Producer Communications

Long Range Planning Starts With Consumer In Mind

Fourth-generation seedstock producer Don Schiefelbein of Kimball, Minn., knows how essential is it to understand beef consumers. Schiefelbein serves as co-chairman of the Long Range Plan Advisory Group, which is developing a proposed plan for 2016-2020. He also is featured in the current producer-communications campaign where he shares how important he believes planning is to the beef community. He will appear in a print ad in key beef publications, a “Producers Talk” summary and homepage slider on, a selection of online ads, an upcoming selection of social-media ads, a video interview from the ranch he operates with his eight brothers and parents, and an upcoming online commercial that demonstrates the importance of planning and market research to all checkoff programs. A new set of radio ads shared with state beef councils also address checkoff responses to consumer research about millennials – including “Recipes,” “Convenience,” and “Cooking.”

Revving it up for the Checkoff

Fifth-generation beef producer Sarah Martin of Scammon, Kansas is the winner of the three-passenger Viking EPS 4x4 donated by Yamaha for the checkoff’s ‘Rev it Up’ My ROI Checkoff Challenge. The contest was aimed at increasing producer knowledge about the return on investment of their checkoff dollars and increase the number of producer engaging regularly on the My Beef Checkoff Facebook page. About 100 producers entered the contest, and a total of eight finalists were named from weekly questions they answered about the value of the checkoff to them. During the nine-week contest period, followers to the Facebook page grew by 1,832 and engagement (likes, comments, shares) for the period averaged 27,360 engagements per week. View the eight finalist videos at Rev it Up, and listen to a follow-up interview with Sarah at Martin Wins.

For additional information, check out these sites:

This site, at either or is the official site of the Cattlemen’s Beef Promotion and Research Board, offering information about the Beef Board, checkoff programs, and compliance with the national Beef Promotion Act and Order, as well as financial information about the Beef Board.
U.S. Department of Agriculture’s oversight role in the Beef Checkoff Program is explained at This includes USDA media releases and market research regarding the checkoff, as well as the U.S. Secretary of Agriculture appointments to the Beef Board.
The decision-making process, the discussions and recommendations made during Beef Board and other checkoff-related meetings and conferences are chronicled in the Meeting Center on this site to assure a transparent process open to producers who pay into the checkoff.

Your checkoff on air or in print

Maybe you've heard about the checkoff on agricultural television or a local radio station, or read about the checkoff in your favorite industry publication. Here are examples:

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