During the Cattle Industry Summer Business Meeting held in July, cattle producers from across the country were on hand to discuss current issues. They heard about the new 2021-2025 Beef Industry Long Range Plan and reviewed how the Beef Checkoff program has adjusted messaging and programs over the past several months.
During the meeting, Beef Checkoff committee members from the Cattlemen’s Beef Board and Federation of State Beef Councils in each of the five different program committees: Safety, Nutrition and Health, Innovation, Consumer Trust and Export Growth, heard presentations from Checkoff contractors. The presentations explained how programs, research and education, have creatively changed to drive beef demand over the past six months.
Jared Brackett, chair of the Cattlemen’s Beef Board (CBB) said, “As we’re all aware, 2020 has presented the beef industry with numerous challenges. Our Beef Checkoff contractors have truly risen to the occasion, revising their 2020 plans to accommodate the changes that the COVID-19 pandemic has brought to our lives, both professionally and personally.”
He added, “The presentations at this year’s Summer Business Meeting only made me feel even more confident that the Checkoff will continue to drive beef demand in a positive direction. I’m also looking forward to seeing how we’re able to apply what we’ve learned in 2020 to our efforts in 2021.”
To learn more about the Beef Checkoff and its programs, including promotion, research, foreign marketing, industry information, consumer information and safety, visit DrivingDemandForBeef.com.