Contact: Diane Henderson 303/867-6302
dhenderson@beefboard.org
Operating Committee Approves
Beef Checkoff Initiatives For 2008
Committee forced to cut more than
$1.8 million in proposals
DENVER, Colo., (Sept. 22, 2007) – The
Beef Promotion Operating Committee this
week funded a total of 42 program
proposals with beef checkoff dollars for
Fiscal 2008. At the same time, however,
a tight budget forced the committee to
reject more than $1.8 million in
proposals to stay within the Cattlemen’s
Beef Board’s (CBB’s) $46.8 million
national program budget for the coming
year.
“This was one of the most difficult
Operating Committee meetings I’ve been
through during all the years I’ve served
on it because of all the tough choices
we had to make,” said CBB Chairman Ken
Stielow, a producer from Kansas. “At the
same time, it was one of the best
because of that. We have a very tight
budget for 2008 – down about 9 percent
from the 2007 budget – so we really had
to debate the merits of each program
extensively.”
The plan of work funds promotion,
research and information programs and is
designed to build demand for beef using
the checkoff funds remitted to the CBB.
The plan still must be approved by the
U.S. Department of Agriculture before
any funds can be expended.
Approval of the plan came after a day
and a half of presentations and
discussion. The Operating Committee – 10
producer members of the Cattlemen’s beef
Board and 10 producer representatives
from the Federation of State Beef
Councils – had to balance the industry’s
requests for funding against anticipated
checkoff collections for 2008.
“Discussions got a little lively at
times,” Stielow said. “Contractors knew
that the budget was going to be tight,
so they made sure their proposals didn’t
have any fat around the edges. That
meant that we had to cut things we
didn’t want to cut, and that can become
an emotional experience.”
The result, Stielow said, is a
producer-selected menu of checkoff
activities that the committee believes
will create the best opportunities for
cattle producers in the coming fiscal
year given the budget constraints.
Contractors with program proposals
included in the plan are the American
National CattleWomen (ANCW), the
American Veal Association (AVA), the
Cattlemen’s Beef Board (CBB), the Meat
Importers Council of America (MICA), the
National Cattlemen’s Beef Association
(NCBA), the National Livestock Producers
Association (NLPA) and the U.S. Meat
Export Federation (USMEF).
The approved checkoff plan of work
for CBB during fiscal 2008 includes:
- More than 22.8 million for
promotion. Promotion efforts include
new consumer advertising, retail
marketing, foodservice marketing,
new product and culinary
initiatives, the National Beef
Cook-Off; a Northeast beef promotion
initiative, and veal promotion.
- About $7.4 million for research
projects focused on a variety of
critical issues, including beef
safety research, product enhancement
research, nutrition research, and
market research.
- A total of $6.3 million for
consumer information programs,
including a Northeast public
relations initiative, national
public relations, nutrition
influencers support, and a youth
education and information program.
- More than $2.4 million for
industry information projects,
including beef, veal and dairy-beef
quality assurance programs, the
National Beef Ambassador program,
and dissemination of accurate
information about the beef industry
to counter misinformation from
anti-beef groups.
- About $5.25 million for foreign
marketing efforts managed by the
U.S. Meat Export Federation,
including education programs and
marketing of U.S. beef in Taiwan,
the ASEAN, the Caribbean,
Central/South America, Dominican
Republic, Europe, Greater China,
Japan, South Korea, Mexico, Middle
East, and Russia.
- More than $2.3 million for
producer communications, which
includes Producer Outreach using
Beefmobiles, paid media, beef and
dairy earned media, CBB
Communications and semi-annual
producer attitude surveys.
- A separate $10.66 million in
allocations from the Federation of
State Beef Councils will further
increase checkoff funding of
national promotion programs by $4.9
million; research by $1.76 million;
consumer information by $1.3
million; industry information by
$560,000; and foreign marketing
efforts by $2.1 million.
Of the $1.8 million denied, producers
on the Operating Committee turned down
nearly $1.5 million in proposals from
the National Cattlemen’s Beef
Association, $33,500 from the American
National CattleWomen; and $305,000 from
the National Livestock Producers’
Association.
Programs authorized by the Operating
Committee must be approved by USDA
before any money can be spent. Each
contractor of the Beef Checkoff Program
works on a cost-recovery basis and, by
law, cannot profit from work they do on
behalf of the Beef Board and state beef
councils. Each contractor is subject to
audits by CBB and USDA on an ongoing
basis.
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The Beef Checkoff Program was
established as part of the 1985 Farm
Bill. The checkoff assesses $1 per head
on the sale of live domestic and
imported cattle, in addition to a
comparable assessment on imported beef
and beef products. States retain up to
50 cents on the dollar and forward the
other 50 cents per head to the
Cattlemen’s Beef Promotion and Research
Board, which administers the national
checkoff program, subject to USDA
approval.
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