About the Industry Information Program
The Beef Checkoff is dedicated to helping beef producers vocalize their commitment to producing safe, wholesome beef products. With the end goal of enhancing the image of the beef industry, Industry Information programs work to develop new markets, marketing strategies and increase efficiency and activities. These Beef Checkoff programs focus on issues, management, public relations and beef and veal quality assurance.
Contractors With Projects Funded Under Industry Information
National Cattlemen’s Beef Association (NCBA)
The Beef Checkoff’s industry information program prepares beef producers to respond to issues appropriately and offers additional training to develop credible advocates within the beef community.
Fiscal Year 2025 Initiatives include:
- Lead beef issues training workshops with SBCs and other industry stakeholder groups. This training will equip industry partners to respond to local issues and provides them with the resources they need to tell beef’s positive story and/or address misinformation about beef.
- Utilize the Beef Digital Command Center to see who is talking about beef and what is said, and use the issues management team to respond to issues and crises as they occur.
- Increase participation in the Masters of Beef Advocacy (MBA) program, which provides training to develop credible advocates and spokespeople within the beef community, equipping them with information and resources to readily engage in conversations and address consumer concerns about beef and how cattle are raised.
- Employ the 2025 cohort of 10 Trailblazers to participate in a yearlong training as national spokespeople for the beef community, equipping them with the tools and resources to participate in top-tier media interviews, higher-profile national opportunities and social media activity.
- Increase the number of producers that are Beef Quality Assurance (BQA) certified and promote understanding of the BQA program and the positive outcomes it provides for the beef industry.
2025 Funding: $2,800,000
Meat Institute
MI’s Veal Quality Assurance (VQA) reinforces consumer confidence in veal as a protein choice and helps build trust that veal is ethically and responsibly produced with a high priority on animal wellbeing.
Fiscal Year 2025 initiatives include:
- Provide ongoing program management to ensure 95 percent of all U.S milk-fed veal are from VQA-certified farms.
- Provide program and industry updates on VQA to veal growers and industry professionals through newsletters.
2025 Funding: $60,000
National Institute for Animal Agriculture (NIAA)
NIAA supports the beef industry’s commitment to One Health – healthy humans, healthy animals. This includes hosting the annual Antibiotics Symposium, which focuses on continued knowledge about responsible antibiotic use and the primary efforts aimed at combating antimicrobial resistance.
Fiscal Year 2025 initiatives include:
- Engage animal agriculture leaders (including beef producers), processors, retailers, research scientists, academia, environmental NGOs and human health professionals at the Antibiotics Symposium to share insights and experiences.
- Have beef producer participants engage with Center for Disease Control leaders and serve as trusted resources on information related to farm and ranch practices.
- Provide resources and materials for beef producers to engage with influencers and consumers in a more streamlined process.
2025 Funding: $95,000
