Producer Communications

Building Greater Value for Beef

In the beef world, selling steaks is relatively easy. But the beef carcass is not all tenderloins and ribeyes, and the challenge is unlocking the value of lesser known cuts and adding value to the entire beef animal. It's an issue beef checkoff new-product research has tackled, and we learn more about the effort, as Brian Baxter reports from Texas.

Engaging with Auction-Market Operators

Cattlemen’s Beef Board Secretary/Treasurer Joan Ruskamp attended the Livestock Marketing Association (LMA) annual convention in Lexington, Kentucky, June 16-17, where she had the opportunity to speak with the organization’s leadership and members about the checkoff and thank them for the important role that auction-market operators fulfill in the checkoff process. Communications to and through auction markets is a critical element of checkoff producer communications, and LMA boasts membership of nearly 900, which represents 77 percent of active markets in the country. As part of the checkoff’s work with LMA members, the tailgate of the truck driven by the 2016 World Livestock Auctioneering Champion will display the My Beef Checkoff logo and website address.

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:

Producer Communications - Archive