Producers Talk About the Checkoff

Brian Medeiros, California

Brian Medeiros, dairy producer from California, milks about 2,500 cows three times per day with 27 employees. The dairy farm is run by Brian and his parents. They have been in the business for 22 years, and at the current facility since 2003.

“There’s a reason why we do what we do on the dairy every day. It’s being with these cows that are behind me, helping to make them as productive as they can but also in the end, giving consumers a nutritious product that they can enjoy day in and day out. That’s really the thing that I love the most.”

He says, "Our cows have a dual purpose for milk as well as for beef. We look at the Beef Checkoff Program as helping to ensure the we can have a great demand for that beef moving into the new generations of families."

Brian says one of the checkoff’s main goals is to share research with influential people and organizations that help consumers decide when and where they want to buy beef. Listen to more about beef promotion and marketing efforts from Brian’s dairy farm in California.

Watch BrianClick here for the full video from Brian’s dairy operation.

Jana Malot, Pennsylvania

My name is Jana Malot. I live in Harrisonville, Pa., with my husband Clem. We run our operation called Uncle Clem’s place. We run a cow calf operation consisting of Short Horn, Short Horn cross with Angus cows and produce feeder calves that go in to feed lots to be finished as well as we offer a few grass fed beef that we raise here on site for locals that, that are interested in that and maybe from time to time sell a calf for a 4H or FFA project.

Jana Malot is a member of the Cattlemen’s Beef Board (CBB). She says one responsibility of CBB is to make sure checkoff dollars are used to safeguard the image of beef. “There are a lot of myths about beef. It seems consumers try to find information and they don’t always go to reliable source to get their facts on the way our commodity is produced,” says Malot. “So the beef checkoff does a lot to have websites available like for the consumer to find out, you know, what is the true way that beef is produced and handle to reach, to reach their table for their families.”

The checkoff is especially focused on reaching millennials with credible information about beef production, safety and nutrition. And the checkoff focuses on delivering this information to millennials via the Internet, Malot says.

Watch JanaClick here for the full video from Jana’s cow-calf operation.

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