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Frequently Asked Questions


Jan Lyons of Manhattan, Kansas, was honored with the Cattlemen’s Beef Board’s (CBB) fourth annual Beef Checkoff Visionary Award during the General Session of the 2024 Cattle Industry Summer Business Meeting in San Diego, California. This award recognizes an individual in the beef industry who has demonstrated exemplary support of and commitment to the Checkoff’s goals and vision.

“Jan has been an important part of the beef industry for decades,” said Andy Bishop, 2024 CBB chair. “She had a vision and an energy that made a powerful imprint on the people and processes behind the Beef Checkoff program. She saw the strength of early Checkoff programs and the importance of having a consistent national Checkoff message across all states. For these and so many other reasons, Jan truly deserves the 2024 Visionary Award.”

Jan and Frank Lyons started the Lyons Ranch Angus cowherd south of Manhattan, Kansas, more than forty years ago. Jan was raised on a small Angus farm in eastern Ohio, helping her dad and brother with the farm and taking care of their cattle. She and Frank, whose family farmed as well, wanted to raise their daughters, Debbie and Amy, to appreciate good cattle and the ideals and work ethic they valued so much.

Over the years, Jan gave much of her energy and time to the beef industry and people she loved. She first volunteered as a 4-H leader at the local and county levels and for the Kansas Junior Angus Association. Jan was also the first woman president of the Kansas Angus Association, chair of the Kansas Beef Council, president of the Kansas Livestock Association, chair of the Cattlemen’s Beef Board, and, finally, president of the National Cattlemen’s Beef Association (NCBA) in 2004. During her time as NCBA president, Jan reassured the public that the U.S. beef supply was safe during the “Cow that Stole Christmas” bovine spongiform encephalopathy (BSE) event in December 2003.

“Certainly, the Beef Checkoff as we know it today wouldn’t exist without Jan’s tireless efforts spanning decades of commitment and dedication to the beef industry,” said Greg Hanes, CEO of the Cattlemen’s Beef Board. “Her pioneering focus on pinpointing consumer demand drivers during the Checkoff’s early years led to tremendous growth for our industry. On behalf of everyone at the CBB, I congratulate Jan on this well-deserved award.”

Frequently Asked Questions

A recent economic analysis of the national Beef Checkoff program found that each dollar invested in its demand-driving activities for the most recent five-year period (2019–2023) positively impacted domestic beef demand and U.S. beef exports, creating a total financial benefit of $13.41 for the producers and importers who pay into the program.

This spring, the Beef Checkoff commissioned an independent economic analysis to thoroughly assess the effectiveness and additional financial benefits produced by the program’s demand-driving activities. Conducted by Dr. Harry M. Kaiser of Cornell University, this study’s objectives were to measure:

  • Whether national Beef Checkoff demand-driving activities increased demand for beef products (domestically and abroad)
  • The combined benefits of those activities in terms of their incremental financial impact to beef producers and importers
  • The indirect benefits of national Beef Checkoff demand-driving activities to the broader macroeconomy

“We’re extremely pleased with the results of this latest study,” said Cheryl DeVuyst of Morrison, Oklahoma, chair of the Beef Checkoff Evaluation Committee and current secretary-treasurer of the Cattlemen’s Beef Board (CBB). “The Beef Checkoff’s primary goal is to increase beef demand here in the U.S. and worldwide. The statistics uncovered by this study tell us that we’re achieving that goal and providing producers and importers with an excellent return on their national Checkoff investments.”

Beef Checkoff’s Return-on-Investment (ROI):

In addition to calculating a ROI of $13.41, the ROI analysis enabled the study to simulate market conditions for beef demand in the absence of national Beef Checkoff investments. For the most recent five-year period, 2019-2023, had there not been any investments in national Beef Checkoff demand-driving activities:

  • Total domestic beef demand would have been 2.4 billion pounds (8.5%) lower per year than actual results.
  • The steer price would have been 7.8% lower per year than actual results.
  • U.S. export beef demand would have been 372 million pounds (11.5%) lower than actual results in the seven major importing countries included in the study.

Beef Checkoff’s Broader Economic Impact:

The study also evaluated the national Beef Checkoff’s direct effect on the beef industry (i.e. producers and importers that pay into the program) and its indirect effects on the broader U.S. economy. To quantify the total revenue impact of the national Beef Checkoff on the beef industry sector, the study utilized the beef demand (8.5%) and U.S. beef export (11.5%) percentages derived from the ROI market simulation analysis. Applying these percentages indicated that the national Beef Checkoff added an incremental $3.3 billion to the beef industry in 2023.

The direct effect of the national Beef Checkoff adding an incremental $3.3 billion to the beef industry sector had positive indirect effects on the broader U.S. economy, including increases in:

  • U.S. employment by almost 47,000 people
  • U.S. employment income by $2 billion
  • Total value added to the U.S. economy of $4.1 billion
  • U.S. GDP by nearly $9.5 billion

Furthermore, the national Beef Checkoff contributed to increased tax revenue at the federal, state, and local levels, amounting to a grand total of $743 million in 2023, distributed as follows:

  • $34 million in county tax revenue
  • $205 million in state tax revenue
  • $504 million in federal tax revenue

“While we’re pleased Beef Checkoff programs are having a positive impact, we know there’s always room for improvement,” DeVuyst said. “The CBB is dedicated to making the best possible decisions on behalf of beef producers and importers. As we head into the remainder of FY24, we’ll take what we’ve learned from this study and continue moving the needle forward.”

All commodity boards conduct an independent evaluation of the effectiveness of their programs every five years, as outlined by the USDA’s Agricultural Marketing Service (AMS) guidelines for commodity research and promotion programs. To view the complete study, executive summary or to get more information about the Beef Checkoff and its programs – promotion, research, foreign marketing, industry information, consumer information and producer communications – visit DrivingDemandForBeef.com.

*This study only pertains to the funds collected for the national Beef Checkoff program. It does not assess the impacts of Beef Checkoff program dollars invested by Qualified State Beef Councils for state-level efforts.

Frequently Asked Questions

American TV icon Ed Sullivan used to boast that viewers were about to witness “a really big show!” Well, a really big show came to Denver September 9-10, and as always, the Beef Promotion Operating Committee (BPOC) meeting, where the Beef Checkoff program funding decisions are made for the next fiscal year, didn’t disappoint.

Opponents of the Beef Checkoff have criticized the program for all sorts of things: being outdated, being unfair…even doing business behind closed doors. But anyone who follows the process or has attended a BPOC meeting knows nothing could be further from the truth.

Work conducted during the annual BPOC is the culmination of the beef industry’s entire year — the end result of hundreds and hundreds of volunteer hours from producers and importers, thousands of miles traveled, and hours upon hours of painstaking study and spirited debate. This year, the 20-member committee heard from nine potential contractors, both big and small, pitching 15 Authorization Requests that encompassed more than 50 tactics. From Producer Communications, Promotion, and Research to Foreign Marketing, and Consumer and Industry Information, every one of the ideas was carefully crafted to carry out the Beef Checkoff’s primary mission: to drive demand for beef.

Some proposals promised creative outreach solutions; others looked at ways to keep beef at the center of the plate, both here and abroad; still others dove into nutrition, sustainability, antibiotics, and other leading-edge scientific waters. There was something for every interest. Discussions were long and often impassioned as committee members tirelessly debated, probed, and debated some more to ultimately whittle down the funding requests by more than $8 million to match the projected budget. It was fiscal responsibility and accountability in action — and in today’s crazy world, that’s something to be proud of.

So, when the dust settled, did everyone get everything they wanted? Did anyone get everything they wanted? No. The reality is, it was the Beef Checkoff process as producers intended 35 years ago: an exercise in innovation, compromise, and finding the best possible ways to leverage producers’ and importers’ Checkoff dollars. Like all Checkoff business, the doors were wide open, and producers and importers were welcome to observe the proceedings. For anyone who wasn’t able to attend, you can see how it all shook out on the CBB website.

Frequently Asked Questions

Twenty cattlemen and women – representing cow/calf, feeders, stockers, dairy, and importers – will gather in Denver, Colorado on September 9 & 10 to discuss, debate, and ultimately allocate around $40 million for eligible beef industry programs within the Beef Checkoff.  This group is known as the Beef Promotion Operating Committee (BPOC) and meets each year at this time with some big beef decisions on their plate.

The BPOC “September Decision” is no easy task.  The Committee is appointed by their peers, and has 10 members from the Cattlemen’s Beef Board, and 10 members from the Federation of State Beef Councils, from all over the U.S.  This versatile group is tasked with a very important and serious job: to select and fund the best Beef Checkoff programs for the following fiscal year, beginning October 1.

Months of feedback has already taken place by the time the BPOC members step off the plane in Denver.  Calls for proposals from Checkoff contractors went out earlier in the year; the proposals, known as Authorization Requests (ARs), were reviewed and edited by multiple bodies.  In July, contractors presented their preliminary ARs to more than 200 beef producers on Checkoff committees, asking for honest feedback and comments on their ideas and projects.  Those committees obliged and gave them pages of comments and suggestions, and even rated every potential program.  Following those presentations, each contractor then took that feedback home and adjusted their projects to best ensure they meet the needs and wants of those producers that pay into the Checkoff.  That same feedback was gathered and handed over to the BPOC for this September meeting– valuable insight when allocating millions of dollars.

Membership on the Operating Committee is not for the meek.  Every year, contractors typically bring many millions of dollars more in “asks” than the budget allows.  Dividing the Checkoff dollars between promotion, research and education projects – down to the penny, I might add – is often accompanied by lively debate, difficult decisions, and unfortunately, even cuts to great programs.  The members weigh and sift each proposal, separating the “wheat from the chaff, by focusing on what they believe will best support the industry now and in the future.

These beef-producing decision makers pay Checkoff dollars themselves; they know the weight of their “September Decision” on fellow cattle families, and the entire beef industry.  Those Checkoff dollars are theirs too, and their decisions are not taken lightly.

For more information on the upcoming 2020 Beef Promotion Operating Committee meeting, which is open to anyone and will be conducted virtually this year, click here.

farmer carrying bag over shoulder

Frequently Asked Questions

From July 29th to 31st, cattlemen and women from across the country gathered at the Cattle Industry Summer Business Meeting to discuss current issues and develop programs and initiatives important to the beef industry. Contractors to the Beef Checkoff presented their 2020 authorization requests to their respective program committees, receiving valuable feedback that will help them further improve the Beef Checkoff’s positive impact. The Beef Promotion Operating Committee will review these authorization requests, and in September, the committee will make funding recommendations on Beef Checkoff investments and priorities for the 2020 fiscal year. The annual checkoff budget will then be approved by the Cattlemen’s Beef Board (CBB) and the U.S. Department of Agriculture (USDA).

Throughout the event, cattle producers attended various interactive sessions and meetings centered around Beef Checkoff efforts and other industry-related topics. A major highlight was an industry update from Randy Blach, CattleFax CEO. Producers heard him explore various factors, from herd expansion and export markets to swine fever ramifications and corn crop expectations, that will have a future impact on the U.S. cattle market.

Because the Summer Meeting’s primary focus centers on the Beef Checkoff’s future projects, beef producers and CBB members broke out into the five different committee sessions to hear from checkoff contractors about the efforts they are making to help drive beef demand. The program committees are Safety, Nutrition and Health, Innovation, Consumer Trust and Export Growth.

“By working as a team using this committee structure, we do our best to assure that we get the biggest bang for the buck for every producer dollar we receive,” says CBB member Jimmy Taylor from Cheyenne, Okla.

Some cattle producers voiced a concern over misinformation being shared from different industry groups that oppose the Beef Checkoff.

“The checkoff program is no stranger to criticism, and every question I had was answered openly,” says first-year CBB member, Bree DeNaeyer from Seneca, Neb. “I came away from the Summer Meeting feeling better armed to not just defend, but promote the Beef Checkoff.”

Being a CBB member provides producers with a unique opportunity to positively influence and help improve the Beef Checkoff. The checkoff is a complex program that requires producer input in order to remain successful.

“Before, I had no idea the Beef Checkoff did so many things to efficiently influence demand for beef,” Taylor adds. “As a producer, this makes me feel really good about how my checkoff dollars are being used, and I now realize how important the checkoff is to the success of the beef industry. As a result, I have become a much better advocate for the industry.”

Any and all beef producers can be nominated to be a member of CBB. If you are interested in serving on the board, begin the process today by speaking with your state beef council or certified nominating organizations. Members are appointed by the Secretary of Agriculture based on nominations submitted by these certified nominating organizations. Learn more here.