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Beef promotion operating committee approves 2021 checkoff plan | Rural Radio Network

Beef promotion operating committee approves 2021 checkoff plan

Beef promotion operating committee approves 2021 checkoff plan

The Cattlemen’s Beef Board will invest approximately $39,380,000 into programs designed for beef promotion, research, consumer information, industry information, foreign marketing, and producer communications during the Fiscal Year 2021.

At the end of its September meeting, the Beef Promotion Operating Committee approved checkoff funding for a total of 13 “Authorization Requests,” also known as grant proposals, brought by nine contractors. Those nine contractors brought a total of more than $47,700,000 worth of funding requests to the BPOC, almost $8 million more than what’s available in the budget.

In the end, the BPOC approved proposals from eight national beef organizations for funding through the FY 21 Cattlemen’s Beef Board budget, as follows:
  • American Farm Bureau Foundation for Agriculture – $670,996
  • Cattlemen’s Beef Board – $1,689,915
  • Foundation for Meat and Poultry Research and Education – $646,144
  • Meat Import Council of America / Northeast Beef Promotion Initiative – $497,037
  • National Cattlemen’s Beef Association – $26,442,207
  • National Institute for Animal Agriculture – $89,466
  • North American Meat Institute – $994,068
  • United States Meat Export Federation – $8,350,170
Broken out by budget component – as outlined by the Beef Promotion and Research Act of 1985 – the Fiscal Year 2021 Plan of Work for the Cattlemen’s Beef Promotion and Research Board budget includes:
  • $9.8 million for promotion programs, including continuation of the checkoff’s consumer digital advertising program, as well as veal promotion
  • $8.9 million for research programs, focusing on a variety of critical issues, including pre- and post-harvest beef safety research, product quality research, human nutrition research and scientific affairs, market research, and beef and culinary innovations
  • $7.3 million for consumer information programs, including a Northeast public relations initiative; 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
  • $3.3 million for industry information programs, comprising dissemination of accurate information about the beef industry to counter misinformation from anti-beef groups and others, as well as funding for checkoff participation in a fifth annual national industrywide symposium focused on discussion and dissemination of information about antibiotic use
  • $8.4 million for foreign marketing and education in 80 countries in the following regions: ASEAN region, Caribbean, Central America/Dominican Republic, China/Hong Kong, Europe, Japan, Korea, Mexico, Middle East, Russia/Greater Russian Region, South America, Taiwan and new markets
  • $1.7 million for producer communications, which includes investor outreach using national communications and direct communications to producers and importers about checkoff results, as well as development and utilization of a publishing strategy and platform and a state beef council content hub.

 

“Producers drive all the decisions that the BPOC makes during these meetings,” says CBB and BPOC Chair Jared Brackett. “Cattlemen and women from across the country and importers carefully consider every proposal to determine where we should send these checkoff dollars.”

With every decision they make, Brackett says the members’ main goal is to increase beef demand. The committee consists of ten producers from the Cattlemen’s Beef Board and 10 producers from the Federation of State Beef Councils.

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