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2020 Annual Report

Industry Information

The Industry Information program maintains an accurate understanding of the beef industry and helps promote a positive cattle-marketing climate through information dissemination. These efforts work to develop new markets, marketing strategies and increase efficiency and activities through programs focused on issues, management, public relations and beef and veal quality assurance.

WEBINAR HIGHLIGHTS DAIRY PRODUCERS’ ROLE IN PRODUCING HEALTHY VEAL CALVES

An educational webinar, “Veal from Farm to Fork,” attracted more than 100 stakeholders in education, government and allied industries related to beef and dairy. The webinar explained the veal industry, how veal is raised today and the interrelationship between the beef and dairy industries. Progressive Dairy magazine wrote a follow-up article on the webinar, including information about how dairy producers can ensure veal calf health and follow common veal production practices.

Image of cows in pens
NAMI

Results

A follow-up survey showed 86 percent of attendees rated the webinar as exceptional. When asked about their confidence in the quality of care for veal calves, 73 percent were confident in what they learned through the webinar.

SHOWING BEEF PRODUCERS THE IMPORTANCE OF COMMUNICATION

At the 9th annual Antibiotic Symposium, funded in part by the Beef Checkoff, beef producers joined veterinarians, animal health professionals and additional animal agriculture leaders to learn, collaborate and develop solutions to become better stewards of antibiotics while combating antimicrobial resistance. This year’s symposium studied how the industry can better communicate to the public effectively and positively. Presentations and a hands-on workshop developed in partnership with the Iowa State University Greenlee School of Journalism and Communication helped attendees understand how to take science updates and new advances in research, technology and innovation and convey that useful information to consumers.

NIAA*, NLPA

Results

Beef producers had the opportunity to meet with key influencers from CDC, USDA, FDA and others. This one-on-one collaboration encouraged dialogue and created a better understanding of how beef production plays into the conversation of both human and animal health.

BQA ACHIEVES ACCEPTANCE ACROSS BEEF INDUSTRY AND CONSUMER AUDIENCES

Beef Quality Assurance (BQA) is a foundational program that connects cattle production practices with beef safety and quality, and it continues to grow in popularity and certifications. BQA’s new resources, like the latest version of its online certification modules, helped increase total verifiable certifications and equivalents (dairy and youth-focused programs) to 483,141. BQA’s high level of certifications and program growth over the past five years has allowed it to reach consumers through a promotional and advertising campaign that explained how beef is produced.

NCBA

Results

Nearly 33 percent of all verifiable certifications came in 2020.

BEEF ADVOCATES SHARE BEEF’S STORY

The Beef Checkoff’s Masters of Beef Advocacy (MBA) program continued to have increased participation from advocates in email and social media campaigns. Additionally, the Beef Advocacy Training and Engagement (BATE) team trained more than 5,400 people at 40 events, workshops, and presentations, giving them the tools to address consumer questions and concerns about beef. The BATE team focused on more targeted communications with specific advocate activations to help disseminate beef-related information to consumers and actively ensure consumer confidence in beef.

NCBA

Results

This year more than 2,700 advocates graduated from the MBA program, adding to the ever-expanding group of advocates focused on sharing beef’s story.

Contractors Key

  • AFBFA

    American Farm Bureau Foundation for Agriculture

  • CBB

    Cattlemen's Beef Board

  • FMPRE

    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

  • NIAA*

    National Institute for Animal Agriculture

  • NLPA

    National Livestock Producers Association

  • USCA

    United States Cattlemen’s Association

  • USMEF*

    United States Meat Export Federation

*Subcontractor
Figures presented within this report are based on data compiled by individual contractors. Unless indicated otherwise, results are based on October 1, 2019 to September 30, 2020 data.