RFD-TV Live!
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On Monday, Sept. 22, three key beef checkoff decision makers participated in a live broadcast on RFD-TV, hosted by farm broadcaster Max Armstrong, to help all who pay the checkoff get to know their program better.
Checkoff leaders who participated were:
- Dave Bateman, a farmer-feeder from Oregon, Ill., who chairs the Cattlemen's Beef Board. The Beef Board is responsible for approving the annual budget for its national checkoff-funded programs.
- Virginia Coelho, a cow-calf producer from Fremont, Calif., who chairs the Global Consumer Marketing Group. Producers on committees in this group review checkoff programs in advertising, retail and foodservice promotion, and international marketing, among others.
- David Dick, a cow-calf producer from Sedalia, Mo., who chairs the Public Opinion and Issues Management Group. Producers on committees in this group review programs in public relations, issues management and youth education, among others. (See Committees for additional information.)
Clip 2: Where is the dollar collected? How can checkoff dollars be invested? Do producers support the checkoff? What does the checkoff budget look like for 2009? Run time 6:54
Clip 3: Who pays the checkoff? Brian Baxter discusses the benefits of protein. Run time 3:41
Clip 4: Is this a voluntary program and how do I get more information? How and why do big chains participate in the program and how does that benefit producers? Do checkoff leaders get paid? Run time 6:12
Clip 5: Do importers pay? Does the checkoff promote or market certain breeds? What partnerships does the Beef Board have with the dairy industry? Run time 5:11
Clip 6: How do export markets impact the domestic industry? Does the checkoff promote lean breeds? What role do state beef councils play? How important is lean beef to the younger consumer audience? Run time 5:16
Clip 7: Producers call in with support for the checkoff program. Checkoff contributions are important no matter what the size of the beef operation. What is the checkoff doing to encourage the next generation to get involved? Run time 4:05
Clip 8: Stockyard owner calls in with support for the program. Is Alabama raising the checkoff to $1.50 per head? How will C.O.O.L. be incorporated into the checkoff? What is the process for gathering suggested improvements to the checkoff? Run time 6:22
Clip 9: Why was beef not branded as U.S.-beef back in 2003 when the Canadian border was closed? Why does beef need to be sold overseas? How do certain breeds affect prices? How does the checkoff communicate to producers? Run time 7:25
Clip 10: Where does imported beef come from and is the U.S. over or under-supplied with beef? What are you doing with checkoff dollars to show beef is good for you? Checkoff leadership wraps up the Live! program. Run time 6:43
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.
Funded by the Beef Checkoff.
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