The beef industry has changed a lot over the last four decades — and so has the way beef is promoted and protected in the marketplace. This short video reflects on 40 years of Beef Checkoff work and what it’s meant for beef demand over time. Watch for a straightforward look at where the program has been and where it’s headed next.
40 Years, 40 Facts
For four decades, beef producers and importers have built the Beef Checkoff into more than a marketing tool — it’s a producer-led system for growing demand and keeping beef competitive.
Let’s dive into how the Checkoff is structured with our first 10 facts:
GOVERNANCE & REPRESENTATION
BEEF PRODUCERS IN THE DRIVER’S SEAT
A lot has happened in the beef industry over the last 40 years. Back in the early 1980s, consumer confidence was slipping. Demand was declining. Cattle producers across the country knew something had to change.
That’s why, in 1985, producers came together to build the Beef Checkoff, with the first Checkoff-funded work beginning in 1986. It wasn’t easy, but it was necessary, and it still is. In 2026, as we celebrate 40 years of the Beef Checkoff, I’m thankful to those before us who built this program and encouraged by the work we continue to execute today.
As chair of the Cattlemen’s Beef Board, I thought about what I would like producers and importers who invest in the Beef Checkoff to feel after reading this issue of The Drive, and that is proud. Proud of what we’ve built, but more importantly, grateful for the challenges we’ve helped to prevent by staying proactive and vigilant.
Because when you stop and ask, “Where would we be without the Checkoff?” — the answer becomes clear. We’d be facing a very different industry than the one we know today.
There was a time not so long ago when beef practically sold itself. Cattlemen and women focused on producing cattle, not marketing them. Promotion seemed like a luxury. Research was something other industries did. And quality control? That was the packer’s problem.
But by the late 1970s and early 1980s, things started to change. Doctors, dietitians and opposing groups took aim at beef. And whether their claims were true or not didn’t matter. Perception became reality. Beef consumption dropped, exports were nearly nonexistent and we were losing ground to competing proteins.
Today, we have a completely different story to tell. We’re not just selling cattle; we’re helping shape how beef is viewed in grocery stores, classrooms, export markets, doctors’ offices and on digital screens. We’re building relationships with health professionals, chefs and influencers who shape how people understand beef. And we’re backing that story with science.
There are countless examples of how the Beef Checkoff has contributed to the growth, improvement and longevity of our industry. But when I really think about its value, these are the questions I come back to.
Where would we be if the Checkoff hadn’t:
Each of these investments significantly shifted the direction of our industry. And they were only made possible because producers came together to fund this program.
And the return? For every $1 invested in national Beef Checkoff demand-driving programs between 2019 and 2023, producers saw a return of $13.41 — a measurable impact that reflects increased domestic sales, export growth and stronger demand for U.S. beef.1
The Beef Checkoff doesn’t own cattle, beef products or packing plants and it cannot prevent cattle prices from falling. But it was never designed to do that. What it was designed to do and still does today is drive consumer beef demand.
It helps connect nutrition scientists with health professionals. It links safety researchers with processors. It aligns product developers with retailers. And it helps bring valuable market signals back to you and me — the producers.
The program is accountable. The USDA oversees it. Contractors are reimbursed on a cost-recovery basis. Financials are audited and public. Most importantly, it’s driven by cattle producers like you — serving on the Cattlemen’s Beef Board, overseeing budgets, reviewing projects and evaluating results. We’re out feeding and treating cattle, too, but we volunteer some of our time to facilitate the Beef Checkoff, and we encourage all producers to get involved.
The Beef Checkoff doesn’t solve every problem, and it never claimed to. But what it has done, for 40 years and counting, is give producers a voice in how beef is promoted, researched and defended. It’s helped us play offense, not just defense.
As we look to the next 40 years, we know we’ll face new challenges: shifting consumer expectations, global competition, misinformation and economic pressure. But if history is any indicator, we’re ready, because of the strong Beef Checkoff program producers built.
And if you’ve ever wondered where we’d be without the Checkoff — I hope you agree: I’m glad we don’t have to find out.
South Dakota cattle producer, David Uhrig, explains how Checkoff funds are being used to reach consumers who eat less beef, have questions about how it’s raised or live in regions where beef demand has room to grow.
As a beef producer raising a young family in the Black Hills of South Dakota, I think a lot about the future of our industry. Like many producers, I’m proud of the work we do, and I want to make sure the next generation has the same opportunities.
That’s one reason I serve on the Cattlemen’s Beef Board, which oversees the Beef Checkoff. I also serve on the Checkoff’s Promotion Committee, which helps guide investments that build confidence in beef’s nutrition, safety and responsible production.
In that role, I’ve seen how important it is to meet consumers where they already are. Today, one of the best places to do that is in the world of sports and entertainment.
Many producers ask why they don’t see Beef. It’s What’s For Dinner. ads on TV like they used to. The reality is that national TV advertising is extremely expensive, and it reaches an audience that’s already more likely to eat beef. The Checkoff has a responsibility to invest producer dollars where they can make the biggest impact. And that’s by reaching consumers who eat less beef, have questions about how it’s raised or live in regions where beef demand has room to grow. Sports partnerships can offer that kind of smart, targeted reach.
A great example is the work happening in the Northeast through the Northeast Beef Promotion Initiative (NEBPI). This region’s huge population has tremendous purchasing power. NEBPI partners with both athletic teams and student-athletes, using a mix of team sponsorships and Name, Image and Likeness (NIL) agreements to reach Northeast fans and young consumers where they gather. These on-field and athlete-driven activations help beef connect with audiences in ways traditional ads often can’t.
Across the country, State Beef Councils are leading equally creative efforts. The Kansas Beef Council partnered with the Kansas State football team’s offensive line — the “protectors” —to help tell beef’s story in a fun and relatable way.
Texas, Iowa and Colorado have run their own athletic activations, from stadium promotions to community race events to college partnerships. These efforts help keep more Checkoff dollars close to home while engaging the students, families and fans who will shape beef demand in the years ahead.
Sports partnerships also give us the chance to highlight beef’s strong nutrition story — something I care about personally as a beef producer and as a member of the Promotion Committee. Programs like Build Your Base provide performance nutrition education, refueling stations and hands-on experiences for athletes and families, all backed by current science. These efforts help reinforce what many of us already know: beef delivers high-quality protein, iron, zinc and B-vitamins that support strength, recovery and endurance.
Recent reports from the Make America Healthy Again (MAHA) Commission — a federal health initiative focused on improving diets and reducing chronic disease — have reinforced that message. The commission’s report highlighted the benefits of high-quality protein like beef. For producers, it’s encouraging to see national nutrition discussions acknowledge what we already know from experience: beef fits squarely within healthy, balanced eating patterns.
Sports also tap into something many producers understand well: community. Teams, school spirit, mascots and tailgates create traditions passed down through generations. People build memories around those experiences, and food is always part of it. When beef is present in those settings — at tailgates, stadium events or through athlete partnerships — it becomes part of those traditions too. That kind of connection can help build long-term loyalty and demand.
Athletic partnerships might not look like the traditional advertising some of us grew up with, but they’re helping us reach diverse new audiences, build trust and reinforce beef’s role in a healthy lifestyle. If we want to maintain strong demand, we need to be visible in the places where consumers spend their time.
Looking ahead, I don’t know if there’s one single “big opportunity” for beef in the sports world. What I do see is potential across many sports, campuses and communities. The more places we show up with a positive, science-supported message, the more opportunity to influence how people think about and choose beef.
The New World Screwworm (NWS) is a deadly parasite that attacks warm-blooded animals, including cattle. Though eradicated from the U.S. in 1966, recent outbreaks in Central America and Mexico show it’s still a threat.2 The current situation regarding NWS can change rapidly.
Early detection and prevention are key. NWS poses a serious threat to livestock, wildlife and even people. Staying informed and reporting concerns helps protect U.S. cattle herds and ranching livelihoods.
For USDA updates regarding NWS, visit NCBA’s website for more information.
Every time a beef producer sells cattle, or an importer sells cattle (or its equivalent in boxed beef), the $1-per-head national Beef Checkoff assessment goes into effect, funding programs in promotion, research, consumer and industry information, foreign marketing and producer communications. For fiscal year 2026 (October 2025–September 2026), Beef Checkoff dollars are invested across six program areas, with work carried out by nine contracting organizations and three subcontractors.
Each September, eligible organizations present proposals – referred to as Authorization Requests, or “ARs” – to the Beef Promotion Operating Committee (BPOC), a diversified group comprised of 10 members of the Cattlemen’s Beef Board and 10 directors of the Federation of State Beef Councils. Within these program areas, ARs request funding to support marketing and education projects lasting one year, as well as research projects spanning three years.
Strives for an accurate understanding of the beef industry and helps maintain a positive cattle-marketing climate.
MI
Administers the Veal Quality Assurance (VQA) program and fosters public awareness regarding VQA’s positive impact on animal well-being.
2026 Funding: $35,000
NIAA
Promotes responsible antibiotic use and combats antimicrobial resistance by maintaining consistent scientific collaboration between the animal agriculture and human health sectors.
2026 Funding: $75,000
NCBA
Protects beef’s reputation by proactively managing issues and crises while equipping producers with science-based tools like Beef Quality Assurance to ensure beef is safe, high-quality, and responsibly raised.
2026 Funding: $2,100,000
Strengthens beef’s image by proactively sharing nutritional data and positive messages with influential stakeholders, including media, food editors, dietitians, physicians and other key figures who shape consumers’ food knowledge.
MICA/NEBPI*
Leverages credentialed health professionals to share clear, science-based messages to build consumer confidence in beef and reinforces its position as an essential, nutrient-rich protein of choice among Northeast consumers. Also, fosters relationships with athletic partners to reinforce beef’s role in supporting strength, endurance and energy.
2026 Funding: $1,000,000
AFBFA
Provides science teachers with immersive experiences and high-quality instructional classroom units and assessments that enable educators to teach science through the lens of beef production.
2026 Funding: $705,000
NCBA
Increases consumer awareness of the Beef. It’s What’s For Dinner. brand campaign and positions beef as the number one protein with restaurants, culinary leaders, grocery stores and other markets.
2026 Funding: $6,000,000
Includes advertising, merchandising and new product development as well as training and promotional partnerships with restaurants and supermarkets that stimulate sales of beef and veal products.
MI/ NYBC*
Empowers consumers with innovative approaches to access and purchase veal, elevating their veal-eating experiences through creative meal solutions that maximize taste, value and versatility.
2026 Funding: $235,000
NCBA
Connects directly with consumers to promote beef through the iconic Beef. It’s What’s For Dinner. brand. Through beef marketing and merchandising, Beef. It’s What’s For Dinner. educates and inspires consumers to purchase, prepare and enjoy beef.
2026 Funding: $9,000,000
Provides the foundation for virtually all Beef Checkoff-funded information and promotion by providing science-backed research in beef nutrition, beef safety and pathogen resistance.
MF
Conducts science-based research on post-harvest beef safety to maintain and bolster consumer trust and grow beef demand.
2026 Funding: $650,000
NCBA
Works alongside universities and institutions to conduct high-quality scientific research on beef’s nutritional benefits, pre-harvest research, product quality and technical expertise, sustainability research, and consumer market research.
2026 Funding: $8,000,000
USCA/KSA
Tracks monthly U.S. consumer preferences, views and demand for meat with separate analysis for retail and food service channels.
2026 Funding: $650,000
Informs producers and importers about how their Beef Checkoff dollars are invested through a variety of efforts and initiatives.
CBB
Communicates to producers where their Beef Checkoff dollars are spent through The Drive newsletter (printed and electronic versions), media relations, attendance at producer meetings, social media and other initiatives.
2026 Funding: $1,800,000
Develops international markets for U.S. beef through programs aimed at expanding market penetration, gaining new market access, improving global consumer perceptions and building trust.
USMEF
Maximizes market access for U.S. beef around the globe, develops demand among new and existing buyers overseas and increases the value of the entire carcass through export support.
2026 Funding: $7,900,000
AFBFA: American Farm Bureau Foundation for Agriculture
CBB: Cattlemen’s Beef Board
KSU*: Kansas State University
MF: Meat Foundation
MICA: Meat Import Council of America
NCBA: National Cattlemen’s Beef Association
NIAA: National Institute for Animal Agriculture
MI: Meat Institute
NEBPI*: Northeast Beef Promotion Initiative
NYBC*: New York Beef Council
USCA: United States Cattlemen’s Association
USMEF: United States Meat Export Federation
*=Subcontractor
Nearly 1.2 million students in more than 100 school districts from San Francisco to San Antonio to New York City are now learning about genetics, sustainability and methane through the lens of beef production. These lessons, funded in part by the Beef Checkoff and developed by the American Farm Bureau Foundation for Agriculture (AFBFA) are giving students across the country a real-world understanding of agricultural science.
Since 2019, the number of school districts using these Checkoff-funded classroom tools has grown from just 19 to more than 100. Teachers play an influential role in shaping students’ views and perspectives. Beyond imparting academic knowledge, they serve as mentors, role models and guides, fostering a deeper understanding of the world’s complexities. By connecting with the young minds of schoolchildren through their teachers, the Beef Checkoff engages with tomorrow’s beef consumers today.
Here’s how AFBFA is helping to reshape how science education connects to food and agriculture.
One of the newest additions to the AFBFA resource library is the Methane Transfer Task, released in fall 2025. This “transfer task” is designed to help students apply concepts like cellular respiration and systems thinking to real-world examples, specifically how cattle produce methane and its role within the broader environmental and biological systems.
Students examine charts and models from peer-reviewed science journals, EPA emissions data and resources from Checkoff-funded Beef. It’s What’s For Dinner. to explore natural processes in cattle. The lesson is built to support student understanding of energy and matter flows, a core standard in environmental and life sciences.
This lesson is currently being introduced at science education conferences and spring workshops around the U.S. The lesson is already gaining attention as a science-driven way to bring agricultural topics into mainstream classrooms.
One of AFBFA’s Beef Checkoff-funded high school biology units, “Unravel Genetics to Raise the Steaks,” recently earned the NGSS Design Badge, a top recognition awarded by NextGenScience.
This badge is granted only to the highest-quality instructional materials aligned to the Next Generation Science Standards (NGSS). The Checkoff-funded genetics unit was reviewed by a national panel of educators and passed with distinction. For teachers, this badge makes a difference in deciding whether a new unit gets adopted in the classroom.
This unit stands out because it teaches core genetics concepts like inheritance, trait variation and selective breeding through the real-world example of how cattle have changed over time. Students see how selective breeding decisions have led to more efficient beef production, all while mastering required science standards.
While some units replace traditional content, others serve as flexible add-ons for educators. The methane task, for instance, can be dropped into lessons on energy flow or chemical processes. Teachers also use the Beef Phenomena Toolkit to kick off a lesson with a real-world scenario or question, sparking curiosity and showing how science connects to students’ daily lives.
According to the 2024 survey, teachers reported using Checkoff-funded lessons across multiple classes and grade levels, often over multiple years. The average reach: nearly 200 students per teacher annually.
AFBFA’s impact goes beyond the individual classroom. Thanks to partnerships with state education departments, STEM ecosystems and national institutions like Boston University’s Center for STEM Professional Learning, these resources are making their way into statewide curriculum efforts.
Additionally, AFBFA has On The Farm STEM Ambassadors, a network of educators trained in beef science. These ambassadors are helping expand beef’s reach through local and regional teacher workshops.
In Maryland, for example, Montgomery County Public Schools curriculum director Jim Braymeyer participated in an On The Farm training and then organized a district-wide professional development event to introduce the beef curriculum to teachers. In New York, state education leader Andrew Ferrone worked with the New York Beef Council to host a full-day teacher training and is now planning a multi-day summer program to deepen statewide adoption.
Kansas and Colorado are already following suit, with additional teacher engagement events in the works.
Science-based education about agriculture is not only being accepted, but sought out. Teachers are hungry for accurate, real-world materials that help students connect classroom concepts to the systems that feed them.
And when that content is high-quality, standards-aligned and backed by the science of beef production, it’s not just educators who benefit, it’s the entire beef community.
The Beef Checkoff’s investment in classroom education is doing more than putting agriculture on the syllabus. It’s giving the next generation of students, consumers and decision-makers a grounded understanding of how beef fits into sustainable food systems, environmental science and the future of farming.
Explore the free Checkoff-funded curriculums here: https://www.onthefarmstem.com/
I’ve spent my life with one foot in the pasture and the other in the classroom.
I’m a cattle producer from Danvers, Illinois, where my family and I operate DI Simmentals, a family-based seedstock operation. I’ve also served as a professor at Illinois State University for more than three decades.
My personal experience in production agriculture has allowed me to relate science to application on a more practical basis. At Illinois State, I conducted both basic and applied research in beef cattle nutrition and management, which helped me understand how dynamic the beef industry really is.
That mix of experiences—raising cattle, teaching students and studying nutrition—has shaped the way I look at today’s food and health conversations. Working with people outside of agriculture also showed me how important Beef Checkoff-funded promotion and education can be to our industry’s future viability. It’s also why I serve on the Cattlemen’s Beef Board (CBB) and as the co-chair of the Beef Checkoff’s Nutrition & Health Committee.
Our committee helps guide Beef Checkoff investments in beef nutrition research and consumer outreach, and I’ve seen firsthand how important those investments are. As new health trends emerge, the demand for trustworthy nutrition science only grows. This research ensures that doctors, dietitians and other health influencers get sound, science-based information about beef, countering the misinformation that’s often out there.
Consider GLP-1 medications, for example. GLP-1s have truly revolutionized the way people approach weight loss. When I first started hearing about these medications my reaction was that they could be bad for beef consumption—or they could generate an opportunity.
By slowing digestion and suppressing appetite, GLP-1s help people feel full faster and eat less. To maintain results, patients generally must stay on the medication long-term, sometimes indefinitely. For those of us who raise cattle, it might be tempting to view this trend with concern. But the data actually tells a different story.
According to a study published by the Meat Demand Monitor in July 2025, nearly 15% of consumers surveyed in late 2024 reported using GLP-1 medications to treat diabetes or aid in weight loss. And instead of cutting back on beef, these consumers reported eating it more often than individuals not on GLP-1s—the equivalent of nearly one meal per day compared to two-thirds of a meal for non-users. That tells us something important: people who are eating smaller portions are also thinking more carefully about the quality of their protein. If positioned correctly, beef can become the go-to food for people who want fewer calories but more nutrition.
Beef delivers more high-quality protein and essential nutrients than almost any other protein source. In fact, years ago, our lab at Illinois State compared young women’s diets with varying levels of beef consumption to those with vegetarian diets. We found that women consuming beef retained more zinc and iron than those on a vegetarian diet, and that just 3 ounces per day was as effective as 6 or 9. That research, funded by the old Livestock and Meat Board—the predecessor of the CBB and the National Pork Board—proved that small amounts of beef can have a big impact.
As I see it, the rise of GLP-1s isn’t a threat to beef demand—we just may need to tell our story in a different way. As beef producers, we know that consumer trends come and go. We’ve weathered fad diets, shifting headlines and changing health advice before. But what hasn’t changed is beef’s place as one of the most nutrient-rich foods people can put on their plates. The rise of GLP-1 medications is simply the latest reminder that our product matters. Thanks to the Beef Checkoff, this message is being backed by credible science and shared with the health care professionals who shape millions of food decisions every day.
Beef producers can take pride in raising a product uniquely positioned for this new health landscape. But pride isn’t enough. Investments in research, promotion and education must continue reaching the doctors, dietitians and consumers who help shape demand. In a world where every bite counts, our Checkoff dollars ensure beef continues to be relevant, now more than ever.
About the Author:
Professor Emeritus at Illinois State University, Paul “Doc” Walker has received many accolades during his 33-year university career. He is owner/operator of the DI Simmentals seedstock operation and DI Walker Consulting, which emphasize beef cattle nutrition/management and manure management/composting. He was part of the Johnson/Walker Human Nutrition Research Team and has been involved with Farm Bureau, NCBA, ASAS, CAST and his local- and state-level cattlemen’s associations. Doc also served as President and Checkoff Chairperson of the Illinois Beef Association and President of the Illinois Simmental Association. Doc is currently a member of the Cattlemen’s Beef Board and the co-chair of the Beef Checkoff’s Nutrition & Health Committee.
Cattle producers have a lot on their plates managing the day-to-day grind of ranch life, and in an industry with constantly changing dynamics, it’s easy to overlook the forces shaping market returns. There’s one factor that quietly influences producer profitability, and it often gets misunderstood: consumer beef demand.
In the 1980s, consumer confidence was slipping, dietary trends were shifting and beef demand plummeted, taking cattle prices down with it. Producers were culling herds, packing plants were closing and the ripple effects were felt across rural America.
In response, cattle producers voted to create the Beef Checkoff in 1985, a beef promotion, research and education program with one mission — building consumer demand for beef. Forty years later, the Beef Checkoff’s mission hasn’t changed. If anything, it’s become even more important in today’s marketplace. When demand is strong, everyone in the beef supply chain benefits, starting with the producer.
Let’s break demand down using real data, insights from Kansas State University Agricultural Economics Professor Dr. Glynn Tonsor and tools like the Meat Demand Monitor to show how demand ensures long-term profitability on the ranch.
Consumption = how much beef is eaten.
Demand = how much consumers are willing to buy at different prices of beef.
It’s common to hear these two terms used interchangeably, but they’re not the same. While consumption can tell us the volume of beef people are eating, it doesn’t tell us how much they’re willing to pay (and by extension total beef expenditures), and that’s the number that really influences the market.
Demand is the more powerful measure because it captures both volume (lbs) and value ($/lb). It reflects how much beef consumers buy and the price they’re willing to pay. When demand is high, it means consumers are not just eating beef; they’re choosing it on purpose, even when it costs more. That kind of willingness to pay is what supports strong cattle prices.
Dr. Tonsor explains this using a blue jeans analogy. “If you walk into a store planning to buy one pair of jeans, but you spot a buy-one-get-one-free deal and leave with two pairs, your consumption doubled, but your demand didn’t change,” he said. “You simply bought more than originally planned because the price was lower than anticipated. Now flip that: if you went in planning to buy one pair and left with two at full price because you liked the fit and quality, that’s true demand growth. You valued the product enough to pay more for it.”
That’s why consumption data alone can be misleading. There could be millions of pounds of beef sold, but if it was all discounted to quickly move through the system, it’s not likely helping producers’ bottom lines as total industry dollars have likely not grown. That’s why the Beef Checkoff uses demand as an indicator for a successful, profitable industry.
Last year offered a clear example of how powerful consumer demand can be. In 2024, beef production was essentially flat, up just 0.1%, with no major shifts in slaughter numbers or carcass weights. Yet fed cattle prices rose 6.6%, and feeder cattle prices jumped 15.6%.7 This fact can be attributed in part to stronger consumer beef demand.
Taking it a step further, research conducted by PH.D.s Melissa McKendree, Glynn Tonsor, Ted Schroeder and Nathan Hendricks estimated how much cattle prices respond to changes in retail beef demand:
Using that math, 2024’s 6.7% rise in beef demand2 translates into a:
“This model helps us put real numbers behind the value of demand growth,” Tonsor said. “It shows just how much of a per-head return is tied to what consumers are willing to pay at retail.”
In short, if demand hadn’t grown, both fed and feeder cattle prices in 2024 likely would have been 10% lower or more.2
What’s behind this rise in demand? Two major factors, according to the Meat Demand Monitor (MDM), co-funded by the Beef Checkoff, which surveys 3,000 U.S. residents every month:
1. Taste
Consistently, taste is the number one reason consumers choose beef.
In April 2025:
The U.S. cattle industry has responded by improving carcass quality over the past two decades. Rates of Prime and upper two-thirds Choice have increased, giving consumers a more consistent, flavorful eating experience. The Beef Checkoff reinforces this effort with targeted consumer campaigns and influencer partnerships that spotlight beef’s superior taste and eating experience.
2. A “Pro-Protein” Culture
The broader American public has been leaning toward protein-rich diets. Vegan and vegetarian diets are declining, according to MDM data. Additionally, MDM data shows demand for plant-based alternatives peaked in 2021 and has steadily declined since.
“This hasn’t been a headwind for beef,” Tonsor said. “Beef demand has continued to grow despite more availability of these products.”
Negative reports about the environmental impact of agricultural practices can sometimes circulate in news outlets, often causing producers to feel anxious and defensive. Still, MDM data shows environmental impact ranks much lower as a driving point for consumer purchasing decisions. In April, only 12% of respondents listed environmental impact in their top four drivers, while 65% put it in the bottom four3.
Dr. Tonsor emphasizes that broad demand is still being driven by eating experience, price and freshness, not claims about sustainability. While sustainability may not be a leading purchase driver, the Beef Checkoff continues to highlight producers’ environmental stewardship through national campaigns showcasing responsible grazing, water conservation and habitat preservation. These campaigns remind consumers that raising beef and caring for the land go hand in hand.
In comparison to other commodity checkoffs, the Beef Checkoff collection amount has not changed since its inception — $1 per head on the sale of live domestic and imported cattle. With inflation, the economic purchasing power of $1 today is not the same as it was in 1985. In response, Beef Checkoff efforts have had to adjust. For example, instead of airing beef ads on traditional broadcast channels, ads now run on Connected TV platforms like Hulu and YouTube, where they reach urban consumers most likely to be influenced.
“Beef Checkoff efforts often out-punch their weight,” Tonsor said. “The programs help drive value well beyond the size of the investment.”
In today’s complex, fragmented market, where consumer preferences vary by age, region and income, demand growth is not something to take for granted. It’s something that must be earned and protected with every dollar and every message. That’s why the Beef Checkoff remains focused on doing exactly that, driving demand through research, promotion and education to keep beef front and center on the plate.
Protein competition is fierce on the global stage, and the Beef Checkoff works diligently to encourage foreign countries to feature U.S. beef as a top protein choice. As a result of Checkoff-funded efforts, more consumers worldwide want the high-quality products cattlemen and women produce — growing demand and increasing the value of U.S. beef.
The U.S. Meat Export Federation (USMEF) is the key partner implementing Beef Checkoff efforts internationally. USMEF promotes U.S. red meat around the world. With such expansive areas to cover, USMEF takes a boots-on-the-ground approach, featuring 16 international representatives with offices worldwide. Because they are local to the territories they cover, these USMEF professionals know and understand their marketplaces, as well as the trends and consumer preferences there. Program leaders help execute promotional campaigns and initiatives and increase market access in their areas. USMEF staff work directly with importers, chefs, retailers and consumers to grow trust in U.S. beef and drive long-term demand. Thanks to the enduring commitment of beef farmers and ranchers producing high-quality beef combined with USMEF efforts overseas, the U.S. beef industry has evolved from a modest exporter to a global leader, transforming low-value cuts into premium offerings and elevating the entire marketplace.
In the 1980s, U.S. beef exports were limited, inconsistent and largely low value. Fast forward to 2024, and exports accounted for nearly 14% of total beef production, contributing $415.08 in value per head of fed cattle slaughtered — the second-highest mark on record1. And that doesn’t include the $43.55 per head added by variety meats alone10.
What changed? A coordinated strategy to open international markets and connect with global consumers, powered by beef producers’ Checkoff investment and USMEF expertise.
Between 2020 and 2024, the fastest-growing markets for U.S. beef by volume were the Caribbean, Hong Kong/China, Central America, Mexico and the Philippines. In 2023, exports to the Caribbean and Central America reached record highs, and exports to Mexico were the strongest since 200911.
Meanwhile, just six markets — Korea, China/Hong Kong, Japan, Mexico, Canada and Taiwan — accounted for 86% of total U.S. beef export value in 20242, reinforcing the importance of long-term relationships and consistent presence in these key regions.
Beef Checkoff investments work to build preference for U.S. beef abroad. That’s where programs like those led by USMEF come in. In Taiwan, for example, the U.S. supplied 89% of total grain-fed beef imports in 20242. That growth was supported by programs like the Diamond Plus Precious (DPP) program, which recognizes restaurants that meet high standards for sourcing and promoting U.S. beef.
In Indonesia, USMEF recently partnered with a local importer and upscale retailer to promote American Wagyu. The event featured chef-led demos, livestreams with food influencers and in-store consumer education, creating awareness and driving demand for U.S. beef.
These kinds of programs help ensure international buyers are willing to pay a premium for U.S. beef, and that added value and high demand flow back to producers.
Looking ahead, USMEF sees potential in educating buyers on underutilized cuts, especially from the round. In tight economic conditions, affordability matters, and U.S. beef offers versatile, economical solutions. By working directly with importers and chefs, Checkoff-funded efforts help prove the feasibility and profitability of these cuts in emerging markets.
There’s also long-term opportunity in Africa, where a growing middle class and urbanization are driving protein demand. A recent USMEF trade mission to Ghana connected 30 U.S. exporters with buyers from 12 African nations, laying the groundwork for future market development.
The numbers speak for themselves, thanks to producer support of Checkoff-funded export programs. Over the last decade, per-head export value has grown by more than $100. This return is built on years of investment, smart partnerships and the high-quality beef U.S. ranchers deliver every day.
Export growth isn’t just an industry win; it’s a producer win. When U.S. beef succeeds overseas, it brings more value home.
A Nebraska rancher shares how Checkoff-funded storytelling—like the Voices of the Outdoors video series—helps build consumer trust by highlighting shared values between beef producers and outdoor enthusiasts.
Today, fewer than 1.5% of U.S. residents make their living by farming or ranching. As a result, many Americans have little to no firsthand knowledge about how their food is produced. That lack of understanding creates space for misinformation and negative assumptions. But when beef producers show who they really are—land stewards, animal caretakers, people who live by the weather and work by the seasons—they start to close that gap.
“Our goal is always the same: to leave the land better than we found it. And I know most other ranchers feel the same way,”
That’s the goal of the Voices of the Outdoors video series from Beef. It’s What’s For Dinner. and funded by the Beef Checkoff. This series explores the commitment to land stewardship that beef producers, outdoor enthusiasts and conservationists share.
Becky Potmesil, of Alliance, Nebraska, a cow-calf producer, member of the Cattlemen’s Beef Board (CBB) and co-chair of the Beef Checkoff’s Consumer Trust Committee, was eager to see how these seemingly disparate groups could come together over their mutual passion for nature.
“My husband is the fifth generation on Potmesil ranch,” said Potmesil. “We avoid overgrazing, rotate pastures, lease land in dry years and supplement our cattle’s feed as necessary to reduce pressure on our native grasses. Our goal is always the same: to leave the land better than we found it. And I know most other ranchers feel the same way.”
The Voices of the Outdoors series shows how beef producers like the Potmesils care deeply about the land and pairs them with outdoor enthusiasts—hikers, climbers, hunters, even surfers—who love the land in their own way. These enthusiasts ultimately leave with a better understanding of how beef production can go hand in hand with careful, sustainable land management. They and the series’ viewers learn how cattle grazing can contribute to environmental conservation by preserving open spaces, protecting wildlife habitats, mitigating wildfires and sequestering carbon.
“Ranchers and outdoor enthusiasts may not always see eye to eye, but the series shows how we can come together over the mutual desire to keep open spaces healthy and beautiful,” Potmesil said.
The Voices of the Outdoors series helps people see the bigger picture of what beef producers do every day. It’s a strong example of how Beef Checkoff dollars can be used to build trust—through storytelling that connects with consumers who might have little personal connection to agriculture. Efforts like this, alongside other vital Checkoff programs, help ensure beef remains relevant, respected and a top choice at the meat counter.
“Some of my fellow producers may ask why the Beef Checkoff funds a video series like this,” Potmesil said. “I tell them it’s exactly the kind of content that builds consumer trust. Many people may not go online to specifically find information about beef production or environmental stewardship. But they might be served this kind of content on YouTube or Instagram because of an interest in farming, horses, recycling or cooking. When they see Voices of the Outdoors it may spur more positive feelings about beef production and encourage them to choose beef over other proteins.”
The Beef Industry Long Range Plan task force officially unveiled its new five-year plan for 2026-2030 at the Cattle Industry Summer Business Meeting in San Diego. The mission of the Long Range Plan is to ensure the U.S. beef industry provides sustainable, high-quality beef that meets consumer demands worldwide.
“Since late 2024, our task force has taken a hard look at what’s working in the beef industry and where we need to improve,” said Joe Lowe, Long Range Plan task force member and eighth-generation seedstock operator at Oak Hollow Angus in Smiths Grove, Kentucky. “The result is a five-year plan that offers flexibility and local adaptation while keeping us all moving toward shared goals. By focusing on results and smart investments, we can keep the U.S. beef industry strong and competitive.”
The Beef Industry Long Range Plan is a tool designed to help the beef industry establish a common set of objectives and priorities. It communicates the industry’s strategic direction and provides insight on how the industry can serve its stakeholders by growing beef demand.
Since 1995, industry leaders representing key beef industry segments—cow/calf, seedstock, dairy, feeder, animal health, livestock auctions and more—have gathered to develop an aligned, comprehensive plan with the goal of increasing consumer demand for beef. These leaders are brought together to study and compile major areas of opportunity facing beef over the next five years.
The 2026-2030 Long Range Plan identifies six interconnected goals that represent what the industry wants to achieve:
Each goal is paired with a strategic initiative—a broad approach to achieving it—and a success definition. The goals are supported by actionable initiatives, organized to drive alignment and accountability across all segments of the beef supply chain.
“All six goals work together, so progress toward one goal helps move others forward,” said Lowe. “For example, strong advocacy can lead to more research and innovation, which supports sustainability and builds trust. And by working together on animal health and other issues, we’re better prepared for challenges like disease outbreaks or changing consumer demands.”
The Long Range Plan Task Force encourages other beef industry businesses and organizations to utilize the plan as input for their own strategic decision-making processes.
For example, the Beef Checkoff, its committees, and contracting organizations, use pieces of the Long Range Plan as their guidebook. All funding decisions and focus areas of Checkoff projects and programs, by design, must follow the key areas outlined in the plan. Checkoff contractors take this direction and develop Checkoff-funded programs that fall within the scope of the Beef Promotion and Research Act and Order and support the plan’s priorities.
“This Long Range Plan reflects the best of what our industry can do when we come together with a shared purpose,” said Lowe. “It’s built to be flexible, rooted in common-sense priorities and designed to help the industry stay strong no matter what challenges come our way. I’m proud of what we put together, and I’m looking forward to seeing how it can continue moving the beef industry forward in the years ahead.”
To view the complete Beef Industry Long Range Plan, a plan summary or get more information, visit BeefLongRangePlan.com.
