CENTENNIAL, CO (Sep 15, 2020) — The Cattlemen’s Beef Board (CBB) will invest approximately $39,380,000 into programs for beef promotion, research, consumer information, industry information, foreign marketing and producer communications during fiscal 2021, subject to USDA approval.
At the end of its September 9-10 meeting in Denver, Colorado, the Beef Promotion Operating Committee (BPOC) approved checkoff funding for a total of 13 “Authorization Requests” – or grant proposals brought by nine contractors for the fiscal year beginning October 1, 2021. The committee includes 10 producers from the Cattlemen’s Beef Board and 10 producers from the Federation of State Beef Councils.
Nine contractors brought a total of $47,725,121 worth of funding requests to the BPOC this week, nearly $8,345,121 more than the funds available from the CBB budget.
“Producers drive all the decisions that the BPOC makes during these important meetings,” said CBB and BPOC Chair Jared Brackett. “Cattlemen and women from across the U.S. and importers carefully consider every proposal to determine where we should spend these Checkoff dollars with one primary goal in mind – increasing beef demand to provide producers with the best possible value for their Checkoff investments.
- 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
- $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.