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Producers Talk About The Checkoff

Jump To: Cevin Jones (Beef), Logan Bower (Dairy), Jeff Battles (Veal)

Cevin Jones, Idaho

Cevin JonesCevin Jones is a third-generation cattleman and feedlot manager from Eden, Idaho, and chair of the checkoff’s Domestic Consumer Preference Committee. Cevin understands the importance of checkoff-funded consumer research as the basis of the new “Beef. It’s What’s for Dinner.” advertising campaign aimed at Millenials and Gen-Xers.

“Beef has such a good story – it’s a nutrient-dense protein that fits the active lifestyle of Millennials and Gen-Xers – our next generation of consumers,” says Cevin. “We have developed messages that appeal to them so they can feel good about eating beef.

Watch Cevin

“Beef has the sizzle on the grill, plus great taste and 10 essential nutrients,” says Jones. “It’s exciting to see and hear our new ad campaign, and hopefully it will help put more beef on grills and dinner tables.”


Click here for a video with Cevin about the importance of the beef checkoff.

Logan Bower, Pennsylvania

Logan BowerPerry County, Pennsylvania, is home to Logan Bower and his Pleasant View Farms, a 550-cow dairy with 550 replacement heifers and 750 cropland acres of corn silage, alfalfa hay and pasture. Bower and his dairy were recognized as the checkoff’s 2012 national Dairy Beef Quality Assurance Award winner. That seems fitting, as Logan was an early leader in the dairy beef quality assurance program, serving with other dairy leaders to develop the Dairy Animal Care & Quality Assurance (DACQA) manual.

“The DACQA initiative helped our dairy fine-tune our animal care by helping me train our employees in low-stress animal handling techniques, proper injection site locations and other Beef Quality Assurance practices,” says Logan. “And if you’re going to promote a program, you should start with yourself and lead by example.

“This checkoff-funded program provides me tools to focus on motivating, training and empowering people who work for me. Ultimately, how people care for our animals is reflected not only in the quality of milk but also in the quality of beef produced.”

Watch Logan

Click here to hear more from Logan about the importance of the beef checkoff and Beef Quality Assurance (BQA) to his dairy.

Jeff Battles, Wisconsin

Jeff BattlesSoutheastern Wisconsin veal producer Jeff Battles understands the important role his beef checkoff investment plays in conveying to consumers how veal is raised responsibly by family farmers. Jeff and his family find the Veal Quality Assurance (VQA) program an important tool for their operation as they provide daily care for their animals.

“We were recently recertified through our state Veal Quality Assurance program, a beef checkoff program specifically designed for our industry,” says Jeff. “Through our VQA certification, we’re showing our commitment to using the best veal-management practices and animal-care techniques, so we ensure our animals are healthy and happy.”

Watch JeffYour checkoff investment builds consumer confidence through programs like VQA and shares positive veal messages with consumers about your daily commitment to delivering a delicious product.

“The beef checkoff helps our industry have a unified voice when we discuss veal,” Jeff continues. “And it helps assure consumers we’re working hard to provide a safe, wholesome product raised under the best possible conditions.”

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