COVID-19 Response

Contractor Update

Cattlemen’s Beef Board (CBB):

The Checkoff’s Producer Communications team continues to gather and share Checkoff contractor updates via social media, trade media interviews, and website updates. In addition, the PC team has reached out to state beef councils, who have been asked connect with producers in their state about what is happening locally to help drive beef demand. Updates to these efforts will be posted onto DrivingDemandForBeef.com under the COVID-19 Response page.

American Farm Bureau Foundation for Agriculture (AFBFA):

The American Farm Bureau Foundation for Agriculture (AFBFA) strives to help learners of all ages understand agriculture and the vital role it plays in day-to-day life. Even with social distancing, AFBFA is working diligently to provide excellent experiences where participants can engage, learn and continue to grow as professionals. Get the program updates.

See Update Here

Meat Importers Council of America (MICA)/ Northeast Beef Promotion Initiative (NEBPI):

The Northeast Beef Promotion Initiative builds beef consumption in Northeast metropolitan areas. The team is implementing new outreach efforts and digital campaigns to target a home-based lifestyle consumer. Also new is fun and educational beef-related activities to help engage kids at home. See the new initiatives.

See Update Here

National Cattlemen’s Beef Association (NCBA):

The Beef Checkoff-funded Beef. It’s What’s For Dinner. brand managed by the National Cattlemen’s Beef Association (NCBA) is executing an exciting new campaign aimed at beefing up consumers at home dishes. See how this campaign is encouraging consumers to make beef their “meat substitute” of choice.

See Update Here

National Livestock Producers Association (NLPA) / National Institute for Animal Agriculture (NIAA):

Cattle producers from Kentucky have made substantial progress in rethinking how to use antibiotics in animal care. A  short video is now available on the National Livestock Producer Association (NLPA) website: https://nlpa.wildapricot.org/ NLPA supported the efforts of a recent symposium on antibiotic use. A large part of the program focused on how producers can better communicate their own stories. The goal is to help offset the misinformation consumers are bombarded with every day from oftentimes unreliable sources.

North American Meat Institute (NAMI):

The North American Meat Institute (NAMI) will continue to build trust in prepared beef products and veal, and the Foundation for Meat and Poultry Research and Education (FMPRE) will continue education and research efforts during these unprecedented times. Learn more about program adjustments and new virtual objectives.

See Update Here

United States Cattlemen’s Association (USCA):

The Monthly Meat Demand Monitor project continues following its full initiation in February. In March, two base reports, along with a focused assessment of early trends tied to COVID-19, have been posted here: https://www.agmanager.info/livestock-meat/meat-demand/monthly-meat-demand-monitor-survey-data. Twitter coverage followed each post too.

United States Meat Export Federation (USMEF):

The U.S. Meat Export Federation (USMEF) is accustomed to change in the international marketplace. With the COVID-19 situation varying from country to country, see how the team is adjusting its messaging accordingly to continue emphasizing the integrity of U.S. beef.

See Update Here


Contractor Update

March 23, 2020

Cattlemen’s Beef Board (CBB):

The CBB’s producer communications office is utilizing all available channels to provide checkoff stakeholders with up-to-date information regarding changes during the COVID-19 pandemic. Checkoff updates may be found on DrivingDemandForBeef.com. In addition, producers who have signed up for The Drive, the Checkoff’s newsletter, will receive ongoing email updates as needed. State Beef Councils and trade media will receive updates as well, in an effort to reach as many producers as possible.

American Farm Bureau Foundation for Agriculture (AFBFA):

The AFBFA builds consumer trust in the beef industry by engaging with education leaders. While their messages to educators have not changed, the way they are delivering those messages will. The team is replacing cancelled in-person events by providing information and educational resources to the National Science Teaching Association (NSTA) and switching a Summer Professional Development series with virtual workshops. They’ll also share information via emails, social media and through the On The Farm STEM website.

Meat Importers Council of America (MICA)/ Northeast Beef Promotion Initiative (NEBPI):

NEBPI, a subcontractor to the Beef Checkoff through MICA, builds beef consumption in populous Northeast metropolitan areas. While COVID-19 has impacted NEBPI’s attendance at multiple events and conferences, their team is working with event coordinators to determine the possibility rescheduling these events or conducting them online. NEBPI will remain present with Northeastern consumers and influencers by emphasizing digital and social media campaigns. They are changing their outreach efforts and messaging to fit with a more home-based lifestyle, and they’re assessing future campaigns to ensure they also match this focus.

National Cattlemen’s Beef Association (NCBA):

NCBA and State Beef Councils throughout the country will leverage their extensive content library, including ads, recipes, cooking videos and educational materials about beef nutrition and proper handling practices to help consumers safely prepare beef at home. NCBA staff will also provide this information to influencers, supply chain partners and the media to support their consumer education efforts. Other plans include the release of three new videos using beef in place of other proteins in popular dishes and a summer grilling promotion set to begin Memorial Day weekend.

National Livestock Producers Association (NLPA) / National Institute for Animal Agriculture (NIAA):

NLPA, in conjunction with NIAA, organizes the annual Antibiotic Symposium as a part of the checkoff’s Industry Information program. A visit to the Centers for Disease Control with the Kentucky Beef Council scheduled for mid-March has been postponed to late summer or possibly early October. The team will continue to work on producer videos as the year progresses, with an anticipated completion date of September 30. A follow-up communication webinar planned with Iowa State University has also been postponed until later this year since the university has closed indefinitely.

North American Meat Institute (NAMI):

NAMI will continue to focus on its dual responsibilities of building trust in prepared beef products and promoting veal prepared at home in the weeks and months ahead. The organization has already completed numerous conferences and expos for FY2020, and staff are currently assessing future events to determine whether they will need to transition from in-person gatherings to virtual, online tactics. Other initiatives may become content marketing opportunities sharing recipes and at-home healthy living tips via webinars, newsletter and other online resources.

United States Cattlemen’s Association (USCA):

The Meat Demand Monitor, a research tool developed by the USCA and its subcontractor, Kansas State University (KSU), continues forward, comparing beef’s retail and foodservice trends over time. March data collection is nearing completion, and April data collection will likely begin on April 2 or 3. Dr. Glynn Tonser, professor of agricultural economics at KSU, is collecting data and developing reports from his home office, and he expects to see some eye-opening trends emerge due to COVID-19’s impact on consumer demand.

United States Meat Export Federation (USMEF):

USMEF works with countries worldwide to increase U.S. beef exports, and they are accustomed to constant change in the international marketplace. The team is adjusting its messaging accordingly as the situation differs from country to country. The team has seen shifts in demand from foodservice to retail and delivery in Asia, but also sees foodservice demand slowly rebounding. They continue to emphasize the integrity of U.S. beef and the reliability of the U.S. as a trading partner. Some key international events have been cancelled, and USMEF has rescheduled the annual Beef Leadership Development Team trip from April to June. If travel restrictions are still happening in June, they plan to move the trip to September. USMEF’s 19 worldwide offices are conducting events as allowed in their respective countries, and if that changes, they will switch to phone, Skype and webinar-based conversations.


Update From Jared Brackett

March 23, 2020

As I watch television news reports from my ranch and listen to radio broadcasts in my truck while checking on cattle, I see the impact that COVID-19 is having on our economy, including the stock market and cattle markets. And, as a beef producer, I know firsthand how frustrating this situation is for cattlemen and women across the country. Certainly, none of us could’ve anticipated the circumstances we’re currently facing on top of other issues that have impacted the entire beef industry over the past few years.

Jared Brackett

While I’m a beef producer first and foremost, I’m also the 2020 chair of the Cattlemen’s Beef Board (CBB). Our 99-member board – consisting primarily of domestic beef, veal and dairy producers – oversees the collection and spending of Beef Checkoff dollars. Our goal is to promote beef and increase demand, and in these uncertain times, I want to assure you that the Beef Checkoff and its contractors continue to work toward that very important goal.

We know that we must quickly reassess our 2020 plans in all checkoff program areas – promotion, research, foreign marketing, industry information, consumer information and producer communications. And, that’s exactly what we’re doing. Our contractors are pivoting as we speak, changing their strategies and tactics to better address the current and future effects of the COVID-19 pandemic.

Over the past few days, we contacted each Beef Checkoff contractor to ask for updates in light of the rapidly evolving world situation. Here, we’ve summarized some ways several of our contractors and subcontractors are responding to ensure beef demand remains stronger than ever.

Most are emphasizing strategies and tactics intended to encourage beef consumption at home rather than in restaurants as more areas mandate social distancing and quarantining. They’re providing influencers, supply chain partners and the media with recipes, videos and other educational materials to support these efforts. Contractors and subcontractors are turning more to social media, digital marketing, updated website content, newsletters, emails and other online tools to continue delivering positive messages about beef to their intended audiences. Many are transitioning scheduled in-person conferences and expos to virtual events or rescheduling them for later this year. More detailed information on specific contractors, programs, events and initiatives is available from our new “COVID-19 Response” page at DrivingDemandForBeef.com.

The COVID-19 situation is extremely fluid, and none of us can know what next month, next week or even tomorrow may bring. That’s why Beef Checkoff contractors will continue adjusting their plans over the next few weeks and months. As chairman of the CBB, I will work with our team to continue providing regular updates at DrivingDemandForBeef.com. Knowledge is power, and it’s our job to make sure you are aware of how your checkoff dollars are being spent to help the beef industry adapt to this changing world.

We are all in this together, and we will rise to meet this new challenge. Please know that the Beef Checkoff and its contractors will be working diligently on your behalf to keep driving beef demand so that you can focus on what you do best: producing high-quality beef for consumers worldwide. My thoughts are with all of you, and my hope is that someday soon, we’ll be able to look back and see how our combined efforts made a positive difference during this difficult time.


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