Outperforming Industry Standards
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From June 1 to Dec. 31, 2013, the checkoff's BeefItsWhatsForDinner.com continued to see significant traffic and consumer engagement. Nearly 907,000 people visited the site during the period, with most spending about two minutes and 45 seconds there – well ahead of the industry standard of just 10 to 20 seconds per site. Here’s how they are getting to the site: 45 percent of visitors type in the website’s URL to go directly to BeefItsWhatsForDinner.com; 23 percent come from Google; and 7.5 percent come from Facebook.
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.