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2019 Annual Report

Producer Communications

Through the Producer Communications program, a small percentage of Beef Checkoff dollars are utilized to communicate to beef producers and importers about how their dollars are being used throughout the Beef Checkoff program. This includes the use of dollars in promotion, research consumer information, industry information and foreign marketing. Furthermore, the Producer Communications program relays how checkoff dollars are allocated, shares results of investments, highlights program successes and builds understanding of checkoff roles, responsibilities and processes.

Beef Checkoff Producer Communications Puts Producers First

Producer Communications (PC) reclaimed the Beef Checkoff story in FY19, telling it first and louder than those who want to change the checkoff narrative. The program listens more and asks for feedback from producers and importers all over the country. Based on that input, the PC team acts on their ideas by placing those topics into communication channels that fit the lifestyle of farmers and ranchers. Some prefer the popular The Drive quarterly printed newsletter delivered to their mailbox; others love receiving The Drive monthly through email. The PC team has grown the checkoff’s reach through communication channels that are embedded in the lives of cattlemen and women, whether that is listening to radio interviews while checking cows, or catching up on social media news after a long day of hauling hay. The PC team has connected with national trade media in an effort to highlight how the checkoff is helping drive beef demand and relaunched its website under the additional branding of

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Currently, 54,541 cattlemen and women are receiving The Drive quarterly print newsletter, while The Drive e-newsletter is being delivered to 15,549 e-mail inboxes each month.

Contractors Key


    American Farm Bureau Foundation for Agriculture

  • CBB

    Cattlemen's Beef Board


    Foundation for Meat and Poultry Research and Education

  • KSU*

    Kansas State University

  • MICA

    Meat Import Council of America

  • NAMI

    North American Meat Institute

  • NCBA

    National Cattlemen’s Beef Association

  • NEBPI*

    Northeast Beef Promotion Initiative

  • NLPA

    National Livestock Producers Association

  • NIAA*

    National Institute for Animal Agriculture

  • USCA

    United States Cattlemen’s Association

  • USMEF*

    United States Meat Export Federation

Figures presented within this report are based on data compiled by individual contractors. Unless indicated otherwise, results are based on October 1, 2018 to September 30, 2019 data.