Letter from the Chair

Just when we thought we’d seen it all in 2020, 2021 came along and proved it, too, had surprises to throw our way. But through more pandemic, more fires and more drought, shortages of every variety, and the virtual breakdown of the world’s supply chain, the beef industry stayed tough. And not just tough…formidable.

As farmers and ranchers worked hard to provide a consistently top-notch, safe and delicious protein to the country, the producer and importer-led Beef Checkoff worked equally hard to keep that protein at the center of breakfast, lunch and dinner plates. Many Checkoff-funded programs were able to relaunch the in-person aspect of their events in 2021 — and they did so with fervor. Creative marketing efforts kept consumers engaged with more of the recipes they learned to crave during the height of the pandemic, and they returned again and again for beef-related content on social media as well.

The Checkoff also helped move our product into previously unknown territory when in August, exports of U.S.-produced beef topped a billion dollars for the first time in history. The Checkoff was out there leading the charge, actively promoting our beef in 80 countries worldwide. Beef also made its NASCAR debut with the Beef. It’s What’s For Dinner. 300 race at Daytona, an event with massive international viewership. A result of the Checkoff’s many research, promotion and education initiatives was that beef demand climbed higher than ever.

At the same time, a petition drive was underway that would have triggered a referendum on the program’s very existence. It gave producers a chance to pause, though, and really look at their program, spend some time debating its merits and shortcomings and decide whether it still serves their needs. Turns out, the producers who assembled the Beef Checkoff knew what they were doing. By allowing scrutiny and honest discussion, they kept things healthy and evolving.

Beef has faced, and will continue to face challenges, but producers across the country, the men and women who volunteer their time on the CBB and the fine Checkoff contractors who tell beef’s story well, will continue to rise to the occasion with a product and program built to last.