Beef Board News Archives

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.”

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

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.

TRANSPARENCY AND FOCUS: THE ALLOCATION OF BEEF CHECKOFF DOLLARS FOR FISCAL YEAR 2024

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.)

INDUSTRY INFORMATION

Strives for an accurate understanding of the beef industry and helps maintain a positive cattle-marketing climate.

NAMI

Administers the Veal Quality Assurance (VQA) program and fosters public awareness regarding VQA’s positive impact on animal well-being.
2024 Funding: $55,000

NIAA

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

NCBA

Conveys the message that beef offers unparalleled taste and nutrition while dispelling myths about beef to consumer audiences.
2024 Funding: $2,704,450

CONSUMER INFORMATION

Strengthens beef’s image by proactively sharing nutritional data and positive messages with influential stakeholders, including media, food editors, dietitians, physicians and other key figures who shape consumers’ food knowledge.

MICA/NEBPI*

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

AFBFA

Provides science teachers with high-quality immersive experiences and materials to teach science through the lens of beef production.
2024 Funding: $800,000

NCBA

Increases consumer awareness of the Beef. It’s What’s For Dinner. brand campaign and positions beef as the number one protein with restaurants, culinary leaders, grocery stores and other markets.

2024 Funding: $5,900,550

PROMOTION

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.

NAMI/ NYBC*

Empowers consumers with innovative approaches to access and purchase veal, elevating their veal-eating experiences through creative meal solutions that maximize taste, value and versatility.

2024 Funding: $275,000

NCBA

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

RESEARCH

Provides the foundation for virtually all Checkoff-funded information and promotion by providing science related to beef nutrition, beef safety and pathogen resistance.

FMPRE

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

INSIDE THE HIGH-STAKES DECISION-MAKING OF THE BEEF PROMOTION OPERATING COMMITTEE

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.)

So, What is the 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.

Beef Checkoff Program Committees

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.

The September Decision

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:

American Farm Bureau Foundation for Agriculture – $800,000
Cattlemen’s Beef Board – $1,800,000
Foundation for Meat and Poultry Research and Education – $500,000
Meat Import Council of America / Northeast Beef Promotion Initiative – $900,000
National Cattlemen’s Beef Association – $25,405,000
National Institute for Animal Agriculture – $60,000
North American Meat Institute – $330,000
United States Meat Export Federation – $8,150,000

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:

$9,275,000 for promotion programs, including beef and veal campaigns focusing on beef’s nutritional value, eating experience, convenience, and production.
$8,300,000 for research programs focusing on pre- and post-harvest beef safety, scientific affairs, nutrition, sustainability, product quality, culinary technical expertise, and consumer perceptions.
$7,600,550 for consumer information programs, including Northeast influencer outreach and public relations initiatives; national consumer public relations, including nutrition-influencer relations and work with primary- and secondary-school curriculum directors nationwide to get accurate information about the beef industry into classrooms of today’s youth. Additional initiatives include outreach and engagement with food, culinary, nutrition and health thought leaders; media and public relations efforts; and supply chain engagement.

$2,819,450 for industry information programs, including dissemination of accurate information about the beef industry to counter misinformation from other groups, as well as funding for Checkoff participation in the annual national industrywide symposium about antibiotic use. Additional efforts in this program area include beef advocacy training and issues/crisis management and response.

$8,150,000 for foreign marketing and education, focusing on 13 regions, representing more than 90 countries around the world.
$1,800,000 for producer communications, which includes investor outreach using national communications and direct communications to producers and importers about Checkoff results. Elements of this program include ongoing producer listening and analysis; industry collaboration and outreach; and continued development of a publishing strategy and platform and a state beef council content hub.

The full fiscal 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.

John Huston of Chicago, Illinois, was honored with the Cattlemen’s Beef Board’s third annual Beef Checkoff Visionary Award during the General Session of the 2023 Cattle Industry Summer Business Meeting in San Diego, California. The award recognizes an individual in the beef industry who has demonstrated exemplary support of and commitment to the Checkoff’s goals and vision.

“John has been an important part of the beef industry for decades,” said Jimmy Taylor, 2023 chair of the Cattlemen’s Beef Board (CBB). “He had a vision and an energy that made a powerful imprint on the people and processes behind the Beef Checkoff program. John saw the strength of the state beef councils and the importance of having a consistent national Checkoff across all states. He also greatly valued producers and approached his role as their advocate and champion. For these and so many other reasons, John truly deserves the 2023 Visionary Award.”

A native of Roseville, Illinois, John Huston grew up on a general livestock and grain farm. He earned a bachelor’s degree in agricultural education with an animal science option from the University of Illinois, receiving the Coultas Memorial Award as the college of agriculture’s outstanding senior in 1966. After graduation, Huston became assistant secretary of the National Livestock and Meat Board’s Beef Industry Council (BIC). He was named vice president of the Meat Board in 1969, taking a leave of absence in 1978 to serve as executive director of the Beeferendum campaign for the National Cattlemen’s Association (NCA).

In 1980, following the campaign, Huston was named Meat Board president, and he served in that capacity until the organization merged with the NCA in 1996 to form the National Cattlemen’s Beef Association (NCBA). Huston was inducted into the International Stockmen’s Hall of Fame and named Agri-Marketer of the Year in 1995 by the Chicago Chapter of NAMA. He served as the leader of the NCBA Consumer Marketing Center until 1999, retiring in 2000.

“I’m incredibly honored to receive this award from my peers, colleagues and others who are shaping today’s beef industry,” Huston said. “For 32 years, I was privileged to work for the beef industry with some of the finest, most dedicated leaders in this country. They’re the ones who’ve made the Checkoff a success. The Checkoff isn’t something that happened overnight. It took time to build. I’m gratified to be recognized for the role I played over the years, but all these achievements wouldn’t have happened without strong leadership from volunteer cattlemen and women who served not for compensation, but out of love for the industry.”

Huston’s former employees and colleagues cite his natural leadership abilities, sense of humor, love of the beef industry and knack for unifying diverse groups of people as his most outstanding qualities. Huston was also one of the first beef industry leaders to recognize the value of consumer research and apply that data to create a roadmap, identify trends and work with others to develop programs that answered consumer needs. He was instrumental in creating and implementing the Beef Checkoff’s famous red “check” logo, helping producers across the country identify their dollars at work.

“Certainly, the Beef Checkoff as we know it today wouldn’t exist without John’s tireless efforts spanning more than three decades,” said Greg Hanes, CEO of the Cattlemen’s Beef Board. “John never forgot who he worked for – producers – and he worked hard to build the Beef Checkoff and evolve it into a national program. He was instrumental in creating the first long-range plan, integrating different programs that led to a singular goal. On behalf of everyone at the CBB, I congratulate John on this well-deserved award.”

One of the essential components of the Beef Checkoff is the use of program committees, which consist of beef producers and importers who volunteer their time to the Cattlemen’s Beef Board and the Federation of State Beef Councils, helping guide Beef Checkoff initiatives. These members, who come from every sector of the beef industry – cow/calf, feeder, stocker, veal, dairy and imports – are responsible for identifying priorities, making recommendations and ultimately overseeing the investment of Beef Checkoff funds.

These committees are guided by the Beef Industry Long Range Plan. Updated every five years, this plan helps the beef industry establish a common set of objectives and priorities. It communicates the industry’s strategic direction and provides insight into how the industry can serve its stakeholders by growing beef demand. Explore the 2021-2025 Beef Industry Long Range Plan at www.beeflongrangeplan.com

Members of Beef Checkoff program committees are split evenly, with approximately 20 members from the CBB and 20 members representing the Federation of State Beef Councils. This split reflects both national and state priorities and helps the Beef Checkoff spend dollars more effectively and efficiently. In addition, state beef council executives sit on these committees in an ex-officio role.

Currently, the six program committees – Consumer Trust, Domestic Marketing, International Marketing, Nutrition & Health, Safety & Product Innovation and Stakeholder Engagement – review Beef Checkoff work performed by Checkoff contractors and provide recommendations to the Beef Promotion Operating Committee, which ultimately makes program and contractor funding decisions. Approved contractors then develop plans and programs in the areas of promotion, research, consumer information, industry information, foreign marketing and producer communications. Also, the Checkoff has two additional joint committees with members of the CBB and Federation: the Beef Promotion Operating Committee and the Checkoff Evaluation Committee.

The Beef Promotion Operating Committee has 20 members, 10 of whom are elected to serve by the Cattlemen’s Beef Board, while the states select the other 10 through the Federation of State Beef Councils. A program is only approved for funding if two-thirds of the members of the committee vote to accept it. This means a program must have recognized value to earn the consensus needed for funding.

There are two administrative committees under the CBB: Executive Committee and the Budget & Audit Committee. Committees under the CBB administer matters related to administration of the Beef Checkoff, in compliance with the the Beef Promotion Research Act and Order.

Committee members make significant decisions for the Beef Checkoff and the industry; that’s why the CBB encourages producers across the U.S. to get involved in the process. All Checkoff meetings are open for producers and importers to attend. To become a member of the board, a producer may be nominated by a certified nominating organization, then appointed by the U.S. Secretary of Agriculture. The Beef Checkoff is a program built by producers for producers and is strengthened by those who lend their voices, thoughts and ideas.

Program Evaluation for Beef Checkoff Program Planning, Execution and Improvement

Have you ever wondered about the decision-making process that determines how Beef Checkoff funds are allocated? And the effectiveness of Checkoff-funded programs in increasing the demand for beef? These are valid questions for Checkoff investors to ask, and program evaluation is how the Cattlemen’s Beef Board assesses program implementation, results, and areas of growth and improvement.

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