About the Industry Information Program
The Beef Checkoff is dedicated to helping beef producers vocalize their commitment to producing safe, wholesome beef products. With the end goal of enhancing the image of the beef industry, Industry Information programs work to develop new markets, marketing strategies and increase efficiency and activities. These Beef Checkoff programs focus on issues, management, public relations and beef and veal quality assurance.
Contractors With Projects Funded Under Industry Information
North American Meat Institute (NAMI)
NAMI’s Veal Quality Assurance (VQA) keeps veal top of mind with consumers and channel marketer decision-makers, creating a more favorable and sustainable marketplace for veal. Fiscal Year 2020 initiatives include:
- Provide ongoing program management to ensure 95 percent of all U.S milk-fed veal are from VQA-certified farms.
- Create a comprehensive crisis plan based upon industry input and collaboration from stakeholders. And conduct a crisis training webinar for industry leaders.
- Amplify the veal industry’s story by hosting food writers and influencers on farm tours and leverage content on social media.
2020 Funding: $157,716
The Consumer Trust Committee was identified in the Long Range Plan to oversee projects for this program.
National Cattlemen’s Beef Association (NCBA)
NCBA’s Beef Quality Assurance (BQA) program prepares beef producers to respond to issues appropriately and offers additional training to develop credible advocates within the beef community. Fiscal Year 2020 initiatives include:
- Utilize the beef Digital Command Center to see who is talking about beef and what is said. The issues management team works to respond to issues and crises as they occur.
- Increase participation in the Masters of Beef Advocacy (MBA) program, which provides training to develop credible advocates and spokespeople within the beef community, equipping them with information and resources to readily engage in conversations and address consumer concerns about beef and how cattle are raised.
- Increase the number of producers that are BQA-certified and promote the understanding of the BQA program and the positive outcomes it provides for the cattle industry.
2020 Funding: $3,192,230
National Livestock Producers Association (NLPA)
NLPA develops and executes the annual Antibiotic Symposium. Fiscal Year 2020 initiatives include:
- Engaging beef producers at the Antibiotics Symposium and presenting as part of a panel or interview to share insights and experiences.
- Conducting five specific communication collaborations with One Health stakeholders.
2020 Funding: $99,757
The Safety Committee was identified in the Long Range Plan to oversee projects for this program.