The Beef Checkoff

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. …

More than 1,750 Annual Meat Conference attendees, including retailers, processors and packers, learned that beef is the most valuable protein in terms of sales1 and how the Beef Quality Assurance program is helping improve consumer attitudes about beef. The premier retail event featured comprehensive education sessions, updates on the latest developments in meat at retail and networking opportunities. …

The Beef Checkoff was designed by producers, for producers, to build value by focusing on key areas of research and promotion to drive demand for our beef around the world. But who decides where checkoff dollars are best utilized? …

Whether via in-store signage, paper circulars, digital circulars, store apps, or other means, weekly meat and poultry features have long captured shoppers’ attention. In fact, circulars and apps almost always highlight meat department items on page one because fresh (particularly meat) draws consumers to stores.1 Because of this draw, retailers have run at least 12.1 million meat & poultry ads in each of the past several years, although the 2017 12.7 million-total tapered slightly in 2018 to 12.4 million ads.2 …