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Focused on YOU!

When asked about checkoff activities, two out of three producers said “informing producers about the results of beef checkoff programs” was essential. The Cattlemen’s Beef Board invests a small percentage (about 3.5 percent) of its total budget to keep all producers informed about what their money is accomplishing. This year, funding will be spent on an initiative called The Drive.

If you are on this website, you are already experiencing The Drive. It is a movement to build a strong, trusting partnership with producers through listening, transparency and clear, direct communication.

That is why The Drive will make every effort to better understand what producers want to know about the Beef Checkoff program. Through conversations with producers like yourself, we will gauge your checkoff awareness and perceptions, as well as gain valuable insights about your educational interests and needs.

That’s right – it is all about YOU. We will conduct roundtable discussions with key opinion leaders and have one-on-one conversations with beef producers (YOU!). Then, we will share those topics of interest with your fellow beef producers across the country.

We all know that our industry continues to face challenges from various action groups. The Drive will help address misconceptions and challenges by establishing an industry voice to educate producers, the media and other influencers about the facts.

The bottom line? Let’s start having an open and honest conversation that will benefit the entire beef industry.

To be a part of our conversation, please email

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