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Frequently Asked Questions

Nearly 1.2 million students in more than 100 school districts from San Francisco to San Antonio to New York City are now learning about genetics, sustainability and methane through the lens of beef production. These lessons, funded in part by the Beef Checkoff and developed by the American Farm Bureau Foundation for Agriculture (AFBFA) are giving students across the country a real-world understanding of agricultural science.

Since 2019, the number of school districts using these Checkoff-funded classroom tools has grown from just 19 to more than 100. Teachers play an influential role in shaping students’ views and perspectives. Beyond imparting academic knowledge, they serve as mentors, role models and guides, fostering a deeper understanding of the world’s complexities. By connecting with the young minds of schoolchildren through their teachers, the Beef Checkoff engages with tomorrow’s beef consumers today.

Here’s how AFBFA is helping to reshape how science education connects to food and agriculture.

Methane Education

One of the newest additions to the AFBFA resource library is the Methane Transfer Task, released in fall 2025. This “transfer task” is designed to help students apply concepts like cellular respiration and systems thinking to real-world examples, specifically how cattle produce methane and its role within the broader environmental and biological systems.

Students examine charts and models from peer-reviewed science journals, EPA emissions data and resources from Checkoff-funded Beef. It’s What’s For Dinner. to explore natural processes in cattle. The lesson is built to support student understanding of energy and matter flows, a core standard in environmental and life sciences.

This lesson is currently being introduced at science education conferences and spring workshops around the U.S. The lesson is already gaining attention as a science-driven way to bring agricultural topics into mainstream classrooms.

National Recognition

One of AFBFA’s Beef Checkoff-funded high school biology units, “Unravel Genetics to Raise the Steaks,” recently earned the NGSS Design Badge, a top recognition awarded by NextGenScience.

This badge is granted only to the highest-quality instructional materials aligned to the Next Generation Science Standards (NGSS). The Checkoff-funded genetics unit was reviewed by a national panel of educators and passed with distinction. For teachers, this badge makes a difference in deciding whether a new unit gets adopted in the classroom.

This unit stands out because it teaches core genetics concepts like inheritance, trait variation and selective breeding through the real-world example of how cattle have changed over time. Students see how selective breeding decisions have led to more efficient beef production, all while mastering required science standards.

Tools That Fit

While some units replace traditional content, others serve as flexible add-ons for educators. The methane task, for instance, can be dropped into lessons on energy flow or chemical processes. Teachers also use the Beef Phenomena Toolkit to kick off a lesson with a real-world scenario or question, sparking curiosity and showing how science connects to students’ daily lives.

According to the 2024 survey, teachers reported using Checkoff-funded lessons across multiple classes and grade levels, often over multiple years. The average reach: nearly 200 students per teacher annually.

Strategic Partnerships

AFBFA’s impact goes beyond the individual classroom. Thanks to partnerships with state education departments, STEM ecosystems and national institutions like Boston University’s Center for STEM Professional Learning, these resources are making their way into statewide curriculum efforts.

Additionally, AFBFA has On The Farm STEM Ambassadors, a network of educators trained in beef science. These ambassadors are helping expand beef’s reach through local and regional teacher workshops.

In Maryland, for example, Montgomery County Public Schools curriculum director Jim Braymeyer participated in an On The Farm training and then organized a district-wide professional development event to introduce the beef curriculum to teachers. In New York, state education leader Andrew Ferrone worked with the New York Beef Council to host a full-day teacher training and is now planning a multi-day summer program to deepen statewide adoption.

Kansas and Colorado are already following suit, with additional teacher engagement events in the works.

More Than Lessons

Science-based education about agriculture is not only being accepted, but sought out. Teachers are hungry for accurate, real-world materials that help students connect classroom concepts to the systems that feed them.

And when that content is high-quality, standards-aligned and backed by the science of beef production, it’s not just educators who benefit, it’s the entire beef community.

The Beef Checkoff’s investment in classroom education is doing more than putting agriculture on the syllabus. It’s giving the next generation of students, consumers and decision-makers a grounded understanding of how beef fits into sustainable food systems, environmental science and the future of farming.

Explore the free Checkoff-funded curriculums here: https://www.onthefarmstem.com/

Frequently Asked Questions

In the beef business, demand means everything, And I see why that’s true, firsthand, every day.

My husband and I started selling beef directly to consumers after a surprising conversation at a class on how to grow our business. A neighbor said he’d lived in our valley for nearly 60 years and had never been able to buy a half a beef from any ranchers he knew. I told him I’d sell him one that very day.

Since 2019, we’ve built Bingham Beef into a business that sells everything from shares to individual cuts. We serve a loyal local base here in North Powder, Oregon and reach more distant customers through our online store. What makes our operation unique isn’t just the beef—it’s the relationships. I enjoy talking with customers, answering their questions and even sharing recipes.

I also represent Oregon as a producer on the Cattlemen’s Beef Board and serve on the Beef Checkoff’s Domestic Marketing committee, which oversees Checkoff–funded programs that promote beef here in the U.S. Serving on this committee has reinforced what I already know from my own experience—strong demand doesn’t just happen. It’s built through effort, investment and consistency. And, contrary to what some producers may believe, demand and consumption aren’t the same thing.

Consumption is simply how much beef people eat. Demand reflects how much they want to buy—even if prices climb. For example, U.S. per-person beef disappearance was estimated at about 59 pounds in 2024, and it’s holding steady in 2025. That’s remarkable when prices are at record highs—ground beef alone topped $6.12 per pound in the summer of 2025.

As ranchers, we’re great at producing top-quality beef. But producing it isn’t enough. If consumers don’t know why they should choose beef—or trust it—we could be left with freezers full of great meat no one wants.

That’s where the Beef Checkoff can be so important. The Checkoff’s mission is simple—to drive demand for beef through promotion, research, education and innovation—all funded by producers and importers. Many producers prefer to focus on genetics and herd health rather than marketing, so Checkoff contractors are on the front lines creating demand for the nutrient-rich product we raise.

The Beef. It’s What’s for Dinner. brand reminds consumers why they love beef and makes it top of mind. But promotional campaigns can’t do it all. Programs like Beef Quality Assurance (BQA) help producers improve practices—like injection-site technique—which boost per-head value while demonstrating how much ranchers truly care about quality and safety. That builds consumer trust, which also drives demand.

At Bingham Beef, our customers are increasingly aware of different cuts of beef thanks to the Checkoff’s efforts. Even when food prices rise, I see customers staying loyal to beef. That’s demand in action—and it’s exactly what the Checkoff strives to sustain.

That’s also how the Checkoff’s work connects directly to my business. When customers ask about beef’s role in a healthy diet, I can point to Checkoff‑funded research. When they wonder about sustainability, I can share the educational materials developed thanks to the Checkoff. The more consumers see beef positioned positively and confidently, the more likely they are to choose it—whether from me, their grocery store or a restaurant.

Some producers say they don’t see returns from their Checkoff investments in their bank accounts. I understand it can be difficult to see the connection between a national ad campaign or a nutritional research study to the check you get for your calves. But those investments are helping keep beef in the spotlight, earning trust and loyalty from consumers.

Even with tight cattle supplies and rising costs, U.S. consumers aren’t backing off beef. Per capita consumption is still high, even as prices continue to climb. That kind of stability signals just how much consumers value and enjoy beef, and it doesn’t happen by accident. It’s the result of steady Checkoff efforts to keep demand strong across the board. If you’re curious about the Beef Checkoff’s value, I challenge you to learn more about what the Checkoff’s doing to keep beef at the center of the plate.

Frequently Asked Questions

Understanding the Market Force Behind Producers’ Bottom Lines.

Cattle producers have a lot on their plates managing the day-to-day grind of ranch life, and in an industry with constantly changing dynamics, it’s easy to overlook the forces shaping market returns. There’s one factor that quietly influences producer profitability, and it often gets misunderstood: consumer beef demand.

In the 1980s, consumer confidence was slipping, dietary trends were shifting and beef demand plummeted, taking cattle prices down with it. Producers were culling herds, packing plants were closing and the ripple effects were felt across rural America.

In response, cattle producers voted to create the Beef Checkoff in 1985, a beef promotion, research and education program with one mission — building consumer demand for beef. Forty years later, the Beef Checkoff’s mission hasn’t changed. If anything, it’s become even more important in today’s marketplace. When demand is strong, everyone in the beef supply chain benefits, starting with the producer.

Let’s break demand down using real data, insights from Kansas State University Agricultural Economics Professor Dr. Glynn Tonsor and tools like the Meat Demand Monitor to show how demand ensures long-term profitability on the ranch.

Demand vs. Consumption: Why the Difference Matters

Consumption = how much beef is eaten.

Demand = how much consumers are willing to buy at different prices of beef.

It’s common to hear these two terms used interchangeably, but they’re not the same. While consumption can tell us the volume of beef people are eating, it doesn’t tell us how much they’re willing to pay (and by extension total beef expenditures), and that’s the number that really influences the market.

Demand is the more powerful measure because it captures both volume (lbs) and value ($/lb). It reflects how much beef consumers buy and the price they’re willing to pay. When demand is high, it means consumers are not just eating beef; they’re choosing it on purpose, even when it costs more. That kind of willingness to pay is what supports strong cattle prices.

Dr. Tonsor explains this using a blue jeans analogy. “If you walk into a store planning to buy one pair of jeans, but you spot a buy-one-get-one-free deal and leave with two pairs, your consumption doubled, but your demand didn’t change,” he said. “You simply bought more than originally planned because the price was lower than anticipated. Now flip that: if you went in planning to buy one pair and left with two at full price because you liked the fit and quality, that’s true demand growth. You valued the product enough to pay more for it.”

That’s why consumption data alone can be misleading. There could be millions of pounds of beef sold, but if it was all discounted to quickly move through the system, it’s not likely helping producers’ bottom lines as total industry dollars have likely not grown. That’s why the Beef Checkoff uses demand as an indicator for a successful, profitable industry.

Demand’s Power

Last year offered a clear example of how powerful consumer demand can be. In 2024, beef production was essentially flat, up just 0.1%, with no major shifts in slaughter numbers or carcass weights. Yet fed cattle prices rose 6.6%, and feeder cattle prices jumped 15.6%.1 This fact can be attributed in part to stronger consumer beef demand.

Taking it a step further, research conducted by PH.D.s Melissa McKendree, Glynn Tonsor, Ted Schroeder and Nathan Hendricks estimated how much cattle prices respond to changes in retail beef demand:

  • 1% increase in demand boosts fed cattle prices by 1.52%.2
  • It also boosts feeder cattle prices by 2.48%.2

Using that math, 2024’s 6.7% rise in beef demand2 translates into a:

  • 10.2% increase in fed cattle prices.
  • 16.6% increase in feeder cattle prices.1

“This model helps us put real numbers behind the value of demand growth,” Tonsor said. “It shows just how much of a per-head return is tied to what consumers are willing to pay at retail.”

In short, if demand hadn’t grown, both fed and feeder cattle prices in 2024 likely would have been 10% lower or more.2

What’s Driving Demand Today?

What’s behind this rise in demand? Two major factors, according to the Meat Demand Monitor (MDM), co-funded by the Beef Checkoff, which surveys 3,000 U.S. residents every month:

1. Taste

Consistently, taste is the number one reason consumers choose beef.

In April 2025:

  • 58% of respondents said taste was a top driver.3
  • Only 13% said it was a low priority.3

The U.S. cattle industry has responded by improving carcass quality over the past two decades. Rates of Prime and upper two-thirds Choice have increased, giving consumers a more consistent, flavorful eating experience. The Beef Checkoff reinforces this effort with targeted consumer campaigns and influencer partnerships that spotlight beef’s superior taste and eating experience.

2. A “Pro-Protein” Culture

The broader American public has been leaning toward protein-rich diets. Vegan and vegetarian diets are declining, according to MDM data. Additionally, MDM data shows demand for plant-based alternatives peaked in 2021 and has steadily declined since.

“This hasn’t been a headwind for beef,” Tonsor said. “Beef demand has continued to grow despite more availability of these products.”

What About Sustainability?

Negative reports about the environmental impact of agricultural practices can sometimes circulate in news outlets, often causing producers to feel anxious and defensive. Still, MDM data shows environmental impact ranks much lower as a driving point for consumer purchasing decisions. In April, only 12% of respondents listed environmental impact in their top four drivers, while 65% put it in the bottom four3.

Dr. Tonsor emphasizes that broad demand is still being driven by eating experience, price and freshness, not claims about sustainability. While sustainability may not be a leading purchase driver, the Beef Checkoff continues to highlight producers’ environmental stewardship through national campaigns showcasing responsible grazing, water conservation and habitat preservation. These campaigns remind consumers that raising beef and caring for the land go hand in hand.

Does the Beef Checkoff Make an Impact?

In comparison to other commodity checkoffs, the Beef Checkoff collection amount has not changed since its inception — $1 per head on the sale of live domestic and imported cattle. With inflation, the economic purchasing power of $1 today is not the same as it was in 1985. In response, Beef Checkoff efforts have had to adjust. For example, instead of airing beef ads on traditional broadcast channels, ads now run on Connected TV platforms like Hulu and YouTube, where they reach urban consumers most likely to be influenced.

“Beef Checkoff efforts often out-punch their weight,” Tonsor said. “The programs help drive value well beyond the size of the investment.”

In today’s complex, fragmented market, where consumer preferences vary by age, region and income, demand growth is not something to take for granted. It’s something that must be earned and protected with every dollar and every message. That’s why the Beef Checkoff remains focused on doing exactly that, driving demand through research, promotion and education to keep beef front and center on the plate.

Frequently Asked Questions

A Nebraska rancher shares how Checkoff-funded storytelling—like the Voices of the Outdoors video series—helps build consumer trust by highlighting shared values between beef producers and outdoor enthusiasts.

Today, fewer than 1.5% of U.S. residents make their living by farming or ranching. As a result, many Americans have little to no firsthand knowledge about how their food is produced. That lack of understanding creates space for misinformation and negative assumptions. But when beef producers show who they really are—land stewards, animal caretakers, people who live by the weather and work by the seasons—they start to close that gap.

“Our goal is always the same: to leave the land better than we found it. And I know most other ranchers feel the same way,” 

That’s the goal of the Voices of the Outdoors video series from Beef. It’s What’s For Dinner. and funded by the Beef Checkoff. This series explores the commitment to land stewardship that beef producers, outdoor enthusiasts and conservationists share.

Becky Potmesil Headshot

Becky Potmesil, of Alliance, Nebraska, a cow-calf producer, member of the Cattlemen’s Beef Board (CBB) and co-chair of the Beef Checkoff’s Consumer Trust Committee, was eager to see how these seemingly disparate groups could come together over their mutual passion for nature.

“My husband is the fifth generation on Potmesil ranch,” said Potmesil. “We avoid overgrazing, rotate pastures, lease land in dry years and supplement our cattle’s feed as necessary to reduce pressure on our native grasses. Our goal is always the same: to leave the land better than we found it. And I know most other ranchers feel the same way.”

The Voices of the Outdoors series shows how beef producers like the Potmesils care deeply about the land and pairs them with outdoor enthusiasts—hikers, climbers, hunters, even surfers—who love the land in their own way. These enthusiasts ultimately leave with a better understanding of how beef production can go hand in hand with careful, sustainable land management. They and the series’ viewers learn how cattle grazing can contribute to environmental conservation by preserving open spaces, protecting wildlife habitats, mitigating wildfires and sequestering carbon.

“Ranchers and outdoor enthusiasts may not always see eye to eye, but the series shows how we can come together over the mutual desire to keep open spaces healthy and beautiful,” Potmesil said.

The Voices of the Outdoors series helps people see the bigger picture of what beef producers do every day. It’s a strong example of how Beef Checkoff dollars can be used to build trust—through storytelling that connects with consumers who might have little personal connection to agriculture. Efforts like this, alongside other vital Checkoff programs, help ensure beef remains relevant, respected and a top choice at the meat counter.

“Some of my fellow producers may ask why the Beef Checkoff funds a video series like this,” Potmesil said. “I tell them it’s exactly the kind of content that builds consumer trust. Many people may not go online to specifically find information about beef production or environmental stewardship. But they might be served this kind of content on YouTube or Instagram because of an interest in farming, horses, recycling or cooking. When they see Voices of the Outdoors it may spur more positive feelings about beef production and encourage them to choose beef over other proteins.”

Frequently Asked Questions

Despite high retail beef prices and ongoing economic uncertainty, consumer demand for beef remains strong. Looking ahead, emphasizing beef’s competitive advantages — such as being a top source of protein, superior in taste, nutritious, ideal for social gatherings and special occasions, and offering convenience and versatility — will remain crucial. Get access to the 2025 Beef Industry Review and Consumer Insights edition.

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Are you looking for Beef Checkoff financial information? Program highlights? Research results? Key studies? It’s all available in the Cattlemen’s Beef Board and Beef Checkoff 2024 Impact Report.

The Cattlemen’s Beef Board Annual Report and the Annual Evaluation of Beef Checkoff Programs Report were combined to streamline processes and provide members and stakeholders with a single, comprehensive document.

The Cattlemen’s Beef Board puts full consideration into providing producers and industry stakeholders with the resources and information they need to feel confident in the effective, efficient and correct use of their Beef Checkoff dollars.

These programs are only a small snapshot of all Checkoff- funded programs, campaigns and initiatives accomplished in fiscal year 2024. Thank you to producers for supporting, investing in and guiding the Beef Checkoff program!

From primetime sports broadcasts to national news features, here are a few recent Beef Checkoff success stories accomplished with beef farmers’ and ranchers’ Checkoff investments.

LIVE SPORTS ADVERTISING

Checkoff-funded Beef. It’s What’s For Dinner. leveraged Connected TV (CTV) to reach 78 million U.S. consumers watching live sports, placing ads across major networks like ESPN, NBC Sunday Night Football, Peacock and the NFL Network. These placements reached nearly 3 million viewers, resulting in 2.8 million complete video views. The Summer Games broadcast on NBC and Peacock contributed an additional 300K video views from live sports fans who watched Beef. It’s What’s For Dinner. baseball-and mountain-biking-themed commercials.

QUICK FACT: CONNECTED TV AND TRADITIONAL BROADCAST TV – WHAT’S THE DIFFERENCE?

Some producers remember when Beef. It’s What’s For Dinner. ran commercials on national, traditional broadcast TV, and they ask, “Why don’t I see those beef ads on television anymore?”

The quick answer is, yes, beef is still very much on TV, only in a different way. “Connected TV” is a platform where content is streamed over the internet, and shows are available through services like Hulu, Peacock, YouTube, Netflix and Paramount — while broadcast TV is delivered through over-the-air scheduled programming on designated channels. Connected TV services make it possible to target commercials to precise, defined consumer audiences. On broadcast TV, targeting capabilities are limited.

Because farmers and ranchers already know and love beef, the Beef Checkoff acts to be efficient stewards of the Checkoff dollar and use it where it counts. That’s why it’s typically only the urban consumer audience who may see beef commercials – so they can discover beef’s strong attributes and make the decision to put it in their shopping carts.

“CHEF’S NIGHT IN” VIDEO SERIES

Beef. It’s What’s For Dinner. launched “Chef’s Night In,” a video series offering a glimpse into chefs’ personal lives. Through this storytelling approach, audiences were brought into chefs’ homes as they prepared and enjoyed their favorite beef dishes with friends and family, offering a relatable, human touch to their stories. The campaign reached 3.6 million views across the web, social media, YouTube and chefs’ channels.

IMMERSIVE BEEF EXPERIENCE

From more than 300 applications, a cohort of 25 urban and suburban high school science teachers, administrators and curriculum directors were selected to join virtual learning sessions and a four-day immersive experience in Kentucky. This program connected educators with cattle producers and industry experts, equipping them with insights into beef production and methods for integrating these concepts into Next Generation Science Standards and their classroom curriculum. This national event fostered lasting partnerships and helped educators address misconceptions about production, animal welfare and sustainability.

LEAN BEEF E-COMMERCE CAMPAIGN

To promote beef as part of a healthful diet during American Heart Month, an e-commerce campaign was launched with a national club store. Nutrition-themed beef ads appeared on retailer sites, mobile apps and popular platforms like Weather.com and The Today Show online. The campaign generated $31 in beef sales for every $1 invested, resulting in $11.2 million in incremental sales. Additionally, 26% of ad-exposed buyers were new customers, highlighting the power of e-commerce in driving beef purchases.

INNOVATION AND MARKET DEVELOPMENT OVERSEAS

Sam’s Club has a strong presence in China’s retail market and plays a key role in U.S. beef sales. China’s Sam’s Club efforts generated $11.2 billion in sales, with 47% from online and 65% from U.S. chilled beef. To boost U.S. beef recognition, a promotional partnership was launched, including training for 121 employees at 11 stores and a trip to Korea by Sam’s Chinese purchasing team. The training enhanced cutting skills and reduced monthly meat loss by 0.1%, while the Korea trip offered valuable insights into the U.S. beef industry. This effort helped drive a 3% increase in Sam’s import volume of U.S. chilled beef to China.

FARMER, RANCHER AND VETERINARIAN ENGAGEMENT WITH CENTERS FOR DISEASE CONTROL AND PREVENTION (CDC) LEADERS

An interdisciplinary group of 18 agricultural leaders from organizations such as the Cattlemen’s Beef Board, National Pork Board and the American Veterinary Medical Association visited CDC campuses to engage with key officials. They presented topics affecting animal agriculture to the entire team in the Division of Foodborne, Waterborne and Environmental Diseases. This engagement strengthened collaboration, particularly by training CDC scientists on better communication with agricultural leaders and CDC audiences, and addressing misconceptions, such as the unfounded link between confined animal feeding operations (CAFOs) and disease outbreaks.

IMPROVING ADOLESCENT HEALTH THROUGH NUTRITION

To educate on the benefits of beef in a healthy lifestyle, 50 nutrition scientists, physicians, dietitians and public health experts convened to discuss the critical role of nutrition for adolescents (ages 9–19). The event identified research gaps and opportunities to improve diet quality and nutrient adequacy for teens and tweens, with participants emphasizing the need for evidence-based dietary guidance to support adolescent health and wellbeing.

Frequently Asked Questions

U.S. beef farmers and ranchers are committed to continuous improvement to the land, water and health of their animals, producing high-quality beef for decades. As a result, the U.S. leads the world in greener solutions in beef production, with the lowest beef greenhouse gas emissions intensity globally since 1996.456 By focusing on the well-being of the land, their livestock, and their local communities, beef producers have enhanced efficiency while conserving the natural resources under their care.

Built on Three Pillars

Sustainability can be a broadly used term, most often associated with environmental efforts – but smarter, greener practices extend beyond that, balancing three pillars: social responsibility, economic viability and environmental stewardship. Together, these pillars highlight how beef farmers and ranchers lead with purpose.

  • Environmental Stewardship: Between 1961 and 2019, U.S. beef producers have reduced greenhouse gas emissions per pound of beef by over 40 percent while producing 75 percent more beef per animal.12378
  • Economic Viability: Sustainable operations are also smart business. By improving efficiency, producers are increasing profitability while feeding more people.
  • Social Responsibility: The beef community strengthens rural economies, improves livelihoods, and upholds traditions. It’s about family, neighbors and legacy.

These pillars are being implemented daily on the farm and ranch, positioning U.S. beef producers as global leaders in responsible beef production. Many ranchers actively enhance wildlife habitat and improve the health of their rangeland, and as caretakers of nearly one-third of all U.S. land,9 preserving ecosystems isn’t just a responsibility, it’s a way of life.

Consumer Education and Outreach

Just as beef producers have long prioritized raising cattle with care and common sense, the Beef Checkoff has mirrored that commitment, working to drive demand for beef and build consumer confidence in beef and beef products. Consumer perception of beef remains high, with more than 90 percent of consumers expressing a positive to neutral perception of beef as a protein.10 Still, when making a purchasing decision, 70 percent of consumers consider how an animal is raised.7 This data proves that sharing the sustainability story remains crucial. That’s why the Beef Checkoff continues to communicate the positive, measurable efforts of beef farmers and ranchers.

Firstly, all sustainability information shared with consumer audiences is backed by science. The Beef Checkoff funds research that proves how, when properly managed, cattle operations can improve soil health, support carbon sequestration and protect native grasslands. This Checkoff-funded research defends beef’s reputation when misinformation is shared or there’s environmental scrutiny.

From there, the Beef Checkoff takes a proactive approach, staying ahead of issues that could impact consumer perceptions through a two-pronged education and outreach effort. The ultimate goal is to connect and engage with people before false or misguided information about beef production practices spreads. Then, the Checkoff can share the research-backed facts.

Here are just a few examples of what the Beef Checkoff does to educate and inform others about beef production:

  • Developing educational units for middle and high schools: By connecting with young minds, the Checkoff can educate tomorrow’s beef consumers today. Educational units focus specifically on greenhouse gases and cattle, as well as general beef production and genetics.
  • Hosting On The Farm STEM events: The Beef Checkoff funds annual educator immersion events designed to bring inner city teachers to real, working farms to learn about beef production.
  • Taking part in New York City Climate Week: Beef is an active voice during Climate Week, the largest global climate event. Checkoff-funded It’s What’s For Dinner. hosts webinars and shares resources on how beef can be a climate-smart food and provides science on emissions.
  • Collaborating with the Beef Expert Network: The 50 influencers who make up the Checkoff’s Beef Expert Network are all passionate about sharing beef’s story and connecting with their audiences to address misinformation surrounding beef.
  • Sharing information via digital campaigns: Checkoff-funded digital campaigns on Connect TV, YouTube, websites and social platforms encourage consumers to rethink the ranch. Real beef producers share their beef stories and how they care for their cattle and land through series like “Voices of the Outdoors.” This video series connects ranchers with outdoor enthusiasts, and they come together over their shared belief in taking care of the land.

The Beef Checkoff is working to make sure folks hear the real story about how farmers and ranchers raise beef – honest, transparent and straight from the pasture. It’s about showing the care and commitment that is put in every day. Want the facts? Visit beefresearch.org to learn more.

Frequently Asked Questions

The cattle cycle continues to point toward tighter inventory numbers and beef production ahead, despite a cyclical pause, as supplies were virtually steady in 2024. While the industry may be approaching a low in cow inventories, the smaller calf crop in 2024 and likely 2025 will continue to work through the supply chain. Get more insights from Patrick Linnell, market analyst at CattleFax.

Frequently Asked Questions

Ranchers already know raising cattle protects the land, but many consumers don’t. That’s why the Checkoff-funded Beef. It’s What’s For Dinner. is investing in stories like this — filmed at VanWinkle Ranch in Colorado — to show how ranchers and conservationists work together. Watch how this episode of “Voices of the Outdoors” helps bridge the gap.

Frequently Asked Questions

To enhance consumer education and highlight the people who raise cattle, the Beef Checkoff’s docuseries, “Cattle Calling,” released a new episode on the Rose Ranch. Located along the coast of Washington State, Rose Ranch has been in operation since 1923. For 100 years, each generation of the Rose family has come back to South Bend to play their part in producing high-quality beef, protecting the land and maintaining the family legacy. “Cattle Calling” fosters understanding and connection between consumers and the resilient men and women who steer the sustainable future of beef production. Watch the episode.