The Georgia Beef Board is highlighting the impact of the Beef Checkoff program during CattleCon 26, focusing on how producer-funded efforts are delivering real results for the beef industry. During the event, the Georgia Beef Board and the Cattlemen’s Beef Board shared updates showing that the Beef Checkoff continues to strengthen demand, expand education, and generate measurable returns for cattle producers.
Wyatt Doolittle with the Georgia Beef Board and Davis Kidney from the Cattlemen’s Beef Board emphasized a clear takeaway from this year’s discussions: the Beef Checkoff is working. From demand-building initiatives to education and outreach, the program is gaining momentum at a time when maintaining consumer trust and market share is critical.
At CattleCon 26, updates were shared on how checkoff dollars are driving beef demand, especially among younger consumers. Strong performance from digital marketing campaigns, retail partnerships, and food service promotions is helping keep beef front and center in the marketplace. These efforts ensure beef remains competitive and visible as consumers make purchasing decisions across grocery stores and restaurants.
Beyond advertising, education plays a central role in the Beef Checkoff’s mission. Checkoff investments support teacher programs, nutrition education, and producer-focused resources designed to improve understanding of beef’s value. These initiatives connect classrooms to kitchens, helping people better understand beef not only as a high-quality protein, but also as a product raised by dedicated cattle producers.
These education and outreach efforts are helping protect beef’s place in the diet long term while building trust and understanding with consumers. Strengthening that connection is essential for maintaining demand and supporting the industry well into the future.
For producers, the importance of the Beef Checkoff is clear. The program is designed to strengthen demand and protect the bottom line by creating pull-through demand that benefits the entire beef industry. Every program highlighted during CattleCon 26 is focused on supporting cattle producers and reinforcing beef’s value in the marketplace.
Producer engagement remains a key part of the Beef Checkoff’s success. The program is both producer-funded and producer-driven, and producer input helps guide priorities and programs. When producers see a Beef Checkoff logo, it signals that their dollars are being put to work on their behalf.
As a reminder shared during the event, beef continues to deliver for consumers and producers alike: “beef, it’s what’s for dinner.”
Audio Reporting by Dale Sandlin for Southeast AgNet.