Dan Javor, Michigan
Michigan dairyman Dan Javor believes the beef checkoff promotes his beef products in places and ways he can’t.
“Promotion is the cornerstone of the checkoff program. As a dairyman, the beef checkoff provides an important service for me in identifying and explaining the benefits of our nutrient-dense beef products to nutritionists, dietitians and doctors,” Dan says. “Also, with the development of new products such as the flat iron and petite tender steaks, we have more ways to reach retail and foodservice partners.”
Dan, Michigan Beef Board member, serves on the nation’s Veal Council and sees how the beef checkoff educates chefs about veal production. “Our beef checkoff work with chefs has led to the development of many new veal recipes and dishes. These checkoff activities with chefs also influence consumers’ use of our product because people want to prepare similar dishes in their homes. Projects such as our chef/veal grower tours increase the chefs’ understanding of veal production and the humane practices used to raise this product.”
Dan, like most dairymen, is conscious of every dollar that is generated back to the dairy and appreciates the return from his checkoff investment. “The $1 per head beef checkoff has created a return on investment of $5, which is a very good return for any business.”
Click here to listen to Dan talk about the importance of the beef checkoff to the dairy and veal industries.