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Frequently Asked Questions

The Cattlemen’s Beef Board (CBB) has released its 2025 Impact Report. This report follows an updated format introduced in 2024, including the CBB’s annual financial statement and Beef Checkoff program evaluations all in one document.

“Even in a period of historically tight cattle supplies and higher retail prices, consumers continue choosing beef,” said Ryan Moorhouse, 2025 CBB chair. “That sustained demand doesn’t happen by chance. It reflects decades of strategic investment through the Beef Checkoff to promote beef, build consumer trust and reinforce its value in a competitive protein marketplace. The 2025 Impact Report highlights the measurable results of that work and the return it delivers to producers.”

The 2025 Impact Report provides a comprehensive overview of the FY25 Authorization Requests supported by the Beef Checkoff across its six program areas: Promotion, Research, Consumer Information, Industry Information, Foreign Marketing and Producer Communications. For each Authorization Request, the report details the responsible contractors and subcontractors, allocated budgets, program objectives and documented outcomes. It also outlines specific tactics, progress toward defined performance goals, key insights gained and measures of efficiency. Together, this information offers beef industry stakeholders a transparent, results-driven view of how Checkoff investments are being put to work.

Colorful graphics provide interesting data about producer attitudes on the Beef Checkoff, as well as current consumer trends and behaviors. Easy-to-scan QR codes quickly link to online resources about the CBB and the Beef Checkoff, including organizational structure, audited financials, governing documents, contractors, webinars, meetings and events, and the award-winning producer newsletter, The Drive.

Readers of the Impact Report will also find results from an independent review conducted by Agralytica Consulting in 2025. The firm assessed the breadth and depth of Checkoff-funded nutrition research and evaluated how effectively those findings are communicated to consumers. Additionally, Agralytica examined the research design, data management and application processes used in the Consumer Market Research and Meat Demand Monitor programs to ensure they meet high standards of rigor and relevance.

“I encourage anyone who wants a deeper understanding of how the Beef Checkoff is working on behalf of producers and importers to spend time with the 2025 Impact Report,” said Greg Hanes, CEO of the Cattlemen’s Beef Board. “It offers a clear, data-driven look at the programs and partnerships advancing beef promotion, research and education, while also identifying insights that will help guide our work in the years ahead. The Checkoff’s success is built on collaboration, and this report underscores the essential role it plays in strengthening beef demand and keeping beef the protein of choice.”

Frequently Asked Questions

Cattle producers Dr. Cheryl DeVuyst of Oklahoma, Terry Quam of Wisconsin and Kalena Bruce of Missouri are the new leaders of the Cattlemen’s Beef Promotion & Research Board (CBB). Elected by their fellow CBB members at the 2026 Cattle Industry Convention in Nashville, this new officer team is responsible for guiding the national Beef Checkoff throughout 2026.

DeVuyst, the 2025 vice chair, is now the CBB’s chair, while Quam will transition from his role as the 2025 secretary-treasurer to become the 2026 vice chair. Bruce is the newest member of the officer team, taking on Quam’s former responsibilities as secretary-treasurer.

DeVuyst and her husband, Eric, own DeVuyst Ranch, a cow-calf and stocker operation. DeVuyst is also a professor of agricultural economics at Oklahoma State University and head of its Ag Econ department. DeVuyst is involved with numerous agricultural organizations, including Oklahoma CattleWomen, Oklahoma Cattlemen’s Association, National Cattlemen’s Beef Association (NCBA), Oklahoma Farm Bureau, Pawnee County CattleWomen, Agricultural and Applied Economics Association and American National CattleWomen. She’s also a faculty advisor for the Oklahoma Collegiate CattleWomen and is a past board member of the Western Agricultural Economics Association.

“As I step into this role, I do so at a pivotal time for the beef industry,” DeVuyst said. “Producers are navigating a challenging environment shaped by tight cattle supplies, rising costs and an increasingly complex marketplace, all while consumer expectations continue to evolve. In moments like this, the role of the Beef Checkoff is more important than ever. It’s an honor to serve as chair of the Cattlemen’s Beef Board and to work alongside other producers and industry partners who share a commitment to protecting and strengthening beef demand.”

Vice Chair Terry Quam operates an Angus seedstock operation, Marda Angus Farms, in Lodi, Wisconsin. Since 1940, the farm has raised cattle that meet the needs of commercial cattlemen and purebred producers throughout the country. Quam has been a longtime, active member of his community and the agricultural industry at large. His activities and leadership roles include the Wisconsin Beef Council, NCBA, Farm Bureau, local and state Cattlemen’s associations, president of the Lodi Agricultural Fair, chairman of the University of Wisconsin Discovery Farms, the Cotton and Wisconsin Corn Boards and Wisconsin Corn Growers.

A fifth-generation farmer from Stockton, Missouri, Kalena Bruce is a licensed CPA with a B.S. in accounting from Southwest Baptist University. She is the managing partner of Integrity Squared, a CPA firm she started more than a decade ago. Bruce and her husband, Billy, also run a commercial cow/calf operation. Bruce is a member of Missouri Farm Bureau, NCBA, the Missouri Cattlemen’s Association, the Missouri Young Farmer & Rancher Committee and the American Foundation for Agriculture. She was also a member of Class XVIII Agriculture Leaders of Tomorrow.

“It’s a pleasure to welcome this talented team of officers as they step into their roles for 2026,” said Greg Hanes, CEO of the Cattlemen’s Beef Board. “Their diverse backgrounds, leadership and passion for beef will be instrumental as we continue advancing the Beef Checkoff’s work. I’m excited about what we can accomplish together as we focus on growing demand, strengthening consumer trust and supporting a strong future for the beef industry.”

Frequently Asked Questions

Celebrating 40 Years of the Beef Checkoff

For 40 years, the Beef Checkoff has supported the beef industry. Since its start in 1985, the Checkoff has significantly and positively altered the beef industry’s course, providing much-needed funding for promotion and research while helping create a clear, unified message about beef for consumers. The Beef Checkoff has brought producers, industry organizations and other stakeholders together with a common purpose: driving demand for beef.

Here are just a few highlights of Beef Checkoff wins throughout the years.

1987

The Beef Checkoff launched its first advertising campaign, “Beef: Real Food for Real People,” featuring celebrity talent James Garner.

1989

The Checkoff-funded “Manhattan, Montana” TV spot was selected as the top food commercial of 1989 by Advertising Age.

1992

The iconic Beef. It’s What’s For Dinner. campaign kicked off.

1994

Several Checkoff-funded research projects identified pathogens like E. coli throughout the cattle and beef production system and developed control mechanisms.

1997

A Checkoff-funded study mapped where pathogens enter packing plants — leading to high-temp vacuuming practices that now save the beef industry an estimated $200 million in trimming costs.

1999

Studies showed that all potentially harmful bacteria are removed or destroyed when Checkoff-developed technology is used during beef harvesting.

2000

U.S. packers spent more than $75 million installing food safety intervention systems that were developed with Checkoff dollars, including steam vacuuming, steam pasteurization, organic acid wash and hot water rinse.

“The Beef Checkoff’s early investments in food safety research were nothing short of transformational. They helped pinpoint and eliminate dangerous pathogens throughout the beef supply chain. These advancements not only saved the industry hundreds of millions of dollars, but also built consumer confidence and ensured a safer product.” – Terry Quam, Wisconsin Seedstock Producer and Secretary/Treasurer of the Cattlemen’s Beef Board.

2001

Groundbreaking “Muscle Profiling Research” reinvented and added value to portions of the beef carcass — the chuck and round — that previously were underutilized and undervalued, thus enhancing overall carcass value.

2002

More than 1,500 new beef products came to market after the Checkoff launched its beef product research and development efforts in 1998.

2004

Checkoff-developed Flat Iron Steak and Petite Tender cuts outsold T-Bone and Porterhouse steaks in foodservice.

2008

The Checkoff introduced five new cuts from the chuck roll – the Delmonico Steak, Denver Cut, America’s Beef Roast, Boneless Country-Style Beef Chuck Ribs and the Sierra Cut.

2010

The Checkoff developed six new cuts from the beef round, comprising a portfolio of lean steak and roast options. The Checkoff-funded Culinary Innovations Team created 100 new beef recipes during the year.

2012

The “Beef in an Optimal Lean Diet” study provided evidence that including lean beef as part of a heart-healthy diet is as effective as the DASH (Dietary Approaches to Stop Hypertension) diet in lowering heart disease risk, the most recommended heart-healthy diet at the time.

“The Checkoff’s investment in muscle profiling and innovation reshaped how we value the beef carcass. By identifying premium cuts like the Flat Iron and Denver Steak in previously overlooked areas, we brought more dollars back to producers and gave consumers new reasons to choose beef.” – Dr. Cheryl DeVuyst of Oklahoma and Vice Chair of the Cattlemen’s Beef Board.

2019

New beef production science-based courses were introduced to middle and high school classrooms across the U.S.

2021

Checkoff-funded “Beef in the Early Years” campaign focused on educating a niche audience: expectant parents and new parents of infants and toddlers about the benefits of introducing beef in early childhood.

2022

The Beef Checkoff unveiled four successful consumer-facing advertising campaigns featuring spokesperson and former Dallas Cowboys quarterback Tony Romo and the Beef. It’s What’s For Dinner. slogan.

2023

The Beef Checkoff’s “Voices of the Outdoors” video series highlighted shared values between ranchers and outdoor enthusiasts, showing how producers care for cattle and the land.

2024

The Beef Checkoff aligned beef and athletics — especially in the highly populated Northeast region near New York City — through partnerships with college and high school sports teams.

2025

A Beef Checkoff-funded high school biology unit, “Unravel Genetics to Raise the Steaks,” earned the NGSS Design Badge, a top recognition from NexGenScience that’s only granted to the highest-quality instructional materials.

“The Beef Checkoff hasn’t let up when it comes to getting beef in front of consumers. From sports partnerships in the Northeast to award-winning science lessons in classrooms, we’re showing up where it matters with nutrition influencers, families and students.” – Ryan Moorhouse of Texas and Cattlemen’s Beef Board Chair.

Frequently Asked Questions

“Why Don’t We See Beef Checkoff Ads Anymore?” Here’s What Producers Should Know.

For 40 years, the Beef Checkoff has collected $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. The $1 collection has not changed since that amount was established under the 1985 Farm Bill. The dollar investments have been the cornerstone of the Beef Checkoff ever since, funding efforts to drive demand for beef through promotion, research, education and consumer information.

But here’s the question we often hear from producers: “Why don’t we see beef commercials on TV like we used to?” The simple answer isn’t that beef advertising stopped — it’s that the Beef Checkoff has adapted to be even more efficient with every dollar.

A Dollar Then vs. A Dollar Now

Many things have changed in 40 years. In 1985, $1 went much farther than it does now. With inflation increases, $1 in 1985 is worth about 33 cents today1. That means the same $1 today buys only a fraction of the media reach and video production it once did. The Beef Checkoff has had to adapt, with efficiency and targeting more important than ever.

Efficiency Through Targeted Advertising

Today’s Checkoff-funded promotional brands, like the highly recognized Beef. It’s What’s For Dinner. (BIWFD), still reach consumers, but in smarter, more targeted ways. Instead of expensive broadcast TV buys that put ads in front of everyone (including people already committed to beef), BIWFD now emphasizes social media, digital ads and Connected TV (CTV) — streaming entertainment delivered over the internet that allows messages to be placed in front of specific audience segments with greater precision.

Today, Beef Checkoff campaigns are designed to persuade consumers in urban markets to choose beef. Targeted consumer groups like urban shoppers, Millennial moms and Gen Z see these ads in their living rooms and on their phones. That’s by design. The Checkoff is using data and targeting to reach new or lapsed beef consumers, not those who already prefer and buy beef. For example, because most beef producers already choose beef, they are not a target audience for beef advertising.

It’s Still on “TV” — Just a Different Kind

Traditional TV buys are increasingly expensive and inefficient for niche targeting. Connected TV placements — on platforms like ESPN, Peacock and Hulu — allow the Checkoff to show ads during live sports and streaming content that matter to key demographic groups.

Beyond Ads: Smarter Engagements

Checkoff-funded initiatives go beyond commercials. Partnerships with popular influencers, sports programs, athlete nutrition education and immersive digital content all work together to connect beef’s nutrition story with consumers in the places and on the platforms they frequent most.

So, while you might not flip on network TV and see a beef ad anymore, Beef Checkoff-funded advertising is still driving demand in a way that’s more targeted, more efficient and better aligned with today’s media landscape.

Frequently Asked Questions

In the beef business, demand means everything, And I see why that’s true, firsthand, every day.

My husband and I started selling beef directly to consumers after a surprising conversation at a class on how to grow our business. A neighbor said he’d lived in our valley for nearly 60 years and had never been able to buy a half a beef from any ranchers he knew. I told him I’d sell him one that very day.

Since 2019, we’ve built Bingham Beef into a business that sells everything from shares to individual cuts. We serve a loyal local base here in North Powder, Oregon and reach more distant customers through our online store. What makes our operation unique isn’t just the beef—it’s the relationships. I enjoy talking with customers, answering their questions and even sharing recipes.

I also represent Oregon as a producer on the Cattlemen’s Beef Board and serve on the Beef Checkoff’s Domestic Marketing committee, which oversees Checkoff–funded programs that promote beef here in the U.S. Serving on this committee has reinforced what I already know from my own experience—strong demand doesn’t just happen. It’s built through effort, investment and consistency. And, contrary to what some producers may believe, demand and consumption aren’t the same thing.

Consumption is simply how much beef people eat. Demand reflects how much they want to buy—even if prices climb. For example, U.S. per-person beef disappearance was estimated at about 59 pounds in 2024, and it’s holding steady in 2025. That’s remarkable when prices are at record highs—ground beef alone topped $6.12 per pound in the summer of 2025.

As ranchers, we’re great at producing top-quality beef. But producing it isn’t enough. If consumers don’t know why they should choose beef—or trust it—we could be left with freezers full of great meat no one wants.

That’s where the Beef Checkoff can be so important. The Checkoff’s mission is simple—to drive demand for beef through promotion, research, education and innovation—all funded by producers and importers. Many producers prefer to focus on genetics and herd health rather than marketing, so Checkoff contractors are on the front lines creating demand for the nutrient-rich product we raise.

The Beef. It’s What’s for Dinner. brand reminds consumers why they love beef and makes it top of mind. But promotional campaigns can’t do it all. Programs like Beef Quality Assurance (BQA) help producers improve practices—like injection-site technique—which boost per-head value while demonstrating how much ranchers truly care about quality and safety. That builds consumer trust, which also drives demand.

At Bingham Beef, our customers are increasingly aware of different cuts of beef thanks to the Checkoff’s efforts. Even when food prices rise, I see customers staying loyal to beef. That’s demand in action—and it’s exactly what the Checkoff strives to sustain.

That’s also how the Checkoff’s work connects directly to my business. When customers ask about beef’s role in a healthy diet, I can point to Checkoff‑funded research. When they wonder about sustainability, I can share the educational materials developed thanks to the Checkoff. The more consumers see beef positioned positively and confidently, the more likely they are to choose it—whether from me, their grocery store or a restaurant.

Some producers say they don’t see returns from their Checkoff investments in their bank accounts. I understand it can be difficult to see the connection between a national ad campaign or a nutritional research study to the check you get for your calves. But those investments are helping keep beef in the spotlight, earning trust and loyalty from consumers.

Even with tight cattle supplies and rising costs, U.S. consumers aren’t backing off beef. Per capita consumption is still high, even as prices continue to climb. That kind of stability signals just how much consumers value and enjoy beef, and it doesn’t happen by accident. It’s the result of steady Checkoff efforts to keep demand strong across the board. If you’re curious about the Beef Checkoff’s value, I challenge you to learn more about what the Checkoff’s doing to keep beef at the center of the plate.

Frequently Asked Questions

How Checkoff-Funded Research Strengthens Beef’s Role in Health and Nutrition Conversations

In today’s changing food landscape, consumers are questioning everything from nutritional benefits to the best protein sources. Now more than ever, consumers are turning to healthcare professionals and dietitians as the most trusted sources for what foods to eat or avoid.2

That’s why the Beef Checkoff invests in human nutrition research and outreach efforts to provide these influential audiences with science-backed beef research and information.

“Science education for the public is more important than ever,” says Dr. Shalene McNeill, executive director of nutrition science at the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff. “We’re not just funding research. We’re extending that research into the medical and scientific communities — and increasingly, to the public — in a way that provides needed education and builds trust in beef.”

From Research to Real Impact

Beef Checkoff efforts not only fund research but also ensure the results of those studies extend to nutrition scientists, physicians, dietitians, and ultimately, the public.

In September, the Beef Checkoff’s nutrition team convened a workshop for scientists, helping train the next generation of PhDs and RDs in how to communicate their findings responsibly and effectively. That workshop was part of a larger push to expand the impact of beef-focused science in public discourse, not just among scientists, but also health professionals, through media outlets and social media.

“We’re proud to support scientists as they take their research beyond academic journals,” McNeill said. “Our goal is to ensure the public has science-based information so they can make informed decisions about enjoying beef as part of a healthy diet. Researchers who conduct Beef Checkoff supported research are some of the nation’s most respected scientists. It’s important the public hears from them and we help extend their work to the public for broader impact.”

Study Spotlight: Red Meat and Obesity

A recently released study examined whether unprocessed red meat contributes to obesity. Obesity affects 40 percent of adults in the U.S. and elevates the risk of chronic diseases such as cardiovascular disease, type 2 diabetes and high blood pressure.8 Nutrition scientists and health professionals increasingly aim to understand how specific nutrients, foods and dietary patterns may contribute to obesity risk. Animal-sourced foods, such as red meat, are often called into question as part of this public health dialogue.

Dr. Nikhil Dhurandhar and his team at Texas Tech University reviewed 19 clinical intervention trials and found no significant relationship between unprocessed red meat consumption and weight gain, body fat or poor cholesterol outcomes.3

This study’s findings were shared with media and health publications as a news release and featured in the Beef Checkoff Nutrition Research Newsletter, which was distributed to 170 PhD nutrition researchers and scientists. The media interest has also been strong with over 174 total mentions of the research, reaching an estimated 70 million consumers.

Reinforcing Beef’s Role in Heart Health

Another key area of Beef Checkoff nutrition research focuses on cardiovascular disease, an ongoing concern among consumers. A recent meta-analysis of 20 randomized controlled trials found that eating two daily three-ounce servings of lean, unprocessed beef had minimal to no impact on cardiovascular risk factors like LDL cholesterol, blood pressure and triglycerides.4

In fact, incorporating lean beef into a Mediterranean-style diet helped improve cholesterol levels, lower blood pressure and improve arterial function, even when participants consumed up to 5.5 ounces of beef per day.56

The Beef Checkoff’s Nutrition team has incorporated these findings into toolkits that are distributed to food and nutrition scientists, medical doctors/nurses and registered dietitians. Additionally, a Mediterranean Diet toolkit, led by Kansas Beef Council, that also used this research, was distributed to 795 health professionals through state beef council efforts in fiscal year 2025 and continues to help healthcare providers educate patients on how lean beef can fit into a heart-healthy diet.

Latest Research

Beyond obesity and heart health, additional beef nutrition research studies include:

  • Protein and Mortality Risk: Using data from nearly 16,000 U.S. adults, this study found that eating animal protein is not associated with higher overall or cardiovascular mortality risk, and may even provide a protective effect against cancer mortality.7
  • Eating Red Meat & Mental Health: Using data of nearly 5,000 adults from the American Gut Project, researchers found that eating red meat within high-quality healthy diets was associated with improved adequacy of essential nutrients and may support mental health.8

These studies build on the consistent message that beef can fit into balanced diets across life stages and health goals. Efforts to extend these important findings to health professionals, the media, and ultimately consumers are ongoing and being met with great interest.

The focus on practical, real-world concerns is part of what makes Checkoff-funded research so effective and so easily extended across audiences. They’re designed to answer the questions consumers want to know with science-backed research first. Rather than focusing on “beef is good” research, Beef Checkoff research is focused on improving the understanding of beef’s role in health.

“The expectation that researchers publish their results, regardless of outcome is a key factor in protecting the scientific integrity and credibility of Beef Checkoff research,” McNeill said.

Turning Research into Reach

The studies, toolkits and science-backed messaging begin with the investment of beef farmers and ranchers in the Beef Checkoff. Nutrition research is more than just an ongoing program; it’s a cornerstone of how the Beef Checkoff helps beef maintain its relevance in a crowded, competitive food landscape.

And increasingly, that science isn’t staying stagnant in research journals. It’s being extended, translated and used by physicians, dietitians and consumers, making a positive impact on beef demand.

Frequently Asked Questions

The Cattlemen’s Beef Board (CBB) will invest approximately $38.1 million into programs of beef promotion, research, consumer information, industry information, foreign marketing, and producer communications during fiscal 2026, subject to USDA approval.

In action at the end of its September 3-4 meeting in Denver, Colorado, the Beef Promotion Operating Committee (BPOC) approved Checkoff funding for a total of 14 “Authorization Requests” – or grant proposals – for the fiscal year beginning October 1, 2025. The committee, which includes 10 producers and importers from the Cattlemen’s Beef Board and 10 producers from the Federation of State Beef Councils, also recommended full Cattlemen’s Beef Board approval of a budget amendment to reflect the split of funding between budget categories affected by their decisions.

Nine contractors and three subcontractors brought 14 Authorization Requests worth approximately $49 million to the BPOC this week, approximately $10.9 million more than the funds available from the CBB budget.

“We continue to be impressed by the quality and creativity of the proposals our contractors bring forward each year, which makes funding decisions especially tough,” said Ryan Moorhouse, chair of the Cattlemen’s Beef Board and the Beef Promotion Operating Committee. “While we receive many outstanding proposals, our limited resources mean we can’t fund everything we’d like. Inflation continues to reduce the impact of each Checkoff dollar, so prioritizing the most impactful programs is more important than ever.

“As expected, this year’s Authorization Requests were full of fresh ideas and innovative approaches that support the Beef Checkoff’s core efforts—research, promotion, foreign marketing, industry and consumer information, and producer communications. I’m proud of how our committee worked together to thoughtfully balance the budget and direct our limited resources in the most strategic way. I’m grateful to our contractors and fellow committee members for their dedication, and I look forward to seeing the results of their hard work in FY26.”

In the end, the BPOC approved proposals from nine national beef organizations for funding through the FY26 Cattlemen’s Beef Board budget, as follows:

American Farm Bureau Foundation for Agriculture – $705,000

  • Cattlemen’s Beef Board – $1,800,000
  • Meat Foundation – $650,000
  • Meat Import Council of America / Northeast Beef Promotion Initiative – $1,000,000
  • Meat Institute – $35,000
  • Meat Institute/New York Beef Council – $235,000
  • National Cattlemen’s Beef Association – $25,100,000
  • National Institute for Animal Agriculture – $75,000
  • United States Cattlemen’s Association/Kansas State University – $650,000
  • United States Meat Export Federation – $7,900,000

Broken out by budget component – as outlined by the Beef Promotion and Research Act of 1985 – the FY26 Plan of Work for the Cattlemen’s Beef Promotion and Research Board budget includes:

  • $9,235,000 for promotion programs, including beef and veal campaigns focusing on beef’s nutritional value, eating experience, convenience, and production.
  • $9,300,000 for research programs focusing on pre- and post-harvest beef safety, scientific affairs, nutrition, sustainability, product quality, culinary technical expertise, and consumer perceptions.
  • $7,705,000 for consumer information programs, including Northeast influencer outreach and public relations initiatives; national consumer public relations, including nutrition-influencer relations and work with primary- and secondary-school curriculum directors nationwide to get accurate information about the beef industry into classrooms of today’s youth. Additional initiatives include outreach and engagement with food, culinary, nutrition and health thought leaders; media and public relations efforts; and supply chain engagement.
  • $2,210,000 for industry information programs, including dissemination of accurate information about the beef industry to counter misinformation from other groups, as well as funding for Checkoff participation in the annual national industrywide symposium about antibiotic use. Additional efforts in this program area include beef advocacy training and issues/crisis management and response.
  • $7,900,000 for foreign marketing and education, focusing on 13 regions, representing more than 90 countries around the world.
  • $1,800,000 for producer communications, which includes investor outreach using national communications and direct communications to producers and importers about Checkoff results. Elements of this program include ongoing producer listening and analysis; industry collaboration and outreach; and continued development of a publishing strategy and platform and a state beef council content hub.

The full fiscal 2026 Cattlemen’s Beef Board budget is approximately $42.4 million. Separate from the Authorization Requests, other expenses funded include $305,000 for program evaluation; $762,000 program development; $280,000 for Checkoff education resources; $575,000 for USDA oversight; $220,000 for state services; $200,000 supporting services and litigation; and approximately $2.0 million for CBB administration. The fiscal 2026 program budget represents an increase of slightly less than 1.0% percent, or $195,000, from the $42.2 million FY25 budget.

Frequently Asked Questions

While reading The Drive or seeing Beef Checkoff posts on social media, some producers may ask themselves the question: Why does the Beef Checkoff use funding to communicate with producers, especially when we already support beef?

It’s a fair question. The answer? A small portion of Beef Checkoff dollars is dedicated each year to the Producer Communications program. For every head of cattle sold, the Checkoff collects $1 as an investment to drive beef demand through promotion, research and education. And as they would expect from any investment, producers of all operational sizes and industry sectors and importers deserve to be informed about how their dollars are working for them.

What Is Producer Communications?

Producer Communications is a series of platforms and projects that allows the Cattlemen’s Beef Board to share Beef Checkoff program results, updates and opportunities with the people who make it possible — beef farmers and ranchers. That includes The Drive printed newsletter and e-newsletter, The Drive in Five video series, social media, website, in-person events and connecting with national, regional and local industry news publications and websites.

These efforts help the Beef Checkoff be as transparent and accessible as possible about Beef Checkoff funds and the programs in which they’re invested.

In the FY2025 budget, only 4.3 percent of national Beef Checkoff dollars are dedicated to the Producer Communications program. To see a full breakdown of Beef Checkoff funding allocations, click here.

Why it Matters

“I hear the questions that my fellow producers have about the Beef Checkoff and how their dollars are being spent,” said Steve Springer, Wisconsin producer and CBB member. “I get it, you wouldn’t put money in a stock or mutual fund without expecting regular updates on your investment’s performance.”

The Producer Communications program not only shares information — it also serves as a vital feedback loop for the Cattlemen’s Beef Board (CBB) to better understand producer concerns, interests and educational needs. Throughout the year, local and national surveys are conducted to gauge producer sentiment, gain insight into their operations, and identify the challenges they face. This feedback helps guide the direction of future Beef Checkoff programs, inform funding decisions, and shape content for newsletters and social media. In addition, the CBB regularly engages with agricultural organizations and state beef councils through meetings and discussions to gather input and strengthen relationships across the industry.

Frequently Asked Questions

Frequently Asked Questions

U.S. beef is exploring market opportunities in the fast-growing West Africa market. During a recent trade mission to Ghana, the U.S. Meat Export Federation (USMEF), a contractor to the Beef Checkoff, connected with buyers from 12 West African countries to showcase the quality and value of U.S. red meat. From market tours to one-on-one meetings, this mission laid the groundwork for long-term growth. See how your Checkoff investment is opening doors in emerging markets.

Watch the recap video.

Frequently Asked Questions

Emma Coffman of Lubbock, Texas has been selected as the 2024 Beef Advocate of the Year. The award recognizes Coffman for her creative methods of telling beef’s story across Facebook, Instagram, YouTube and TikTok, along with breaking down barriers as a first-generation cattle rancher. With more than 80,000 followers across social media platforms, Coffman uses her platform to educate viewers about sustainable and innovative ways farmers and ranchers care for their animals and produce high-quality beef. Meet Emma.

Frequently Asked Questions

Are you looking for Beef Checkoff financial information? Program highlights? Research results? Key studies? It’s all available in the Cattlemen’s Beef Board and Beef Checkoff 2024 Impact Report. The Cattlemen’s Beef Board puts full consideration into providing producers and industry stakeholders with the resources and information they need to feel confident in the effective, efficient and correct use of their Beef Checkoff dollars. Get the report.