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Frequently Asked Questions

In honor of Veteran’s Day, the Cattlemen’s Beef Board would like to thank veterans for serving our country and helping to preserve our freedom. One hero we would like to recognize is Cattlemen’s Beef Board member Steve Hobbs from Great Falls, Montana. Steve joined the Navy in 1979 and served as a third-class petty officer. He began his journey working in the engine room of a destroyer ship and then trained as a Navy diver.

“I am blessed to experience the time I was at sea. At the time, I spent over a thousand days at sea and saw some of the most amazing storms, sunrises and sunsets, lived and worked with amazing men, had moments of sheer terror and days of exhaustion,” Hobbs said. “My service has never left me and has changed me for the better and the worst.”

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Today, more than ever before, consumers care about where their food comes from. They want to know about its environmental impact. They worry about whether livestock animals are treated humanely. They want to know if their food is nutritious and safe to eat. And they will change their eating – and purchasing – habits based on all those factors.

As co-chair of the beef checkoff’s Consumer Trust Committee, I’ve seen and heard these consumer concerns firsthand. The topic of sustainability is changing how all industries do business and communicate with their customers, and the beef industry is no exception. It can be difficult for us as producers to wrap our heads around the fact that most consumers never visit a beef ranch in person. They don’t always see the care we put into raising beef. While we have faith in the wholesomeness of our product and how we raise it, telling our story to consumers has never been more important. But, before we can do that, we must know what we’re facing.

That’s why, in the spring of 2021, the beef checkoff conducted extensive market research to fully understand consumer perceptions of how beef producers care for the land and what key topics would resonate most with that audience.
Here’s what we found out:

  • About 50% of consumers say they care about beef’s impact on the land and environment. However, they still cite taste, safety, appearance and price as more important considerations when making meal choices.
  • Almost half of consumers have a positive perception of beef production. Unfortunately, they still perceive the beef industry to be less sustainable than other food industries.
  • Animal welfare, by far, was the most important topic to address with consumers when it comes to beef and how cattle are raised.

After taking those survey results into consideration, Beef. It’s What’s For Dinner. launched a beef checkoff-funded campaign in 2021 called “Rethink the Ranch.” This campaign introduced the public to beef producers who make science-driven decisions that will keep their herds, environment and businesses healthy enough to pass on to the next generation. The campaign’s goal was to increase consumer confidence in beef and beef production by inviting consumers to learn more about how beef producers care for the land, their animals and their local communities.

Rethink the Ranch came to life across YouTube, social media platforms, influencer efforts, radio, ConnectTV and more. Beef. It’s What’s For Dinner developed and disseminated a variety of content, showing how dedicated beef producers are to a vital and reliable industry:

  • A special Rethink the Ranch webpage featured an interactive map of all 50 U.S. states, each complete with state-specific beef production stories told through the lens of beef families.
  • Short video advertisements on YouTube and ConnectTV showed how beef producers have been doing their part to lower emissions and find more efficiencies. Examples include: What Goes Around, Better Than Ever, We See Beef and A Prosperous Future for Everyone.
  • Educational digital and radio ads about how beef producers implement land-saving, wildlife-preserving and award-winning environmental efforts hit social media and the web. These ads were also featured on ESPN networks (ESPN2, SEC and ESPNU) as well as on Spotify and Sirius XM.

These efforts actively engaged consumers by providing in-depth content and rancher stories. Nearly 97 million people saw Rethink the Ranch content, and its videos were viewed almost 60 million times. On social media platforms, content generated approximately 67,000 comments, reactions and shares. The Rethink the Ranch page on Beef. It’s What’s For Dinner. website was viewed more than 80,000 times, and the campaign’s audio ads were heard nearly 16 million times. Obviously, this campaign reached a lot of people with the truth about how responsibly beef is raised.

Building off of last year’s success, a second campaign titled “Raised & Grown” launched this past spring. This campaign addresses the very real concerns consumers have about how cattle are raised. It focuses on increasing consumer awareness of how beef farmers and ranchers across the U.S. raise beef safely, humanely and sustainably. Some of the producers that the campaign spotlights include Environmental Stewardship Award Program (ESAP) recipients and Beef Quality Assurance (BQA) award winners. It’s all part of the checkoff’s ongoing efforts to tell beef’s real story to the many people who want to feel better about their food choices.

“Sustainability” and “animal welfare” are just words. We need to understand they aren’t concepts that are going away soon, nor should they. They’ve been an integral element of our cattle operations for generations. Back in the old days, we called them “stewardship” and “animal husbandry.” Regardless, it’s important we all do our best to minimize our environmental impact. The entire beef industry needs to share the stories of our successes.

As we head into the second half of 2022, the Consumer Trust Committee and beef checkoff contractors are working to communicate the dedication of beef producers. We need to keep fulfilling consumer expectations of delicious, and yes, sustainable, beef.

Learn more about how Beef. It’s What’s For Dinner. is communicating responsible beef production practices at,

Frequently Asked Questions

USMEF carries out market development activities in more than 80 countries. With such expansive areas to cover, USMEF takes a boots-on-the-ground approach, hiring 16 international representatives and offices worldwide. As locals, these USMEF professionals know and understand their marketplace, as well as the trends and consumer preferences in their area. These Checkoff program leaders help execute promotional campaigns and initiatives and increase market access in their areas. Many of these global markets specifically have a high demand for U.S. beef variety meats. The Beef Checkoff also works with USDA’s Foreign Agricultural Service to utilize their Market Access Program (MAP). Every Checkoff dollar is matched with MAP funds to share the costs of marketing and promotional activities overseas to drive demand for beef.

There’s very minimal demand for beef variety meats like tongue, lips, liver, heart, kidney, stomach and intestine here in the U.S. Still, across the world, international consumers are eager to get their hands on these U.S. beef products and cook their nation’s delicacies. Beef variety meat exports equated to 25.5 pounds per head of fed slaughter, and value of $41.82 per fed head in 2021.1

In addition to variety cuts, the U.S. exports primal cuts like chuck, rib, loin, round, brisket, short plate and flank. International consumers create many of the recipes you may see here at home in the U.S., or dishes you may see when you venture to Asian restaurants, like hot pot, braised short ribs and Mongolian beef.

USMEF’s International Offices

Headquartered in Denver, Colorado, USMEF has offices in Seoul, Tokyo, Hong Kong, Beijing, Shanghai, Shenyang, Singapore, Taipei, Mexico City and Monterrey. USMEF also has special market representatives covering South America, South China, Europe, the Middle East, Africa and the Caribbean.

The below graphics show USMEF’s international offices, exported variety cuts and popular beef dishes consumers will make using these cuts.

* – Export value data released by USDA and compiled by the U.S. Meat Export Federation.



Frequently Asked Questions

I’m a cattle producer. I’m a member of the Cattlemen’s Beef Board (CBB). I’m an underwriter for an agricultural lending company. But perhaps most importantly, I’m the mother of a teenage daughter. As my husband and I have navigated the challenges of parenthood, we’ve made a joint effort to understand social media and its impact. And while social media may have gotten its start with the younger generation, its eruptive growth has spread across audiences of all ages. That growth has led to the rise of influencer marketing as a popular way to promote products and services – yes, even beef.

But what makes someone an influencer? And why should the beef industry turn to this relatively new form of marketing? Don’t all the great qualities of beef – nutrition, taste, variety – speak for themselves? These are all questions that my fellow members of the CBB’s Domestic Marketing Committee and I had before we started investigating the world of influencer marketing. And here’s what we’ve learned.

Influencers are individuals with perceived expertise or knowledge about certain topics and a decent online following. Their followers view them as trustworthy experts in their fields, and they often have significant power over their audiences’ purchasing decisions. Their recommendations can help brands expand their reach and messages. And while beef does have a lot going for it, spreading the word about beef’s positive attributes to diverse audiences takes time and effort. That’s precisely why influencer marketing has become an important tool for the Beef Checkoff as it continues to drive beef demand.

Currently, 22 influencers are part of the Beef Checkoff’s Beef Expert Network. All are passionate about sharing beef’s story and promoting beef to their unique audiences. The Beef Checkoff-funded Beef. It’s What’s For Dinner. brand works to create long-term relationships with these individuals, and all must have previously expressed passion about beef. They must be credible in their fields, create interesting content – post copy, videos, photos, graphics – and share them with engaged audiences on multiple social media platforms.

Individuals in our Beef Expert Network fall into one of four categories. Food Influencers love food and center their content around recipes, cooking advice and entertaining tips and tricks. Culinary Influencers often own restaurants or culinary consulting companies. Some are even celebrity chefs, like Hugh Acheson, judge on the popular TV show Top Chef, and Josh Capon, chef and TV personality on the show Frankenfood. Ag Influencers are cattle producers who want to share accurate information about sustainable, humane production practices. Finally, Nutrition Influencers are trusted nutrition, health and fitness experts who provide health and wellness recommendations to consumers and their professional peers.

The Beef Checkoff creates educational opportunities to provide these influencers with the most up-to-date, beef-focused nutrition, research, culinary and production content. In this way, we can ensure our influencers’ content supports Beef Checkoff campaigns and promotes beef efficiently and effectively.

Where does all this content go? Influencers share it with their audiences across digital and social media platforms, but Beef. It’s What’s For Dinner. also uses it in its own marketing efforts, including social media. This strategy is especially beneficial with the Ag Influencer group because it helps consumers virtually meet beef farmers and ranchers and learn about beef production right from the source.

Content from the Beef Expert Network is also multipurposed as blogs and articles published in LA Weekly and The New York Times. Beef. It’s What’s For Dinner. also hosts media tours where TV and radio stations across the country can interview these influencers about all things beef.

Yes, beef’s great taste, variety and nutrition are important selling points. And, yes, social media is often a bit of a minefield, whether you’re a teenager or … someone more mature. But influencers can share all of beef’s outstanding qualities with their many social media followers. They can convince skeptical consumers to try new beef recipes, integrate beef into heart-healthy diets and discover the extreme care producers put into raising high-quality beef. In today’s world where people look to social media for guidance, influencer marketing is an indispensable tool for all kinds of products and services – including beef.

Sallie Miller, Briggsdale, CO, is a partner in Croissant Red Angus with her husband, Kevin, and parents Larry & Jean Croissant and also works full time as an underwriter for American AgCredit, a member of the Farm Credit System.

Frequently Asked Questions

It’s no secret that we are in challenging times right now. Inflation is unsettling the economy, droughts and floods are causing havoc throughout the U.S., supply-chain issues and other lingering impacts from COVID have no doubt caused many Americans – beef producers included – to have to reassess their business, financial and personal decisions. Organizations are not insulated from this, and in fact, find it more necessary than ever to take a hard look at themselves.

Here at CBB, we strive for constant evolution and change, especially when it leads to more effective and efficient programs. That “hard look” for continuous improvement happens frequently here, especially since Checkoff programs are reviewed and funded annually. Yet there are times that call for further introspection, and this year we were able to create and begin execution of a five-year strategic plan for the Cattlemen’s Beef Board.

A strategic plan is vitally important as it sets clear direction and identifies priorities for the organization. I am particularly proud of the opening statement of the CBB’s plan, outlining a simple and encompassing belief for our organization:

We believe that: The beef industry working together will make beef the most popular protein for everyday use in the U.S. and globally based on the taste, convenience, nutritional benefits, value, safety, and versatility of beef.

At the end of the day, isn’t that what we are all working toward?

There have been several recent calls in the ag trade media for beef industry collaboration and support; several organizations have laid out common ground upon which to strengthen our industry relations with one another. Nowhere is that more important than in the producer and importer-led Cattlemen’s Beef Board, and is very present in the newly-outlined plan. As always, we continue to encourage your dialogue, questions, and feedback on the Beef Checkoff and its programs, and will continue to lead and support collaboration, communication, and transparency within arguably one of the best industries in the world.

To view the newly adopted five-year CBB Strategic Plan, visit

Greg Hanes, CEO

Cattlemen’s Beef Board

Frequently Asked Questions

Frequently Asked Questions