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)

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 2020 initiatives include:

  • Elevate the listening initiative to measure opinion and sentiment, monitor traditional media coverage and trends, view social conversations and inform communication strategies across all tactics.
  • Grow the footprint of The Drive publishing platform to ensure messaging about Checkoff successes continues to reach as many producers as possible.
  • Expand the public relations program consisting of thought leadership, crisis communications, influencer communications and media relations.

2020 Funding: $1,645,993

The Investor Relations Working Group was identified in the Long Range Plan to oversee projects for this program.

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