b'Research shows had there been no Beef Checkoff activities for the last 5 years, domestic beef demand would have been 14.3 percent lowerBy Greg Hanes, CEO, Cattlemens Beef Board We do the same thing with yoursets - and work with Cornell Universityinsights to help drive decision making in theWhat does an extra 2.6 billion poundsout of business. Middlemen will try to Every dollar counts these daysandproducer-given checkodollars. Each dollarto determine the return of the checko scheckofor the nextve years, to retraceof beef demand look like to you? Thatsprotect their operating margins, so any no one understands this better thanthat moves through the Beef Checko investment into these programs to allour steps, to ask the tough questions andabout 4.4 million head of cattle. Visitprice decrease at the consumer level gets hardworking, dedicated beef farmersmeans that a beef producer sold one headsegments of the beef industry. The Beefto focus dollars in marketing, research andwith a relative or neighbor about whatpushed down through the system to the and ranchers. Whether determiningof cattleand pooled together those dollarsChecko s latest ROI study was conductedpromotional programs that will do the mostthe markets were like in the 1980s andproducerand producers prices decline. your picks at the sale barn, watchingare invested into sustained marketing and(and then presented this past July ingood for the industry. early 1990s. Falling beef prices, marketWe know that things are tough out there the markets, buying feed, researchingpromotion programs designed to bring valueDenver) by Cornells Dr. Harry Kaiser, aThe truth underneath all those numbers isupheaval, shortened supply as cattlefor ranchers and farmers, but creating this vaccinations, or looking over your ledgerback to you by building demand for beef. leading expert on determining the return ofthat the checko s impact continues to growproducers held oselling until theextra demand is important and something at the kitchen table, you heavily considervarious programs.and be relevant. The latest study showsmarkets increased. When demand falls,that only the checkocan do at this level. your investment into your operation. BeHow do we know that we have great returns? As the same careful stewards of yourthat beef demand would have been 14and without a sustained marketingYou need support and focused marketing itnancial or physical or emotional orEveryve years we turn over our data andproducer dollars as you are at home, wepercent lower these pastve years withoutprogram in place, there is little theand promotional programs to drive through time and talent, you understanddig into thegures for all program areas.feel it is extremely important to ensurethe checkodomestically, and downproducer can do except scramble toconsumer demand for beef. The industry the value of your time and money, andWe gather all the spreadsheets of checko programs are indeed bringing value back5.5 percent in the international marketscut costs. When this continues andneeds the checko , and were dedicated gauge its return with high scrutiny. That isresults by project and program from theto those who are contributing to it. Thewithout it. Domestically, that equals aboutoverwhelms your ability to cut costs,to thoughtful, data-supported decisions to your ROI, or Return on Investment.pastve years - and countless other dataproducer decision makers use these2.6 billion pounds of beef each year! the marketplace can run beef producerscontinue that support where its needed. '