My husband Pat and I own and operate a cow-calf operation and produce diversified row crops near LaMonte, Missouri. However, as much as I enjoy farming, my true passion is education. I was a teacher for 32 years, working in pre-K and elementary classrooms and assisting students as a library media specialist and technology coordinator.
Now, as a member of the Cattlemen’s Beef Board and the Consumer Trust Committee, I’m finding new ways to enjoy “teachable moments” – spontaneous opportunities to answer questions and engage producers and consumers in conversations about the Beef Checkoff –and the programs it funds to drive beef demand. One program that particularly resonates with me as a former educator is managed by the American Farm Bureau Foundation for Agriculture (AFBFA), a contractor to the Beef Checkoff.
AFBFA brings agriculture back into the classroom with its “On The Farm” STEM (Science, Technology, Engineering and Math) program. This program shares the realities of farm life and food production through a variety of resources along with in-person teacher farm and ranch tours. STEM educators get an annual, immersive professional development experience that combines food and agriculture with science education. Then, they take what they’ve learned back to their students, exponentially broadening the program’s reach.
Why does this program matter? Because far fewer schoolchildren today are exposed to agriculture, they often don’t understand where their food comes from. I used to experience that every fall, when I’d bring corn stalks with ears attached to my classroom for a door display. Many students – even in an agriculture-rich state like Missouri – wanted to know how I “made that corn” because it didn’t look like the corn that was a part of last Sunday’s dinner. I was able to explain why field corn looks different from sweet corn and how beef producers harvest and use it. However, in urban areas, teachers usually don’t have an agricultural background, which is why sharing the farming experience with them is so important.
The twelfth and most recent On The Farm in-person tour took place in June, when 29 teachers and school administrators from across the country representing 70,000 students traveled to Colorado for an event hosted by the Colorado Beef Council. Participants visited with experts from across the cattle industry to better understand how to integrate animal agriculture into their STEM classrooms back home.
Day One included learning about elements of cattle feed. Attendees also began developing their own lesson plans centered around the involvement of STEM in the beef cattle life cycle. On Day Two, attendees toured Colorado State University’s AgNext research facility to learn about methane measurement and how researchers observe and research cannulated cows. In addition to the in-person tours, this program included two pre-tour webinars that led up to the multi-day, in-the-field, immersive experience, one post-tour webinar and a structured professional development community. Previous On The Farm STEM tours have taken place in Portland (OR), Oklahoma City, Los Angeles, Nashville, Minneapolis, Fort Worth, Philadelphia, Syracuse (NY), Kansas City and Boston, providing different agricultural perspectives from around the country.
AFBFA’s efforts go beyond the On The Farm tours. They work with teachers across the country to integrate Checkoff-funded elementary, middle and high school beef curriculums into their lesson plans in multiple ways, like offering free resources, virtual workshops and so much more. By offering these well-rounded, immersive programs, the Beef Checkoff is giving hundreds of educators the knowledge and tools to effectively introduce students to beef production and the care and commitment beef producers dedicate to their herds.
Connecting agriculture with science helps these STEM educators foster a new generation of consumers who are better informed about beef and beef production. That’s incredibly important in today’s world where so much misinformation about agriculture and beef production exists. As a producer and an educator, I want consumers to better understand agriculture’s remarkable impact on us all – and the Beef Checkoff is helping make that happen.
Consumers continue to look for the “antibiotic-free” label when shopping for groceries. 1In 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 a significant number of consumers are concerned with animal welfare and environmental sustainability when buying foods. Also indicated in the survey was that protein is the number one nutrient consumers seek. 2
Acknowledging these somewhat conflicting facts, how does the beef industry explain to consumers how responsible antibiotic use positively affects sustainable, safe beef production and ensures the highest standards of animal care? That’s where the Beef Checkoff comes in.
The Beef Checkoff funds multiple programs and initiatives that communicate the responsible use of antibiotics in beef production. They also give beef producers the tools and resources needed to face the ever-changing landscape of responsible antibiotic use. One way the Beef Checkoff accomplishes this is by collaborating with the Centers for Disease Control and Prevention (CDC.)
The National Institute for Animal Agriculture (NIAA), on behalf of the Beef Checkoff, convenes animal agriculture experts and allies in collaborative settings. Here, they explore, discuss, learn and develop knowledge that fosters interdisciplinary cooperation for the improvement and continuous progress of animal agriculture.
“Collaboration across industries is increasingly important as issues arise, but it’s even more important to work together to prevent issues before they arise,” Cattlemen’s Beef Board Vice Chair Andy Bishop said. “Through collaboration, we can work together to achieve the same goals without overlapping or superseding our efforts.”
The Beef Checkoff engages with CDC professionals by hosting farm tours and educational events. Recently, in partnership with the Kentucky Cattlemen’s Association and Kentucky Pork Producers Association, 12 CDC doctors toured Kentucky ranches to see on-farm practices, animal preventative care and treatment protocols to understand the practical use of antimicrobials in animal agriculture. CDC professionals were able to see the University of Kentucky’s beef, swine, poultry and sheep units. They also toured Branch View Angus in Hustonville, Kentucky and learned how grains are processed at Burkmann Nutrition. The doctors walked away from the interactive event with new perspectives.
In their post-event surveys, attendees said they felt far more aware of the ways animal antibiotics may be used and who is involved in ensuring animals are getting the antibiotics they need—and not the antibiotics they don’t need. “I have learned a great deal about animal production that I feel has improved me as a scientist and a meat-consuming customer,” one attendee said.
Following the tour, 90 percent of attendees said they better understood how farmers, ranchers and veterinarians use antibiotics in their operations, and more than 80 percent said farmers, ranchers and veterinarians are responsible stewards of antibiotics. 3
“Visits like this allow us to not only tell our story but also give us the rare opportunity to meet face to face with medical professionals and scientists,” Bishop said. “The tour gave producers a voice and the chance to network with officials who make rules that will impact our operations. The ‘realness’ that this networking opportunity provides shows these officials that we work hard to provide a safe and nutritious product for consumers. For producers, it shows that the individuals making regulations are real people too, just like us.”
For Ryan Moorhouse, Cattlemen’s Beef Board secretary-treasurer, these types of events give the beef industry a steppingstone to connect with the regulation decision makers.
“By creating more transparency between the CDC officials and animal agriculture production, the voices who work for the government could advocate for us and dispel misinformation about what we do,” he said. “My hope is that we could work together to create regulations instead of having them handed down by folks who have no idea about antibiotic use in animal health management.”
Farmers, ranchers, veterinarians and others in the animal agriculture industry used the CDC tour as an opportunity to tell their stories. Meanwhile, CDC professionals gained valuable access to ask questions and explain their research objectives.
“The benefit of these dialogues is incalculable,” Morgan Young, NIAA’s director of communications and outreach said. “The tour participants were incredibly gracious hosts and were open to telling their stories and engaging in a dialogue with people outside of animal agriculture. The CDC participants were very open to understanding what policies are in place and how we’re all working toward the same one-health goal.”
CDC attendees expressed their appreciation for the gracious tour hosts and the invaluable experience they enjoyed:
NIAA sees the future of responsible antibiotic use as shaped by consistent, effective communication of scientific collaboration, and the Beef Checkoff will support this effort throughout the current 2024 fiscal year. To learn more about the Checkoff’s industry information program and NIAA’s 2024 initiatives, visit, BeefBoard.org/checkoff/beef-checkoff-programs/industry-information/
The Beef Promotion and Research Act and Order authorizes Beef Checkoff funds to only be spent in the following program areas: beef promotion, research, consumer and industry information, foreign-market development and producer communications.
Each September, beef industry organizations present proposals – referred to as Authorization Requests, or “ARs” – to the Beef Promotion Operating Committee, comprised of members of the Cattlemen’s Beef Board and the Federation of State Beef Councils, to request funding for year-long marketing, education and research projects in these program areas. Those organizations approved for Checkoff-funded work are referred to as Beef Checkoff contractors.
For FY24, the Beef Checkoff has approximately $42 million. The contractors and their programs and projects are approved within each of the program areas for the fiscal year 2024 (October 2023 to September 2024.)
Strives for an accurate understanding of the beef industry and helps maintain a positive cattle-marketing climate.
Administers the Veal Quality Assurance (VQA) program and fosters public awareness regarding VQA’s positive impact on animal well-being.
2024 Funding: $55,000
Promotes responsible antibiotic use and combats antimicrobial resistance by maintaining consistent scientific collaboration between the animal agriculture and human health sectors.
2024 Funding: $60,000
Conveys the message that beef offers unparalleled taste and nutrition while dispelling myths about beef to consumer audiences.
2024 Funding: $2,704,450
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.
Builds beef consumption in highly populated northeastern U.S. cities by working with restaurants and grocery store chains, marketing to specific consumer groups and garnering support from regional nutrition influencers.
2024 Funding: $900,000
Provides science teachers with high-quality immersive experiences and materials to teach science through the lens of beef production.
2024 Funding: $800,000
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.
2024 Funding: $5,900,550
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.
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.
2024 Funding: $275,000
Connects directly with consumers to promote beef through the iconic Beef. It’s What’s For Dinner. campaign. Through beef marketing and merchandising, Beef. It’s What’s For Dinner. educates and inspires consumers to purchase, prepare and enjoy beef.
2024 Funding: $9,000,000
Provides the foundation for virtually all Checkoff-funded information and promotion by providing science related to beef nutrition, beef safety and pathogen resistance.
Conducts post-harvest beef safety and science-based research on processed beef’s nutritional and health benefits.
2024 Funding: $500,000
NCBA
Works alongside universities and institutions to conduct high-quality scientific research on beef’s nutritional benefits, providing a sound factual basis to promote beef’s role in a healthy diet. 2024 Funding: $7,800,000
PRODUCER COMMUNICATIONS
Informs producers and importers about how their Checkoff dollars are invested through a variety of efforts and initiatives.
CBB
Communicates to producers where their Checkoff dollars are spent through The Drive newsletter (printed and electronic versions), media relations, thought leadership, social media and other tactics.
2024 Funding: $1,800,000
FOREIGN MARKETING
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 in U.S. beef.
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. 2024 Funding: $8,150,000
CONTRACTOR KEY
AFBFA
American Farm Bureau Foundation for Agriculture
CBB
Cattlemen’s Beef Promotion and Research Board
FMPRE
Foundation for Meat and Poultry Research and Education
MICA
Meat Import Council of America
NCBA
National Cattlemen’s Beef Association
NIAA
National Institute for Animal Agriculture
NAMI
North American Meat Institute
NEBPI*
Northeast Beef Promotion Initiative
NYBC*
New York Beef Council
USMEF
United States Meat Export Federation
*=Subcontractor
In the complex world of the Beef Checkoff, one valid question commonly arises: “Who is responsible for recommending Beef Checkoff funding to the Cattlemen’s Beef Board?” The answer is the Beef Promotion Operating Committee (BPOC.)
This committee includes 10 producers and importers selected by the Cattlemen’s Beef Board (CBB), and 10 producers selected by the Federation of State Beef Councils. This body
is responsible for recommending funding allocations for
the annual national Beef Checkoff budget, which must be approved by the full Cattlemen’s Beef Board and USDA, for developing plans and programs in the areas of promotion, research, consumer information, industry information, foreign marketing and producer communications. During the two-day funding meetings, a program is only approved for Checkoff funding if two-thirds of the committee members vote to accept it. This means a program must have recognized value from both the CBB and the Federation of State Beef Councils to earn the consensus needed for funding.
Members of the BPOC review program recommendations from the Beef Checkoff Program Committees, which consist of beef producers and importers who volunteer their time to the CBB and the Federation of State Beef Councils, helping guide Beef Checkoff initiatives. These members, who come from diverse sectors of the beef industry – cow/calf, feeder, stocker, veal, dairy and imports – are responsible for identifying priorities and making recommendations to the BPOC.
Every September, the BPOC meets in Denver, Colorado, to discuss, debate and ultimately allocate more than $30 million for eligible beef industry programs within the Beef Checkoff.
In the months leading up to this meeting, the BPOC members gather feedback on all program recommendations. Calls for proposals from Checkoff contractors typically go out in May
of each year. Before contractors submit these proposals, known as Authorization Requests (ARs), they’ve already been reviewed and edited by multiple industry professionals and organizations. In July, contractors present their preliminary ARs to beef producers and importers on Beef Checkoff Program Committees, asking for honest feedback and comments on their ideas and projects. Following those July presentations, each contractor adjusts their projects based on the feedback to best ensure they meet the needs and wants of beef producers who pay into the Checkoff. That same feedback is gathered and handed over to the BPOC for the September meeting.
Dividing the Checkoff dollars between promotion, research and education projects is often accompanied by lively debate, difficult decisions, and unfortunately, even cuts to great programs. The members weigh each proposal, ultimately focusing on what they believe will best support the beef industry now and in the future.
I’m a third-generation cattle producer in Southern Wisconsin, and I’m also a representative of a national livestock video auction company. As a member of the Cattlemen’s Beef Board (CBB), I’m in a unique position to see firsthand how much care and consideration goes into allocating Checkoff funds each year.
I hear the questions that my fellow producers have about the Beef Checkoff and how their dollars are being spent. I get it – you wouldn’t put money in a stock or mutual fund without expecting regular updates on your investment’s performance. That’s why the Beef Checkoff sets aside a very small percentage of its funds each year for the Producer Communications program. This program’s goal is to inform producers with operations of all shapes and sizes about how Checkoff dollars are driving beef demand. Here are just a few ways that Producer Communications works to improve transparency between the Checkoff and its investors:
Newsletters. In 2018, the CBB launched The Drive, a newsletter available in print or via email, designed to share Checkoff news, program successes and upcoming initiatives. Over the past five years, subscriber growth has been significant, with nearly 132,000 producers receiving the quarterly print newsletter and 21,000 receiving the monthly e-newsletter. “The Drive in Five,” a quick video recap of content from The Drive newsletter, launched in late 2021, providing producers with a quick way to get their Checkoff news and information in an easily consumable format. Plans for an audio series or podcast are in the works for 2024, helping us reach even more producers via another medium.
Media Relations. Sharing Beef Checkoff and CBB news with national, regional and local publications and websites is another way that the Producer Communications program reaches producers from various backgrounds nationwide. We do this via press releases, broadcast and print interviews and opinion-editorials from CBB members. Each year, we set a new goal to increase our media “hits,” and as of June 2023, we’d already surpassed our goal and continue to seek ways to ensure even more producers see these stories.
Website. Launched in 2019, DrivingDemandForBeef.com is a great place for producers to get Checkoff program updates, CBB financials, frequently asked questions, videos and more. This platform has grown significantly in traffic and content in the past four years. We’ll be refreshing our website for an even better user experience very soon.
Social Media. Love it or hate it, social media is one way that some people – especially younger producers – choose to get their news and information. Social media allows us to connect with producers where their conversations are taking place in real time. Currently, the Beef Checkoff is active on Facebook, X (Twitter), YouTube, and LinkedIn with plans to add Instagram and additional social networks if the demand exists. We have nearly 69,000 followers across those four platforms, and that number continues to grow each year.
Producer Communications isn’t just a one-way street. The program also helps the CBB get valuable feedback about producer concerns, interests and educational needs. We conduct various surveys throughout the year to gauge producer sentiment and learn more about their operations and the challenges they’re currently facing. This data helps us determine how to shape future Checkoff programs and allocate funds, as well as determine content for our newsletters and social media channels. Over the past year, we’ve also had discussions with various ag groups and state beef councils to seek program input and build relationships.
The Producer Communications program is far more comprehensive than many producers may realize. It’s not the Checkoff simply pushing information to producers, but a two-way conversation that helps us learn what producers would like to see the Checkoff do in the future. If you’re unclear about what’s happening with your Checkoff dollars, subscribe to The Drive, participate in our surveys, visit our website at DrivingDemandForBeef.com or contact your local state beef council, your nearest CBB member, or the CBB office in Denver. We look forward to the feedback and conversation.
DENVER, CO (Sept. 11, 2023) – The Cattlemen’s Beef Board (CBB) will invest approximately $38 million into programs of beef promotion, research, consumer information, industry information, foreign marketing, and producer communications during fiscal 2024, subject to USDA approval.
In action at the end of its September 6-7 meeting in Denver, Colorado, the Beef Promotion Operating Committee (BPOC) approved Checkoff funding for a total of 12 “Authorization Requests” – or grant proposals – for the fiscal year beginning October 1, 2023. The committee, which includes 10 producers and importers from the Cattlemen’s Beef Board and 10 producers from the Federation of State Beef Councils, also recommended full Cattlemen’s Beef Board approval of a budget amendment to reflect the split of funding between budget categories affected by their decisions.
Nine contractors and three subcontractors brought 15 Authorization Requests worth approximately $49 million to the BPOC this week, approximately $11 million more than the funds available from the CBB budget.
“We’re consistently impressed with the proposals that our contractors bring forward each year, and choosing which initiatives to fund is a real challenge,” said Jimmy Taylor, CBB and BPOC chair. “Our budget amounts to slightly less each year because of inflation. To put it in perspective, a dollar in 1985 is worth just 35 cents1 today. That means we simply don’t have the buying power that we had when this program first started.
“As we expected, the Authorization Requests we reviewed this week were full of new ideas and innovative approaches supporting the Checkoff’s core programs of research, promotion, foreign marketing, industry information, consumer information and producer communications. Our committee did a great job of balancing our budget and distributing our limited funds in what we believe is the most optimal way possible. I personally thank our contractors and committee members for all their hard work, and I look forward to future Checkoff successes throughout FY24.”
In the end, the BPOC approved proposals from eight national beef organizations for funding through the FY24 Cattlemen’s Beef Board budget, as follows:
Broken out by budget component – as outlined by the Beef Promotion and Research Act of 1985 – the FY24 Plan of Work for the Cattlemen’s Beef Promotion and Research Board budget includes:
The full fiscal 2024 Cattlemen’s Beef Board budget is approximately $42 million. Separate from the Authorization Requests, other expenses funded include $270,000 for program evaluation; $640,500 for program development; $200,000 for Checkoff education resources; $550,000 for USDA oversight; $205,000 for state services; $270,000 supporting services and litigation; and $2.0 million for CBB administration. The fiscal 2024 program budget represents a decrease of slightly less than 1.6% percent, or $605,000, from the $38.6 million FY23 budget.
For more information about the Beef Checkoff and its programs, including promotion, research, foreign marketing, industry information, consumer information and safety, contact the Cattlemen’s Beef Board at 303-220-9890 or visit DrivingDemandForBeef.com.
My husband Craig and I are the fifth generation of the Moss family to farm and feed cattle here in Northwest Iowa. His parents, Arlan and Ruth, continue to work with us on the operation, and our two boys, Merritt (11) and McCoy (9), also pitch in as needed.
Years ago, a life-changing college internship with the Mississippi Beef Council launched me into the beef business. From there, I became even more engrained in the industry as part of the Montana Beef Council. I gained a lifelong passion for the beef industry, and I saw firsthand how important it is for producers to step up and become leaders. My husband currently serves as the Northwest Regional Vice President for the Iowa Cattlemen’s Association, and I became a member of the Cattlemen’s Beef Board – the governing arm of the national Beef Checkoff program – earlier this year. It’s been an eye-opening experience.
You may know that the Beef Checkoff drives demand both here and internationally through various promotional efforts. However, you may not realize the Checkoff is also constantly addressing misinformation about beef. You’ve probably seen and heard a lot of chatter about beef recently, from dietary guidelines and sustainability claims to meat substitutes and animal welfare and everything in between. Of course, much of that chatter is not factual. However, it still has the potential to affect beef purchases at grocery stores or restaurants, which impacts not just my livelihood, but that of the nearly 800,000 other beef producers in the United States today.
During my relatively short time on the CBB, I’ve learned how the Beef Checkoff actively monitors television, online and social media to discover emerging issues that could threaten consumer confidence in beef. By knowing what issues are out there in real time, the Checkoff can fund research that will help the beef industry uncover and share the facts about our product’s sustainability, nutrition, safety and quality.
Those efforts come to life through Checkoff-funded initiatives like middle and high school curriculums about greenhouse gases and cattle, attendance at New York City’s Climate Week conference and immersion events that bring inner city teachers to real farms to learn about how much we producers care for our land and cattle.
There are partnerships with the American Heart Association to educate consumers about beef’s role in a healthy diet, as well as programs providing health care providers with educational content through webinars, in-office visits and at professional conferences. By sharing information through both consumer and professional outreach, the Checkoff can also respond to questions about how beef compares with other proteins, including the plant-based, alternative proteins that have emerged in recent years.
I’m proud to represent Iowa producers on the CBB. I now have the opportunity to share cattle producers’ perspectives from right here in Northwest Iowa with the rest of the country. And I know the Beef Checkoff will continue to focus on funding projects that have a tremendously positive impact on the American beef industry.
Not everyone is aware of how the Checkoff works, and that’s why I encourage my fellow producers with questions to get involved. Go to the meetings – they’re open to all producers. Come chat with me as one of your state’s CBB representatives. It’s by making our voices heard that we get the most value from this program we help fund.
In a world where opinions on what to eat are so diverse, many consumers find themselves relying on the recommendations of doctors and medical professionals. With their wealth of knowledge and experience, doctors are seen as trusted guides for both people’s individual health and for parents looking to give their children the most nutritious meals. Knowing the significance of a doctor and patient relationship, the Beef Checkoff ensures that doctors and medical offices are well informed about lean beef’s role in a balanced, nutritious diet.
Recently, a beef toolkit, Strong Minds and Strong Bodies, which focused on school-aged and adolescent nutrition, was delivered to 3,324 targeted family practice and pediatric health professionals across 48 states. The toolkit materials included a “Dear Health Professional” letter, a MyPlate teaching tool and beef tips and recipes for parents. Of the toolkits delivered, 51 percent of them went to pediatric offices and 49 percent went to family practice1.
Following the delivery of the toolkits, a post-program survey was sent out to medical professionals and consumers to measure the program’s success.
Responses showed 91 percent of professionals have already recommended beef to patients and 95 percent of consumers have prepared or plan to prepare meals that include beef since receiving these materials1. Additional results showed:
Additionally, heart health cookbooks were delivered to 854 family practice and cardiology professionals nationwide. Within those cookbooks were a health professional letter written by the cookbook author in collaboration with the beef nutrition team, a beef research booklet, and pamphlets on lean beef in a heart-healthy diet that medical professionals could share with their patients.
Responses to this effort were also very positive, with 76 percent of medical professional and consumer respondents saying they found the cookbook to be valuable1. Respondents commented on how visually appealing the cookbook was and how the letter added a personal touch. One respondent specifically added, “The research studies were very informative for providing evidence for including lean beef in a healthy, balanced diet.”
The doctor’s office mailing program is only one part of the Beef Checkoff’s nutrition and health program. This promotion would not be possible without Checkoff-funded human nutrition research, which is the foundation for all industry nutrition education and communication initiatives. Explore the current Checkoff-funded human nutrition research projects and resources that are shared across consumer and health audiences.
