Producer Communications

Sharing on Superior Sunrise

The checkoff was featured on the “Superior Sunrise” program  on Sept. 8, kicking of the day’s Superior auction in Denver. Fifth-generation cow-calf producer Tim Thatcher (pictured) did a live interview on the program, talking about his family’s operation near Pueblo, Colo., and sharing information about beef-checkoff efforts in new-product development – and the importance of that to checkoff investors nationwide. Thatcher has been generous with his time and efforts to serve the industry, including eight years of service on the Colorado Beef Council; four years as president of the Pueblo County Cattlemen’s Association; State Land Committee chairman for the Colorado Cattlemen’s Association (CCA); Pueblo County 4-H Foundation president; a member of the Pueblo County Farm Bureau Board of Directors, to name a few.


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.

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