As I’ve visited with cattlemen and women throughout the country about the Beef Checkoff Program, one message rings loudest: Results matter most. Those who pay the $1-per-head beef checkoff want a successful and effective program that builds beef demand – but one that efficiently utilizes funds without waste.
That view was reinforced at the 2011 Cattle Industry Summer Conference in Kissimmee, Fla., in August. With decreasing cattle numbers and, consequently, reduced checkoff income, cattlemen and women at the meeting expressed their insistence on focusing on programs that get the most bang for the buck. This is especially true when today’s dollar has one quarter the buying power it did when the checkoff started 25 years ago.