About the Producer Communications Program
Through the Producer Communications program, a small percentage of Beef Checkoff dollars are utilized to communicate to beef producers and importers about how their dollars are being used throughout the Beef Checkoff program. This includes the use of dollars in promotion, research consumer information, industry information and foreign marketing. Furthermore, the Producer Communications program relays how Checkoff dollars are allocated, shares results of investments, highlights program successes and builds understanding of Checkoff roles, responsibilities and processes.
Contractors With Projects Funded Under Producer Communications
Cattlemen’s Beef Board (CBB)
The CBB focuses on educating producers on why and how Checkoff dollars are spent to increase beef demand. The goal is to build a strong, trusting partnership through listening, transparency and clear communication. Fiscal Year 2021 initiatives include:
- Create diverse opportunities to listen firsthand to beef producers in order to measure opinion and sentiment, monitor media coverage and trends around the beef industry, view social conversations, and inform communication strategies across all areas of communication to producers.
- Grow the footprint of The Drive publishing platform to ensure messaging about Checkoff successes continues to reach as many producers as possible, including print and email newsletters, social media, websites, webinars and other outreach.
- Expand the public and media relations program to develop key leadership to speak on behalf of the Checkoff, Checkoff issues management, influencer communications and media relations.
2021 Funding: $1,689,915