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2021 Annual Report

Producer Communications

Producer Communications work establishes a direct and ongoing line of communication with the producers and importers who pay the Beef Checkoff. It reports how their Checkoff dollars are invested, shares program successes and results, and builds understanding about Checkoff roles, responsibilities and processes.

THE DRIVE PLATFORM REACHES MORE PRODUCERS

Through extended producer-focused multi-media campaigns in ag trade media, broadcast, radio, website pop-ups, social media ads and producer surveys, interest in The Drive continued among producers seeking information and education surrounding the Beef Checkoff and its current programs and projects.

CBB

Results

The reach of the Beef Checkoff’s publishing platform, The Drive (both in print and online) saw a tremendous 27.8 percent increase in FY21 over previous years.

AG TRADE MEDIA KITS GARNER MORE REGIONAL COVERAGE

This year, the Producer Communications team launched quarterly Media Kits, a resource for ag trade media that provided a “deep dive” into a particular Checkoff program, complete with prewritten articles, images, interview sources, copies of the printed newsletter The Drive and local connection (when pitched to regional media).

CBB

Results

Capitalizing on media pick-ups and distribution data from earlier kits, the team was able to tailor the kits for more widespread media release in Q3 and Q4, garnering nearly 150 media hits and more than six million impressions.

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

  • USCA

    United States Cattlemen’s Association

  • USMEF

    United States Meat Export Federation

  • NYBC*

    New York Beef Council

*Subcontractor
Figures presented within this report are based on data compiled by individual contractors. Unless indicated otherwise, results are based on October 1, 2020 to September 30, 2021 data.