Producer Communications

Sharing the Beef Checkoff Message

Joan Ruskamp at NAFBCBB Secretary-Treasurer Joan Ruskamp, and the checkoff’s executive chef, Dave Zino, traveled to Kansas City for the annual convention of the National Association of Farm Broadcasting Nov. 9-10 to share checkoff information with farm broadcasters who share messages with cattle producers. During a half-day “Trade Talk” tradeshow, Joan and Dave were interviewed by key agricultural broadcasters about current checkoff programs and results. In just a few hours, Joan interviewed with 18 different television and radio broadcasters, sharing key checkoff messages and answering their associated questions. Chef Dave pulled off another dozen interviews, racking up a combined total of 30 interviews in half a day – and plenty of checkoff information to share in their farm-media programming.


Beef Producer Attitude Survey

Producer Attitude SurveyProducer-communications programs funded by the beef checkoff depend heavily on annual producer-attitude surveys that ask checkoff payers to share their thoughts about how the checkoff is run and how dollars are spent. Results of the FY17 survey are expected to be released to the industry at the 2017 Cattle Industry Convention in Nashville the first week of February. Staff currently is working with Aspen Media & Market Research to develop questions for the upcoming survey, which will be in the field in December and January. The nationwide telephone survey of 1,200 beef and dairy producers informs staff of strengths and weaknesses in producer communications efforts and are used directly in developing an authorization request for the next year. See results of previous surveys at Producer Attitudes.


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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