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Frequently Asked Questions

INSIDE THE CULINARY HUB OF THE BEEF CHECKOFF

Culinary arts are at the core of the Beef Checkoff because, at the end of the day, the ultimate measure of consumer support and satisfaction lies in beef’s great eating experience. The Beef Checkoff is a leading voice and resource for beef culinary knowledge, experiences and innovation worldwide. This vision comes to life within the Checkoff-funded Beef. It’s What’s For Dinner. Culinary Center.

Located inside the National Cattlemen’s Beef Association’s (NCBA) headquarters in Centennial, Colorado, the Culinary Center is so much more than a kitchen – it’s a hub for fostering innovation and culinary exploration. Many Beef Checkoff-funded programs and initiatives are housed in this space, including new recipe development and cooking techniques, exploration of new cuts and technologies, influencer and chef partnerships, media tours and foodservice innovation sessions. Whether directly or indirectly, all Beef Checkoff-funded programs, from promotion to research to consumer information, leverage the data and insights generated at the Culinary Center.

HISTORY

The official Beef Checkoff Culinary Program launched when the National Livestock and Meat Board and the National Cattlemen’s Association merged in 1996. The Culinary Center initially operated at the NCA office in Chicago before being relocated to Centennial, Colorado, in 2001.

From the beginning, the program has led to the development of hundreds of culinary publications, along with countless cooking demonstrations, product tests and many educational seminars. Now, the program’s culinarians and chefs are conducting webinars. Historically, more than 2,500 beef recipes have been developed, changing over time to fit consumer cooking trends and preferences.

RECIPE HUB

Currently, there are more than 1,000 active recipes on the Beef Checkoff-funded Beef. It’s What’s For Dinner. website, most of them developed by the Checkoff’s culinary team and the rest by influencer chefs and industry professionals. The Beef. It’s What’s For Dinner. website receives 8.8 million visitors annually.

On average, the culinary team develops 25 recipes each year. These recipes are typically in line with seasonal campaigns, like the upcoming Beef. It’s What’s For Dinner. Summer Grilling campaign, where inspirational recipes will be categorized as Grilling Favorites, The Tastiest Burgers, BBQ for You or Flavorful Smoked Beef Recipes.

The Beef. It’s What’s For Dinner. website is the central location for all recipes. In addition to recipes, cooking guides, and other consumer information, there are cutting guides, cut charts, menu inspirations and additional culinary information for industry professionals.

Promotion and advertising efforts — from social media to traditional print consumer publications to commercials on streaming services like Hulu and Paramount+ — drive people back to the Beef. It’s What’s For Dinner. website. There, consumers are inspired to try new recipes and purchase beef.

female chefCULINARY TEAM EXPERTISE

Today, the Culinary Center has grown and evolved from its relatively humble beginnings, featuring consumer and foodservice food production and testing. Two in-house executive chefs share duties, with one focusing on consumers and the other concentrating on business-to-business efforts.

The Executive Chef of Innovation and Culinary Services leads the culinary catering and recipe development functions as well as product culinary exploration.

The Executive Chef of Outreach and Education provides culinary expertise, content development and education to culinary professionals throughout the beef industry, including restaurant operators, food service distributors, retailers and manufacturers. This chef also works with culinary educators and state and national culinary associations.

In addition to recipe development, the culinary team extensively researches beef cuts, looking for new ways to apply cooking techniques like the use of pressure cookers, and how to better the craft of beef preparation. The practice of “beef cookery” also takes place, testing and developing optimum cooking times for various cuts of beef. Not all people want a recipe; they may want guidance on how to cook a particular cut, such as a steak on the grill, or safe food handling techniques. Contributors like Ph.D. meat scientists also come in to advise on new cuts and cooking exploration, and nutritionists counsel on nutrition values.

The executive chefs and culinary team also collaborate with notable chefs and leading culinary experts from around the globe to provide consumers with highly engaging content and reliable beef information.

PROGRAM COLLABORATIONS

Beef. It’s What’s For Dinner. partners with celebrity chefs, culinary instructors and other subject matter experts to create educational and inspirational content for consumer audiences. These partnerships result in multiple video series filmed in the Culinary Center and released on YouTube, social media platforms and streaming services. The videos highlight the pleasurable eating experience and versatility of beef. Recent video series have showcased familiar and famous chefs to attract viewers through:

  • Beef Substitutes: Turning a traditionally non-beef recipe into a beef recipe.
  • Making the Most of Your Meals: Making two recipes, with the second being made from leftovers of the first.
  • Tips & Tricks: Chef’s personal tips for making the best beef meals. This series garnered 6.7 million video views.

CULINARY CENTER EVENTS

Foodservice innovation sessions are also happening in the Culinary Center. Leading companies from quick service restaurants to fast casual to manufacturer partners have worked with the Culinary Center to get help with menu development, explore current trends and market insights, experiment with new cuts and cooking methods or expand existing beef items into new menu concepts. The Beef Checkoff collaborates with a restaurant’s executive team to explore ways to improve existing beef menu items or create new items to increase customer satisfaction and beef sales.

Additionally, educational webinars for industry partners and State Beef Councils, inspiration demonstrations, ideation sessions, cutting and cooking demonstrations, influencer video sessions, recipe photography, educational videos and tours all happen at the Culinary Center.

SATELLITE MEDIA TOURS

Another compelling use of the Culinary Center are satellite media tours, or SMTs. During these sessions, TV and radio stations nationwide dial into the Culinary Center to join the Beef. It’s What’s For Dinner. team and chat with beef subject matter experts, chefs and nutritionists about a predetermined, newsworthy topic that often also includes beef recipes. Three to four media tours occur annually, with topics ranging from heart health, tailgating, back to school, sustainability, summer grilling and the holidays, among others.

During a typical media tour, TV and radio broadcasters conduct approximately 20-25 interviews within a number of hours. These interviews are redistributed and posted multiple times, resulting in more than 1,000 placements on TV, radio and online.

These cumulative efforts drive beef sales and boost consumers’ positive perception of beef. In addition to national efforts, the Beef. It’s What’s For Dinner. team also leverages culinary programs on the state level.

STATE SUPPORT

State Beef Councils utilize the Beef. It’s What’s For Dinner. team to develop recipes, conduct educational webinars for influencers or industry partners, assist with various on-site events and consult on recipes and other culinary needs. New this year, the culinary team will be supporting State Beef Councils with recipes specifically developed for their market needs. The goal is to create eight new recipes directly supporting the states this year.

From its inception to its present-day initiatives, the Culinary Center is a hub for innovation and collaboration, shaping the landscape for the Beef Checkoff’s promotional efforts and driving beef sales.

Explore all the beef recipes and resources at BeefItsWhatsForDinner.com.

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

The Beef Checkoff tackles concerns regarding beef and the environment with the power of science-backed research. The Beef Sustainability Research program ensures that consumers have access to accurate information. By dismissing and rectifying any false claims, the Beef Checkoff aims to instill consumer confidence about the sustainability of beef production.

This Checkoff-funded program assesses beef sustainability using an approach that balances environmental responsibility, economic opportunity and social diligence across the beef value chain. This research then provides science-validated sustainability indicators that serve as industry benchmarks and provide a path forward to continuous improvement. Encompassing the entire beef industry, from the birth of a calf to beef on the consumer’s plate, this research program is a proactive and innovative scientific approach to creating a sustainable beef product for a growing world population while increasing consumer confidence in beef.

Through its in-depth research, the Beef Checkoff has been able to show that U.S. beef producers are leaders in sustainability and committed to responsibly raised beef. But how does the Beef Checkoff use these facts to help drive beef demand?

This research provides a basis for most Checkoff-funded advertising campaigns and other initiatives. Beef’s sustainability message is then communicated to many audiences, including consumers, nutritionists, registered dietitians, the scientific community, influencers, chefs and communities abroad. Here are only a few of the science-backed facts illustrating how U.S. beef producers are sustainability leaders. To see a repository of Checkoff-funded beef research, visit beefresearch.org.

1. U.S. vs. Global Emission Intensity

The U.S. beef industry’s emission intensity is two to nine times lower than that of top beef-producing countries such as Australia, India and Brazil. Since 1996, the U.S. has had the lowest GHG emission intensity in the world. 1

The emissions intensity of the U.S. Beef Industry is: 2

  • Over 2x lower than Argentina
  • About 2x lower than Australia
  • Nearly 3x lower than Brazil
  • Nearly 2x lower than Canada
  • About 9x lower than India

2. Cattle: The Ultimate Upcyclers

Every day, cattle graze and turn natural resources like solar energy and pastureland into high-quality proteins and other invaluable products. They’re upcyclers that take otherwise useless materials, add nutritional and environmental value, and transform them into something more.

Approximately 29% of the land in the U.S. is pasture or rangeland that is too wet, rocky, steep, or arid to support cultivated agriculture.3 This land can support cattle for protein upcycling. Learn how cattle upcycle.

3. The Value of Upcycling

  • Upcycling adds additional value to products that otherwise would’ve been wasted.
  • Byproducts from biofuel and food production industries, such as distillers grains and beet pulp, are digestible by cattle, reducing the volume of waste going to landfills.
  • Properly managed cattle grazing can improve rangeland and wildlife habitats.
  • As the global population grows, ruminant animals like beef cattle can help us make more food with fewer resources.
  • More than 44% of an animal’s live weight is transformed into other goods, such as leather, cosmetics and pet food.

4. More with Less

U.S. farmers and ranchers produce 18% of the world’s beef, with only 6% of the world’s cattle. 4

5. U.S. Improvements in Beef Production

The U.S. beef industry increased the pounds of beef produced per head by 67.58% since 1961 (compared to 20195).

6. Greenhouse Gas Emissions

Beef cattle only represented 2.3% of emissions in the U.S. in 2020. 6

7. Corn Going to Grain-Finished Beef Cattle

  • 7% of total corn produced in the U.S. is fed to feedlot cattle. 7
  • By comparison, 34.8% of corn acreage in the U.S. is used for producing ethanol. 8
  • Corn acreage used to feed feedlot cattle is 0.2% of total U.S. land area, 1.4% of total U.S. cropland acres, and 7% of total U.S. harvested corn acres. 9
  • The amount of U.S. land used to produce corn to feed grain-finished cattle is less than the size of the Houston Metro area. 10

Frequently Asked Questions

Competition is fierce on the global stage, and the Beef Checkoff works diligently to encourage foreign countries to feature U.S. beef as their best protein choice. As a result of the Checkoff’s efforts, more consumers around the world want the high-quality products cattlemen and women produce – growing demand and increasing the value of U.S. beef.

Here are seven ways the U.S. Meat Export Federation (USMEF) has recently worked to grow beef demand abroad, funded in part by the Beef Checkoff.

  1. Hong Kong Event Promotes American Barbecue and Celebrates Foodservice

The 14th edition of the Great American Texas Barbecue Hong Kong attracted 850 chefs, merchandisers, restaurant owners, distributors and U.S. suppliers, who turned out to sample American barbecue, reconnect with industry partners, and learn new menu ideas and concepts. Brisket, ribs and sausages were expertly cooked and smoked while new items such as the Steamship Round were featured.

  1. New Industry Resource Captures Culinary Evolution of the Caribbean

The Contemporary Caribbean Cuisine textbook promotes the incorporation of U.S. beef and pork into Caribbean cuisine, honoring local traditions and regional variations. Developed in collaboration with local food scholars and chefs, the textbook is a comprehensive resource for culinary schools and professionals, highlighting the diverse cultural influences shaping Caribbean dishes. The USMEF will promote this book across the region, offering support through seminars and chef-training programs to encourage the exploration of traditional and innovative U.S. beef recipes.

  1. Beef Nutrition Showcased at IRONMAN Event in Colombia

USMEF partnered with Colombian importers during an IRONMAN competition in Cartagena to promote the nutritional benefits and availability of high-quality U.S. beef. With a focus on health-conscious athletes and families, USMEF showcased U.S. beef’s versatility and superior taste, emphasizing its role in optimizing athletic performance. Through interactive demonstrations, medical insights and sampling opportunities, USMEF aimed to educate participants about the importance of incorporating protein-rich red meat into their diets.

  1. Butcher Certification Program Broadens U.S. Red Meat Utilization in China

USMEF collaborated with FAN Culinary Education in Shanghai to certify 56 meat cutters in China as official U.S. red meat butchers. FAN Culinary Education is endorsed by the World Association of Chefs’ Societies, and its founder, Clinton Zhu, is a celebrity chef with more than 20 years of experience in the red meat industry. This effort targeted professionals in the processing, retail and foodservice sectors, where they learned about the production practices and sustainability of the U.S. red meat industry. Also, attendees participated in hands-on cutting demonstrations and discussions and learned about the culinary potential of underutilized cuts, such as the beef chuck roll and beef tri-tip.

  1. USMEF Leads Buyers from China to Korea to Study Innovations in Prepared Food

As consumer demand for prepared foods expands in China, food processing companies want to expand operations to meet opportunities in this category. With inflation and rising input costs complicating such plans, USMEF has been working to show current buyers how U.S. beef can be utilized in prepared food products. Korea is considered a regional market leader in prepared foods, with category sales skyrocketing in recent years. USMEF led a team of 10 buyers from China to Korea, teaching them about product innovations in ingredients, cooking techniques and production. USMEF also led the team on a retail tour to demonstrate how prepared foods are merchandised and sold in Korea.

  1. Training Programs Build Awareness and Demand for U.S. Red Meat in Indonesia

To expand awareness and grow demand for U.S. beef in Indonesia, USMEF conducted training seminars in Jakarta for importers, retailers and foodservice operators. A retail training session was conducted for 40 participants from upscale retail butcher outlets, and the first-ever foodservice training session was conducted with an importer and several high-end foodservice operators. The fundamentals of U.S. red meat production, the U.S. grading system and high-quality attributes of grain-fed U.S. red meat were highlighted during the seminars, including cutting demonstrations and idea sharing about cut applications in regional cuisines. The foodservice seminar also featured a friendly cooking competition among 15 of the participants, using U.S. beef top blade.

  1. USMEF Video Promotes U.S. Red Meat Sustainability in International Markets

Sustainability is of growing importance in international markets, and USMEF is working to promote the industry’s commitment to sustainability as a differentiator for U.S. red meat products. USMEF shares the U.S. sustainability message with international trade and consumers through educational and promotional activities, including advertising and social media. For that effort, USMEF created a video illustrating how U.S. producers’ commitment to the land they work and the animals they raise translates to delicious meals at the table around the world. Watch the video.

Frequently Asked Questions

I was born into the livestock industry, and I’ve enjoyed working with the great people in this industry my whole life. Over the years, I’ve been able to develop and raise a personal herd of purebred cattle. I’ve also spent more than 40 years working with students, currently at Penn State University as the cow-calf beef extension specialist and as an Animal Science professor. I enjoy helping students better understand the many facets of beef production. Take it from me—it’s true when they say if you love what you’re doing, no day ever seems like work.

I’m also just one of many people who’ve chosen to volunteer and give back to this industry that’s provided the lifestyle we love. I’ve had the pleasure of serving several terms on the Cattlemen’s Beef Board (CBB), and I’m also a member of the Beef Quality Assurance program’s advisory group. Through the CBB, I’ve developed some great friendships and dedicated considerable time and effort to ensuring the prudent investment of Beef Checkoff dollars. One of those investments is the National Beef Quality Audit (NBQA) that has taken place every five years since 1991.

NBQA helps us better understand what “quality” means to different beef industry sectors and the value of those quality attributes. The audit helps the beef industry discover what we should change to increase the value of our products. The Beef Quality Assurance Advisory Group develops the questions asked in each NBQA and ensures consistency with previous audits to permit a year-over-year data comparison. Then, we meet to review and discuss the audit results in great detail with our group and the research team that conducts the audit to develop consistent messaging.

My first thought after seeing the results of the first NBQA back in ‘91 was, “We have a lot of work to do.” And we did. But through a vigorous, industry-wide effort, we’ve tackled the challenges uncovered by that audit and the ones that followed. For example, the first NBQA raised the issue of injection-site lesions that consumers found concerning and distasteful. Just a few short years later, injection site lesions were almost nonexistent.

Over the years, as the NBQA advanced through its five-year cycle, the industry continued to measure and manage challenges with the same quick attention and turnaround. To get a better handle on consumer perceptions, the audit now includes a section with input from an in-person consumer survey. Implementing this survey gives us the opportunity to discuss the resulting data at producer meetings around the country.

The most recent NBQA took place in 2022. After looking at that audit’s results, I was pleased to see the industry’s continued progress toward the goals specified in our Long Range Plan. We’ve significantly improved efficiency across the entire supply chain, and that’s helped control our production costs, which benefits all consumers.

Additionally, it’s intriguing to see from this audit that consumers are far less concerned about food safety. They now simply expect our product to be safe without question – because we’ve taken the steps to ensure it is. We also found that more producers are adopting electronic ID for interstate movement of cattle, which should improve beef access to additional international markets. We’re also seeing more prime and choice carcasses available due to slower packing plant operations during the pandemic. As a result, more cattle remained in feedlots longer, gaining more weight and getting into better condition than they might have during a typical production year. Given today’s low cattle inventories, this situation is likely to change as cattle in the feedlot sector cycle out.

The NBQA remains one of the best ways for our industry to get a handle on current beef industry data and trends. Without the audit, we would lose the opportunity to manage beef quality because we’re not measuring its performance. As we’ve identified areas requiring improvement, beef industry stakeholders have come together and developed effective plans to address those issues. Without the continued checks and balances that the audit provides, beef would likely lose market share, something no beef producer wants. Our livelihoods depend on the NBQA.

With the perspective of time, it’s plain to see that investing Checkoff dollars in the NBQA has returned significant dividends to producers and the entire beef industry. You may know the adage, “If you don’t measure it, you can’t manage it.” That’s exactly what the first NBQA did back in 1991 and continues to do today.

Frequently Asked Questions

Positioning Beef as the Preferred Protein for College and High School Sports Teams

Did you know that 81 percent of consumers trust branded sponsorships at sporting events1? The Beef Checkoff aligns beef and athletics — especially in the highly populated Northeast region near New York City — through partnerships with college and high school sports teams. The Northeast Beef Promotion Initiative (NEBPI), a subcontractor to the Beef Checkoff, spearheads this effort to reach athletes and fans alike with positive beef messaging.

Value of Athletic Partnerships

Integrating beef messaging into athletics is a “surround-sound approach,” meaning the partnership’s components — like on-site and in-game fan interaction, digital ads, social media content and student-athlete engagement — run consistently throughout the athletic season.
This approach provides a greater return on Beef Checkoff investments than a one-time event sponsorship. Reaching consumers multiple times throughout the athletic season keeps beef top of mind and extends trust and confidence in beef safety, nutrition and eating experience.
“The goal of these partnerships is to drive a greater understanding of beef by aligning with and capitalizing on the loyalty fans have for their sports teams,” said Kaitlyn Swope, NEBPI’s director of consumer affairs. “This is an opportunity for ‘always-on’ programming efforts, driving a greater return on producers’ investment.”

Penn State Athletics

Checkoff-funded sports sponsorships began in 2019 when NEBPI partnered with Penn State’s sports properties, supported by the Iowa Beef Industry Council (IBIC) and Colorado Beef Council (CBC.) This collaboration came to life during football season in various ways:

  • An in-person experience with a “beef booth” took place at Penn State’s Fan Fest before the university’s home football game versus Michigan. Beef was promoted to an in-stadium crowd of 110,669, not accounting for the avid fans who simply came to tailgate and enjoy the pre-game festivities. Thousands of tailgaters visited the beef booth to visit with Northeast beef producers, try a strip steak sample and get beef recipes, information and nutritional facts.
  • An enter-to-win social media campaign hosted on the Penn State Athletics official Facebook page encouraged Penn State fans to share beef content for the opportunity to win a beef tailgate prize pack. Social media posts promoting the campaign reached fans nearly 360,000 times and helped generate almost 800 entries.
  • Digital banner advertisements for Beef. It’s What’s For Dinner. on GoPSUsports.com reached fans nearly 290,000 times.
  • Weekly live readings during Penn State Football Coaches’ radio show promoted beef as part of a healthy diet.

The Penn State partnership continued into 2021 and 2022.

Seton Hall Athletics

In an ongoing effort to evolve and diversify the program by reaching new audiences, NEBPI began a partnership with Seton Hall athletics during the 2021-2022 season, with support from the IBIC. This sponsorship resulted in naming beef the “Preferred Protein of the Seton Hall Pirates,” and continued into the 2023 season as well.
Located in South Orange, New Jersey, Seton Hall University is less than 20 miles from the heart of New York City. This partnership allowed the Beef Checkoff to reach more than 800,000 Seton Hall Pirates fans throughout the New York market area.
Fans saw beef messaging in many ways throughout the Pirates’ athletic season. More than 145,000 fans attended Seton Hall’s home basketball games at the Prudential Center where they saw in-arena beef signage and had the chance to win a beef prize pack during the Pirates’ shuffle video board game. Additionally, this partnership included:

  • Radio callouts: beef received one 15-second in-game live mention during all Men’s Basketball
    Game day program messaging: The 40,000 programs distributed throughout the Men’s Basketball season contained beef messaging.
  • On-site interactive table display: NEBPI staff were on site and engaged with fans, students and alumni using an interactive table display during the Seton Hall versus Rutgers Men’s Basketball game.
  • Fan365 digital ads: These ads connected the NEBPI brand with Seton Hall Pirates fans and drove traffic to the NortheastBeef.org website. Fans saw these ads more than 255,000 times.
  • Beef Up Your Homegate sweepstakes: The Seton Hall Athletics Facebook page encouraged fans to enter for a chance to win a beef prize kit. More than 18,500 fans entered to win.
  • Video series with Registered Dietitians: NEBPI aligned with the Pirates by creating a live, weekly custom video series that featured dietitians Beth Stark with NEBPI and Matt Abel with Seton Hall.
  • Athletic Director Newsletter ads: Beef messaging was included in the monthly Athletic Director Newsletter that was sent to more than 40,000 Pirate fans.
  • Seton Hall University Weekend: NEBPI staff engaged with fans, students and alumni during Seton Hall University Weekend.
  • Student athlete refueling station: NEBPI educated Seton Hall Pirate athletes about beef all season long through beef recipes and nutrition information.
    This year, NEBPI entered its first-year partnership with the University of Connecticut (UConn) Athletics for the 2023-2024 season. There are nearly 340,000 known UConn fans in the Northeast area. NEBPI will continue to evaluate potential opportunities with college athletics in the Northeast region to drive demand for beef.

High School Athletics

Beef promotion efforts also make an impact in high school athletics. During the 2022-2023 athletic season, NEBPI entered the high school athletics realm for the first time by partnering with the Pennsylvania Interscholastic Athletic Association (PIAA), funded by the Montana Beef Council. This partnership continued into the 2023-2024 season.
PIAA reaches more than 350,000 students, coaches, athletic directors, trainers and fans in more than 1,400 schools in Pennsylvania. Elements of this partnership could be seen in print ads, educational flyers, monthly e-blasts, locker room posters, event signage, event commercials and on-site activations.
NEBPI saw positive results with the PIAA partnership and decided to expand the geographic reach of high school athletic partnerships. With funding from the South Dakota Beef Industry Council, NEBPI partnered with the District of Columbia State Athletic Association (DCSAA), which has 51 member high schools and 85,000 students. Additionally, with a Farm Credit Northeast AgEnhancement program grant, NEBPI worked with the New Jersey State Interscholastic Athletic Association (NJSIAA), which has 435 member high schools and 283,650 student-athletes.

Growing Consumer Trust

By aligning with athletics to share beef’s multiple advantages, the Beef Checkoff is encouraging student-athletes, coaches, fans, nutritionists and more to learn about beef’s role in a healthy, active lifestyle.
“I think beef producers should be excited about these program efforts because they provide a unique opportunity to reach consumers within the Northeast region’s targeted, highly populated metropolitan areas,” Swope said.

To learn more about NEBPI’s efforts to drive demand for beef in the Northeast visit here.

Frequently Asked Questions

Cattle producers Andy Bishop of Kentucky, Ryan Moorhouse of Texas and Dr. Cheryl DeVuyst of Oklahoma are the new leaders of the Cattlemen’s Beef Promotion & Research Board (CBB). This officer team is responsible for guiding the national Beef Checkoff throughout 2024.

Bishop, Moorhouse and DeVuyst were elected by their fellow Beef Board members during their Winter Meetings, held during the 2024 Cattle Industry Convention in Orlando, Florida. Bishop, the 2023 vice chair, will now serve as the CBB’s chair, while Moorhouse will transition from his role as the 2023 secretary-treasurer to become the 2024 vice chair. DeVuyst is the newest member of the officer team, taking on Moorhouse’s former responsibilities as secretary-treasurer.

2024 Chair Andy Bishop and his wife Meagan of Cox’s Creek, Kentucky are raising their four children on their registered Angus seed stock operation, Fairfield Farm. Bishop began his career teaching agriculture and moved into the field of agriculture lending in 2007. Bishop is the former chair of the Kentucky Beef Council and the National Cattlemen’s Beef Association (NCBA) Young Cattlemen’s Conference. Bishop also served as a member of the Long Range Planning Task Force and as president of the National Cattlemen’s Beef Association’s (NCBA) Young Producers Council and the Kentucky Cattlemen’s Young Producers group.

“The beef industry is in a unique situation as 2024 gets underway,” Bishop said. “Producers have been dealing with adverse weather and production cost conditions over the past few years, leading to herd liquidation. While things do seem to be improving, the Beef Checkoff must continue to be vigilant, developing the right programs and messaging to keep beef demand high. I’m excited to lead the CBB as we navigate the opportunities and challenges this year sends our way.”

Vice Chair Moorhouse grew up in North Central Texas on his family’s cow/calf and stocker operation. After graduating from Texas A & M University, Moorhouse went to work for Continental Grain Cattle Feeding (now Five Rivers). He currently serves as the general manager for Hartley Feeders, a Five Rivers Cattle Feeding operation. A resident of Amarillo, Texas, Moorhouse, his wife Colette and their two sons also operate a stocker operation back home on part of the family ranch.

Dr. Cheryl 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.

“Our CBB members and staff are incredibly fortunate to have three strong beef industry leaders and advocates like Andy, Ryan and Cheryl at the helm of this organization,” said Greg Hanes, CEO of the Cattlemen’s Beef Board. “Each has unique experience and perspective to share, representing producers from across the U.S. As we begin our journey through 2024, I’m looking forward to working with this leadership team to launch programs and initiatives that drive beef demand and benefit producers nationwide.”

Frequently Asked Questions

Beef Checkoff Planning, Execution and Improvement

How effective are Checkoff-funded programs at increasing the demand for beef? Program evaluation is how the Cattlemen’s Beef Board (CBB) assesses program implementation, results, and areas of growth and improvement.

The Beef Checkoff’s program evaluation process consists of both internal and external reviews. Internally, Checkoff contractors establish program goals and identify Key Performance Indicators (KPIs) that are tracked throughout the fiscal year. These metrics help establish benchmarks that provide short- and long-term insights into a program’s performance and effectiveness. To complement the internal program, a third party conducts their own outside reviews to gain more in-depth knowledge on how state partners and industry stakeholders utilize Checkoff programs. These external reviews also enhance transparency and accountability of how Checkoff dollars are spent.

Checkoff Evaluation Committee

Now, who reviews program evaluation metrics? The Cattlemen’s Beef Board and the Federation of State Beef Councils together appoint producers and importers to serve on the Beef Checkoff Evaluation Committee. Throughout the year, this 12-member committee reviews the internal, quarterly program updates that contractors submit. These quarterly reports outline program activities, target audiences, program changes, context to the outcomes, opportunities for growth, etc. Where possible, contractors also include higher-level metrics such as changes in perception, behaviors, sales data and economic impacts.

The Beef Checkoff Evaluation Committee also conducts annual external program reviews. To gain greater insights into program effectiveness and synergies, the committee reviews programs with similarities, such as producer- or consumer-facing audiences, promotional content or educational components.

Ensuring Efficient Investments

There are times when Beef Checkoff program goals and objectives are not met as planned. When this occurs, the Beef Checkoff Evaluation Committee does not view this negatively but rather as an opportunity to learn and adjust programs to ensure the effective use of Checkoff investments.

“There does need to be accountability for how Beef Checkoff funds are spent, but when program evaluation is viewed as an audit vs. a learning tool, it can have unintended consequences such as hampering program innovation or the willingness to try a new approach,” said Beka Wall, sr. director of evaluation and outreach as the Cattlemen’s Beef Board. “Whether a contractor’s goals are exceeded or not met, all information is considered knowledge that can be applied back to improving Beef Checkoff-funded programs.”

Overall, when contractors track metrics and KPIs that yield beneficial information, Checkoff spending becomes more and more efficient. “There is a well-known saying by Albert Einstein, ‘The definition of insanity is doing the same thing over and over and expecting different results,’” Wall said. “If you don’t measure and evaluate programs, you can’t determine what is or is not working. Therefore, evaluation data is essential to providing insights that improve Beef Checkoff program efficiencies.”

Program Evaluation Reporting

Reporting program evaluation information is arguably one of the most important functions of the Checkoff Evaluation Committee. The committee presents program evaluation information back to beef producers and stakeholders in various ways, like the Annual Evaluation Report, The Drive, social media and so much more, so they can experience the wins and successes of their Beef Checkoff investment

Frequently Asked Questions

National Beef Quality Audit Helps the Beef Industry Measure, Analyze and Respond

Three decades ago, with consumer beef demand low, the beef industry needed the ability to remain competitive with other proteins. That desire is what initiated the landmark 1991 National Beef Quality Audit (NBQA). The audit provided an honest snapshot of the beef industry and the needed improvements. The 1991 NBQA was revolutionary because it changed the industry’s system management to act and think like product manufacturers and improve the desirability and conformity of beef to restore consumer demand.

Now conducted every five years, the Beef Checkoff-funded National Beef Quality Audits have significantly influenced the cattle industry and how producers raise cattle. The NBQA ultimately advises the Beef Quality Assurance (BQA) program. BQA grows and changes with the audit data, and that data is disseminated to the producers who make production changes that address consumer needs and preferences. The NBQA helps ensure beef farmers and ranchers produce a product that consumers want to buy, improving bottom lines.

Audit Execution

To complete the NBQA, researchers and industry professionals execute three phases:

Phase 1: Individual Interviews – Face-to-face interviews with representatives of the different market sectors (packers, retailers, foodservice operators, further processors and government/trade organizations).

Phase 2: In-Plant Research – Visits to packing facilities to execute audits, starting from unloading to slaughter to the sales cooler, collecting information from the carcasses.

Phase 3: Strategy Session – A strategic workshop with researchers and industry leaders to evaluate the information, identify problem areas and set key industry objectives.

The NBQA is a labor-intensive, collaborative affair that includes professors, graduate students and industry professionals from 14 universities across the U.S. and the National Cattlemen’s Beef Association.

2022 NBQA Results

Recently, the 2022 NBQA was released, which delivered many encouraging messages about beef’s improvement over the years while also identifying issues that need further attention.

“The 2022 NBQA showed how the beef industry is strong and resilient, with data clearly showing progress has been made in areas such as efficiency, the quality of beef produced, a lower incidence of carcass lesions and a better focus on food safety,” Trey Patterson, BQA Advisory Group chair said. “The data also shows that there are areas for improvement, such as minimizing bruising, better mobility scores in fed cattle and eliminating any foreign objects found in beef. The results also revealed the need for a continued focus on disease traceability and systems to improve animal health and well-being.”

Key Findings

  • When comparing 2016 and 2022 NBQAs, the largest improvement was overall increased efficiency across the beef supply chain.
  • Market sectors indicated their companies strive to increase their sustainability and work with the entire beef supply chain to do so.
  • Market segments no longer consider food safety as a purchasing criterion, but an expectation.
  • The entire industry felt the effects of the COVID-19 pandemic. Nonetheless, consumers chose beef, and the industry persevered to provide products.
  • The beef industry’s image improved within fed cattle market sectors.
  • Foreign materials continue to present a problem, but the industry is making strides to decrease incidence.
  • There was an increase in the frequency of Prime and Choice quality grades, while Select decreased drastically.
  • The industry is improving quality, but it is accompanied by an increase in carcass weight and fat thickness, as well as large increases in percentages of Yield Grade 4 and 5 carcasses.
  • Nearly 93% of transportation service providers interviewed were familiar with the Beef Quality Assurance Transportation (BQAT) program, and 91% are BQAT certified.
  • Nearly 92% of cattle received a mobility score of 1, with the animal walking easily and normally. That’s a decrease from 97% in 2016 and is attributed to larger cattle and longer transport times.

The NBQA remains an important measure for the beef industry as it strives to improve quality and consumer demand. All segments of beef production can utilize results from the 2022 NBQA to improve upon current management practices and implement innovative techniques.

View the full 2022 National Beef Quality Audit here. 

Frequently Asked Questions

Beef Quality Assurance Advances to Meet Producer and Consumer Needs

Most cattle producers agree that the Beef Quality Assurance Program (BQA) is just a part of good business. And not only is it good for business, but it’s also the right thing to do. The program’s support is apparent today, with approximately 85 percent of U.S. beef coming from BQA-certified producers.

In the late 1970s, the precursor to BQA, “Beef Safety Assurance,” originally emphasized targeting real and perceived beef safety issues. The program successfully implemented various initiatives, including educating stakeholders about the proper use of pharmaceutical products and the honoring of withdrawal times. In 1991, following the first Beef Checkoff-funded National Beef Quality Audit, the program expanded to improve cutability, palatability, bruising, dark cutters and so much more, changing the beef industry’s trajectory.

Now, thirty years later, BQA has grown far beyond its original expectations. BQA provides beef producers with the information and tools they need to incorporate safe and effective management practices. As a result, they can capture more value from their cattle and instill consumer confidence in the beef industry.

Since the BQA program constantly evolves and updates its curriculums, certifications are only valid for three years. This ensures producers are educated on the most up-to-date best practices around cattle handling, facility management, cattle transportation, good record keeping and protecting herd health.

If your BQA certification has expired, or you haven’t yet made the leap to get your certification, here are four reasons why getting your free BQA certification is the right choice:

1. BQA certification bolsters consumer confidence in beef.

When it comes to making a meal decision, many factors are top of mind for consumers. Of those consumers with questions about cattle production, 32 percent are concerned about animal welfare1. Becoming BQA certified demonstrates an industry-wide commitment to best management practices, increasing the program’s credibility in consumers’ eyes. The more robust BQA is, the more validity it has with consumers.

2. You can enhance herd profitability through better management.

BQA practices, like good record keeping and protecting herd health, can result in more profits for producers. When better-quality cows leave the farm and reach the marketplace, the producer, packer and consumer all benefit. When better quality beef reaches the supermarket, consumers are more confident in the beef they buy, increasing beef demand.

3. Collaborative efforts safeguard the public image of the beef industry.

Consumers can see beef producers’ collective efforts toward better beef safety and quality. Showing them how beef products are made with animal welfare and environmental stewardship at the forefront can alleviate their concerns and turn them into advocates.

4. Improve the sale of marketed beef cattle

Research shows a significant premium for calves and feeder cattle sold through video auction markets when BQA was mentioned in the lot description2.

With BQA, you can add value to your operation and help all beef consumers take pride in their beef purchases. For more information about the Beef Quality Assurance program and to get certified, visit BQA.ORG.

Frequently Asked Questions

Farmers, ranchers and veterinarians across the U.S. are finding their animal health practices under increasing scrutiny from consumers who are concerned about the impact of antibiotic practices in the cattle industry. Consumers continue to look for the “antibiotic-free” label when shopping for groceries.1 In fact, according to the most recent International Food Information Council (IFIC) Food & Health Survey, 25 percent of U.S. consumers say they regularly purchase products labeled “raised without antibiotics.” Yet, the same survey shows many consumers are concerned with animal welfare and environmental sustainability when buying foods.As industry stakeholders strive to produce the food consumers enjoy, the Beef Checkoff works to help bridge the gap, explaining to consumers how responsible antibiotic use positively affects sustainable, safe beef production and ensures the highest standards of animal care. The Beef Checkoff does this by facilitating educational and collaborative opportunities for beef producers and industry leaders to discuss antimicrobial stewardship and resistance.

One such opportunity was the 13th Annual National Institute for Animal Agriculture (NIAA) Antibiotics Symposium. Held November 7 – 9 in Atlanta, Georgia, this symposium gave animal health and human health experts the opportunity to share science‐based information and encourage an honest dialogue around a “One Health” solution. One Health recognizes human health is connected to both animal health and the environment.

At the symposium, attendees and participants received an industry report on the current state of antibiotic stewardship from producer to processor to grocer. Other presentations discussed the latest antimicrobial stewardship and resistance research, the multi-dimensional aspects of antibiotic stewardship and antimicrobial resistance (AMR,) regulatory updates, One Health collaborations and more. Speakers included:

  • Ken Opengart – Tyson Foods
  • Alex Rinkus – Health for Animals
  • Chris Gambino – The Breakthrough Institute
  • Terry Lehenbauer – University of California Davis
  • Collette Kaster – Professional Animal Auditor Certification Organization
  • Andy Bishop – Cattlemen’s Beef Board
  • Chelsey Shivley – USDA APHIS
  • Catherine Rockwell – USDA FSIS
  • Susan Jennings – EPA
  • Karen Smith – Association of State & Territorial Health Officials (ASTHO)
  • Cameron Bess, PhD – Biomedical Advanced Research & Development Authority (BARDA)

Kristy Arnold headhsotThis event is unique because it engages audiences across multiple industries and focuses, with producers at the forefront of this event actively participating in conversations. One such producer was Cattlemen’s Beef Board member Kristy Arnold from Screven, Georgia. As a third-generation owner and operator of her cow/calf operation, Arnold knows firsthand the need for responsible antibiotic use on the ranch.

“We, as the beef industry, are contributors to AMR, and producers must take a seat at the table where the conversations are happening,” Arnold said. “We must identify the problem, find the cause and discover what works to fix it.”
Many producers already practice antibiotic stewardship by following Beef Quality Assurance guidelines, but there is still room to grow and take an active role in the antibiotic conversation. “At the symposium, after getting all of the information and hearing speakers talk about how important antibiotic stewardship is to human and public health, it made it more a ‘here and now’ realization for me,” Arnold said.

By bringing diverse audiences together, the symposium helped members of the animal agriculture industry build valuable relationships with influential stakeholders who can advocate for responsible antibiotic use on the farm and in the veterinary clinic. “Beef producers are the ‘boots on the ground’ and must be informed and motivated to act to enhance stewardship, protect the environment and health of our animals,” Arnold said.

To further encourage beef producers to continue the antibiotic conversation, NIAA has Checkoff-funded Producer Toolkits and resources needed to proactively engage with audiences on antibiotic practices and usage. The content is intended to generate ideas and help producers find their voices to tell their food and agriculture stories.

To download the toolkit and get more antibiotic informational tools, visit: https://www.animalagriculture.org/resources/beef-producer-abx-toolkit/