In 1985, the Beef Checkoff was established as part of the Farm Bill, assessing $1 per head on the sale of live domestic and imported cattle and a comparable assessment on imported beef and beef products. In a 1988 national referendum vote, 79 percent of producers voted to approve the mandatory program. For more than 35 years, the Beef Checkoff has worked to tell the story of everything beef offers, from producers’ commitment to their land and cattle, to beef’s superior taste and nutritional benefits.
“This is the producer’s money we’re handling, and it is a serious responsibility, in my opinion,” said Jo Ann Smith, the first Cattlemen’s Beef Board (CBB) chair. To this day, the CBB’s 99 volunteer producer and importer leaders from across the U.S. take that responsibility very earnestly, working to represent America’s cattle producers and promote beef’s image.
The Beef Checkoff is a complex program with many moving parts and people, and as industry stakeholders, it’s important to understand the fundamentals. Let’s dive into the core of it all — Beef Checkoff collections and how they work.
Generally, the Buyer is responsible for collecting the Beef Checkoff assessment from the Seller. However, both the Buyer and the Seller are responsible for seeing that the Beef Checkoff is collected and paid. The $1 Beef Checkoff is sent to the Qualified State Beef Council. $0.50 is invested in national Beef Checkoff programs and the remaining $0.50 is invested in state Beef Checkoff programs.
LIVESTOCK MARKET
When cattle are sold through a livestock market or video market, the Market collects and remits the Beef Checkoff assessment.
CATTLE DEALER/ORDER BUYER
When cattle are sold to a Cattle Dealer or Order Buyer, the Dealer/Order Buyer collects and remits the Beef Checkoff assessment.
ANOTHER PRODUCER
Both the Buyer and Seller are responsible for making sure that the Beef Checkoff assessment is collected and remitted. For clarity and consistency, we encourage the Seller to take on this compliance responsibility.
VEAL GROWER
When dairy calves are sold to a Veal Grower, both the Buyer and Seller are responsible for making sure that the Beef Checkoff assessment is collected and remitted. For clarity and consistency, we encourage the Seller to take on this compliance responsibility.
CATTLE SHOWS AND FAIRS
When producers sell their animals at fairs or cattle shows (4H/FFA shows, Purebred cattle shows, etc.), the Organization that runs the sale collects and remits the Beef Checkoff assessment.
FEEDLOT
When cattle are sold directly to a feedlot, the Feedlot collects and remits the Beef Checkoff assessment.
PACKING PLANT
When cattle are sold to a packing plant, the Packing Plant collects and remits the Beef Checkoff assessment.
DIRECT-TO-CONSUMER BEEF SALES
When producers market their cattle as beef, the Producer is responsible for remitting the Beef Checkoff assessment.
If you are a producer from one of these seven states — Alaska, Connecticut, Maine, Maryland, Massachusetts, New Hampshire, and Rhode Island — you will remit directly to the Cattlemen’s Beef Board.
Importers pay the dollar-per-head Beef Checkoff or the equivalent on imported cattle, beef, and beef products. These Beef Checkoff assessments are collected by U.S. Customs.
If you have any questions regarding who is responsible for remitting the Beef Checkoff assessment or how to remit payment, please contact your Qualified State Beef Council or contact the Cattlemen’s Beef Board at (303) 220-9890.
THE ROLE OF BRAND INSPECTORS
Many producers are familiar with brand inspection, with most of the Western U.S. requiring mandatory brand inspection on cattle every time an animal is sold. In most of the Western states, brand inspectors collect the Beef Checkoff assessment when cattle are sold or shipped out of state for sale, with the exception of when cattle are sold through a livestock market. In this case, the livestock market collects the assessment.
PAYING THE BEEF CHECKOFF ASSESSMENT
In most cases, the person or company paying the producer is responsible for collecting the Beef Checkoff assessment and remitting those assessments to their Qualified State Beef Council (QSBC) or to the Cattlemen’s Beef Board (CBB) in the seven states that do not have a QSBC. These “collecting persons” include livestock markets, video and online markets, cattle buyers, feedlots, packing plants, etc. However, in some cases, the producer is responsible for self-reporting cattle sales and Checkoff assessments. Some of the situations where a producer should self-report assessments include:
If you have sold cattle through any of these situations and need to report Beef Checkoff assessments, visit your QSBC (or the CBB’s) website to find a Private Treaty Sales Checkoff Investment Form.
Since all producers benefit from the Beef Checkoff’s demand-building activities, all are required to pay the Beef Checkoff assessment each time they sell cattle – no matter how the cattle are marketed. By pooling resources, beef producers and importers collectively fund essential marketing, research and educational initiatives to enhance beef’s value, expand market opportunities and foster consumer confidence. All stakeholders are encouraged to actively participate in QSBC and CBB meetings to ensure their voices are heard in Beef Checkoff programming.
Jan Lyons of Manhattan, Kansas, was honored with the Cattlemen’s Beef Board’s (CBB) fourth annual Beef Checkoff Visionary Award during the General Session of the 2024 Cattle Industry Summer Business Meeting in San Diego, California. This award recognizes an individual in the beef industry who has demonstrated exemplary support of and commitment to the Checkoff’s goals and vision.
“Jan has been an important part of the beef industry for decades,” said Andy Bishop, 2024 CBB chair. “She had a vision and an energy that made a powerful imprint on the people and processes behind the Beef Checkoff program. She saw the strength of early Checkoff programs and the importance of having a consistent national Checkoff message across all states. For these and so many other reasons, Jan truly deserves the 2024 Visionary Award.”
Jan and Frank Lyons started the Lyons Ranch Angus cowherd south of Manhattan, Kansas, more than forty years ago. Jan was raised on a small Angus farm in eastern Ohio, helping her dad and brother with the farm and taking care of their cattle. She and Frank, whose family farmed as well, wanted to raise their daughters, Debbie and Amy, to appreciate good cattle and the ideals and work ethic they valued so much.
Over the years, Jan gave much of her energy and time to the beef industry and people she loved. She first volunteered as a 4-H leader at the local and county levels and for the Kansas Junior Angus Association. Jan was also the first woman president of the Kansas Angus Association, chair of the Kansas Beef Council, president of the Kansas Livestock Association, chair of the Cattlemen’s Beef Board, and, finally, president of the National Cattlemen’s Beef Association (NCBA) in 2004. During her time as NCBA president, Jan reassured the public that the U.S. beef supply was safe during the “Cow that Stole Christmas” bovine spongiform encephalopathy (BSE) event in December 2003.
“Certainly, the Beef Checkoff as we know it today wouldn’t exist without Jan’s tireless efforts spanning decades of commitment and dedication to the beef industry,” said Greg Hanes, CEO of the Cattlemen’s Beef Board. “Her pioneering focus on pinpointing consumer demand drivers during the Checkoff’s early years led to tremendous growth for our industry. On behalf of everyone at the CBB, I congratulate Jan on this well-deserved award.”
A recent economic analysis of the national Beef Checkoff program found that each dollar invested in its demand-driving activities for the most recent five-year period (2019–2023) positively impacted domestic beef demand and U.S. beef exports, creating a total financial benefit of $13.41 for the producers and importers who pay into the program.
This spring, the Beef Checkoff commissioned an independent economic analysis to thoroughly assess the effectiveness and additional financial benefits produced by the program’s demand-driving activities. Conducted by Dr. Harry M. Kaiser of Cornell University, this study’s objectives were to measure:
“We’re extremely pleased with the results of this latest study,” said Cheryl DeVuyst of Morrison, Oklahoma, chair of the Beef Checkoff Evaluation Committee and current secretary-treasurer of the Cattlemen’s Beef Board (CBB). “The Beef Checkoff’s primary goal is to increase beef demand here in the U.S. and worldwide. The statistics uncovered by this study tell us that we’re achieving that goal and providing producers and importers with an excellent return on their national Checkoff investments.”
In addition to calculating a ROI of $13.41, the ROI analysis enabled the study to simulate market conditions for beef demand in the absence of national Beef Checkoff investments. For the most recent five-year period, 2019-2023, had there not been any investments in national Beef Checkoff demand-driving activities:
The study also evaluated the national Beef Checkoff’s direct effect on the beef industry (i.e. producers and importers that pay into the program) and its indirect effects on the broader U.S. economy. To quantify the total revenue impact of the national Beef Checkoff on the beef industry sector, the study utilized the beef demand (8.5%) and U.S. beef export (11.5%) percentages derived from the ROI market simulation analysis. Applying these percentages indicated that the national Beef Checkoff added an incremental $3.3 billion to the beef industry in 2023.
The direct effect of the national Beef Checkoff adding an incremental $3.3 billion to the beef industry sector had positive indirect effects on the broader U.S. economy, including increases in:
Furthermore, the national Beef Checkoff contributed to increased tax revenue at the federal, state, and local levels, amounting to a grand total of $743 million in 2023, distributed as follows:
“While we’re pleased Beef Checkoff programs are having a positive impact, we know there’s always room for improvement,” DeVuyst said. “The CBB is dedicated to making the best possible decisions on behalf of beef producers and importers. As we head into the remainder of FY24, we’ll take what we’ve learned from this study and continue moving the needle forward.”
All commodity boards conduct an independent evaluation of the effectiveness of their programs every five years, as outlined by the USDA’s Agricultural Marketing Service (AMS) guidelines for commodity research and promotion programs. To view the complete study, executive summary or to get more information about the Beef Checkoff and its programs – promotion, research, foreign marketing, industry information, consumer information and producer communications – visit DrivingDemandForBeef.com.
*This study only pertains to the funds collected for the national Beef Checkoff program. It does not assess the impacts of Beef Checkoff program dollars invested by Qualified State Beef Councils for state-level efforts.
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.”
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.
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.
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.”
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
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:
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.
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.
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.
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.
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.
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.”