A survey of 1,200 beef and dairy producers nationwide was conducted in late
Dec. 2009 and early Jan. 2010 by the independent firm Aspen Media & Market
Research. Despite finding that 7 in 10 producers said the current economic
recession had impacted their operations negatively, their approval of the beef
checkoff increased from 68 percent in 2009 to 69 percent in 2010. While not a
significant shift, researchers noted the economic impact on producer support
of the checkoff has been small.
Knowledge about the checkoff continues to be a predictor of favorability toward
it, says Wesley Grau, cow/calf farmer from Grady, N.M., and chair of the Joint
Producer Communications Committee (JPCC). Producers who are very or
somewhat well informed are more likely to approve of the checkoff,
particularly among those who say they are very well informed. Among this group,
78 percent approve of the program (45 percent of them strongly), while only 16
percent disapprove. When you factor in the tough times all farmers and ranchers
have been facing, this is encouraging news.
To that measure, the underlying value of the checkoff remains strong: a large
majority (77 percent) feels the checkoff program has helped contribute to a
positive trend in consumer demand for beef; a similar number believe the program
has value in weak economic conditions or are confident it is on their side
during a crisis.
And, when it comes to their own operations, many producers believe the program
has benefited them. A large majority (61 percent) believe it helps contribute to
the profitability of their operations, although this is down from a year ago.
A key goal as identified by the JPCC is that farmers and ranchers have a
positive view of the way the checkoff is being managed. That they trust in the
leadership and the decisions being made about their checkoff investment, says
Grau. This research shows that management of the checkoff is viewed favorably
with 62 percent says they believe it is being managed well.
Source: The
Beef Checkoff
