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2020 Annual Report

Producer Communications

The Producer Communications program relays how Beef Checkoff dollars are allocated, shares investment results, highlights program successes and builds understanding of Checkoff roles, responsibilities and processes to producer stakeholders.


Sharing the successes of Checkoff-funded programs and activities is at the heart of the Producer Communications program. Through multiple initiatives and a variety of formats, the Producer Communications team communicates all national efforts funded under the Beef Checkoff and shows how the Checkoff is investing producer dollars to successfully drive demand for beef. One of those initiatives is The Drive publishing platform. Through this multi-faceted platform, the CBB shares recent efforts and outcomes of projects funded with Beef Checkoff dollars. Producers can subscribe to complimentary quarterly print and monthly e newsletter editions of The Drive, bringing important information directly to their mailboxes or inboxes. The Drive quarterly print newsletter is an award-winning publication and was recognized with NAMA and Livestock Publications Council awards in 2020. Both editions feature regular updates from Qualified State Beef Councils, providing producers with a beneficial mix of state and national Checkoff news. All stories and updates from The Drive are hosted on and promoted on multiple social media platforms. Through these efforts, producers are learning in many ways how their Checkoff investment is being put to work for the industry.

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Between its printed and e-newsletter subscriptions, The Drive now reaches nearly 100,000 producers multiple times a year.

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

  • NIAA*

    National Institute for Animal Agriculture

  • NLPA

    National Livestock Producers Association

  • 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, 2019 to September 30, 2020 data.