Suggested Lead: Accountability to producers for the use of their checkoff funds is a primary responsibility of the evaluation function at the Cattlemen’s Beef Board (CBB). Rich Otley, CBB Director of Evaluation, says annual evaluations provide a measurement of past programs that could be helpful in successfully planning for the year ahead…tape

Cut #1                :21                   O.C...”not it worked.”

Otley also says these evaluations are used to help plan and develop priorities that focus checkoff-funded efforts to increase beef demand in the future...tape

Cut #2               :43                    O.C...”animal is sold.”

In addition, the evaluation committee does three to four outside audits to take an in-depth look at specific programs. Otley says certain checkoff-funded programs really stood out over the past five or six years…tape.

Cut #3               :36                    O.C...”the foodservice levels.”