The process of generating beef demand is like a well-primed pump. It provides the beef industry with the means to push our great product into the hands of hungry consumers the world over.
In the few months since Greg Hanes became CEO of the Cattlemen’s Beef Board he says "there appears to be many misperceptions, false rumors, and misinformation about how the checkoff works and is administered."
To remind consumers across the country that beef is the only protein that they want to feed their families this holiday season, Beef. It’s What’s For Dinner. will return to broadcast television.
Boxed beef prices increased about ten percent over the month of October into early November, a significantly higher increase than the normal seasonal bump.
As cattle prices surged this past year, profitability reached into every corner of our industry. Record-high prices were established every quarter, possibly a once-in-a-lifetime event.
Cattlemen's Beef Board CEO Greg Hanes says 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."
