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Frequently Asked Questions

Who are the decision makers behind the Beef Checkoff? This is a commonly asked question, and the answer is – you, the producers.

The Beef Checkoff is more local and grassroots than some producers might think. As a producer-led program, the Cattlemen’s Beef Promotion and Research Board (CBB) currently includes 101 volunteer producer leaders who represent cow/calf, feeder, stocker, veal, dairy and import operations. These producers are busy running their own operations but still volunteer their time to use their knowledge and expertise to guide the Beef Checkoff. Here’s how each segment’s representation on the CBB breaks out:

  • 60% Cow/calf
  • 25% Stocker/feeder
  • 8% Dairy/veal
  • 7% Importer

Cow/calf producers represent the largest base of volunteers. Each of these CBB members has the responsibility, along with representatives from the Federation of State Beef Councils, of serving on committees with specific functions. These committees facilitate, review and approve investments for Beef Checkoff programs.

It’s not just the CBB board members and Federation of State Beef Councils whose thoughts and ideas are used to make Beef Checkoff decisions – the CBB also implements an extensive producer listening initiative to understand and address the concerns of producers who are not as actively involved in the Beef Checkoff.

Understanding how cattlemen and women across the U.S. feel about the cattle industry and its hot topics provides a meaningful link between all strategies and tactics executed by the Beef Checkoff. The CBB gathers this information in various ways through phone and email surveys, one-on-one conversations and roundtable discussions.

The Beef Checkoff has invited thousands of producers to participate in online surveys to understand what beef topics are of concern and what challenges they’re facing. In June 2021, all producers receiving The Drive e-newsletter were invited to take part in the latest survey. Results from the previous survey, held in September 2020, showed producers are worried about misinformation circulated by anti-meat groups and individuals; education on the benefits of real beef over alternative proteins; and consumer confidence in beef safety. After gathering these responses, the CBB will now place a high priority on communicating messages about how it has invested Beef Checkoff dollars to address misinformation on those topics. Also, the CBB considers these producer responses when strategizing and executing new and upcoming Beef Checkoff-funded programs. Once implemented, these Beef Checkoff-funded efforts and investments are then communicated to producers.

The CBB believes in honest and transparent communication, and according to the Beef Checkoff’s annual Producer Attitude Survey, producers say they want to know exactly what’s going on in the industry and how their collective dollars are being allocated.

The Producer Attitude Survey is conducted through an independent research firm to gauge producers’ awareness of and attitudes toward the Beef Checkoff, in addition to seeking feedback about Checkoff programs and projects. When asked about Beef Checkoff activities and their value, producers consistently say, “informing producers about Beef Checkoff programs’ results” is necessary. CBB invests a small percentage (about 3.5 percent) of its total budget toward communications to keep producers informed about what their dollar is accomplishing.

“I like to stay well informed and educated on my Beef Checkoff dollar investments,” said Bilynn Johnson, cow/calf producer from Happy, Texas. “That’s why I really appreciate The Drive e-newsletter every month. I’m able to see exactly what’s been going on with the Beef Checkoff recently.”

The Beef Checkoff will continue to listen to producers’ thoughts, perceptions, ideas and use their insight to promote beef and educate on beef production practices.

Frequently Asked Questions

As many cattlemen and women know, some individuals, organizations and companies spread misinformation about cattle’s role in the environment. The Beef Checkoff works tirelessly to combat this message through scientifically proven research, because, ultimately, the truth is in the science. For years, the Beef Checkoff has invested producer dollars into the Beef Sustainability Research Program to learn, understand and strategically communicate beef’s place in a sustainable food system.

The Beef Sustainability Research program provides consumers worldwide with proof of beef producers’ commitment to responsibly raised beef. This Checkoff-funded program assesses beef sustainability using an approach that balances environmental responsibility, economic opportunity and social diligence across the beef value chain. This research is conducted to provide science-validated sustainability indicators that serve as industry benchmarks and provide a path forward to continuous improvement. The research encompasses the entirety of the beef industry, from the birth of a calf to beef on the consumer’s plate. This research program is a proactive and innovative scientific approach to creating a sustainable beef product for a growing world population while increasing consumer confidence in beef.

After in-depth research, here’s what the Beef Checkoff has proven to be true – U.S. beef producers are leaders in the area of sustainability, and they are committed to responsibly raised beef. But how do we use these facts to help drive demand for beef?

This research provides a basis for most Checkoff-funded advertising campaigns and other initiatives. Beef’s sustainability message is then communicated to many audiences, including consumers, nutritionists, registered dietitians, the scientific community, influencers, chefs and communities abroad through a fully integrated marketing approach.

Specifically, this information is used in advertising efforts like the Checkoff-funded Beef. It’s What’s for Dinner. “Nicely done, beef.” campaign and Checkoff-sponsored articles in the New York Times, Wall Street Journal and other consumer-facing publications. Additionally, social media, video and digital marketing efforts integrate this research in one form or another.

All of this data, research and information is available for producers on the Checkoff-funded website, BeefResearch.org. This website provides information on not just beef’s place in a sustainable food system, but also beef safety, human nutrition, product quality, sustainability and market research.

Check out just a few of the data points currently being communicated to target audiences: https://www.beefresearch.org/programs/beef-sustainability

Frequently Asked Questions

How the Beef Checkoff supports technology and state-of-the-art research to disseminate meat demand data and grow industry knowledge.

To help drive consumer beef demand, the Beef Checkoff works to understand beef’s place in the protein marketplace. To successfully understand beef demand, the Beef Checkoff must first recognize consumer demand, views and preferences for all proteins, including meat alternatives.

A One-Stop Shop

For Glynn Tonsor, Ph.D., understanding consumer meat and food demand comes naturally. While growing up on a hog farm in Missouri, Dr. Tonsor quickly developed an interest in agricultural markets and pursued that interest, eventually taking on his current position as a professor in the Agricultural Economics department at Kansas State University.

Today, Dr. Tonsor executes and authors the Meat Demand Monitor (MDM) project, funded in part by the Beef Checkoff and Pork Checkoff.

The MDM tracks U.S. consumer preferences, views and demand for meat with separate analysis for retail and foodservice channels. It is a monthly online survey with a sample of more than 2,000 respondents reflecting the national population. A third-party company continuously collects this consumer data every month. Overall, the MDM is a one-stop location for meat demand trends and assessments and is also available for all audiences.

Early on in his career, Dr. Tonsor noticed a knowledge gap on the demand side. According to him, one central theme continued to materialize through his research and discussions – producers don’t understand the importance of meat demand.

“Producers are used to watching the monthly cattle-on-feed report, reading annual cattle inventory reports and a whole wealth of supply-side monitoring, and that’s valuable,” he said. “On the demand front, there’s a lot less parallel information, and what does exist is pretty lax.”

Dr. Tonsor recognized the issue and information gap, talked to industry professionals, started a partnership with the U.S. Cattlemen’s Association (USCA), a contractor to the Beef Checkoff, and received approval and funding for the MDM project. In February of 2020, the MDM was officially up and running to increase knowledge about U.S. meat demand and help producers understand its importance.

Key Trends

Because the MDM was functioning before the coronavirus pandemic, the data gathered has proved valuable, specifically on foodservice versus retail insights.

“The main finding would be that, to date, retail beef demand has increased while foodservice peak demand has decreased,” Dr. Tonsor said. “This finding is important, not necessarily surprising, but we’re able to track it. And maybe at some point, we’ll see that being unwound. Hopefully, as 2021 concludes, we’ll start seeing the foodservice sector recover.”

The MDM has collected additional insights on the coronavirus’ impact on meat demand. These have been summarized in three separate COVID-19 special reports. The November report detailed how, even when consumers get vaccinated, about one-third of the people surveyed say they will not return to in-restaurant dining.

“Asking about a COVID vaccine isn’t in itself a meat demand question, but when you follow it up with a question like ‘How will you alter your dining out, sit-down and restaurant behaviors?,’ we’re able to understand what’s needed to help the recovery of the foodservice segment,” Dr. Tonsor said.

Analyzing these trends is critical for the Beef Checkoff to judiciously invest producers’ dollars in future projects to reach a new era of eating-at-home consumers.

Protein Values

Beef Checkoff marketing decisions take into account consumers’ protein values. These protein values—taste, freshness, safety, price, nutrition, health, appearance, convenience, hormone and antibiotic-free, animal welfare, traceability and environmental impact—are measured monthly and ranked by the respondent’s priority on the MDM.

Nearly all Checkoff-funded efforts and initiatives address at least one of these protein values, and more often than not, more than one. The MDM allows the Checkoff to continue measuring the relative importance of each protein value.

Every month the MDM results are consistent – taste, freshness and safety are a top priority for consumers.

“Every month, across 2,000 people, these protein values show more importance than things like animal welfare and environmental impact,” Dr. Tonsor said. “That doesn’t mean those values don’t matter, but they’re not the core decision driver for meat demand. They matter secondary, but not primary.”

These insights prove the Beef Checkoff should continue to invest in efforts and initiatives that sustain or enhance the taste, freshness and safety of beef.

Supporting Ongoing Information

As an industry, it’s hard to forecast the future. Often, industry stakeholders look back after the fact and wish there would have been more data available to make better decisions.

“I wish I had one or more years of pre-COVID meat demand monitor data. If I had that, I’d have richer insights on the COVID shocks,” Dr. Tonsor said. “I still consider this a success, and I hope others consider this a success, but this shows we need to continue to support projects that give us ongoing data and information.”

The Beef Checkoff is proud to partner with USCA and Kansas State University on this research project to grow knowledge on consumer meat demand.

MDM reports, survey instruments and raw data are available here: https://www.agmanager.info/livestock-meat/meat-demand/monthly-meat-demand-monitor-survey-data

students learning about beef production

Frequently Asked Questions

The American Farm Bureau Foundation for Agriculture (AFBFA), a contractor to the Beef Checkoff, builds awareness, understanding and a positive public perception of agriculture through education. The foundation does this through multiple efforts and initiatives that involve both students and teachers. Here are some examples of how AFBFA incorporates beef production education into classrooms across the U.S. on behalf of the Beef Checkoff.

1. Beef Production Courses for Middle and High School Students

AFBFA successfully developed a curriculum to show how cattle farmers and ranchers implement sustainable practices and utilize science standards to produce high-quality beef from field to fork. The new curriculum pilot began in November 2019 in classrooms in Oregon, Georgia, Arizona, Oklahoma, Texas and Tennessee. Currently, the curriculum is being introduced nationwide through the National Science Teaching Association. Learn more about these courses.

2. Beef E-Learning Courses for Educators

Two livestream events attended by more than 1,000 educators discussed how the beef production process provides an excellent context for exploring science. Teachers learned how selective breeding and genetics can be used to meet human needs and how cattle interact within a grassland ecosystem. Educators from the top 10 largest school districts in the U.S. engaged with the livestream events, including New York City, Chicago and Los Angeles, along with representation from more than 800 other school districts across the nation. Learn more about these events and see participant feedback.

“These were eye-opening events for many teachers who may not have considered the trade-offs of production practices and the science that drives those decisions. They began to see the nuances of production challenges rather than seeing those challenges and solutions as black and white,” said Brian Beierle, AFBFA program manager.

3. On The Farm Immersion for Educators

On The Farm STEM events are designed to help participants engage in purposeful dialogue while discovering real-world science education applications through the lens of farming and ranching. AFBFA engages all forms of science educators in these events, from traditional educators to non-traditional educators like outdoor learning center facilitators, museum education coordinators, STEM lab facilitators and health, nutrition and physical education teachers.

During the virtual September event, educators toured the Ruskamp feedlot near Dodge, NE and Dr. Chris Calkins’ meat lab at the University of Nebraska Lincoln. After each virtual video tour, educators connected with Joan Ruskamp and Dr. Calkins for question and answer sessions. During the event, AFBFA highlighted all of its beef resources and hosted a workshop with attendees to figure out ways to implement those materials in their classrooms. Explore the On the Farm STEM experience.

“Many educators were shocked at the in-depth knowledge and application of science involved in meat science. They were also astounded by the amount of engineering and design that goes into setting up and operating a feedlot and the great consideration ranchers take in land stewardship practices,” Beierle said.

4. State Beef Council Collaboration for Classroom Materials

AFBFA partnered with the New York Beef Council (NYBC) to provide New York teachers with classroom materials to facilitate instruction in beef production units. These kits included an ecosystem card set and chromosome/DNA modeling kits. AFBFA fully intends to partner with NYBC in the future and replicate this model with other states as a fiscal year 2021 initiative.

Whether through in-person or online interactive events, classroom materials or science course curriculum, AFBFA integrates beef production into today’s education system so consumers can understand and support beef production and the hardworking men and women who produce beef.

woman and child on ranch

Frequently Asked Questions

“No one is out there advocating for the beef industry to get national attention; we’re out here because this is our livelihood.” – Brandi Buzzard Frobose, blogger, cattle rancher and agriculture advocate.

Many producers have the same sentiment. They don’t want attention or stardom; they simply want consumers to understand beef production. They want to protect their way of life and advocate effectively for this industry. But the question is – where to start?

As an agriculture advocate for more than a decade, Buzzard Frobose has built a large following of both industry peers and urban consumers who are eager to learn about her perspectives on the ag industry. She is co-owner of High Bar Cattle Company with her husband, Hyatt, near Greeley, KS, and documents her advocacy efforts on her blog BuzzardsBeat.

As her following has grown over time, so has her knowledge and expertise when it comes to advocating and having productive conversations with consumers about beef and production practices. Buzzard Frobose attributes her skills, knowledge and conversational approach to the Beef Checkoff-funded Masters of Beef Advocacy (MBA) Program.

MBA Program

Facilitated by the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, the MBA program was created 10 years ago to help close the gap between pasture and plate by engaging beef industry advocates and equipping them to effectively communicate with consumers. The program’s free, self-guided online courses provide farmers, ranchers, service providers, consumers and all beef community members with the tools and resources they need to become beef advocates and answer tough questions about beef and raising cattle.

MBA consists of five lessons in beef advocacy, including:

  • The Beef Community – Context of raising beef from pasture to plate focusing on the community of people involved throughout the beef lifecycle.
  • Raising Cattle on Grass – An introduction to the first step in the beef lifecycle and the many benefits of raising cattle on our country’s vast grass pasture resources.
  • Life in the Feedyard – A discussion on the role of feedyards, including animal care, nutrition and environmental stewardship, at this important step in the beef lifecycle.
  • From Cattle to Beef – An in-depth look at the slaughter process and the humane handling and safety measures in place at today’s beef processing facilities.
  • Beef. It’s What’s For Dinner. – A primer on choosing and cooking the right cuts of beef and the important role of beef in a healthful diet.

Today, more than 17,000 members of the beef community have participated in this program. One of those members is Buzzard Frobose, who integrates these lessons and resources into the beef stories she shares every day.

Key Lessons

It’s important for beef industry advocates to help consumers better understand how cattle are raised and how beef belongs as part of healthy, sustainable diets. Buzzard Frobose says an essential principle to keep in mind when engaging with consumers is listening to understand, not listening to be heard.

“The goal is to understand, engage and build a relationship with people,” Buzzard Frobose says. “Grocery shoppers do have concerns, and if we want to have a good rapport or engaging conversations with them, we need to listen to understand them and address those concerns conversationally and try hard not to get ‘preachy.'”

Another critical factor is to find common ground and share a personal example. For Buzzard Frobose, she can easily connect with an urban mom who wants to provide her family with healthy, nutritious food. “I may be a rancher, but I’m a mom and wife first who also has concerns for her family’s health,” she says. “I may not have anything else in common with that person, but I can connect and find common ground.”

Buzzard Frobose notes it’s critical not to get defensive when engaging with consumers. “If you’re going to open yourself up to questions, you need to be able and willing to open yourself up to some associated criticism too,” she says. “If you’re going to put yourself out there as wanting to answer questions, you need to answer the questions from the standpoint of wanting to build a relationship.”

All of these lessons help Buzzard Frobose genuinely connect with consumers. Her success in the advocacy field has led to interviews on national television networks, including CBS, FOX and MSNBC. “The MBA program gave me the skills I needed to write in a way that got me noticed outside of the agriculture vacuum chamber,” Buzzard Frobose says.

Certification Value

Whether Buzzard Frobose is writing a blog, drafting a social media post or speaking to a group, she references what she has learned through the MBA program. “Every week, I am accessing some MBA resource in one way or another,” she says. “The Beef Checkoff has the research. There’s no reason for me to dig around on Google when I can go to a Checkoff-funded website to get the scientifically proven information and facts that I need.”

Whether it be through the MBA program or other Checkoff-funded resources, the Beef Checkoff is dedicated to providing resources and tools to help advocates like Buzzard Frobose enhance their skills and successfully advocate for beef.

Learn more about the Masters of Beef Advocacy Program and get certified here.

rancher holding bucket

Frequently Asked Questions

To help consumers understand that healthy animals produce healthy food, the National Livestock Producers Association (NLPA), a contractor to the Beef Checkoff, and the Kentucky Beef Council (KBC), released a new video series “Telling Your Antibiotic Story.” Launched in late March, the first video outlines how producers understand the need for careful antibiotic stewardship and work hard to use antibiotics responsibly. Many producers believe there is a disconnect between what they are doing every day and what the public hears. This video campaign is an effort to bridge the gap between the producer and the consumer.

Kentucky State Beef Council producers attended the 9th Annual Antibiotic Symposium for the first time in October of 2019. They were inspired by the events and conversations there as they learned about the importance of communication and transparency.

The National Institute for Animal Agriculture (NIAA), hosted the symposium with the theme, “Communicating the Science of Responsible Antibiotic Use in Animal Agriculture.” Kentucky producers, along with other attendees, learned how positive, effective communication with the public could shift consumer attitudes. An interactive event held by Iowa State University’s Greenlee School of Journalism and Communications gave these producers the tools and communication strategies to tell their stories more confidently.

“When we’re able to share the story of cattle producers to others where animal care is not part of their everyday life, it brings a whole new perspective,” says Anna Hawkins with the KBC.

The chairman of the NIAA Antibiotic Council, Dr. Eric Moore, says producers play a big part in telling the antibiotic story and being transparent about usage. “Develop and practice your message; say you have the best interests of your animals and environment in mind. Understand that you’re doing the right thing and be proud of it.”

Antibiotics play a critical role in the beef industry, and when used appropriately, are a helpful tool for producers in safeguarding the health of their cattle and promoting high-quality beef. The Beef Checkoff is committed to continuing antibiotic research, education and outreach. The NLPA and KBC will continue to cultivate and share those messages of what producers are doing on their operations to ensure a safe and nutritious beef product for consumers through the “Telling Your Antibiotic Story” campaign.

Watch the campaign video.

rancher silhouette

Frequently Asked Questions

Across the world, the COVID-19 virus has been spreading like wildfire. This fast-moving disease has left people hesitant or unable to travel, anxious to stock their fridges and, ultimately, faced with many unknowns. As we all face this extreme uncertainty, producers can be assured the Beef Checkoff actively prepares for the unexpected. The checkoff is ready to provide consumers and producers with the information they need if there is ever a disease outbreak, bioterrorism attack or any other crisis that could potentially disrupt the beef industry or consumer confidence in beef.

The National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, is continuously evolving and updating its comprehensive industry-wide crisis communications response plan should a cattle disease outbreak or other crisis take place in the future. Reassessing this plan on an ongoing basis ensures the information within is as substantive as possible while also reflecting today’s latest technology.

One element of the overarching comprehensive crisis response plan is working in coalition with the Foot and Mouth Disease Cross-Species team. The checkoff-funded NCBA team helps to manage a website that would be activated in a time of crisis in cooperation with the National Pork Board supported by the National Pork Producers Council, the American Sheep Industry Association (ASI) and Dairy Management Inc. The goal of this partnership and its website is to provide clear, factual and easily accessible information about foot-and-mouth disease if an outbreak were to occur.

As well as working with the Foot-and-Mouth Disease Cross-Species team, NCBA would represent the beef industry in the event of an outbreak, and it has developed proactive crisis communication processes, strategies and tactics to follow if necessary.

“We’ve always had plans to address crisis situations, but we are now taking a systematic review of those plans and ‘pressure testing’ them within different parts of the organization to make sure we can be as prepared as possible,” says Jenn Tilliss, executive director of the issues management and media relations team at NCBA. “We want to be sure that we are addressing as many things as we can ahead of time so we are prepared as possible in the event of a crisis.”

Tilliss further explains that preparing response measures in advance would free up valuable time during a crisis to focus on consumers and communicate accurate information so they can continue to confidently purchase beef. The following actions are intended to accomplish this important objective:

  • Minimize consumer confusion and concern through quick dissemination of information
  • Educate industry partners and stakeholders with aligned messaging at state and local levels through clear channels of communication
  • Provide accurate, coordinated, rapid response in concert with the Cross-Species Team

“We want producers to know that we are on top of this for the beef industry, and we’ll absolutely be ready to manage a crisis should it ever happen,” Tilliss says. “We have the plans, processes, connections and relationships in place to make sure we manage it effectively.”

Overall, crisis communications and response are top-of-mind for the Beef Checkoff. NCBA and other checkoff contractors will continue to revisit and update their crisis response plans to ensure consumers can confidently purchase beef at grocery stores, restaurants and other retail outlets.

woman picking up calf

Frequently Asked Questions

New research conducted by Colorado State University (CSU) shows that the Beef Checkoff-funded Beef Quality Assurance (BQA) program results in a significant premium for calves and feeder cattle sold through video auction markets. The results showed a premium of $16.80/head for cattle that had BQA listed in the lot description.

Today, approximately 85 percent of U.S. beef comes from BQA-certified producers. Beef farmers and ranchers have historically participated in the BQA program simply because they believe it’s the right thing to do. In fact, the 2011 National Beef Quality Audit found that 87 percent of BQA-certified producers participate for that very reason1. In terms of securing economic longevity, the BQA program offers producers the opportunity to showcase their dedication to producing high-quality beef and earn premium dollars for it.

The BQA program’s purpose is to ensure cattle are raised under optimum management and environmental conditions. By protecting herd health and incorporating safe and effective management practices, BQA-certified producers provide consumers with high-quality beef they can trust to feed their families.

In the mid-1980s to 1990s, state cattle organizations began funding local BQA programs in an attempt to alleviate various defects – injection-site lesions, bruising and antibiotic residues within the meat – that were making their way through the beef supply chain.

In 1991, the Beef Checkoff funded the first National Beef Quality Audit to help identify product conditions and establish new benchmarks. As a result, the national BQA program was developed to address these areas of improvement.

While it was first established to correct quality issues, the BQA program has evolved over the years. Today, the program is more comprehensive, teaching producers how to improve production methods throughout the animal’s lifecycle, from how it’s raised to how it’s processed. As a result, the BQA program seeks to improve beef quality and safety.

To ensure the BQA program stays up to date on production methods and quality standards, the National Beef Quality Audit assesses it every five years.

“By measuring where the industry stands in regard to quality every five years, we’re able to advance the program, take a look at the industry holistically and see how the BQA program can address those issues and constantly improve beef products,” says Chase DeCoite, Director of BQA for the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff.

Producers voluntarily choose to become BQA certified; however, those who do can experience many benefits. Throughout the supply chain, the retail and food service sector drives demand for BQA certification. These companies and businesses want to offer their buyers and consumers the highest-quality beef available, and as such, will gravitate toward the products that are BQA certified.

Nowadays, more consumers want to know the story behind the food they eat. According to the checkoff-funded Consumer Beef Tracker, 70 percent of consumers sometimes, often or always consider how their food was raised before making their purchasing decisions.2 That’s why NCBA, on be half of the Beef Checkoff has launched a new campaign geared toward educating consumers about the benefits of the BQA program and show how today’s producers are committed to producing high-quality beef in a safe, environmentally friendly and sustainable way.

Moreover, cattlemen developed the BQA program for cattlemen to reinforce the beef industry’s dedication to responsibly raising cattle. As the beef industry evolves, there is always room for improvement. The BQA program is a resource that producers can utilize to ensure their production methods are up to par.

“BQA and the Beef Checkoff should be proud that we’ve had a program in place for 30 years to address quality concerns,” says DeCoite. “Producers should be proud they invested in a program that has been so successful, it is now being picked up by the supply chain and proves the product we’re serving is responsibly raised.”

From a value standpoint, BQA certification is not just the right thing to do for cattle, but also fiscally beneficial to the producer. Become BQA certified at www.BQA.org.

Frequently Asked Questions

Antibiotic resistance occurs when bacteria develops the ability to survive exposure to antibiotics, making it difficult or impossible to treat infections in people or animals. It is a growing concern amongst society today, with many fearing a “post-antibiotic era” where common infections become life threatening. Locations that frequently use antibiotics like hospitals, long-term care facilities, feedlots and crop production areas have been criticized for the overuse of antibiotics, resulting in less-effective treatments. However, even with this skepticism, it is unknown how much each location contributes to antibiotic-resistant bacteria. 1

Antibiotics play a critical role in the beef industry, safeguarding health and promoting high-quality beef. The beef industry has taken measures to practice the judicious use of antibiotics to dramatically decrease the potential risk of developing antibiotic-resistant bacteria. The Food and Drug Administration (FDA) reported domestic sales and distribution of medically important antibiotics for use in livestock has decreased 43 percent since 2015. 2

The checkoff-funded National Beef Quality Assurance (BQA) program now contains producer guidelines for antibiotic use, which were developed by cattle producers in collaboration with animal health experts. From administration practices to record keeping, these are tactics the beef industry is showcasing every day in order to produce the high-quality beef consumers depend on.

In 2016, the Beef Checkoff funded research into antibiotic resistance, which continues to be the largest study published to date examining the ecology of antimicrobial resistance (AMR) in the beef production system, using shotgun metagenomics, a way to sequence thousands of organisms in parallel. This unique study followed the same groups of cattle from feedlot entry through the harvest process to market-ready beef products. The purpose of the study was to help identify if at certain times in the supply process more resistance genes were prevalent. This is the first study of its kind, and the checkoff will continue to be involved in this important industry issue.

In order to continue to stay up to date on the use of antibiotics in food animals, the Beef Checkoff helped sponsor the 9th Annual Antibiotic Symposium. The event was held in Ames, Iowa on October 15-17th. The symposium discussed scientific updates on antimicrobial resistance, how research technology and innovation continue to impact that growing knowledge and how to better communicate to consumers the importance of antibiotic use for livestock health.

farmer holding bucket

Frequently Asked Questions

From Meatless Mondays to the EAT-Lancet initiative, the beef industry has seen the call for consumers to eat less beef many times over. A recent EAT-Lancet report out of the United Kingdom suggests that the only way to save the planet is to eat less meat—and more nuts and beans. Reports such as these influence dietary guidelines around the world, so it is imperative the beef industry both understands and shares the true facts about beef’s environmental footprint.

A recent study shows that even if Americans removed all animal protein from their diets, they would reduce U.S. greenhouse gas (GHG) emissions by only 2.6 percent. Dr. Frank Mitloehner, professor and air quality specialist for the Department of Animal Science at the University of California says, “According to our research, if the practice of Meatless Monday were to be adopted by all Americans, we’d see a reduction of only 0.5 percent.”1

Beef Checkoff research shows that removing beef from the diet would likely have negative implications on the sustainability of the U.S. food system, as cattle are able to convert low-quality feed into high-quality protein. With beef removed as a protein option, an equivalent source of protein would need to take its place – and have its own GHG emission consequences.

Mitloehner believes the majority of public confusion comes back to the wrongly reported environmental impact of meat and milk in the 2006 United Nations report, “Livestock’s Long Shadow.” The document stated, “The livestock sector is a major player, responsible for 18 percent of greenhouse gas emissions measured in carbon dioxide equivalents. This is a higher share than transport.”2

The media quickly latched onto the inaccurate statements within this report and distributed them to a wide audience. The conclusions within “Livestock’s Long Shadow” were wrongfully drawn through inconsistent comparisons. While the report’s researchers measured beef’s potential environmental impact from pasture to plate, they only assessed transportation emissions that take place while driving a vehicle – not those from well to wheel.

In a recent article, Mitloehner says leading authorities agree that, in the U.S., raising cattle and pigs for food accounts for about three percent of all GHG emissions, while transportation creates an estimated 26 percent.3

“Smarter animal farming, not less farming, will equal less heat,” says Mitloehner. “Producing less meat and milk will only mean more hunger in poor countries.”3

Today, beef production has less effect on the environment than ever before. According to USDA’s National Agricultural Statistics Service, U.S. beef farmers and ranchers produce the same amount of beef with one-third fewer cattle than they did in the 1970s. With enhanced genetics, heightened reproductive performance, faster growth and higher-quality feeds, beef farmers and ranchers are improving beef production processes.

Through its promotional and research efforts, the Beef Checkoff works alongside producers to improve consumer confidence in beef to help drive demand. When people view beef as a favorable product, they’re more apt to purchase it at grocery stores and restaurants. While climate change continues to be top-of-mind for many, the checkoff will continue to educate and provide the industry’s real picture so consumers continue to feel confident in eating beef.

purple sky

Frequently Asked Questions

In 2017, the Beef Checkoff began offering free Beef Quality Assurance (BQA) certification. Currently, more than 200,000 beef producers are BQA certified.

Beef producers are dedicated to responsibly raising, safe, wholesome, high-quality beef. Being BQA certified tells consumers that producers have a commitment to delivering a product that is backed by science-based standards. Certification also addresses many questions that consumers have about beef production.

“It only takes a few hours of watching modules and answering questions but serves as a checklist for producers to make sure they are using the latest management practices,” says Josh White, Executive Director of Producer Education for the Beef Checkoff. “We have seen time and time again how consumer confidence is positively affected when BQA standards are followed, and producers have shown their commitment to producing quality beef by being BQA-certified.”

Become certified or re-certified for free at www.BQA.org/certification.

Frequently Asked Questions

According to “Environmental Footprints of Beef Cattle Production”1 a study recently published in the journal Agricultural Systems, widely accepted claims about beef cattle’s environmental impact in the U.S. are often overestimated.

The lifecycle assessment, conducted by the USDA’s Agricultural Research Service and the Beef Checkoff, was designed to scientifically quantify the sustainability of U.S. beef production. Researchers collected and examined feed- and cattle-production-related data from more than 2,200 cattle producers in seven regional production areas. They derived their conclusions by using a simulation model and regional production data to estimate national impacts on greenhouse gas emissions, fossil energy use, blue water consumption and reactive nitrogen loss.

While these conclusions are compelling, a recent EAT-Lancet 50-page suggests that the only way to save the planet is to eat less meat, eat more nuts and beans, or adopt a “flexitarian” diet (defined as flexible vegetarianism, eating more vegetables than meat). Frank Mitloehner, Ph.D., professor and air quality specialist for the Department of Animal Science at the University of California – Mitloehner, says in order to meet EAT-Lancet’s solution of replacing meat with nuts, the U.S. would have to increase nut production by 580 percent.

“What we need are more nutrient-rich foods like beef and eggs,” Dr. Mitloehner explains.

As others try to influence dietary guidelines throughout the world, Dr. Mitloehner cautioned that the often-cited data in the 2006 FAO report (Livestock’s Long Shadow) and other soon-to-follow reports will continue to make inaccurate claims about food production.

“The way you produce animals has a profound impact on environmental footprint,” Dr. Mitloehner says. “Although these reports are full of inaccuracies, don’t just disregard them as they will impact us for a long time. Check them for credibility and respond in a meaningful way.”

The fact is that beef production, including the production of animal feed, is responsible for only 3.3 percent of greenhouse gas emissions in the U.S. This is dramatically lower than the often-misquoted global livestock figure of 14.5 percent2.

Dr. Mitloehner goes on to explain that global numbers have intentionally distorted the sustainability picture. Truth be told? By continuously improving their production practices, today, U.S. beef farmers and ranchers are able to produce the same amount of beef with one-third-fewer cattle than they did in 1977.

This is exactly why the checkoff conducted the lifecycle assessment – to give consumers and the industry the real story of beef sustainability – something everyone can read and believe.

“This lifecycle assessment delivers the most comprehensive and accurate assessment of the environmental impact of beef cattle in the U.S. to date,” says USDA researcher and study co-author Alan Rotz.

This information was distributed via the wire to consumer-directed media outlets, and it is also currently featured on the “Beef in a Healthy, Sustainable Diet” page on BeefItsWhatsForDinner.com. For more information about beef production practices and sustainability, visit BeefItsWhatsForDinner.com.

Beef Sustainability: Fact vs. Myth

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