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 2019 initiatives include:
- Expanding on the producer listening efforts to amplify listening beyond the annual Producer Attitude Survey.
- Creating an integrated producer communications program consisting of a new publishing strategy and platform, an awareness and engagement campaign, and state beef council support.
- Developing a public relations program consisting of thought leadership, crisis communications, influencer communications and media relations.
2019 Funding: $1,700,000
The Investor Relations Working Group was identified in the Long Range Plan to oversee projects for this program.