Protecting Beef's Image

"What makes it easier for me to sleep at night is knowing that our checkoff is responding directly to consumers and mainstream media with easy-to-understand, fact-based information that sets the record straight." - Steven Mafrige, fourth generation beef producer from Texas Watch more from Steven about safeguarding the beef industry!

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The beef checkoff increases beef demand through promotion, research and new product development, and a variety of other marketing tools.