My Beef Board Members 
Select State... 

Frequently Asked Questions

On July 27-30, cattlemen and women from across the U.S. gathered at the Gaylord Rockies resort in Denver – and virtually, from their own farms and ranches – for the annual Cattle Industry Summer Business Meeting. Here, the cattle industry discussed current issues as a group, heard the new 2021-2025 Beef Industry Long Range Plan and reviewed how the Beef Checkoff has adjusted messaging and programs over the past several months.

While at the meeting, Beef Checkoff committee members from the Cattlemen’s Beef Board and Federation of State Beef Councils in each of the five different program committees – Safety, Nutrition and Health, Innovation, Consumer Trust and Export Growth – heard presentations from Checkoff contractors. These presentations explained how programs, research and education have creatively changed to drive beef demand over the past six months. A video of the full presentation can be viewed below.

Individual Contractor Presentations

“As we’re all aware, 2020 has presented the beef industry with numerous challenges,” said Jared Brackett, chair of the Cattlemen’s Beef Board. “Our Beef Checkoff contractors have truly risen to the occasion, revising their 2020 plans to accommodate the changes that the COVID-19 pandemic has brought to our lives, both professionally and personally. The presentations we heard at this year’s Summer Business Meeting only made me feel even more confident that the Checkoff will continue to drive beef demand in a positive direction. I’m also looking forward to seeing how we’re able to apply what we’ve learned in 2020 to our efforts in 2021.”

To learn more about the Beef Checkoff and its programs, including promotion, research, foreign marketing, industry information, consumer information and safety, visit

Frequently Asked Questions

As the old saying goes, “knowledge is power.” It is difficult to advocate for any organization unless you truly understand it. We recently sat down with Chuck Kiker, a cow/calf producer from Beaumont, Texas, to learn more about his first encounter with the Beef Checkoff and his journey from knowing little about the program to understanding and fully supporting it.

Q: What was your first experience with the checkoff?

Chuck: From an early age, I was involved with the Independent Cattlemen’s Association, and I clearly remember back in the ‘80s when the checkoff referendum vote took place. At that time, support for the program in Texas was high, and when the county extension agent asked for my assistance in spreading support for the checkoff, I willingly helped.

Q: Can you identify a turning point when you felt you understood the checkoff?

Chuck: I’ve always supported the checkoff, but it’s bigger than all of us. I was on the Beef Board two to three years before I had a really good knowledge of the program and how it works. It was hard to understand the depth and breadth of what the checkoff did beyond Beef. It’s What’s For Dinner. I served my first term on the Cattlemen’s Beef Board (CBB) in 2004, and my second term began in 2011.

At the start of my CBB career, the press was viewing beef negatively because of health claims about fat and cholesterol. Within a short time, the checkoff and the producers who led it helped change that perception. I’m most proud of our reputation management, beef exports and beef influencer efforts. I tell fellow producers our checkoff does so many things we don’t ever see, but without it, we wouldn’t be experiencing the beef demand we have today.

Q: How do you advocate for the future of the checkoff?

Chuck: There aren’t enough people who know a lot about the checkoff. I urge producers to be involved and devote some time to learn how the checkoff drives our industry. I want my children and all children to have the opportunity to be ranchers if that’s what they want to do.

Want to get involved? Your Qualified State Beef Council is the best place to start – attend meetings or even become a member of the board. Go to for more info.