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Beef Checkoff Academy

For beef farmers and ranchers across the country, the Beef Checkoff plays a crucial role in funding research, education and promotion efforts that help strengthen the beef industry by driving demand. However, the producer and importer-led program can be complex. Where the money goes, who sits on the board, and whose watchful eye keeps everything following USDA-AMS guidelines can be confusing and is not always straightforward. To bridge this knowledge gap, the Cattlemen’s Beef Board (CBB) created the Checkoff Academy — a unique educational initiative that provides producers and industry stakeholders with an in-depth look at how their Checkoff dollars are being used and managed.

What is the Checkoff Academy?

The Checkoff Academy is designed to educate beef producers on the inner workings of the Beef Checkoff program. This academy offers customized sessions that each qualified state beef council or other beef group can tailor to meet the specific needs and priorities of their local producers. This customization ensures that each session is as relevant and impactful as possible, addressing specific topics that resonate with attendees.

Sessions can range from shorter introduction sessions to a full-day program and cover a variety of topics that help deliver Beef Checkoff information in an in-person format.

“The Checkoff Academy was designed with transparency in mind,” said Andy Bishop, CBB chair. “This allows producers to gain a clearer understanding of the program and encourages them to get involved.”

Key Topics

Each Checkoff Academy begins with an interactive “get to know you” activity, helping the team understand participant backgrounds and expectations. From there, topics are tailored to the specific needs of the audience. Common topics include:

  • History of the Beef Checkoff: This session explores the challenges the beef industry faced in the 1970s and 1980s that led to the creation of the Beef Checkoff program.
  • Beef Checkoff 101: An overview of the program’s structure, how funds are regulated and the CBB board member selection process.
  • Checkoff Collections 101: A deep dive into the complex collections process, often the most interactive segment as it addresses specific questions from producers, sale barns, importers, direct-to-consumer businesses and more.
  • QSBC and CBB Relationship: An explanation of the roles of the Qualified State Beef Councils (QSBCs) and the CBB and how they work together to benefit the beef industry.
  • Funding & Program Successes: A showcase of current programs funded by the Checkoff, emphasizing real-world impact.

In addition to these core topics, the Academy explains how producers can access online resources about the Beef Checkoff, helping them stay informed and engaged with the program.

Reaching Producers Across the Country

Since its inception in 2022, the Checkoff Academy has been held in numerous locations across the U.S., including Oklahoma, Wisconsin, South Dakota, Washington, Pennsylvania, Kentucky, California and New York. To date, more than 700 producers have participated, gaining valuable insights into the program’s structure and objectives.

The Academy also works to clear up common misconceptions about the Checkoff program. “There’s a lot of misperceptions about the Checkoff, and we really feel that it’s important for producers to understand how their Checkoff money is being spent,” said Carey Brown, COO of the Kentucky Cattlemen’s Association, while at the Checkoff Academy in Lexington, Kentucky over the summer.

Expanding the Reach of the Checkoff Academy

Moving forward, the CBB aims to extend the Checkoff Academy beyond state beef councils and cattle associations, hoping to reach members of other industry organizations like Farm Bureaus, cattlewomen groups and breed associations. This expansion will help more beef producers access the Academy’s resources, fostering greater transparency and engagement in the Checkoff program.

“The biggest key message of the Beef Checkoff Academy is that we want producers to know that their dollars are being used effectively…in the most meaningful way to drive demand for beef,” said Davis Gidney, CBB Checkoff education manager and program facilitator.

How to Get Involved

Producers interested in learning more about the Checkoff Academy or hosting a session for their association group are encouraged to reach out to the Cattlemen’s Beef Board office. With its focus on education and transparency, the Checkoff Academy empowers producers to better understand the program they fund and trust that their dollars are being managed responsibly and strategically to support the future of beef.

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