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Producer Communications

Works to build producer understanding of the Beef Checkoff by communicating to beef producers and importers about the use of Checkoff dollars within these programs – promotion, research, consumer information, industry information and foreign marketing. The goal is to inform beef producers and importers about how their Checkoff dollars are utilized to drive demand for beef.

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 2022 initiatives include:
  • Plan, develop and share insights from key audience research to define how to engage with producers and key audiences most efficiently.
  • 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 tactics.
  • Develop and distribute four episodes of The Drive in Five, utilizing publishing platform channels including The Drive e-Newsletters, Checkoff social media properties and DrivingDemandForBeef.com
  • 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.

2022 Funding: $1,850,000

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