Beef Checkoff

Higher Prices & Tighter Budgets: Why Consumers Still Choose Beef

Fri, 29 May 2026 12:12:37 GMT

As we close out Beef Month and head into summer grilling season, one question keeps standing out, even to me as a beef producer: How is beef demand still so high even as prices at the meat case continue climbing and consumers continue tightening their budgets?

It’s no secret that today’s cattle cycle has created challenges throughout the beef supply chain. The U.S. cattle herd remains at historically low levels, supplies are tight and consumers are feeling pressure at the grocery store. According to the USDA Economic Research Service , wholesale beef prices were 19.7% higher in March 2026 than in March 2025 and are predicted to increase by 7.8% in 2026.

Yet consumers continue choosing beef. In fact, despite those higher prices, consumers increased both their spending and purchase volume during that same period. Over the four weeks ending April 19, 2026, beef generated $3.56 billion in retail dollar sales, up 7.5% year over year and outpacing competing proteins like chicken and pork.

That says a great deal about what consumers continue valuing most in their food purchases today. People genuinely enjoy the eating experience beef provides. Whether it’s a quick weeknight dinner or a meal shared during a special occasion, beef remains a product people look forward to eating. At the end of the day, consumers continue reminding us that taste still matters.

However, they’re also placing greater emphasis on protein and nutrition than in the past. In fact, the Beef Checkoff-funded Meat Demand Monitor found that nutrition and health have grown in relative importance in protein purchasing decisions since 2020, reflecting what researchers describe as a broader “pro-protein” mindset among consumers. And beef continues delivering the nourishment and satisfaction many families are actively seeking.

At the same time, beef offers versatility that fits naturally into modern lifestyles. Many households are becoming more strategic about the cuts and products they buy, leaning into options like ground beef and other meal solutions that help stretch budgets while still delivering the flavor, protein and quality they want. That flexibility matters because families are managing busy schedules, work and activities while still trying to put satisfying meals on the table.

As a wife and mom balancing work, family and a cattle operation, I appreciate how naturally beef fits into all kinds of meals and occasions. On busy weeknights, it might mean tacos, burgers or pasta dishes that come together quickly while still providing the nutrition and flexibility our family needs. And while practicality matters, I also believe consumers continue prioritizing beef because of the role it plays in bringing people together.

More Checkoff-funded research shows that grilling remains strongly connected to beef in consumers’ minds, especially during summer gatherings and celebrations. As a producer, I know raising cattle requires an enormous amount of care, commitment and responsibility, so I take real pride in knowing that beef becomes an essential part of all those memorable occasions.

Some of my own favorite summer memories are of kids running around outside while people gather near the grill talking and laughing. Moments like those are a reminder that beef continues playing an important role in family traditions and shared experiences, whether it’s a family cookout, backyard barbecue, graduation party, lake weekend or a quick dinner on the patio.

Beef’s emotional connection with consumers is also why it remains so important for our industry to continue listening and learning. Consumer expectations are constantly evolving and knowing what families value most about beef helps producers and industry leaders continue meeting consumers where they are.

Research funded through the Beef Checkoff helps our industry better understand those ever-changing consumer priorities. That includes their growing emphasis on protein, how they’re adapting their purchases during tighter economic times or which of their experiences and occasions continue driving beef demand. That research also informs programs like Beef. It’s What’s For Dinner ., making it possible to share recipes and meal ideas aimed at helping families make the most of more affordable beef cuts while still enjoying the flavor, versatility and nutrition they want.

Taste. Nutrition. Special occasions. They all help explain why beef demand remains so resilient, even in today’s economic environment. Consumers may be adapting how they purchase beef, but they continue making room for it because it delivers what they still value deeply: flavor, nourishment and meaningful time together.

As a producer, that’s incredibly encouraging as we head into the summer months. Even as families face financial pressure and tougher purchasing decisions, they continue choosing beef. To me, that fact reinforces how important it is for our industry to keep earning consumer trust long before challenging market conditions arrive. The work we do to understand consumers, respond to changing priorities and deliver a product families genuinely value is what helps sustain beef demand, even during challenging economic times.

About the Author:
Kalena Bruce is a fifth-generation Missouri cattle producer, CPA and managing partner of Integrity Squared, a public accounting firm she founded more than a decade ago. She and her husband, Billy, operate a commercial cow-calf operation and are raising their family in southwest Missouri. Bruce currently serves as secretary-treasurer of the Cattlemen’s Beef Board.

Fewer Vegans, More Meat Eaters: What It Means for Beef

Fri, 17 Apr 2026 12:21:18 GMT

Not long ago, it felt like beef had a target on its back.

Between headlines about plant-based alternative proteins, questions about how cattle are raised and shifting consumer preferences, there was a lot of speculation about beef’s future. As a young rancher, I heard those conversations just like everyone else — and like many producers, I wondered what they might mean for our industry long term.

Today, the conversation looks very different.

Beef demand is strong, even as prices remain high and supplies are tight. And that strength isn’t just anecdotal — it’s backed by data. Beef Checkoff-funded research like the Meat Demand Monitor (MDM), a monthly national survey of U.S. consumers, continues to show that consumers value beef for its taste and that eating satisfaction plays a major role in their purchasing decisions.

In fact, a report summarizing the MDM’s findings from February 2020 to December 2025 shows that more than 85% of Americans today identify as meat consumers, and consumer willingness to pay for beef at retail has increased faster than inflation. Over that same period, the number of consumers identifying as vegetarian or vegan has declined from 14% to just 7%.

Furthermore, broader food and nutrition trends are working in beef’s favor. Protein continues to be top of mind for consumers, whether they’re focused on overall health, weight management or maintaining muscle as they age. Even the rise of GLP-1 medications has reinforced the importance of nutrient-dense foods, with many users prioritizing protein to support their health goals.

I occasionally run ultramarathons and enjoy strength training, and I’ve experienced firsthand how important nutrition is when you’re pushing your body to its limit. Athletes often tailor their diets carefully, focusing on complete protein to support muscle development and recovery. Increasingly, more Americans — even non-athletes — are thinking about food in those same terms.

That trend plays directly to beef’s strengths as a flavorful, nutrient-dense protein. It’s also reflected in the continued recognition of lean beef as part of a healthy dietary pattern in the latest Dietary Guidelines for Americans , reinforcing what many of us in the industry have long known: beef can absolutely be part of a healthy lifestyle.

That recognition doesn’t happen by accident. Research and education play an important role in helping consumers access accurate information about beef. Producers are investing in nutrition research through the Beef Checkoff, and that research continues to explore beef’s role in healthy dietary patterns. Meanwhile, outreach to health professionals helps ensure science-based information reaches the people influencing what we eat.

On our ranch, we’ve seen that demand play out firsthand. Cattle prices have remained strong for the past two years. That’s a welcome change from years when we hoped to simply break even after accounting for feed, fuel and other input costs. Strong cattle prices reflect the reality that supplies are tight and demand for finished beef remains strong.

Conversations with my neighbors suggest many operations are experiencing the same.

However, strong demand today doesn’t guarantee strong demand tomorrow. That’s why continued investment in building demand, expanding market opportunities and strengthening consumer trust matters.

Like many producers, I think a lot about what it will take to keep family operations viable for the next generation. Recent devastating wildfires near our ranch here in Nebraska are a reminder of just how quickly challenges can arise — and how deeply they can affect our communities. While there’s no single solution, continued investment in building demand, expanding market opportunities and strengthening consumer trust plays an important role in helping keep operations viable and our industry strong.

As I take on a larger role in our family ranch, I’m encouraged — not just by where beef demand stands today, but by the factors supporting it. My generation of cattle producers takes the future of this industry seriously. We want the opportunity to pass down healthy, viable operations to the next generation — just as previous generations did for us.

Jaslyn Livingston is a fourth-generation cattle producer from Broadwater, Neb., where she helps manage A Lazy L Ranch LLC with her family. The diversified operation includes cow-calf, feedlot and row-crop production. She also serves on the Cattlemen’s Beef Board, helping guide Beef Checkoff programs focused on research, education and promotion.

Sports Partnerships Are a Smart Investment in Beef's Future

Tue, 30 Dec 2025 13:55:21 GMT

As a beef producer raising a young family in the Black Hills of South Dakota, I think a lot about the future of our industry. Like many producers, I’m proud of the work we do, and I want to make sure the next generation has the same opportunities.

That’s one reason I serve on the Cattlemen’s Beef Board, which oversees the Beef Checkoff. I also serve on the Checkoff’s Promotion Committee, which helps guide investments that build confidence in beef’s nutrition, safety and responsible production.

In that role, I’ve seen how important it is to meet consumers where they already are. Today, one of the best places to do that is in the world of sports and entertainment.

Many producers ask why they don’t see Beef. It’s What’s For Dinner. ads on TV like they used to. The reality is that national TV advertising is extremely expensive, and it reaches an audience that’s already more likely to eat beef. The Checkoff has a responsibility to invest producer dollars where they can make the biggest impact. And that’s by reaching consumers who eat less beef, have questions about how it’s raised or live in regions where beef demand has room to grow. Sports partnerships can offer that kind of smart, targeted reach.

A great example is the work happening in the Northeast through the Northeast Beef Promotion Initiative (NEBPI). This region’s huge population has tremendous purchasing power. NEBPI partners with both athletic teams and student-athletes , using a mix of team sponsorships and Name, Image and Likeness (NIL) agreements to reach Northeast fans and young consumers where they gather. These on-field and athlete-driven activations help beef connect with audiences in ways traditional ads often can’t.

Across the country, State Beef Councils are leading equally creative efforts. The Kansas Beef Council partnered with the Kansas State football team’s offensive line — the “protectors” —to help tell beef’s story in a fun and relatable way.

Texas , Iowa and Colorado have run their own athletic activations, from stadium promotions to community race events to college partnerships. These efforts help keep more Checkoff dollars close to home while engaging the students, families and fans who will shape beef demand in the years ahead.

Sports partnerships also give us the chance to highlight beef’s strong nutrition story — something I care about personally as a beef producer and as a member of the Promotion Committee. Programs like Build Your Base provide performance nutrition education, refueling stations and hands-on experiences for athletes and families, all backed by current science. These efforts help reinforce what many of us already know: beef delivers high-quality protein, iron, zinc and B-vitamins that support strength, recovery and endurance.

Recent reports from the Make America Healthy Again (MAHA) Commission — a federal health initiative focused on improving diets and reducing chronic disease — have reinforced that message. The commission’s report highlighted the benefits of high-quality protein like beef. For producers, it’s encouraging to see national nutrition discussions acknowledge what we already know from experience: beef fits squarely within healthy, balanced eating patterns.

Sports also tap into something many producers understand well: community. Teams, school spirit, mascots and tailgates create traditions passed down through generations. People build memories around those experiences, and food is always part of it. When beef is present in those settings — at tailgates, stadium events or through athlete partnerships — it becomes part of those traditions too. That kind of connection can help build long-term loyalty and demand.

Athletic partnerships might not look like the traditional advertising some of us grew up with, but they’re helping us reach diverse new audiences, build trust and reinforce beef’s role in a healthy lifestyle. If we want to maintain strong demand, we need to be visible in the places where consumers spend their time.

Looking ahead, I don’t know if there’s one single “big opportunity” for beef in the sports world. What I do see is potential across many sports, campuses and communities. The more places we show up with a positive, science-supported message, the more opportunity to influence how people think about and choose beef.

— David Uhrig, Hermosa, South Dakota.
Manager, Mount Rushmore Angus Ranch and Cattlemen’s Beef Board Member

Beef's Future Depends on Demand

Tue, 30 Sep 2025 14:46:53 GMT

In the beef business, demand means everything, and I see why that’s true, firsthand, every day.

My husband and I started selling beef directly to consumers after a surprising conversation at a class on how to grow our business. A neighbor said he’d lived in our valley for nearly 60 years and had never been able to buy a half a beef from any ranchers he knew. I told him I’d sell him one that very day.

Since 2019, we’ve built Bingham Beef into a business that sells everything from shares to individual cuts. We serve a loyal local base here in North Powder, Ore., and reach more distant customers through our online store. What makes our operation unique isn’t just the beef — it’s the relationships. I enjoy talking with customers, answering their questions and even sharing recipes.

I also represent Oregon as a producer on the Cattlemen’s Beef Board and serve on the Beef Checkoff’s Domestic Marketing Committee, which oversees checkoff–funded programs that promote beef here in the U.S. Serving on this committee has reinforced what I already know from my own experience: Strong demand doesn’t just happen. It’s built through effort, investment and consistency. And, contrary to what some producers might believe, demand and consumption aren’t the same thing.

Consumption is simply how much beef people eat. Demand reflects how much they want to buy — even if prices climb. For example, U.S. per-person beef disappearance was estimated at about 59 lb. in 2024, and it’s holding steady in 2025. That’s remarkable when prices are at record highs — ground beef alone topped $6.12 per pound in the summer of 2025.

As ranchers, we’re great at producing top-quality beef, but producing it isn’t enough. If consumers don’t know why they should choose beef, or trust it, we could be left with freezers full of great meat no one wants.

That’s where the Beef Checkoff can be so important. The checkoff’s mission is simple: to drive demand for beef through promotion, research, education and innovation — all funded by producers and importers. Many producers prefer to focus on genetics and herd health rather than marketing, so checkoff contractors are on the front lines creating demand for the nutrient-rich product we raise.

The Beef. It’s What’s for Dinner. brand reminds consumers why they love beef and makes it top of mind. But promotional campaigns can’t do it all. Programs like Beef Quality Assurance (BQA) help producers improve practices, like injection-site technique, that boost per-head value while demonstrating how much ranchers truly care about quality and safety. That builds consumer trust, which also drives demand.

At Bingham Beef, our customers are increasingly aware of different cuts of beef thanks to the checkoff’s efforts. Even when food prices rise, I see customers staying loyal to beef. That’s demand in action, and it’s exactly what the checkoff strives to sustain.

That’s also how the checkoff’s work connects directly to my business. When customers ask about beef’s role in a healthy diet, I can point to checkoff‑funded research. When they wonder about sustainability, I can share the educational materials developed thanks to the checkoff. The more consumers see beef positioned positively and confidently, the more likely they are to choose it, whether from me, their grocery store or a restaurant.

Some producers say they don’t see returns from their checkoff investments in their bank accounts. I understand it can be difficult to see the connection between a national ad campaign or a nutritional research study to the check you get for your calves. But those investments are helping keep beef in the spotlight, earning trust and loyalty from consumers.

Even with tight cattle supplies and rising costs, U.S. consumers aren’t backing off beef. Per capita consumption is still high, even as prices continue to climb. That kind of stability signals just how much consumers value and enjoy beef, and it doesn’t happen by accident. It’s the result of steady checkoff efforts to keep demand strong across the board. If you’re curious about the Beef Checkoff’s value, I challenge you to learn more about what the checkoff is doing to keep beef at the center of the plate.

— Wendy Bingham, from North Powder, Ore., is the co-owner of Bingham Beef and a member of the Cattlemen’s Beef Board.

The Mind That Helped Revolutionize Meat Science

Mon, 15 Sep 2025 18:59:41 GMT

With a long list of accomplishments and honors, Gary Smith championed quality, safety and continuous improvement in the beef industry. His legacy is defined by his unwavering dedication to the industry, his students and his ability to translate complex scientific research into actionable insights.

“He’s an icon,” says Russell Cross, Texas A&M University animal science senior professor. “We call him the dean of meat scientists.”

As an educator, he trained, mentored and inspired college students to be top-notch leaders. A renowned researcher, he never shied away from getting in the trenches and putting in the work.

“There is nobody more impactful as an individual and as a professional in the field of meat science than Dr. Gary Smith,” says John Stika, Certified Angus Beef (CAB) LLC president. “Without argument, some of what we’re enjoying today in the success and profitability of this business goes back to Dr. Smith’s influence.”

Finding His Path

Born and raised in Caddo County, Okla., Smith’s first exposure to protein processing was during his childhood, when his family would gather to harvest livestock and poultry for meat. Witnessing the challenges of drought and economic issues on the farm made an impression on Smith. When choosing a degree path, he settled on teaching agriculture.

Throughout his career, Smith remained motivated by a deeply personal mission: to help people survive, inspired by his family’s experience of losing their farm.

After high school, he headed to California State University, Fresno (Fresno State) to pursue a bachelor’s degree in vocational agricultural education. He completed that degree, spent a year student-teaching high school agriculture classes and quickly decided it was not for him.

At the encouragement of a college adviser, Smith returned to graduate school. He planned to finish a master’s degree and return to the classroom as a junior college instructor.

Although he finished his master’s in animal breeding, it was his time at Washington State University (WSU) that set the pivot for Smith’s next chapter in meat science.

A Chance Opportunity

While finishing graduate school at WSU, Gene Ensminger, WSU department head at the time, tapped Smith to fill a vacant meat science professor position.

After four years teaching meat science at WSU, Smith took a leave of absence and went to Texas A&M. There, he completed a doctorate under famed animal scientist, O.D. Butler.

“I got into [meat science], I loved it and spent the rest of my life trying to be better at it,” Smith says.

His career path included 21 years at Texas A&M. Professor from 1969 to 1982 and animal science department head from 1982 to 1990. He then transitioned to Colorado State University (CSU) where he occupied the Ken and Myra Monfort Endowed Chair in Meat Science at from June 1990 to 2014.

Groundbreaking Career

In the span of 60 years, Smith’s body of work varied and expanded greatly. In the early years, he was educating people on how to cure meat with the right combination of salt, nitrate and nitrite. By retirement, his research had touched all corners of meat science — a nod to one of his top qualities: the ability to keep an ear to the ground on what problems existed and where solutions needed to be found.

“He was always good at saying we need to take this research and give producers some marching orders,” says Brad Morgan, senior director of protein at Performance Food Group.

Smith has been at the forefront of studies on beef palatability, food safety, product packaging, beef shelf life, transoceanic shipment of meat and food safety, including mitigation of E. coli 0157:H7, Salmonella and Listeria in packing plants.

“He was fearless at tackling problems,” Morgan summarizes. “He would not only find an industry problem, but he would get it implemented and validate it.”

Alongside a team of researchers from Texas A&M and CSU, Smith pioneered the National Beef Quality Audit (NBQA). Other notable industry research projects include the International Beef Quality Audit, National Consumer Retail Beef Study and exploring USDA beef quality and yield grade standards.

His research had a direct impact on the trajectory of CAB, exploring the importance of marbling and its influence on flavor and tenderness. Passionate about marbling, advocating for its importance when many in the industry were skeptical. He famously used a butter analogy to explain marbling, comparing it to adding butter to mashed potatoes to enhance flavor.

The infamous War on Fat was fought during Smith’s research tenure. There was a belief that cattle had too much backfat and the issue needed to be rectified. Getting rid of the waste fat, while simultaneously keeping the “taste fat,” proved to be the answer — one Smith says saved the beef industry.

“It took us time,” Smith says. “Fortunately, there were people who went the right direction. CAB did it. The industry as a whole did it.”

Smith was also instrumental in proposing the idea to quantify the quality of beef produced from Hereford and Hereford-influenced cattle. Because of his influence in pushing the project forward, it led to the investment by the American Hereford Association (AHA) to form the Certified Hereford Beef (CHB) program.

“The things I enjoyed the most were getting involved with people who were in the trenches trying to make a living, trying to make a better life for themselves and others,” Smith says. “We just helped them by finding ways to use research.”

Smith has taught thousands of students and mentored hundreds of graduate students. Many of those past students are industry leaders in research, academia and government roles.

To Cross, a former colleague who worked alongside Smith for decades, Smith’s unique teaching and communication style bring out students’ ideas and inspire them to ask questions.

It’s part of what made him such an admired educator and the recipient of many teaching awards.

Now retired from academia, Smith’s passion is still present. It’s not uncommon to see him in the halls of Texas A&M’s buildings, dropping off news articles and notes he’s meticulously written for those still actively doing research and teaching college courses.

Gary Smith (center) was presented the 2025 Certified Angus Beef (CAB) Industry Achievement Award by Brad Morgan (left) and John Stika (right) during Feeding Quality Forum.

(Certified Angus Beef)

Industry Recognitions

Smith has been recognized with numerous honors, including:

Distinguished Research Award and Distinguished Teaching Award from both the American Society of Animal Science and the American Meat Science Association
National Association of Meat Purveyors Outstanding Educator Award
National Livestock Grading and Marketing Association Service Award
1992 Livestock Publications Council Headliner Award
2005 American Hereford Association Hall of Merit Inductee
2021 Cattle Feeders Hall of Fame Industry Leadership Award
2025 Certified Angus Beef Industry Achievement Award

Smith’s extraordinary career fundamentally transformed the meat science industry. His research helped all sectors of the industry from cow-calf to feedlots to packers and consumers. He wasn’t just a researcher but a mentor, communicator and industry advocate.

Cattlemen’s Beef Board to Invest $38.1 Million

Tue, 09 Sep 2025 14:42:16 GMT

The Cattlemen’s Beef Board (CBB) will invest approximately $38.1 million into programs of beef promotion, research, consumer information, industry information, foreign marketing, and producer communications during fiscal 2026, subject to USDA approval.

In action at the end of its September 3-4 meeting in Denver, Colorado, the Beef Promotion Operating Committee (BPOC) approved Checkoff funding for a total of 14 “Authorization Requests” – or grant proposals – for the fiscal year beginning October 1, 2025. The committee, which includes 10 producers and importers from the Cattlemen’s Beef Board and 10 producers from the Federation of State Beef Councils, also recommended full Cattlemen’s Beef Board approval of a budget amendment to reflect the split of funding between budget categories affected by their decisions.

Nine contractors and three subcontractors brought 14 Authorization Requests worth approximately $49 million to the BPOC this week, approximately $10.9 million more than the funds available from the CBB budget.

“We continue to be impressed by the quality and creativity of the proposals our contractors bring forward each year, which makes funding decisions especially tough,” says Ryan Moorhouse, chair of the Cattlemen’s Beef Board and the Beef Promotion Operating Committee. “While we receive many outstanding proposals, our limited resources mean we can’t fund everything we’d like. Inflation continues to reduce the impact of each Checkoff dollar, so prioritizing the most impactful programs is more important than ever.

“As expected, this year’s Authorization Requests were full of fresh ideas and innovative approaches that support the Beef Checkoff’s core efforts — research, promotion, foreign marketing, industry and consumer information, and producer communications. I’m proud of how our committee worked together to thoughtfully balance the budget and direct our limited resources in the most strategic way. I’m grateful to our contractors and fellow committee members for their dedication, and I look forward to seeing the results of their hard work in FY26.”

In the end, the BPOC approved proposals from nine national beef organizations for funding through the FY26 Cattlemen’s Beef Board budget, as follows:

American Farm Bureau Foundation for Agriculture - $705,000
Cattlemen’s Beef Board - $1,800,000
Meat Foundation - $650,000
Meat Import Council of America / Northeast Beef Promotion Initiative - $1,000,000
Meat Institute - $35,000
Meat Institute/New York Beef Council - $235,000
National Cattlemen’s Beef Association - $25,100,000
National Institute for Animal Agriculture - $75,000
United States Cattlemen’s Association/Kansas State University - $650,000
United States Meat Export Federation - $7,900,000

Broken out by budget component – as outlined by the Beef Promotion and Research Act of 1985 – the FY26 Plan of Work for the Cattlemen’s Beef Promotion and Research Board budget includes:

$9,235,000 for promotion programs, including beef and veal campaigns focusing on beef’s nutritional value, eating experience, convenience, and production.
$9,300,000 for research programs focusing on pre- and post-harvest beef safety, scientific affairs, nutrition, sustainability, product quality, culinary technical expertise, and consumer perceptions.
$7,705,000 for consumer information programs, including Northeast influencer outreach and public relations initiatives; national consumer public relations, including nutrition-influencer relations and work with primary- and secondary-school curriculum directors nationwide to get accurate information about the beef industry into classrooms of today’s youth. Additional initiatives include outreach and engagement with food, culinary, nutrition and health thought leaders; media and public relations efforts; and supply chain engagement.
$2,210,000 for industry information programs, including dissemination of accurate information about the beef industry to counter misinformation from other groups, as well as funding for Checkoff participation in the annual national industrywide symposium about antibiotic use. Additional efforts in this program area include beef advocacy training and issues/crisis management and response.
$7,900,000 for foreign marketing and education, focusing on 13 regions, representing more than 90 countries around the world.
$1,800,000 for producer communications, which includes investor outreach using national communications and direct communications to producers and importers about Checkoff results. Elements of this program include ongoing producer listening and analysis; industry collaboration and outreach; and continued development of a publishing strategy and platform and a state beef council content hub.

The full fiscal 2026 Cattlemen’s Beef Board budget is approximately $42.4 million. Separate from the Authorization Requests, other expenses funded include $305,000 for program evaluation; $762,000 program development; $280,000 for Checkoff education resources; $575,000 for USDA oversight; $220,000 for state services; $200,000 supporting services and litigation; and approximately $2.0 million for CBB administration. The fiscal 2026 program budget represents an increase of slightly less than 1.0% percent, or $195,000, from the $42.2 million FY25 budget.

For more information about the Beef Checkoff and its programs, including promotion, research, foreign marketing, industry information, consumer information and safety, contact the Cattlemen’s Beef Board at 303-220-9890 or visit DrivingDemandForBeef.com .

Beef Visionary: Advancing the Industry with Integrity, Vision and Resilience

Fri, 29 Aug 2025 13:01:42 GMT

Referred to as the “gold standard” of selfless service, Jan Lyons has dedicated decades to advancing the beef industry. Her leadership has spanned some of the industry’s most challenging and transformative periods.

Raised on a small Angus farm in eastern Ohio, her agricultural roots run deep, influenced by her grandparents, great-grandparents and father’s multi-generational farming approach. Her early involvement in 4-H sparked a passion for cattle raising and community engagement that would define her entire career.

Settling in the Flint Hills near Manhattan, Kan., Jan established Lyons Angus Ranch in 1977 with encouragement and support from her husband, Frank, and daughters Debbie and Amy.

The ranch started with the purchase of a group of bred heifers and a few select Angus cows from top breeders to serve as the herd’s foundation. By using artificial insemination (AI) and embryo transfer, she focused on selecting and breeding for economically and sustainable maternal traits.

She says their primary goal was not just to build a successful cattle operation, but to create an environment where their children could learn agricultural values. This family-focused approach became a hallmark of their operation, with multiple generations now actively involved in the ranch.

Today, Lyons Ranch is an LLC with three generations actively involved in ownership. Amy and her husband, Karl Langvardt, are owners/managers of both the south ranch near Alta Vista, Kan., and the north ranch south of Manhattan — where grandson Trey and his wife, Bailey, manage. Debbie and her husband, Duane Blythe, own and manage Blythe Family Farms near White City, Kan., along with their five children.

National Golden Spur Recipient

Lyons has been selected as the 2025 National Golden Spur Award recipient for her contributions to the ranching and livestock industries. She will receive the award at the Lubbock Memorial Civic Center in Lubbock, Texas, during the annual National Golden Spur Award Honors on Oct. 4.

“The National Golden Spur Award is the most prestigious national honor given by the ranching and livestock industries to one person,” explains Jim Bret Campbell, executive director of the Ranching Heritage Association and National Ranching Heritage Center.

Lyons rose through the ranks of ranching organizations, becoming the first woman president of both the Kansas Livestock Association and the Kansas Angus Association. She later chaired the Cattlemen’s Beef Board in 1996 and served as president of the National Cattlemen’s Beef Association (NCBA) in 2004.

“It is not an exaggeration to say she is the ‘gold standard’ of selfless service to the ranching industry,” says Dee Likes, Kansas Livestock Association chief executive emeritus. “She has been one of the tallest oaks in the forest of iconic industry leaders and is deserving of the National Golden Spur Award.”

1 of 2:

Lyons rose through the ranks of ranching organizations, becoming the first woman president of both the Kansas Livestock Association and the Kansas Angus Association. She later chaired the Cattlemen’s Beef Board and served as NCBA president.

Kansas Livestock Association

2 of 2:

Lyons served as NCBA president in 2004.

Kansas Livestock Association

Industry Leadership

A passionate advocate for the beef industry, she viewed her role as an opportunity to be a part of some amazing beef teams to educate and help improve the industry. Her involvement in various committees and organizations was driven by a genuine desire to create positive change.

Lyons’ leadership during the 2003 bovine spongiform encephalopathy (BSE) crisis was widely praised for its calm, science-based reassurance to consumers and producers alike. When the threat of mad cow disease loomed, she was supportive of developing a comprehensive crisis management plan and was a part of the team who enacted the plan. This proactive approach became a model for industry crisis response, focusing on scientific communication, rapid fact dissemination and maintaining consumer confidence.

“She is a true stateswoman for the beef industry, generously giving of her time and knowledge to help move beef production and marketing toward a more consumer-focused system,” Likes says. “Through it all — down markets and periodic producer upsets — she has led with personal warmth and humility rarely seen.”

A steadfast advocate for beef promotion and genetic improvement, Lyons played a critical role in advancing consumer confidence, guiding public communications and supporting groundbreaking industry initiatives like using the checkoff program to target demand building strategies and focusing on consumers.

“We cannot, as producers, stay in business unless we impact demand — demand for our product,” she explains.

Lyons says the industry’s survival depends on understanding and meeting consumer demands. By redirecting focus from production-centric to consumer-focused strategies, she helped transform how the beef industry approached marketing and product development. The program’s targeted approach allowed for more efficient use of industry resources, funding critical research and demand-building initiatives.

“We can design our programs and individual animals to produce what our customers demand for their breeding programs and ultimately produce what consumers want,” Lyons adds.

Collaboration was a core principle of her leadership style. She consistently emphasized the importance of unified efforts, believing that collective voices are more powerful than individual ones.

Lyons Family

(Lyons Family)

Leader on the Ranch

Lyons Ranch implemented innovative processes that set industry standards. They were early adopters of sire evaluations for their herd sires and DNA testing to improve genetic quality and higher accuracies and predictability for their customers, always maintaining customer-service-first approach. Their tagline, “your source for superior genetics,” reflected a commitment to providing value beyond simple cattle sales.

The family will host its 38^th annual bull sale in March.

The ranch’s management model became a blueprint for family agricultural businesses. By creating a structure that allows multiple generations to participate and contribute, Lyons ensured the continuation of their agricultural legacy. Her daughters, and now grandchildren and great-grandchildren, are actively involved in ranch operations and each bring unique skills and perspectives.

“In my observations of her leadership, I have always been impressed by Jan’s first-hand knowledge of the industry because she has lived and breathed it working on her Kansas ranch raising Angus cattle,” says Jo Ann Smith, a fellow cattle producer from Florida who won the Golden Spur Award in 1990. “In addition to knowing the industry from the ground up, Jan also brought a steady hand to any of her leadership positions. She did not get flustered in the heat of the moment, as was demonstrated by her leadership during the BSE (Mad Cow) crisis while she was in leadership at NCBA. Our industry is indebted to her work with the team to keep the industry out of what could have been a complete disaster.”

Industry Accolades

Throughout her career, Lyons has been recognized with numerous awards, including 2008 Kansas Stockman of the Year and the 2022 Jay B. Dillingham Award for Agricultural Leadership and Excellence. In 2024, she received the Visionary Award from the Cattlemen’s Beef Board for her enduring impact on beef marketing and promotion.

Beyond her accolades, Lyons is recognized for her mentorship, consensus-building and unwavering dedication to the ranching way of life.

“Jan built a worldwide trust in American ranchers and beef, which helped lead us to the great market we have today,” says Jay O’Brien, fellow cattle industry leader and supporter of her nomination.

Lyons’ says her proudest achievement is passing to her children and grandchildren, and now great-grandchildren, her love of ranching and the respect and caring for the land and the cattle in the Flint Hills of Kansas.

Her work was driven by a broader vision of sustaining and improving the beef industry for future generations. Described as a rare breed of agricultural leader, Lyons is someone who sees beyond immediate challenges, thinks generationally and understands true success in agriculture is about more than production numbers. She is a visionary who transformed not just her ranch but helped reshape the entire beef industry’s approach to business, innovation and sustainability.

Nutrition Adventure Leads Dietitians Through Beef Lifecycle

Fri, 25 Jul 2025 15:57:13 GMT

Standing in the middle of a Nebraska feedyard, with the scent of silage in the air and cattle quietly milling nearby, registered dietitian Rachel McClurg realized how different real-world beef production actually was from what she’d always read in mainstream media.

“Listening to the individuals who run the feedyard, you quickly understand these are real people and real families caring for our food,” she says. “They care about the cattle as much as most people care about their pets, and they feed the same beef to their family that they feed to us.”

McClurg’s “aha moment” came during Nutrition Adventure, an immersive two-day educational event hosted by the Kansas, Nebraska, Oklahoma and Missouri beef councils and designed to give nutrition professionals a firsthand look at beef’s pasture to plate story. Twenty-five registered dietitians from 15 states gathered in the greater Lincoln, Neb., area May 20-21 for the checkoff-funded program and received practical, science-based information about beef’s nutritional profile and culinary versatility they can share with their patients or clients.

Kansas Beef Council (KBC) Director of Nutrition Abby Heidari says that since its inception more than a decade ago, Nutrition Adventure has focused on human nutrition research and resourceful preparation techniques, but this year an emphasis was placed on beef production.

“While most dietitians are well-informed about food and how it interacts inside the body to impact health, they rarely get undergraduate or post-graduate education about farm-to-table food production,” she says. “But they really need that information because a lot of today’s food labels have to do with the production process, not necessarily the nutritional value, and they regularly get questions about how foods are produced.

“We want them to leave this program feeling empowered to have those conversations with their clients when they are recommending lean beef in a balanced diet.”

Nutrition Adventure is hosted every other year, and selected participants have a broad reach in their respective networks, whether it’s other healthcare professionals or a large group of consumers. They also represent a wide range of nutrition specialties, including social media influencers, sports dietitians, private practitioners, university dining services and public health positions.

Despite the diversity in the group, the common bond is often a lack of knowledge about the beef industry. In fact, Heidari said in a pre-event survey, 95% of this year’s attendees reported having zero background in agriculture.

Connecting the Dots

“There are a lot of misconceptions about how cattle are raised, and it’s important for these nutrition professionals to see the beef lifecycle from start to finish,” she says. “They are highly educated, knowledgeable individuals, but they’re often far removed from how food is produced. Giving them a firsthand look at each step – from ranch to feedyard to processor – helps connect the dots on animal care, sustainability and how beef truly makes its way to the plate.”

To better understand the beef supply chain, participants visited a seedstock producer, a cow-calf operation, a feedyard, the Klosterman Feedlot Innovation Center at the University of Nebraska-Lincoln (UNL) and the Cargill processing plant in Schuyler, Neb., which post-event survey results indicated was a highlight of the program.

“Many participants said it was their favorite stop, and seeing the logistics, precision and skilled labor inside a large-scale facility really opened their eyes,” Heidari says. “It challenged a lot of preconceived notions about processing, and several noted how impressed they were by the care shown not only for the animals, but for the people working there. It’s something more dietitians need to see to confidently and accurately explain food production to their clients.”

The program also included a culinary experience at Sysco, where attendees explored value-based cuts like the Denver steak and chuck eye and participated in a multi-sensory tasting session. Heidari and her fellow state beef council nutrition directors Mitch Rippe from Nebraska and Sheri Glazier from Oklahoma presented a “Fueling with Flavor: The Power of Beef Nutrition” session that covered key topics like beef’s unique nutrient profile, making sense of the different food labels in the meat case and how the right cooking methods can elevate taste and nutrition.

“We break all things beef nutrition, cuts and cookery down into bite-sized pieces that these health professionals can use and translate to their respective audiences,” Glazier says. “As both a registered dietitian and agriculture producer, I see how important it is that we make those connections, especially around how beef’s unique nutrient profile ties back to the way it’s raised and prepared. This session always sparks great discussion and myth busting, but it’s those light bulb moments that really show we’ve created a safe learning environment.”

The event wrapped up with a panel of beef experts, including veterinarians and feedyard owners Ryan and June Loseke, UNL’s Jessica Sperber, cow-calf producer Justin Heldt and Cargill representatives.

“Participants had a chance to ask follow-up questions, especially on hot-button topics like antibiotics, hormone use and animal welfare, and no question was off-limits because we wanted that transparency to help build trust,” Heidari says. “Dietitians left with credible, real-world answers they can confidently share with their clients.”

Nutrition Adventure attendees hosted by Kansas, Nebraska, Oklahoma and Missouri Beef Councils this past May.

(Lindsay Henricks, Oklahoma Beef Council)

Improving Perception

Pre- and post-event surveys revealed a significant shift in participants’ perceptions of beef and cattle production. Before the program, only 62% of attendees felt strongly positive about beef, compared to 86% afterward, with the remainder feeling somewhat positive and not a single participant reporting neutral or negative feelings after the event.

Heidari says cattle production knowledge also increased dramatically. Just one in 20 attendees initially reported having extensive knowledge, but after the program, that number jumped to more than three-quarters. Everyone else reported at least some knowledge, with no one feeling uninformed.

“These results clearly demonstrate the program’s impact in building trust and confidence among nutrition professionals,” she says.

While McClurg, who works as a dining services culinary operations manager at Kansas State University, was one of the few who expressed some pre-event knowledge of beef production, she participated in Nutrition Adventure to help her clients make more informed food choices.

In addition to her university role, McClurg also works as a registered dietitian for a telehealth company and sees a handful of patients on weekends. She says the information shared during the event was especially relevant for her clientele, many of whom are adults seeking general nutrition guidance.

“I grew up in Kansas eating red meat regularly, and I wanted to be able to relay to patients that enjoying red meat doesn’t mean you’re eating unhealthy,” she says. “In Kansas, beef is one of the most prominently available protein sources. It’s not as easy for us to access high-quality seafood like people on the coasts, so it’s important for me to be able to communicate the value of beef in a wholesome diet.”

McClurg adds that in regularly working with young adults, she sees a growing number who are overwhelmed by conflicting messages online.

“When influencers push fear-based messages without credible information, it creates anxiety around food choices,” she says. “My goal is to help drown out the noise and build confidence through facts not fear.”

It’s A Team Effort

Fellow participant Tony Castillo, a sports performance dietitian from Stuart, Fla., has worked with a variety of collegiate and professional athletes and sports teams in his career and places a special emphasis on including whole foods like beef and dairy in performance-focused diets to fuel his clients.

He says seeing the beef lifecycle up close from pasture to plate not only clarified questions he had about the process but also helped reinforce the team effort that goes into producing nutritious food.

“In sports nutrition, I always tell athletes that nutrition isn’t the whole pie – it’s just one slice,” he says. “You also need the strength coach, the mental performance coach, the hitting coach, and each one plays a role in supporting that athlete.

“It’s the same with cattle. There are multiple people invested in one animal, and seeing that collaboration firsthand made it clear just how much care and expertise goes into producing the food that fuels us.”

Nutrition Adventure is just one of many innovative checkoff-funded efforts designed to strengthen trust in beef by connecting influential voices with credible information and firsthand knowledge.

Texas Rancher Anne Ilse Anderson Receives Beef Checkoff Visionary Award

Fri, 11 Jul 2025 16:15:24 GMT

Anne Ilse Anderson of Austin, Texas received the 2025 Cattlemen’s Beef Board’s Beef Checkoff Visionary Award during the cattle industry summer meeting in San Diego July 8. This award recognizes an individual in the beef industry who has demonstrated exemplary support of and commitment to the Checkoff’s goals and vision.

“Anne represents what this award is all about,” says Ryan Moorhouse, chair of the Cattlemen’s Beef Board. “She’s a fellow Texan who’s spent decades helping drive beef demand — both here at home and around the world — through education, research and smart marketing. Anne helped lay the groundwork for the Beef Checkoff, and years later, she’s still helping shape its future. We’re proud to recognize her with the 2025 Visionary Award.”

Anderson and her husband, Jim, own a cow-calf operation in the Texas Hill Country, combining a deep passion for agriculture with a global business perspective. The Andersons raise purebred Speckled Parke cattle as well as Speckled Parke/Angus crosses with their partner Brett Morris.

Prior to her involvement in agricultural leadership, Anderson had a career as a clinical dietitian and educator. She has combined her understanding of consumer nutrition needs and a lifelong passion for the beef production into helping advance the beef industry during the last 40 years.

Anderson served as executive vice president of the Texas Beef Council (TBC) from 1986 to 1995, during which time she established the council’s bylaws and articles of incorporation. Over those nine years, Anderson grew TBC from a single employee —herself — to a staff of 25.

In 2016, Anderson chaired the Cattlemen’s Beef Board and currently serves as a member of the board and the Beef Checkoff’s Safety & Innovation committee. She’s been involved with the Texas Cattle Feeders Association and the Beef Industry Council of the National Livestock and Meat Board. Anderson has also held board or committee roles with the Texas Cattle Feeders Association, Texas CattleWomen, American National CattleWomen, International Livestock Congress and the HACCP Alliance. Anderson played a key role in developing industry education programs such as Beef 101 and Beef 706, and helped launch several groundbreaking initiatives, including the Rancher’s Renaissance beef cooperative and AgInfoLink, a global food-tracking company.

“Anne brings energy, determination and heart to everything she does,” says Greg Hanes, CEO of the Cattlemen’s Beef Board. “Her vision for what the Checkoff could achieve — for both the industry and consumer demand — was ahead of its time. Throughout her career, she remained focused on the future and committed to what would best serve beef producers. On behalf of everyone at the CBB, I congratulate Anne on this well-deserved honor and thank her for the lasting impact she’s made — not only on our industry, but on me personally.”

Strategic Vision: Unveiling the Beef Industry’s 6 Interconnected Goals

Thu, 10 Jul 2025 14:45:19 GMT

The Beef Industry Long Range Plan (LRP) task force shared its new five-year plan at the Cattle Industry Summer Business Meeting in San Diego on July 8. The mission of the LRP is to ensure the U.S. beef industry provides sustainable, high-quality beef that meets consumer demands worldwide.

“Since late 2024, our task force has taken a hard look at what’s working in the beef industry and where we need to improve,” says Joe Lowe, LRP task force member and eighth-generation seedstock producer at Oak Hollow Angus in Smiths Grove, Ky. “The result is a five-year plan that offers flexibility and local adaptation while keeping us all moving toward shared goals. By focusing on results and smart investments, we can keep the U.S. beef industry strong and competitive.”

Lowe admits right now things are good in the beef industry, and it is hard to ask what we can improve. But he refers to his role as a seedstock producer.

“If I’m selling my customers the same bulls five years from now that I am today, they’re going to say, ‘What have you done the last five years?’,” he says. “There’s always room for improvement.”

The Plan

The LRP is a tool designed to help the beef industry establish a common set of objectives and priorities. It communicates the industry’s strategic direction and provides insight on how the industry can serve its stakeholders by growing beef demand.

Since 1995, industry leaders representing key beef industry segments — cow-calf, seedstock, dairy, feeder, animal health, livestock auctions and more — have gathered to develop an aligned, comprehensive plan with the goal of increasing consumer demand for beef. These leaders are brought together to study and compile major areas of opportunity facing beef over the next five years.

Lowe says the key to the new LRP is the fact the six goals are interconnected and represent what the industry wants to achieve:

Policy & Supply Chain Viability. The U.S. beef industry has a viable supply chain with the freedom to operate.
Sustainable Industry Outcomes. The U.S. beef industry produces environmentally sound, economically viable and socially acceptable products.
Public Engagement & Building Confidence. The public trusts and demands high-quality, safe and nutrient-dense U.S. beef.
Innovation, Science, Research & Continuous Improvement. The U.S. beef industry continues to innovate and improve, making the industry resilient, credible and successful in the long term.
Stakeholder Engagement. U.S. beef industry stakeholders align on production systems across segments to meet common consumer demands.
Animal Health & Food Safety. U.S. cattle and the beef supply are healthy and safe.

“All six goals work together, so progress toward one goal helps move others forward,” Lowe explains. “For example, strong advocacy can lead to more research and innovation, which supports sustainability and builds trust. And by working together on animal health and other issues, we’re better prepared for challenges like disease outbreaks or changing consumer demands.”

He explains each goal is paired with a strategic initiative — a broad approach to achieving it — and a success definition. The goals are supported by actionable initiatives, organized to drive alignment and accountability across all segments of the beef supply chain.

He encouraged producers to visit the LPR website, BeefLongRangePlan.com , for a more in-depth breakdown of the goals.

“On the website you can find the goals, the objectives of the target, and some potential tactics to achieve the targets,” he summarizes. “This by no means is saying this is what we expect you to do, it’s just a mere example.”

Industry Implementation

The plan’s implementation relies on individual organizations and businesses identifying their strengths and contributing to the broader industry goals. Lowe encourages stakeholders to focus on their areas of expertise and collaborate with others to drive industry-wide progress.

The LRP task force encourages other beef industry businesses and organizations to use the plan as input for their own strategic decision-making processes.

For example, the Beef Checkoff, its committees and contracting organizations, use pieces of the LRP as its guidebook. All funding decisions and focus areas of Checkoff projects and programs, by design, must follow the key areas outlined in the plan. Checkoff contractors take this direction and develop Checkoff-funded programs that fall within the scope of the Beef Promotion and Research Act and Order and support the plan’s priorities.

Lowe points out all goals may not fit all organizations or businesses. He encourages individuals to consider which goals fit their organization or business and be an expert in those goals.

“This Long-Range Plan reflects the best of what our industry can do when we come together with a shared purpose,” Lowe says. “It’s built to be flexible, rooted in common-sense priorities and designed to help the industry stay strong no matter what challenges come our way. I’m proud of what we put together, and I’m looking forward to seeing how it can continue moving the beef industry forward in the years ahead.”

Your Next Read: 6 Ranchers Recognized for Stewardship Efforts

How to Win Beef Consumers' Trust: Authenticity and Responding to Concerns

Fri, 20 Jun 2025 15:47:21 GMT

Beef producers must understand and adapt to evolving consumer preferences by focusing on transparency, authenticity and meeting consumers’ diverse needs. This was the message shared by Mandy Carr Johnson, National Cattlemen’s Beef Association senior executive director of scientific affairs, at the Beef Improvement Federation (BIF) Symposium .

Johnson says for the beef consumer, value is related to things like nutrition and how it’s raised and grown, as well as convenience and versatility.

“It’s more about the value it brings to my family; not just how much I paid for it,” she explains.

Consumer Demographics and Protein Preferences

Johnson compares the consumer generations from Gen Alpha to the Silent Generation, highlighting that Millennials and Gen X are the most significant consumer groups related to disposable income. While chicken remains the top protein choice, beef is a close second. Plant-based proteins represent less than 0.5% of the market, despite media attention.

She explains different generations have varying priorities. Gen Z and older generations show the most interest in animal welfare, while Gen X has the most significant buying power.

Mandy Carr Johnson, National Cattlemen’s Beef Association senior executive director of scientific affairs, was a featured speaker during the 2025 BIF Symposium June 11 in Amarillo, Texas. She shared this message with beef producers: “The beef industry must be adaptable, transparent and consumer-focused. By understanding and addressing consumer preferences, concerns and shopping behaviors, beef producers can maintain and grow their market position.”

(Angie Stump Denton)

Key Purchase Drivers

Johnson says consumers make protein choices based on five critical factors:

Eating experience
Convenience
Price
Understanding how cattle are raised and grown for food
Nutrition

Beef satisfaction is high, with more than 90% of consumers reporting a positive eating experience for steaks and ground beef at home or at a restaurant. Convenience is crucial, with 73% of consumers preparing more meals at home.

“If you have a bad eating experience — if your steak is tough — then for a consumer, it might cause them not to come back and eat steak the next time,” Johnson says.

Shopping Behaviors

Consumers are increasingly embracing online shopping, particularly younger generations. They typically shop at multiple outlets, including grocery stores, mass merchandisers and club stores. Online grocery shopping has stabilized, with most consumers using these platforms monthly or weekly.

Nutrition and Health Perceptions

While beef is recognized as a high-quality protein source, consumers still perceive chicken as healthier. The rise of high-protein diets and weight loss medications has created opportunities for beef to position itself as a nutritious protein option.

Animal Welfare and Sustainability

Johnson says a quarter of consumers claim to be familiar with food production practices. They want to hear directly from farmers and ranchers about their practices. She says the Beef Quality Assurance (BQA) program has been effective in helping to address consumer concerns.

Media and Perception

Media coverage of beef production is mostly neutral, with traditional media being less negative than social media. Sustainability stories about beef are relatively small compared to overall sustainability discussions.

Consumer Trust

Authenticity is key. Consumers trust information from farmers and ranchers most. They want to understand how their food is produced and appreciate transparency about production practices.

“It’s not about telling your story. What I think is important is being able to be open to questions,” Johnson says. “It is seeing there are real life people behind the production of their food.”

As an example, she shares a video of chef Esther Choi of Mokbar NYC visiting Ric Coombe and Thunder View Farms to see his 250 head Angus operation that serves local New York residents.

Johnson summarizes the beef industry must continue to:

Improve eating experience
Enhance online presence
Educate consumers about nutrition and production practices
Address concerns about animal welfare and sustainability
Provide authentic, transparent communication

“The beef industry must be adaptable, transparent and consumer-focused,” Johnson says. “By understanding and addressing consumer preferences, concerns and shopping behaviors, beef producers can maintain and grow their market position.”

Your Next Read: 1,500-lb. Carcasses the New Normal, Not the Exception

2024 Beef Impact Report Released

Tue, 01 Apr 2025 20:47:57 GMT

The CBB released the 2024 Impact Report , which includes the annual financial statement and Checkoff program evaluations, showing how funds collected have been utilized.

Through the national Beef Checkoff, producers and beef importers pay a $1-per-head assessment on animals they market and the equivalent on beef they import. The Cattlemen’s Beef Board (CBB) oversees the collection and spending of Checkoff funds, with oversight by the U.S. Department of Agriculture (USDA).

The 2024 Impact Report outlines each of the FY24 Authorization Requests funded by the Beef Checkoff in the program areas:

Promotion
Research
Consumer Information
Industry Information
Foreign Marketing
Producer Communications

Information provided for each Authorization Request includes the contractors/subcontractors handling the work, available funding, description/purpose, accomplishments and results. The report also details each Authorization Request’s tactics, progress toward measurable objectives, key learnings and performance efficiency measures.

(CBB)

Also included in the report is the annual Producer Attitude Survey, the Consumer Beef Tracker and the 2024 Return on Investment (ROI) and Broader Economic Impact Study .

Some of the highlights of the report include:

State assessment revenues
Beef’s impact through live sports broadcasting on ESPN, Sunday Night Football, Peacock and the NFL Network
Beef media experts appeared on the Today Show and Fox.com
Beef production experiences designed for nutrition scientists, health professionals, science teachers and education administrators
Global impact of beef stats
Beef nutrition research and the lean beef e-commerce campaign

Your next read: Each National Beef Checkoff Dollar Returns $13.41 to Producers, Independent Study Finds

Addressing Ranchers’ Concerns About the Beef Checkoff

NCBA President Testifies Before Congress on State of the Cattle Industry

Wed, 26 Feb 2025 21:06:07 GMT

Nebraska cattle producer and National Cattlemen’s Beef Association (NCBA) President Buck Wehrbein testified before the U.S. Senate Committee on Agriculture, Nutrition, and Forestry to share an update on policy priorities for the American cattle industry on Feb. 26

“The cattle industry is seeing better market conditions, strong consumer demand for beef, and optimism for the future of our industry yet challenges still remain,” said Wehrbein. “Congress must always remember that food security is national security and the policy decisions they make will impact the hardworking cattlemen and women who produce our nation’s food. Passing a Farm Bill, axing the Death Tax, protecting beef in the Dietary Guidelines, rolling back excessive regulations, holding our trade partners accountable, combatting the New World screwworm, and protecting the Beef Checkoff are all tangible steps Congress can take to support American farmers and ranchers and protect our food security.”

In his testimony , Wehrbein urged Congress to pass a Farm Bill that supports animal health, voluntary conservation, and risk management tools. He also explained the importance of the Beef Checkoff program, which strengthens beef demand, educates consumers, and funds critical research. The Beef Checkoff has faced renewed attacks from radical animal rights activists and Wehrbein urged Congress to stand with real farmers and ranchers instead of activists.

Additionally, Wehrbein asked Congress to protect the cattle industry from the new threat of New World screwworm by investing in sterile fly production facilities that will help eradicate the screwworm. The U.S. has been free of New World screwworms for over 60 years, but the pest is currently in Mexico and could move north. Wehrbein also addressed the importance of passing legislation to lower taxes and eliminate the Death Tax, protecting beef in the Dietary Guidelines for Americans, supporting public lands ranching, and reducing overregulation on American cattle producers.

Addressing Ranchers’ Concerns About the Beef Checkoff

Thu, 10 Oct 2024 20:40:01 GMT

The Beef Checkoff is a program that impacts all segments of the beef industry. Voted on by cattle producers and established as part of the 1985 Farm Bill, the purpose of the Beef Checkoff is to increase the demand for beef in the United States and abroad through beef research, promotion and education. Because all ranchers are impacted by this program, it is important to understand the history of the program and ask questions about how their dollars are spent. The following questions and responses are the result of a poll on the Casual Cattle Conversations Facebook and Instagram pages as well as a conversation with Andy Bishop – Kentucky cattleman and chair of the Cattlemen’s Beef Board and Jason Schmidt – a North Dakota rancher and Cattlemen’s Beef Board member.

History of the Beef Checkoff

In the late 70s, demand for beef was low and a high-quality product was not being delivered to consumers. Cattle producers and beef industry leaders recognized the need for improvement and started working toward a solution. They started focusing their efforts on creating a national Beef Checkoff program. The Checkoff was voted down twice but passed the third time after producers got it structured to their liking. This vote passed the Act and Order of the Beef Checkoff. The Act is the law and the Order is how the Checkoff exists and operates.

“I think it is important to remember that producers asked for the Checkoff and voted in favor of implementing it,” Bishop says.

Jason Schmidt recalls being a teenager and attending meetings with his father when the Checkoff was being created.

“It was incredible to watch from the outside,” Schmidt says. “We created a self-help program for our industry that was producer driven. There was a lot of excitement around it.”

Today, national Beef Checkoff-funded research, promotion and education demand-driving initiatives garner a $13.41 return on investment for producers and importers who pay into the program.

How are Checkoff Dollars Collected and Distributed?

Every time a cow or calf is sold in the United States, the seller remits $1. Half of that dollar goes to the national Beef Checkoff and the other half goes to the producer’s state beef council. If the state the animal was sold from does not have a state beef council, the entire dollar goes to the national program

Next is the distribution process. Every July, the Cattlemen’s Beef Board and the Federation of State Beef Council listen to contractor proposals, or “Authorization Requests,” offer feedback and vote on which proposals they want to fund to drive beef demand. Their requests are then sent to the Beef Promotion and Operating Committee (BPOC) which consists of ten members of the Cattlemen’s Beef Board and ten members of the Federation of State Beef Councils. The BPOC positions are elected positions. In September, the contractors present their Authorization Requests again to the BPOC and the committee makes the final determination of how dollars will be spent according to the budget set by the Cattlemen’s Beef Board. That budget is based upon how many dollars the Checkoff was able to collect that year.

“The key thing to remember is producers make up the Beef Promotion Operating Committee,” Bishop says. “Producers vote on how these dollars are being spent.”

The people appointed and elected to these boards and committees are producers who pay into the Beef Checkoff. There are also seven importers on the Cattlemen’s Beef Board because they pay a $1-per-head equivalent $1 on boxed beef.

“What I like about the process is producers from all parts of the country get to haggle about how dollars are spent,” Schmidt says. “We all have different perspectives which creates great conversation. We have limited funds, so it is important we use them wisely.”

Producer Questions

Why don’t packers pay into the Checkoff?

There are two main reasons packers don’t pay into the Checkoff. The first is most packers don’t own the cattle for more than 10 days. If they do own cattle for more than 10 days, then they pay in. The second is producers did not want packers to have control of how dollars were being spent. This is one of the changes that was made before producers passed the Checkoff.

“Producers failed that first referendum because they didn’t want packers to have control of the Checkoff,” Bishop explains. “And basically, the sentiment at that point was if we let the packers pay into the Checkoff, they’re going to have the most seats on the board. Producers didn’t want them controlling how those dollars are spent, rather they wanted it to be grassroots, producer-led process.

When do we vote to increase the per head assessment?

Increasing the per head assessment is up to cattle producers. Bishop says, “The way the original Act and Order was written in 1985, the $1-per-head Checkoff doesn’t come up for a revote unless the industry decides to vote for a referendum.”

The national Beef Checkoff is federal law, which requires specific processes to change it.

“It’s not up to the Cattlemen’s Beef Board to decide to change the per head assessment,” Schmidt says. “It is the producers and state organizations who would need to initiate the change and sign a petition for a referendum.

Increasing the per-head assessment has been discussed recently because the original Checkoff passed in 1985 now has just 32 cents of buying power, and cattle numbers are significantly lower than they were in the 1980s.

Is there an option to opt out of the Checkoff?

There is no option to opt out of the national Checkoff.

“When the Act and Order were written, there was no option to opt out,” Bishop says. “This ensures people aren’t receiving the benefits of the Checkoff without contributing.

On the state level, there may be options to receive a refund. “There are some states with their own Checkoff programs that allow varying degrees of a refund, but everyone must pay into the national Beef Checkoff,” Schmidt adds.

Are funds being used for policy?

No. Checkoff funds were not intended to be used for policy, and there are firewalls and strict procedures in place to ensure funds are used appropriately.

“I was very skeptical when I first got involved with my state beef council and still approach many new things with skepticism,” Schmidt says. “What I found was it was really refreshing to see how everything is structured and how everyone involved is focused on beef promotion and research.”

When contractors’ Authorization Requests are approved and budgeted, they pay out of pocket for any expenses incurred while doing work for the Checkoff. Then, they request reimbursement from the Cattlemen’s Beef Board after submitting detailed records about their work. If they request reimbursement for activities not previously specified in their approved Authorization Request, they do not get reimbursed for it.

Which investment area offers the best ROI for Checkoff funds?

As mentioned earlier, the most recent ROI study for the national Beef Checkoff showed a $13.41 return on investment for producers and importers who pay into the program. Determining which investment area (i.e., promotion, research and education) contributes most to that return on investment is not something this economic study was designed to measure.

The recent study enables us to inform investors about the performance of their contributions to the program; however, it does not assess the synergies among the different initiatives,” Bishop notes. “For instance, we understand that research plays a crucial role in providing the factual content that supports promotional efforts aimed at building consumer trust.”

The different investment areas support one another, so the return on investment is measured as one unit instead of segmenting across the different initiatives.

“I am confident in the process after seeing it up close that we’re boiling it down to the best use of the limited dollars we have,” Schmidt says.

This list of questions consists of only a few that were addressed on Season 7 Episode 41 of the Casual Cattle Conversations podcast. Cattle producers can learn more about the Beef Checkoff and how their dollars are being spent by going to DrivingDemandForBeef.com , signing up for The Drive, the Checkoff’s complementary newsletter, and attending national, state and local meetings.

Bishop wrapped up the conversation best. “You wouldn’t buy a bull without doing research to see how it contributes to your operation,” he says. “You are paying into the Checkoff. I encourage you to do your research to know what the Checkoff is doing with your dollar.”

Listen to the full conversation: Addressing Producer Concerns About the Beef Checkoff

Read more: Cattlemen’s Beef Board Approves FY25 Budget and Checkoff Funded Programs

Seminar Seeks to Ease Red Meat Trade Obstacles in Colombia

Tue, 27 Aug 2024 16:54:22 GMT

With support from the National Pork Board and the Beef Checkoff Program, U.S. Meat Export Federation (USMEF) recently joined USDA staff in meetings with Colombian officials designed to build a better understanding of the industry both in the U.S. and Colombia, according to a USMEF release. The seminar was an effort to build better relationships and ease red meat export challenges that have risen recently. In April, Columbia banned imports of beef from states where highly pathogenic avian influenza (HPAI) has been detected in dairy cows.

U.S. officials gave a farm-to-fork view of the U.S. livestock industry, explaining the extensive safeguards that are in place to ensure food safety in the U.S., including mandatory Hazard Analysis & Critical Control Point (HACCP) requirements.

“The difference between Colombia and the U.S. is that Colombia has very few federally inspected plants, and in our country almost every, and especially every large plant, is federally inspected,” says USMEF Director of Export Services Courtney Heller. “And the infrastructure is very large and very effective. Another key difference between our industries is HACCP is not mandatory in many countries, including Colombia, but in the U.S., if you’re federally inspected, every facility is mandatorily using HACCP as part of their day-to-day operations”

Colombia is a major destination for U.S. pork, with exports racing to record pace in 2024. Through the first half of the year, shipments jumped 33% from a year ago to nearly 57,000 metric tons, while value soared 44% to $157.4 million. Beef exports to Colombia posted a strong first quarter but have struggled since HPAI-related restrictions were imposed this spring. First-half beef exports fell 22% year-over-year to 2,224 metric tons, valued at $13.4 million (down 13%).

Seminar participants included regulatory officials, port inspectors and others involved in the import process. Both sides have expressed interest in continuing the seminar on an annual basis.

Birdshot in Beef: A Hidden Defect

Wed, 21 Aug 2024 14:24:54 GMT

Birdshot or shotgun shell pellets have been found and reported in the beef supply since the first National Beef Quality Audit in the early 1990s, and the incidence of this foreign material in the beef we produce is not subsiding. In fact, the opposite might be true.

According to the 2022 National Beef Quality Audit, birdshot is a problem, with 100% of packing plants reporting buckshot/birdshot in beef from market cows and bulls. There are roughly 28 categories of items documented each year as foreign material in beef carcasses. Most of those items are found once to 15 times each on an annual basis and consist of large and easily identifiable objects. Birdshot, however, is found around 105 times a year and well over two times the rate of any other foreign object.

For context, if a ground beef processor makes 5 million ground beef patties each day, a defect rate of 1% would lead to 50,000 patties of wasted beef. A defect rate of 0.1% is 5,000 patties. A single incidence of birdshot found in the processing lines cost $10,000 in lost product and downtime. Why so much? If one pellet makes it through the grinder, it might have been sheared into numerous pieces that are barely detectable.

Bottomline: Hunters are not causing this problem — there are people out there handling their cattle with shotguns. This is not only poor animal handling, but also inhumane. Buckshot will not bounce off cattle and somehow go away. No matter how stupid or waspy cows and bulls might act, they should not be shot intentionally or by accident.

We need everyone on board to get the message out in producer meetings, educational programming and word of mouth. If we focus on promoting the right way mentality of Beef Quality Assurance, we can make a difference. Ultimately, birdshot, needles, darts and other foreign objects in beef are a food safety issue. Any abuse of animals is not acceptable, and shotguns are not a cattle handling tool. This needs to stop!

References:

A Black Spot in the Cattle Industry that’s Impossible to Chew. Jason Duggin, UGA Beef Extension Specialist. Michaela Clowser, NCBA’s Director of Producer Education. Dr. Patty Scharko, Clemson Extension Veterinarian.

Right Way. Right Time. A Guide to Cull Cattle Management. National Cattlemen’s Beef Association.

The Beef Quality Assurance Team and OSU Cooperative Extension Service hosted a hands-on workshop to share the latest knowledge will soon be available through your local county OSU extension office.

Each National Beef Checkoff Dollar Returns $13.41 to Producers, Independent Study Finds

Wed, 10 Jul 2024 01:10:30 GMT

A recent economic analysis of the national Beef Checkoff program found that each dollar invested in its demand-driving activities for the most recent five-year period (2019–2023) positively impacted domestic beef demand and U.S. beef exports, creating a total financial benefit of $13.41 for the producers and importers who pay into the program.

This spring, the Beef Checkoff commissioned an independent economic analysis to thoroughly assess the effectiveness and additional financial benefits produced by the program’s demand-driving activities. Conducted by Dr. Harry M. Kaiser of Cornell University, this study’s objectives were to measure:

• Whether national Beef Checkoff demand-driving activities increased demand for beef products (domestically and abroad)

• The combined benefits of those activities in terms of their incremental financial impact to beef producers and importers

• The indirect benefits of national Beef Checkoff demand-driving activities to the broader macroeconomy

“We’re extremely pleased with the results of this latest study,” said Cheryl DeVuyst of Morrison, Oklahoma, chair of the Beef Checkoff Evaluation Committee and current secretary-treasurer of the Cattlemen’s Beef Board (CBB). “The Beef Checkoff’s primary goal is to increase beef demand here in the U.S. and worldwide. The statistics uncovered by this study tell us that we’re achieving that goal and providing producers and importers with an excellent return on their national Checkoff investments.”

Beef Checkoff’s Return-on-Investment (ROI):

In addition to calculating a ROI of $13.41, the ROI analysis enabled the study to simulate market conditions for beef demand in the absence of national Beef Checkoff investments. For the most recent five-year period, 2019-2023, had there not been any investments in national Beef Checkoff demand-driving activities:

• Total domestic beef demand would have been 2.4 billion pounds (8.5%) lower per year than actual results.

• The steer price would have been 7.8% lower per year than actual results.

• U.S. export beef demand would have been 372 million pounds (11.5%) lower than actual results in the seven major importing countries included in the study.

Beef Checkoff’s Broader Economic Impact:

The study also evaluated the national Beef Checkoff’s direct effect on the beef industry (i.e. producers and importers that pay into the program) and its indirect effects on the broader U.S. economy. To quantify the total revenue impact of the national Beef Checkoff on the beef industry sector, the study utilized the beef demand (8.5%) and U.S. beef export (11.5%) percentages derived from the ROI market simulation analysis. Applying these percentages indicated that the national Beef Checkoff added an incremental $3.3 billion to the beef industry in 2023.

The direct effect of the national Beef Checkoff adding an incremental $3.3 billion to the beef industry sector had positive indirect effects on the broader U.S. economy, including increases in:

• U.S. employment by almost 47,000 people

• U.S. employment income by $2 billion

• Total value added to the U.S. economy of $4.1 billion

• U.S. GDP by nearly $9.5 billion

Furthermore, the national Beef Checkoff contributed to increased tax revenue at the federal, state, and local levels, amounting to a grand total of $743 million in 2023, distributed as follows:

• $34 million in county tax revenue

• $205 million in state tax revenue

• $504 million in federal tax revenue

“While we’re pleased Beef Checkoff programs are having a positive impact, we know there’s always room for improvement,” DeVuyst said. “The CBB is dedicated to making the best possible decisions on behalf of beef producers and importers. As we head into the remainder of FY24, we’ll take what we’ve learned from this study and continue moving the needle forward.”

All commodity boards conduct an independent evaluation of the effectiveness of their programs every five years, as outlined by the USDA’s Agricultural Marketing Service (AMS) guidelines for commodity research and promotion programs. To view the complete study, executive summary or to get more information about the Beef Checkoff and its programs – promotion, research, foreign marketing, industry information, consumer information and producer communications – visit DrivingDemandForBeef.com.

*This study only pertains to the funds collected for the national Beef Checkoff program. It does not assess the impacts of Beef Checkoff program dollars invested by Qualified State Beef Councils for state-level efforts.

About the Beef Checkoff

The Beef Checkoff Program was established as part of the 1985 Farm Bill. The Checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national Checkoff program, subject to USDA approval.

Jan Lyons to Receive Beef Checkoff Visionary Award

Mon, 01 Jul 2024 20:10:47 GMT

Jan Lyons of Manhattan, Kan., will be honored with the Cattlemen’s Beef Board’s (CBB) fourth annual Beef Checkoff Visionary Award during the General Session of the 2024 Cattle Industry Summer Business Meeting in San Diego, Calif. This award recognizes an individual in the beef industry who has demonstrated exemplary support of and commitment to the Checkoff’s goals and vision.

“Jan has been an important part of the beef industry for decades,” said Andy Bishop, 2024 CBB chair. “She had a vision and an energy that made a powerful imprint on the people and processes behind the Beef Checkoff program. She saw the strength of early Checkoff programs and the importance of having a consistent national Checkoff message across all states. For these and so many other reasons, Jan truly deserves the 2024 Visionary Award.”

Jan and Frank Lyons started the Lyons Ranch Angus cowherd south of Manhattan, Kan., more than 40 years ago. Jan was raised on a small Angus farm in eastern Ohio, helping her dad and brother with the farm and taking care of their cattle. She and Frank, whose family farmed as well, wanted to raise their daughters, Debbie and Amy, to appreciate good cattle and the ideals and work ethic they valued so much.

Over the years, Jan gave much of her energy and time to the beef industry and people she loved. She first volunteered as a 4-H leader at the local and county levels and for the Kansas Junior Angus Association. Jan was also the first woman president of the Kansas Angus Association, chair of the Kansas Beef Council, president of the Kansas Livestock Association, chair of the Cattlemen’s Beef Board, and, finally, president of the National Cattlemen’s Beef Association (NCBA) in 2004. During her time as NCBA president, Jan reassured the public that the U.S. beef supply was safe during the “Cow that Stole Christmas” bovine spongiform encephalopathy (BSE) event in December 2003.

“Certainly, the Beef Checkoff as we know it today wouldn’t exist without Jan’s tireless efforts spanning decades of commitment and dedication to the beef industry,” said Greg Hanes, CEO of the Cattlemen’s Beef Board. “Her pioneering focus on pinpointing consumer demand drivers during the Checkoff’s early years led to tremendous growth for our industry. On behalf of everyone at the CBB, I congratulate Jan on this well-deserved award.”

For more information about the Cattlemen’s Beef Board, the Beef Checkoff and its programs (promotion, research, foreign marketing, industry information, consumer information and safety), visit DrivingDemandforBeef.com .

Speer: Checkoff the Common Thread

Wed, 19 Jun 2024 01:23:56 GMT

Review: As part of some of the discussion around camera grading (i.e. debunking the claim it’s all a “farce” – of which I’m still shaking my head in disbelief), I included some sales data from 210 Analytics (Anne-Marie Roerink) . I summarized the data like this:

Total meat sales [52-weeks] through April are up $2.21 B…beef sales increased $2.28 B…That is, beef (function of both higher volume and price) accounts for all the meat case’s growth (even compensating for some of the categorical losers). And all the while, consumers are especially cranky about food inflation thus providing them every reason, excuse, and/or opportunity to trade down.

Bigger Picture: The data inherently lends itself to a broader review of total trade dollars (domestic and export) over time. Most significant, it hearkens back to some discussion last summer regarding the Checkoff (see Not Even Close ).

The OFF Act supporters, in an attempt to denigrate the Checkoff, were claiming the chicken industry had surpassed the beef industry “without the help of USDA commodity checkoff programs.” Their argument being based on “consumption” data (for more, see The OFF Boondoggle ).

Pre-1998: It’s not consumption that matters – it’s dollars that make a difference! So, let’s dive into the beef v chicken comparison from that perspective (domestic spending plus exports). The beef industry’s advantage (versus chicken) in 1980 was ~$31B. By 1998 (when beef demand bottomed out), that advantage had withered to just ~$20B.

That’s because between 1980-and-1998 per capita domestic beef spending grew by just $6. And given it was a period plagued by high inflation, real spending was actually going backwards; revenue generation was lagging inflation by a wide margin. Meanwhile, the chicken industry grew spending by $73. Beef’s annual growth rate trailed chicken by nearly 5%.

Post-1998: However, as highlighted several weeks ago in this column , the beef industry was hard at work trying to turn the Titanic. It takes time, but in 1999, the Beef Checkoff’s emphasis on consumers began to take hold. (see first graph). Since that time the race hasn’t even been close. The table below details pre- versus post-1998 data across the two industries.

And with respect to total dollars, it’s important to note the discussion here is in BILLIONS – versus investment in the Checkoff that’s measured in millions. CBB revenue in 2023 was ~$42M ; the equivalent of just ¼-penny of every industry dollar (another story for another day).

ne Common Thread: It’s no accident the fed market just marked another new record – all the while fed beef production through May is the third highest on record (just slightly behind only ’21 and ’22 – see second graph) – and June is following right in line. Bigger production, higher prices – that all stems from better demand.

Once you get behind, it’s hard for even small, nimble companies to turn around let alone a segmented, fragmented, heavyweight business – comprised of hundreds of thousands of participants (for many of whom the business is NOT even a primary interest ). And yet the story since 1998 is nothing short of incredible – it makes for a unique and compelling business case study.

How did the industry get jumpstarted? And what’s helped fuel the beef industry’s growth along the way? Across the breadth of the business, and time, there’s one common thread…the Checkoff.

Beef Checkoff’s Investment in Consumer Research Provides Invaluable Promotional Roadmap

Mon, 17 Jun 2024 19:43:06 GMT

Jeri Hanson, Comfrey, Minnesota, is a member of the Cattlemen’s Beef Board and the Beef Checkoff’s Consumer Trust and Evaluation Committees.

Cattle have always been a part of my life. My three older sisters and I grew up on a dairy farm. I’ve worked as a veterinary medical technician, spent almost six years as a dairy herd improvement supervisor, and for the past 18 years, I’ve worked beside my husband, tending our cattle herd near Comfrey, Minnesota.

It’s no surprise, then, that the beef industry is also very important to me. I’m truly passionate about it. I’ve been involved in the industry for many years on the local and state levels, and now as a member of the Cattlemen’s Beef Board (CBB), which administers the national Beef Checkoff program. It’s allowed me to help an industry I love continue to thrive. As a part of the CBB’s Consumer Trust Committee, I work with other members and our contractors to help consumers feel good about choosing beef. In my role on the Checkoff Evaluation Committee, I help gauge the effectiveness of Beef Checkoff programs and whether they’re achieving our goals.

Much of our work on the CBB boils down to ensuring we’re promoting beef in ways that resonate with consumers. Years ago, I had the privilege of working in a sales department for a promotional products company. There, I learned that to sell something, you must be passionate and knowledgeable about your product, and perhaps even more importantly, you must understand your customers. What are they looking for? What do they need? What drives their behaviors?

These sales principles also apply to the beef industry, and that’s where Checkoff-funded consumer research comes in. Without research, we could only guess at what today’s consumers are looking for at the grocery store or on the restaurant menu. We wouldn’t have insight about their shopping habits, recipe trends or nutritional needs. By researching today’s consumers, we can obtain that data and reach out to consumers with specific messages that encourage them to purchase beef, whether it’s for a family dinner at home or a celebratory meal out on the town. Consumer research helps us invest Checkoff dollars in ways that will drive beef demand, which is our ultimate goal.

For example, we’re currently entering the peak of summer grilling season, when around 30 percent of all beef products are sold annually in the U.S. Recent research tells us, however, that increasing food costs, a decreased ability to save and a decline in consumer sentiment may cause consumers to focus more on value in 2024 than in previous years. While 96 percent still plan to grill this summer, they are more likely to buy cheaper cuts like ground beef, use more coupons and look for deals. So, it makes good sense to promote less expensive beef cuts and develop new recipes for those cuts this summer. That information has manifested into a widely distributed press release on National Beef Burger Day and recipes for “Beef on a Budget,” along with grilling tips at Beef. It’s What’s For Dinner.com.

Something else to watch for this summer is Beef. It’s What’s For Dinner’s partnership with Little League baseball. Little League is a great “brand fit” with Beef. It’s What’s For Dinner., and it hits on known consumer demand drivers that we’ve uncovered with Checkoff-funded research, like health, nutrition and convenience. The Little League regional championships happen from June to August, right during the heart of summer grilling season. Furthermore, this partnership will allow us to communicate beef’s benefits to one of our core audiences – parents – in all 50 states.

Grocery shopping research also reveals that approximately 57 percent of consumers currently purchase at least some of their groceries online. To reach those consumers, the Beef Checkoff has initiated e-commerce partnerships with national grocery chains across the U.S. Through these partnerships, the Checkoff’s Channel Marketing team can track a consumer from when they see a beef ad to when they purchase beef, showing a direct return on investment. In 2023, every $1 invested in these e-commerce campaigns resulted in $47 in beef sales, a tremendous ROI.

Other examples of Checkoff-funded research include a study about evolving consumer behavior and preferences related to the growing movement toward sustainability and environmental stewardship. That research has led to promotions like “Rethink the Ranch,” an interactive map with links to stories about how beef producers are implementing their own environmental efforts, as well as a video series and a press release. There’s also been a publicity push for the Beef Quality Assurance program called “The Right Way Is the Only Way” to show consumers how farmers and ranchers are caring for their animals and their land.

Clearly, without consumer research, investing Checkoff dollars would be like going on a trip with no destination or plan in mind and no roadmap. By investing in consumer research, we can uncover emerging trends, educate consumers and gain their trust in beef, develop effective promotions and squeeze more from every producer dollar. I see research as key to keeping the beef industry strong for future generations – along with the dedicated producers who make it all happen.

Beef Checkoff Partners with Little League® to Keep Athletes Fueled with Beef

Fri, 24 May 2024 21:02:03 GMT

With baseball and softball season underway and the kickoff to summer grilling season fast approaching, the Beef. It’s What’s For Dinner. brand, funded by the Beef Checkoff, is excited to announce the perfect partnership between beef and baseball/softball as a proud partner of the Little League® World Series this year.

“This partnership provides a unique opportunity to reach a younger audience and their families with facts about beef and recipes they will love,” said Dan Gattis, NCBA Federation Division Chair. “With approximately two million players annually, Little League teams account for 70% of youth baseball in the U.S. and makes them an ideal partner for the Beef Checkoff.”

The partnership, which will name Beef as the official sponsor of the Perfect Home Plate with Little League, will include a variety of advertising opportunities, including a digital video series to inspire consumers to choose beef. It will culminate with a beef dinner the night before the opening game of the Little League Baseball® World Series to fuel the young athletes with high quality protein and help them prepare for 11 days of competition.

Beef is always a crowd pleaser, but nutrition is key when fueling young athletes and busy families. This partnership will help educate consumers about beef’s unmatched nutrition package of high-quality protein and 10 essential nutrients, helping them keep their families nourished throughout the day and introducing the next generation to the Beef. It’s What’s For Dinner. brand.

To see recipes and more content from the partnership, visit our Little League webpage on BeefItsWhatsForDinner.com .

Beef Spokespeople Join Newest Group of Trailblazers

Wed, 20 Mar 2024 02:11:13 GMT

The Trailblazers program, developed by the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, takes advocacy to an unprecedented level by giving participants the tools and training they need to promote beef to new audiences while addressing and correcting myths. After a competitive application process, ten Trailblazers have been selected for the program’s third cohort of beef community spokespeople, including:

● Mandy Atterholt, Ohio

● Amanda Hall, Kentucky

● Cara Henri, California

● Jessie Jarvis, Idaho

● Sierra Jepsen, Montana

● Katey Johnson, Oklahoma

● Anna Kobza, Nebraska

● Max Krupp, Texas

● Lettie McKinney, Kansas

● Arlie Reeves, Washington

“It’s evident that producers are seeking community across the industry as we received almost 50 applications for this year’s program, a 76% increase from last year,” said Chandler Mulvaney, director of grassroots advocacy and spokesperson development at NCBA. “The newly selected cohort will join efforts with previous Trailblazers, building community, providing opportunities for mentorship, and collaborating with other experienced grassroots advocates.”

Trailblazers receive in-depth training to become expert communicators, excel in media interviews and understand how to build confidence in beef-related practices when talking to consumers. Throughout the year, Trailblazers will receive advanced training from subject matter experts, learning how to effectively engage on various social media platforms, interact with the media, and enhance public speaking skills.

Sierra Jepsen of Montana, a participant in the class of Trailblazers, said, “Growing up on a grain and cow-calf operation, I came to realize that the producer and consumer do not always understand each other. But the butcher needs to understand them both! I now own a traveling butcher school, Butcher Solutions LLC. I travel the country helping butchers learn and perfect meat-cutting practices in local meat shops, while also advising farmers and ranchers on meat science principles important for raising and marketing high-quality beef. The NCBA Trailblazers program is going to help me stay connected with current industry issues and hone my skills in addressing consumer questions regarding the beef community.”

Trailblazers will meet online and in person to foster constant growth and refinement of skillsets when speaking about beef. Upon joining the advanced advocacy program, Trailblazers serve as industry spokespeople and inform beef advocates at the local and state levels on advocacy, media, and spokesperson best practices. Every year, ten new Trailblazers are accepted into the community building program.

For more information on the Trailblazers program and other beef advocacy efforts, contact Chandler Mulvaney at cmulvaney@beef.org.

‘The Space Between Us’ Brings the Beef Industry and Consumers Together

Wed, 20 Mar 2024 01:10:14 GMT

Texas, Nebraska and Oklahoma Beef Councils joined forces to develop a promotional campaign resulting in nearly 4 million views during the National Finals Rodeo (NFR). Using the theme, “The space between us brings us together,” the campaign showed appreciation for both the producers who raise beef and the consumers who choose to enjoy it.

“The NFR is a time for the rodeo community to celebrate its cowboys and cowgirls, and we’re thankful beef is at the center of many of those celebrations,” said Molly McAdams, executive vice president for Texas Beef Council (TBC). “NFR’s demographics show that many viewers are not farmers or ranchers. As a result, our campaign has been able to reach a large number of consumers who are not involved in agriculture while showcasing how much care producers put into raising their cattle.”

A television ad combined existing video assets from each state with a voiceover by Western artist and Texan, Red Steagall. The ad aired during all rodeo competitions and performances broadcast on The Cowboy Channel, while digital marketing efforts drove NFR fans to explore the heritage of beef production and rancher-inspired recipes at Beef.It’sWhat’sForDinner.com .

TBC will continue promoting the video to Texas audiences to get an even greater return on its promotional investment.

“By partnering with the Nebraska and Oklahoma Beef Councils on this campaign, we were able to pool our funding and creative assets to achieve more than we could alone,” McAdams said. “It’s just another way that TBC is helping promote beef on a national stage, benefiting Texas beef producers and the entire beef industry in a way that’s efficient and effective.”

For more information about Texas Beef Council and Beef Checkoff programs, visit TexasBeefCheckoff.com .

About Texas Beef Council

The Texas Beef Council (TBC) conducts the $1 per head national checkoff program for Texas beef producers and is also the contractor for the Beef Promotion Research Council of Texas (BPRCT), which administers the $1-per-head Texas state checkoff program. TBC’s mission is to increase beef demand in the state through programs of beef promotion, research and education. TBC also helps fund national and international beef checkoff programs to increase marketing opportunities around the globe. The BPRCT’s mission is to improve Texas producer profitability by strengthening and expanding beef demand. TBC and the BPRCT are directed by a 20-member board of cattlemen and women representing the state’s beef producers. For more information, visit TexasBeefCheckoff.com .

Beef Spokespeople Join Next Group of Trailblazers

Mon, 04 Mar 2024 20:40:33 GMT

The Trailblazers program, developed by the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, takes advocacy to an unprecedented level by giving participants the tools and training they need to promote beef to new audiences while addressing and correcting myths. After a competitive application process, ten Trailblazers have been selected for the program’s third cohort of beef community spokespeople, including:

• Mandy Atterholt, Ohio

• Amanda Hall, Kentucky

• Cara Henri, California

• Jessie Jarvis, Idaho

• Sierra Jepsen, Montana

• Katey Johnson, Oklahoma

• Anna Kobza, Nebraska

• Max Krupp, Texas

• Lettie McKinney, Kansas

• Arlie Reeves, Washington

“It’s evident that producers are seeking community across the industry as we received almost 50 applications for this year’s program, a 76% increase from last year,” said Chandler Mulvaney, director of grassroots advocacy and spokesperson development at NCBA. “The newly selected cohort will join efforts with previous Trailblazers, building community, providing opportunities for mentorship, and collaborating with other experienced grassroots advocates.”

Trailblazers receive in-depth training to become expert communicators, excel in media interviews and understand how to build confidence in beef-related practices when talking to consumers. Throughout the year, Trailblazers will receive advanced training from subject matter experts, learning how to effectively engage on various social media platforms, interact with the media, and enhance public speaking skills.

Sebastian Meija Turcios of California, participant in the inaugural class of Trailblazers, said the following about his experience, “The Trailblazers program has provided me with invaluable opportunities to find my role as a leader in the beef industry and to make connections that will endure the test of time. As a scientist, Trailblazers has provided me with the tools and skills that will help me be a stronger communicator.”

Trailblazers will meet online and in person to foster constant growth and refinement of skillsets when speaking about beef. Upon joining the advanced advocacy program, Trailblazers serve as industry spokespeople and inform beef advocates at the local and state levels on advocacy, media, and spokesperson best practices. Every year, ten new Trailblazers are accepted into the community building program.

For more information on the Trailblazers program and other beef advocacy efforts, contact Chandler Mulvaney at cmulvaney@beef.org .

.

Speer: Beef Forging Ahead With Consumers

Sat, 17 Feb 2024 00:25:59 GMT

Inflation: Ask any consumer about inflation and the first thing they’ll likely mention are food prices. For example, results from a November Yahoo Finance/Ipsos survey detail it this way:

Americans are feeling the impact of inflation and rising interest rates, particularly in the food and housing costs. Regardless of political affiliation, a strong majority of registered voters say inflation over the

last two years has been unusually high (88%). Inflated prices are widely affecting food prices, as over two-thirds of voters (67%) say this is the area they have seen most impacted by inflation.

Retail Sales: How does that play out in the meat case? Not like you might think. In mid-January, Circana and 210 Analytics (Anne-Marie Roerink) released the 2023 year-end results for retail meat sales (outlined in the table below). A couple of items are especially significant.

December ‘23: Beef’s monthly sales comp was the clear winner. Total sales were up nearly 5% - while fresh meat sales, in general, were down.
52-week Comps: Beef also generated the largest dollar gains (1.6%) across the protein sector.

Now compare chicken’s year-over-year dollar sale comps; the dollar increase is directly associated with volume growth. However, for beef it’s the other way around - more dollars on lower volume.

Pricing Power: All that speaks to the beef industry’s continued pricing power in the marketplace. That’s especially significant given consumers are especially ouchy about inflation. One would expect that consumers would have been more prone to trading down when inflation is front-of-mind. Why is that occurring?

It’s because the product continues to get better. The 2022 National Beef Quality Audit (funded by your checkoff dollars) survey respondents, when asked, “What are the strengths of the steer and heifer industry?” reinforced that reality. The results are detailed below; note that product quality gets consistently cited across all categories of industry participants.

Should Be / Not Happening: Now, let’s turn to the pork industry. Sale results reveal a sharp decline (-5.3%) in 2023. The industry’s challenges were underscored in a recent Wall Street Journal article: We’re Not Eating Enough Bacon, and That’s a Problem for the Economy . The first sentence reads like this: “The American pork industry has a problem: it makes more tenderloin, ham, sausage and bacon than anybody wants to eat.”

The column featured a 27-year-old consumer in Chicago, Andrew Rasmussen – “the kind of person pork producers hope to win over.” (And one the beef industry needs to win over, too.) Mr. Rasmussen said he eats steak and burgers when they fit his budget and picks chicken when trying to save on his grocery bill. And then remarks, “Pork is kind of a third thought.”

Here’s the most important part highlighting beef’s pricing power. The article also features Scott Ferry who owns a small pork processing plant in Michigan – and concludes by quoting him with this observation (emphasis mine): “There should be greater demand for pork with beef prices where they are, but it’s not happening.”

Forging Ahead: Let’s pull it all together. Good things happening for the beef industry – all the while when consumers are looking for cheaper alternatives. They’re price shopping, but they’re not – at least when it comes to beef. And those added dollars flowing into the business helped underpin 2023’s record market. All this underscores the importance of maintaining a consumer focus: make beef better and promote it effectively. Build it and they will come.

Nevil Speer is an independent consultant based in Bowling Green, KY. The views and opinions expressed herein do not reflect, nor are associated with in any manner, any client or business relationship. He can be reached at nevil.speer@turkeytrack.biz .

Dan Kniffen: Beef Quality Audit Continues to Pay Dividends for the Entire Industry

Thu, 15 Feb 2024 20:15:38 GMT

Dan Kniffen, Former Member, Cattlemen’s Beef Board and Advisory Group Member, Beef Quality Assurance Program.

I was born into the livestock industry, and I’ve enjoyed working with the great people in this industry my whole life. Over the years, I’ve been able to develop and raise a personal herd of purebred cattle. I’ve also spent more than 40 years working with students, currently at Penn State University as the cow-calf beef extension specialist and as an Animal Science professor. I enjoy helping students better understand the many facets of beef production. Take it from me—it’s true when they say if you love what you’re doing, no day ever seems like work.

I’m also just one of many people who’ve chosen to volunteer and give back to this industry that’s provided the lifestyle we love. I’ve had the pleasure of serving several terms on the Cattlemen’s Beef Board (CBB), and I’m also a member of the Beef Quality Assurance program’s advisory group. Through the CBB, I’ve developed some great friendships and dedicated considerable time and effort to ensuring the prudent investment of Beef Checkoff dollars. One of those investments is the National Beef Quality Audit (NBQA) that has taken place every five years since 1991.

NBQA helps us better understand what “quality” means to different beef industry sectors and the value of those quality attributes. The audit helps the beef industry discover what we should change to increase the value of our products. The Beef Quality Assurance Advisory Group develops the questions asked in each NBQA and ensures consistency with previous audits to permit a year-over-year data comparison. Then, we meet to review and discuss the audit results in great detail with our group and the research team that conducts the audit to develop consistent messaging.

My first thought after seeing the results of the first NBQA back in ‘91 was, “We have a lot of work to do.” And we did. But through a vigorous, industry-wide effort, we’ve tackled the challenges uncovered by that audit and the ones that followed. For example, the first NBQA raised the issue of injection-site lesions that consumers found concerning and distasteful. Just a few short years later, injection site lesions were almost nonexistent.

Over the years, as the NBQA advanced through its five-year cycle, the industry continued to measure and manage challenges with the same quick attention and turnaround. To get a better handle on consumer perceptions, the audit now includes a section with input from an in-person consumer survey. Implementing this survey gives us the opportunity to discuss the resulting data at producer meetings around the country.

The most recent NBQA took place in 2022. After looking at that audit’s results, I was pleased to see the industry’s continued progress toward the goals specified in our Long Range Plan. We’ve significantly improved efficiency across the entire supply chain, and that’s helped control our production costs, which benefits all consumers.

Additionally, it’s intriguing to see from this audit that consumers are far less concerned about food safety. They now simply expect our product to be safe without question – because we’ve taken the steps to ensure it is. We also found that more producers are adopting electronic ID for interstate movement of cattle, which should improve beef access to additional international markets. We’re also seeing more prime and choice carcasses available due to slower packing plant operations during the pandemic. As a result, more cattle remained in feedlots longer, gaining more weight and getting into better condition than they might have during a typical production year. Given today’s low cattle inventories, this situation is likely to change as cattle in the feedlot sector cycle out.

The NBQA remains one of the best ways for our industry to get a handle on current beef industry data and trends. Without the audit, we would lose the opportunity to manage beef quality because we’re not measuring its performance. As we’ve identified areas requiring improvement, beef industry stakeholders have come together and developed effective plans to address those issues. Without the continued checks and balances that the audit provides, beef would likely lose market share, something no beef producer wants. Our livelihoods depend on the NBQA.

With the perspective of time, it’s plain to see that investing Checkoff dollars in the NBQA has returned significant dividends to producers and the entire beef industry. You may know the adage, “If you don’t measure it, you can’t manage it.” That’s exactly what the first NBQA did back in 1991 and continues to do today.

Cattlemen’s Beef Board Elects New Officers

Fri, 02 Feb 2024 17:20:09 GMT

Cattle producers Andy Bishop of Kentucky, Ryan Moorhouse of Texas and Dr. Cheryl DeVuyst of Oklahoma are the new leaders of the Cattlemen’s Beef Promotion & Research Board (CBB). This officer team is responsible for guiding the national Beef Checkoff throughout 2024.

Bishop, Moorhouse and DeVuyst were elected by their fellow Beef Board members during their Winter Meetings, held during the 2024 Cattle Industry Convention in Orlando, Florida. Bishop, the 2023 vice chair, will now serve as the CBB’s chair, while Moorhouse will transition from his role as the 2023 secretary-treasurer to become the 2024 vice chair. DeVuyst is the newest member of the officer team, taking on Moorhouse’s former responsibilities as secretary-treasurer.

2024 Chair Andy Bishop and his wife Meagan of Cox’s Creek, Kentucky are raising their four children on their registered Angus seed stock operation, Fairfield Farm. Bishop began his career teaching agriculture and moved into the field of agriculture lending in 2007. Bishop is the former chair of the Kentucky Beef Council and the National Cattlemen’s Beef Association (NCBA) Young Cattlemen’s Conference. Bishop also served as a member of the Long Range Planning Task Force and as president of the National Cattlemen’s Beef Association’s (NCBA) Young Producers Council and the Kentucky Cattlemen’s Young Producers group.

“The beef industry is in a unique situation as 2024 gets underway,” Bishop said. “Producers have been dealing with adverse weather and production cost conditions over the past few years, leading to herd liquidation. While things do seem to be improving, the Beef Checkoff must continue to be vigilant, developing the right programs and messaging to keep beef demand high. I’m excited to lead the CBB as we navigate the opportunities and challenges this year sends our way.”

Vice Chair Moorhouse grew up in North Central Texas on his family’s cow/calf and stocker operation. After graduating from Texas A & M University, Moorhouse went to work for Continental Grain Cattle Feeding (now Five Rivers). He currently serves as the general manager for Hartley Feeders, a Five Rivers Cattle Feeding operation. A resident of Amarillo, Texas, Moorhouse, his wife Colette and their two sons also operate a stocker operation back home on part of the family ranch.

Dr. Cheryl DeVuyst and her husband, Eric, own DeVuyst Ranch, a cow-calf and stocker operation. DeVuyst is also a professor of agricultural economics at Oklahoma State University and head of its Ag Econ department. DeVuyst is involved with numerous agricultural organizations, including Oklahoma CattleWomen, Oklahoma Cattlemen’s Association, National Cattlemen’s Beef Association (NCBA), Oklahoma Farm Bureau, Pawnee County CattleWomen, Agricultural and Applied Economics Association and American National CattleWomen. She’s also a faculty advisor for the Oklahoma Collegiate CattleWomen and is a past board member of the Western Agricultural Economics Association.

“Our CBB members and staff are incredibly fortunate to have three strong beef industry leaders and advocates like Andy, Ryan and Cheryl at the helm of this organization,” said Greg Hanes, CEO of the Cattlemen’s Beef Board. “Each has unique experience and perspective to share, representing producers from across the U.S. As we begin our journey through 2024, I’m looking forward to working with this leadership team to launch programs and initiatives that drive beef demand and benefit producers nationwide.”

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