What Makes Millennials Tick
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Results of checkoff research conducted in late 2013 helped identify triggers to decisions by millennial parents to make health-related changes in their lifestyles and will help guide communications of beef-nutrition information in 2014. Nearly 75 percent of the more than 600 millennial respondents said they made lifestyle/health changes in the preceding six months, with the most prominent food changes focused on smaller portion sizes, healthier foods with more nutrients, and less junk food.
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.