutrition & Health Committee

Will advance credible research demonstrating the nutritional and health benefits of beef, and effectively communicate results with consumers, opinion leaders and stakeholders.

Initiatives:

  • Engage positively in the sustainable nutrition conversation.
  • Promote the role of beef in a healthy and sustainable diet.
  • Ensure beef’s inclusion in dietary recommendations.

Meet the committee members

Safety & Product Innovation Committee

Enhances beef safety through the adoption of science-based practices and inspires the beef community to develop products, packaging and industry solutions.

Initiatives:

  • Develop a direct-to-consumer beef safety campaign.
  • Use innovative methods and technologies to value carcasses based on eating satisfaction and red meat yield.
  • Promote innovative online marketing, packaging and shipping solutions to enable the direct marketing of beef.
  • Promote underutilized beef cuts and new variety meat products.
  • Drive continuous improvement in food safety.

Meet the committee members

Stakeholder Engagement Committee

Engages beef community stakeholders in programs that enhance understanding of the Beef Checkoff and advance the beef industry.

Initiatives:

  • Measure, document, improve and communicate the net environmental impact of beef production.
  • Align and collaborate with traditional and non-traditional partners to tell the positive story of beef cattle production.
  • Expand BQA program to include verification.
  • Attract innovation and intellectual capital into the beef industry.
  • Encourage the cooperation and collaboration of existing industry advisory committees to identify and prioritize research efforts.

Meet the committee members

Frequently Asked Questions

In order to drive demand for beef, the Beef Checkoff invests in these program areas: promotion, research, foreign marketing, industry information, consumer information and producer communications. Each of these programs is unique in its own right, but there’s one major component found in each: education.

Many producers believe that educating the consumer and general public about beef should be the Checkoff’s first priority. And while, yes, the Checkoff works tirelessly to educate the public on hot topics like beef’s environmental impact, beef’s nutritional attributes and how cattle are raised, the Checkoff actually dives deeper, looking beyond the typical American consumer to educate the scientific community, health professionals, educators, communities abroad and cattle producers on relevant topics. Here are just a few examples of how the Beef Checkoff educates and influences each of these audiences with a purpose.

Consumers

Through a multi-pronged approach, the Beef Checkoff engages and informs consumers on beef – and the cattlemen and women behind beef production.

Targeting Northeast Consumers

The Northeastern U.S. is home to nearly 72 million consumers, which equates to approximately 22 percent of the U.S. population and encompasses four of the top 10 U.S. metropolitan areas: New York City, Boston, Philadelphia and Washington D.C. the Northeast Beef Promotion Initiative, a subcontractor to the Beef Checkoff, engages with consumers through virtual, in-person and digital advertising campaigns.

“Telling Your Antibiotic Story” Campaign

The National Livestock Producers Association, a contractor to the Beef Checkoff, and the Kentucky Beef Council video series outlines how producers understand the need for careful antibiotic stewardship and work hard to use antibiotics responsibly.

“Nicely Done, Beef” Campaign

This consumer campaign includes advertisements geared toward social media and online streaming users. It addresses beef misconceptions, highlights beef’s unique attributes and shows sustainability in the beef industry.

“Chefs and Producers” Video Series

To showcase the Beef Quality Assurance program, beef farmers and ranchers are coming together with chefs for a unique video series developed in partnership with Chef’s Roll, a global culinary community.

“Real Facts About Real Beef” Campaign

To address beef production and nutrition myths, this video series highlights real farmers and ranchers and other beef experts candidly addressing some of the most common misconceptions and questions about cattle and beef.

“Rethink the Ranch” Campaign

Videos and sponsored online articles focused on the people who produce beef help tell the story of what it takes to get beef from pasture to plate.

VealFarm.com

Through Checkoff-funded VealFarm.com, consumers learn about veal farming today and veal farmers’ commitment to ensuring their calves’ health and well-being while being good environmental stewards.

SCIENTIFIC COMMUNITY & HEALTH PROFESSIONALS

The Beef Checkoff continues to examine beef’s role in a healthy diet and has countless ongoing research studies and partnerships with health influencers to educate them about beef.

Beef and Mental Health

Checkoff-supported research demonstrates that meat consumption is positively associated with better mental health. “Meat and mental health: a systematic review of meat abstention and depression, anxiety, and related phenomena,” published by Taylor & Francis in 2020, has been downloaded more than 50,000 times, making it one of the top ten most-downloaded articles by Taylor & Francis.

2020 Virtual Food and Nutrition Conference and Expo

More than 10,000 registered dietitian nutritionists, nutrition science researchers, healthcare providers and industry leaders attended this event. The Checkoff supported an educational session that highlighted Beef Checkoff-funded research and emphasized the role high-quality proteins like beef have in optimizing all aspects of human strength.

“Eating in the Early Years” Event

This week-long educational experience for pediatric-focused health professionals increased awareness of beef and recommended it as a nutrient-rich, early food for infants, toddlers and children.

SCAN and CPSDA Collaboration

Member dietitians with Sports, Cardiovascular and Wellness Nutrition (SCAN) – the largest dietetic practice group of the Academy of Nutrition and Dietetics – and the Collegiate and Professional Sports Dietitians Association received email blasts including strength resources from Beef. It’s What’s For Dinner.

Nutrition & Dietetics Beef Cook-Along Webinar

The Checkoff partnered with Liz Weiss, MS, RDN, to host an interactive, beef cook-along style webinar for approximately 30 members of the Connecticut Academy of Nutrition & Dietetics.

Prepared Beef Nutrition Research

Foundation for Meat and Poultry Research, a contractor to the Beef Checkoff, established a risk-benefit analysis of the consumption of further processed beef as a healthy lifestyle component and communicated its findings to food and nutrition researchers.

Dietary Guidelines Involvement

The Dietary Guidelines For Americans provide a roadmap for healthy eating and serve as the foundation for health experts’ recommendations to patients and clients. The Checkoff submitted 21 sets of public comments and more than 100 research studies supporting beef’s role in a healthy diet.

EDUCATORS

To grow a scientifically literate society, the Beef Checkoff implements strategies and tactics to get beef in the classroom.

Beef E-Learning Courses for Educators

Two Livestream events engaged by more than 1,000 middle and high school educators discussed how the beef production process provides an excellent context for exploring science.

On the Farm Immersion Experiences

Educators experience beef production firsthand through virtual video tours and learn from U.S. beef producers, researchers, nutritionists and veterinarians about production practices.

Beef and Veal in the Culinary Classroom Program

This program provides financial support for the use of fresh beef or veal in northeastern U.S. schools. This program assists culinary programs with student’s knowledge of beef cutting, cookery, nutrition and safety.

State Beef Council Programs

Many State Beef Councils have individual programs to get beef in schools within their state. These programs provide numerous beef resources, from classroom materials to facilitate instruction in beef production courses to virtual learning opportunities for teachers or grant programs to get fresh beef in home education courses. For example, in 2020 the New York Beef Council offered a “Top Cuts” beef contest and a series of webinars, including a virtual farm tour and sessions on beef industry careers, marketing and recipe development opportunities for all teachers.

ABROAD

U.S. Meat Export Federation, a contractor to the Beef Checkoff, focuses on promoting alternative cuts and variety meat products where culturally appropriate. By educating influential people in other countries about U.S. beef products’ unique attributes, the Beef Checkoff influences international buyers to choose U.S. beef.

Seminars/Trainings/Cutting Demonstrations

Education at all levels of the supply chain, from importers/distributors to retail meat department staff, is a key cornerstone of market development. Seminars may include hands-on cutting demonstrations, cooking demonstrations, menu development training, salesforce seminars and webinars.

Trade Teams

Hosting international trade teams here in the U.S. with importers/distributors, decision-makers, targeted foodservice and retail companies and media influencers gives participants a thorough and interactive overview of the U.S. beef industry. These teams learn about U.S. beef production techniques, the range of beef products available, safety and inspection procedures and food service/retail trends.

Cooking Demos

Whether in person or virtually through social media or online events, USMEF utilizes chefs and influencers to demonstrate U.S. beef cuts’ quality and advantages.

PRODUCER STAKEHOLDERS

The Beef Checkoff provides opportunities for producer education and advancement.

Beef Quality Assurance

BQA is a certification program for producers to learn and ensure cattle are raised under optimum management and environmental conditions. By protecting herd health and incorporating safe and effective management practices, BQA-certified producers provide consumers with high-quality beef they can trust to feed their families.

Veal Quality Assurance

VQA is a certification program for producers to ensure that veal calves receive quality care through every stage of life and are raised using production standards that result in a safe, wholesome, high-quality product that meets regulatory and customer expectations.

Masters of Beef Advocacy

The MBA program is a free, self-guided online course that provides farmers, ranchers, service providers, consumers and all beef community members with the tools and resources they need to become beef advocates and answer tough questions about beef and raising cattle.

Annual Antibiotic Symposium

Producers are encouraged to attend this yearly symposium, funded in part by the Beef Checkoff. At the symposium, they receive updates on global issues affecting U.S. animal and human health and engage in conversations about how to better share information about antibiotic stewardship and antimicrobial resistance with a variety of audiences in and outside of agriculture.

Producer Communications Program

Producers learn about the Beef Checkoff and how Checkoff investments are being put to work to promote beef demand through The Drive publishing platform, which consists of traditional, digital and social media platforms, web presence, media relations and campaigns.

Frequently Asked Questions

You don’t have to look too hard to find history’s repeating patterns and, as in the past, the call for change is in the air. Even within the beef industry, there’s a movement urging producers to throw off traditional institutions, like the Beef Checkoff, simply because it’s “too old” or they weren’t alive when it was established. It’s easy to get swept up by the itch for something different, change for change’s sake. But, it’s important to do your homework, because there are many reasons producers of all ages still value the Beef Checkoff.

Approved by an overwhelming 79 percent of producers during the referendum vote when it was implemented, Checkoff support remains high. According to Luce Research’s 2020 Producer Attitude Survey, 77 percent of the 1,200 beef and dairy producers surveyed nationwide say the Checkoff contributes positively to consumer demand for beef; 73 percent approve of the Checkoff overall.

Of the Checkoff’s dollar-per-head assessment, up to half is retained by Qualified State Beef Councils for beef-related programs in their own states. The other 50-cents is used nationally for marketing, consumer advertising, education, product development, and research designed to increase demand for beef, both domestically and through Checkoff programs abroad. This local/national partnership is a unique and key aspect of the program.

Interestingly, the dollar assessment hasn’t increased a penny over the decades—amazing when you consider that the 1985 dollar only has about 41-cents of purchasing power in 2020 (Consumer Price Index, Bureau of Labor Statistics). Despite this inflation loss, and the fact that the industry produces more beef from fewer cattle, the Checkoff delivers real value through a strategic blend of tradition, experience, and innovation.

Over three and a half decades, the Beef Checkoff has developed extensive knowledge from relationships with industry experts who know what works and provide guidance. From this foundation, the Checkoff embraces new ideas and methods, always finding ways to be the most effective. Checkoff contractors pivot nimbly amid global challenges like COVID-19; researchers propel the industry on issues like sustainability; and adoption of time- and money-saving technologies give producers an efficient and productive bang for their buck.

Change in life is a certainty. Nothing stays static, not even the 35-year-old Beef Checkoff. The programs and strategies of today are already much different than when it began. As we continue to grow demand for our product in an extremely competitive world, we want your thoughts and ideas. Get involved! Together, we can keep the Checkoff evolving to make beef the protein of choice for consumers domestically and around the world, a benefit to all producers.

 

Frequently Asked Questions


There seems to be a rash of articles and news pieces in ag media lately, focused on beef demand and its driving power and importance in everything from cattle prices to grocery store sales. The writers and experts all agree on this: the process of generating beef demand is like a well-primed pump. It provides the beef industry with the means to push our great product into the hands of hungry consumers the world over.

One of these articles summarized recent webinar information and data from Dr. Ted Schroeder and Dr. Glynn Tonsor, two leading agricultural economists at Kansas State University. The article starts with a key statement from Dr. Schroeder: “Prosperity of all beef industry participants hinges critically upon consumer demand. Every new dollar that enters the industry comes from the consumer. Without the consumer, we are out of business.”

He is correct, of course. Beef demand IS everything. Consumers have a vast array of protein choices. It is an extremely competitive protein market: beef, pork, chicken, meat alternatives – even products like beans and peanut butter. But how do we create demand for beef over all these other options? This is exactly what your Beef Checkoff is designed to do – create demand to make beef the first choice of consumers through promotion, research and education.

Even with the pandemic’s impact, the Beef Checkoff has been able to adapt and adjust programs to continue reaching those consumers and influencers. In many cases they have been able to increase program reach by shifting from in-person to virtual events. For example, events targeting middle and high school educators about beef – which typically have had 40 in-person attendees – are now reaching thousands online. Videos on veal production have reached nearly 11 million people since January.

A new Checkoff-funded video series, “Real Facts About Real Beef,” delivers facts directly to consumers from the source: beef farmers and ranchers, as well as credentialed experts in the fields of sustainability, human nutrition and more. This series is just one of the ways that the Beef. It’s What’s For Dinner. brand has helped debunk myths about the beef industry – by delivering the facts straight to consumers at home.

Beef demand is strong, as seen by the stats showing that beef sales lead all retail animal protein sales since the pandemic hit. Yet our competition never slows down. Our focus is to keep that strong flow of information to consumers so they will want our product even more. The Beef Checkoff provides a wellspring of beef promotion and resources, and consumers are eating it up.

Frequently Asked Questions

What Programs Are Funded with Your Checkoff Dollars?

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

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

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

Consumer Information

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

MICA / NEBPI*

Builds beef consumption in highly populated Northeastern U.S. cities by working with restaurants and grocery store chains, marketing to specific consumer groups and garnering support from regional nutrition influencers. 2021 Funding: $497,034

AFBFA

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

NCBA

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

Research

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

FMPRE

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

NCBA

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

Promotion

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

NAMI / NYBC*

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

NAMI

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

NCBA

Connects directly with consumers to promote beef through the iconic Beef. It’s What’s For Dinner. brand. Through beef marketing and merchandising, Beef. It’s What’s For Dinner. educates and inspires consumers to purchase, prepare and enjoy beef. 2021 Funding: $8,946,611

Industry Information

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

NAMI

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

NIAA

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

NCBA

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

Producer Communications

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

CBB

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

Foreign Marketing

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

USMEF

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

 

 

Contractor Key

AFBFA: American Farm Bureau Foundation for Agriculture

CBB: Cattlemen’s Beef Board

FMPRE: Foundation for Meat and Poultry Research and Education

MICA: Meat Import Council of America

NCBA: National Cattlemen’s Beef Association

NIAA: National Institute for Animal Agriculture

NAMI: North American Meat Institute

NEBPI: Northeast Beef Promotion Initiative *

NYBC: New York Beef Council *

USMEF: United States Meat Export Federation

Frequently Asked Questions

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

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

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

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

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

 

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

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

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

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

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

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

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

Frequently Asked Questions

Twenty cattlemen and women – representing cow/calf, feeders, stockers, dairy, and importers – will gather in Denver, Colorado on September 9 & 10 to discuss, debate, and ultimately allocate around $40 million for eligible beef industry programs within the Beef Checkoff.  This group is known as the Beef Promotion Operating Committee (BPOC) and meets each year at this time with some big beef decisions on their plate.

The BPOC “September Decision” is no easy task.  The Committee is appointed by their peers, and has 10 members from the Cattlemen’s Beef Board, and 10 members from the Federation of State Beef Councils, from all over the U.S.  This versatile group is tasked with a very important and serious job: to select and fund the best Beef Checkoff programs for the following fiscal year, beginning October 1.

Months of feedback has already taken place by the time the BPOC members step off the plane in Denver.  Calls for proposals from Checkoff contractors went out earlier in the year; the proposals, known as Authorization Requests (ARs), were reviewed and edited by multiple bodies.  In July, contractors presented their preliminary ARs to more than 200 beef producers on Checkoff committees, asking for honest feedback and comments on their ideas and projects.  Those committees obliged and gave them pages of comments and suggestions, and even rated every potential program.  Following those presentations, each contractor then took that feedback home and adjusted their projects to best ensure they meet the needs and wants of those producers that pay into the Checkoff.  That same feedback was gathered and handed over to the BPOC for this September meeting– valuable insight when allocating millions of dollars.

Membership on the Operating Committee is not for the meek.  Every year, contractors typically bring many millions of dollars more in “asks” than the budget allows.  Dividing the Checkoff dollars between promotion, research and education projects – down to the penny, I might add – is often accompanied by lively debate, difficult decisions, and unfortunately, even cuts to great programs.  The members weigh and sift each proposal, separating the “wheat from the chaff, by focusing on what they believe will best support the industry now and in the future.

These beef-producing decision makers pay Checkoff dollars themselves; they know the weight of their “September Decision” on fellow cattle families, and the entire beef industry.  Those Checkoff dollars are theirs too, and their decisions are not taken lightly.

For more information on the upcoming 2020 Beef Promotion Operating Committee meeting, which is open to anyone and will be conducted virtually this year, click here.

Frequently Asked Questions

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

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

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

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

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

Frequently Asked Questions

On July 27-30, cattlemen and women from across the U.S. gathered at the Gaylord Rockies resort in Denver – and virtually, from their own farms and ranches – for the annual Cattle Industry Summer Business Meeting. Here, the cattle industry discussed current issues as a group, heard the new 2021-2025 Beef Industry Long Range Plan and reviewed how the Beef Checkoff has adjusted messaging and programs over the past several months.

While at the meeting, Beef Checkoff committee members from the Cattlemen’s Beef Board and Federation of State Beef Councils in each of the five different program committees – Safety, Nutrition and Health, Innovation, Consumer Trust and Export Growth – heard presentations from Checkoff contractors. These presentations explained how programs, research and education have creatively changed to drive beef demand over the past six months. A video of the full presentation can be viewed below.

Individual Contractor Presentations

“As we’re all aware, 2020 has presented the beef industry with numerous challenges,” said Jared Brackett, chair of the Cattlemen’s Beef Board. “Our Beef Checkoff contractors have truly risen to the occasion, revising their 2020 plans to accommodate the changes that the COVID-19 pandemic has brought to our lives, both professionally and personally. The presentations we heard at this year’s Summer Business Meeting only made me feel even more confident that the Checkoff will continue to drive beef demand in a positive direction. I’m also looking forward to seeing how we’re able to apply what we’ve learned in 2020 to our efforts in 2021.”

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