About the Producer Communications Program
Through the Producer Communications program, a small percentage of Beef Checkoff dollars are utilized to communicate to beef producers and importers about how their dollars are being used throughout the Beef Checkoff program. This includes the use of dollars in promotion, research consumer information, industry information and foreign marketing. Furthermore, the Producer Communications program relays how Checkoff dollars are allocated, shares results of investments, highlights program successes and builds understanding of Checkoff roles, responsibilities and processes.
Contractors With Projects Funded Under Producer Communications
Cattlemen’s Beef Board (CBB)
The CBB focuses on educating producers on why and how Beef Checkoff dollars are spent to increase beef demand. The goal is to build a strong, trusting partnership through listening, transparency and clear communication.
Fiscal Year 2025 initiatives include:
- Grow the footprint of The Drive publishing platform to ensure messaging about Checkoff successes continues to reach as many producers as possible, including print and email newsletters, The Drive in Five video series, podcast, social media, websites, webinars and other outreach.
- Analyze the creation of a pilot podcast / audio series for The Drive.
- Launch a Beef Checkoff Instagram page.
- Plan, develop and share insights from a key audience research initiative to define how to engage with producers and key audiences most efficiently.
- Communicate the program’s efforts in driving beef demand by connecting educated and media-trained Beef Checkoff voices with trade media and industry influencers.
2024 Funding: $1,800,000
