Beef's Image Committee
Contact: , 308-697-3486;
Beef's Image Committee develops strategies for beef checkoff-funded programs to strengthen the image of beef and the beef industry. The committee’s goal is aligned to the Industry Long Range Plan’s Image Core Strategy to increase the Consumer Index preference measure from 17% to 20% by December 2013. That’s a tall order but the committee is up to the task. We visited with Meredith Stevens, NCBA Manager of Digital Marketing. We talked about reaching out to Millennials since she has some great information about this generation of consumer. For example, one key factor is that they go online making it important for beef checkoff resources to be where they are (websites, paid media ads, social media). Listen to the interview with Meredith here.
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.