The Checkoff-funded Beef. It’s What’s for Dinner. brand, managed by NCBA, kicks off summer grilling season with a multi-pronged campaign to encourage consumers to cook beef on the grill all summer long.
Attacks against the Ranchers-Cattlemen Action Legal Fund, United Stockgrowers of America (R-CALF) and the Organization of Competitive Markets (OCM) are called “desperate” and “coordinated,” says David Muraskin.
Nearly $4.8 million was trimmed by the Cattlemen’s Beef Promotion and Research Board from proposals by seven beef checkoff contractors to meet the approximately $40.5 million budget for activities like beef promotion.
Beef promotion programs managed by NCBA have shifted in response to the coronavirus pandemic to reflect consumer concerns about their day-to-day health and the availability of delicious, safe, wholesome food, like beef.
The op-ed, “HSUS, R-CALF, OCM: Guilt by Association?”, raises questions and makes false insinuations about the relationship between the two organizations and OCM’s sources of funding, according to Joe Maxwell.
The Cattlemen’s Beef Board will invest approximately $39,380,000 into programs for beef promotion, research, consumer information, industry information, foreign marketing and producer communications during fiscal 2021.