Beef Producer Attitude Survey
An independent survey of beef producers found 69 percent continue to approve of the Beef Checkoff Program. Importantly, the more producers know about the program, the more supportive they are. The survey also found that producers are generally more optimistic about the cattle industry than they were a year ago. The random survey of 1,252 beef and dairy producers nationwide was conducted by the independent firm Aspen Media & Market Research in late December 2016. The survey found that while support of the checkoff is down from a year ago, a substantial majority of beef and dairy producers continue to say their beef checkoff is a good value:
- 76% say the beef checkoff has contributed to a positive trend in beef demand
- 73%say the checkoff has value even when the economy is weak
- 66% say the checkoff contributes to profitability of their operations
- 67% say the checkoff represents their interests
- 58% believe the checkoff is well-managed
The survey informs checkoff leaders of strengths and weaknesses in producer communications efforts and are used directly in developing an authorization request for the next year. Four state beef councils took the opportunity to “heavy up” with this year’s survey to get feedback from producers in their own states. See this year’s survey results as well as results from previous surveys.