August 19, 2026
Lauren Moylan welcomes Greg Hanes, CEO of the Cattlemen’s Beef Board, to discuss the beef checkoff, beef demand, and how producer dollars are being used to support the beef industry. Greg explains how the beef checkoff works, how programs are selected and funded, and how producer committees help determine where dollars are invested. He also discusses how the Beef Board measures program performance and return on investment.
The conversation also explores beef demand, consumer research, beef promotion, international marketing, and why collaboration across the beef supply chain is critical to keeping consumers choosing beef.