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September 2011

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Date: Thursday, September 01, 2011

Look for Beef Briefs to be delivered the first of each month – your snapshot of beef checkoff news affecting the dairy and beef industries. Editor’s note: please feel free to use these news items as space allows in your publication or online content. If you would like to expand on a certain topic, please e-mail Melissa Sandfort at

In case you missed it…

… Get the latest updates by “friending” MyBeefCheckoff on Facebook.

… The checkoff recently developed a highlight video from the On the Ranch Work Day tours conducted in partnership with the Nebraska Beef Council.

Have you completed your survey? Producer input is being sought to strengthen the measurement of quality-based practices on farms and ranches that support consumer confidence in beef products and production systems.

25 Years of Beef Checkoff Success

The $1-per-head national beef checkoff is wrapping up its first 25 years of serving as a catalyst to spur strong beef sales worldwide. Today, beef is the No. 1 selling protein in restaurants, in particular, and in the United States, in general, with consumer spending on beef totaling $73.4 million in 2010. And more than 85 percent of consumers know the industry’s “Beef. It’s What’s for Dinner” slogan, currently serving as the base of the Beef Checkoff Program.

For certain, walking through the 25-year history of the beef industry will take you down some rocky roads, as well as highlight some clear paths to growth, all en route to a beef industry that you’ll be proud to pass on to the next generation.

Catch up on highlights from each program area, through a six-part series in progress and available in the newsroom on, and help celebrate 25 years of beef checkoff success.

Meet the Nissley Brothers  

Darwin and Bernard Nissley began their beef finishing operation, Nissley Brothers Farm, in Mount Joy, Pa., in 1983. They are the seventh generation of Nissleys to use the farm that was purchased in 1795.

"Farming seemed to be the only choice for me," Darwin says. "I grew up on a farm and enjoyed it, especially working with the livestock." The greatest reward for the Nissley Brothers is giving their best effort, be it toward crops or livestock, and seeing the end result.

Read more about the Nissley brothers here.

Fall 2011 Food Foresight Now Available

This edition provides further analysis of the five major trends identified for 2011: doubling production with less impact on the environment; stakeholder demands for a bigger say in how food is produced; impact of the healthcare debate and societal choices on 'good' and 'bad' foods; new models for innovation, research and market advantage; and new tools/touch points to build stronger consumer relationships.

Click here for the full report.

Checkoff Helps Launch U.S. Beef Cuts in Chile

Thanks to help from your checkoff investments in foreign marketing, consumers in Chile have a growing hunger for U.S. beef, most recently demonstrated through a celebration of the introduction of new U.S. beef cuts to that market.

In fact, Chile is one of the fastest-growing markets for U.S. beef exports in 2011, with exports of muscle cuts up 145 percent and value nearly quadrupling to $6.45 million during the first half of the calendar year, compared to the same period last year.

Even better, industry experts estimate that the annual value of exports has the potential to grow to $20 million a year in time.

For a story about the launch of new U.S. beef cuts in Chile, visit Chilean Celebration.

Ambassadors Gearing Up

The checkoff’s National Beef Ambassador Program is gearing up for its annual contest, with state winners from across the country planning to gather in Wooster, Ohio Sept. 30 to compete for a spot on the traveling 2012 team. Winners will be announced at a special breakfast awards banquet on Oct. 2. Guest registration materials are available on In the meantime, contestants are working with local and state beef industry leaders to prepare for the four judged contest categories: issues response; media interview; classroom presentation; and consumer demonstration. Each senior contestant also must complete at least one media interview and participate in two consumer promotional events and three youth presentations before competing.

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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.
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