The new Rethink the Ranch campaign puts a genuine face on the beef industry by sharing real life moments of six beef-producing families across the country.
So, while you are focusing on managing your operation, your checkoff investment is at work helping consumers rethink how beef goes from your pasture to their plate.
The beef checkoff is re-introducing consumers to beef during this 25th anniversary of “Beef.
It’s What’s for Dinner.” When consumers go to the re-designed website, your checkoff has one section to introduce them to the real ranchers and farmers and their stories about how they produce beef.
The iconic brand highlights the humanity behind beef production; to connect consumers to the process AND the people AND the product!
Generations of the Armitage family working the A-Bar Ranch in Oklahoma say the beef checkoff is beneficial in many ways, from educating the consumer about the nutritional benefits of beef to protecting beef's reputation.
Mike and Martha Armitage at A-Bar Ranch in Oklahoma say the transition of a beef operation from generation to generation can be difficult, but the beef checkoff is a leader in helping families do just that.
Cody Easterday, who operates feedlots in eastern Washington, knows the importance of the beef checkoff when it comes to communicating with his consumers.
“The checkoff is a conduit between us and the consumer,” says Cody.
“It provides the education we need to produce the product that the consumer wants.”
We know there’s nothing more memorable than sharing a delicious meal with family and friends during the holiday season, so your checkoff is delivering recipes for the whole gang.
It’s just one way we help keep beef on the minds, and dinner tables, of consumers all year long.
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.
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