Fiscal Year 2024 Beef Checkoff Plan of Work

The 2024 Fiscal Year for the Cattlemen’s Beef Board (CBB) started October 1^st, and throughout the year they will be investing approximately $38 million into programs of beef promotion, research, consumer information, industry information, foreign marketing, and producer communications.

Back in September, the Beef Promotion Operating Committee approved Checkoff funding for a total of 12 “Authorization Requests”, or grant proposals for the year. Nine contractors and three subcontractors brought 15 Authorization Requests worth approximately $49 million to the Committee, which was some $11 million more than the CBB budget would allow.

Jimmy Taylor, CBB and Committee chair said, “Our budget amounts to slightly less each year because of inflation. To put it in perspective, a dollar in 1985 is worth just 35 cents today. That means we simply don’t have the buying power that we had when this program first started.” 

So, eight proposals were accepted and the funding includes:

• $9,275,000 for promotion programs, including beef and veal campaigns focusing on beef’s nutritional value, eating experience, convenience, and production.
• $8,300,000 for research programs focusing on pre- and post-harvest beef safety, scientific affairs, nutrition, sustainability, product quality, culinary technical expertise, and consumer perceptions.
• $7,600,550 for consumer information programs, including 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.
• $2,819,450 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.
• $8,150,000 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.

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