Producer Communications

Passing It On

As part of the FY16 producer-communications plan, the checkoff is recruiting cattle producers to “Pass it On” by providing checkoff testimonials via video interviews on their cattle operations. The video interviews run during the popular “Doc Talk” television program featuring Dr. Dan Thomson, a bovine veterinarian who is internationally recognized as an expert and leader in beef-cattle production and health management. The videos are supplemented with digital banner ads on an auction-market site, and the goal of the campaign is to encourage producers to share information about how checkoff efforts can help ensure the sustainability of the beef industry for future generations.

From Safeguarding to Consumer Marketing

During the second quarter FY2016, the national producer communications efforts focused on an interview with CBB Member Jana Malot on her family’s farm and the work the checkoff does to safeguard the beef industry (issues and reputation management). Three custom landing pages were developed:  the first (Landing page 1) explained the basis of issues management, the second (Landing page 2) went more in-depth on day-to-day reputation management, and the third (Landing page 3) gave case studies of safeguarding in action. As we transition into the third quarter, watch for a video from Brian Medeiros, dairy producer from Hanford, Calif., as he discusses consumer marketing.

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