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Why does CBB use checkoff dollars to tell producers what the checkoff is doing? Why not use that money to convince consumers to eat more beef?

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The producer attitude survey is conducted every year to gauge producers’ awareness of and attitudes toward the Beef Checkoff. Each year, when asked about activities the checkoff is involved in, producers consistently say, “informing producers about the results of Beef Checkoff programs,” is necessary.

Cattlemen’s Beef Board’s (CBB) producer leadership agrees and invests a small percentage (about 3.5 percent) of its total budget toward producer communications in an effort to keep all producers informed about what their money is accomplishing. CBB is dedicated to being transparent so producers understand the impact their dollar is having on the beef industry and how it is driving demand around the world.

Elements of this effort include The Drive e-newsletter, electronic updates, articles in trade publications, limited advertising and other tools. CBB is constantly working to create better ways for producers to contact Beef Board members to express their opinions and offer suggestions by conducting one-on-one interviews and listening surveys, attending local expos and commissioning a yearly independent producer attitude survey.