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Survey: 80% say checkoff drives demand for beefSurvey: 80% say checkoff drives demand for beef

Investment in research, promotion and producer communications keeps industry growing and keeps beef on dinner tables.

March 22, 2019

2 Min Read
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Beef Checkoff

The majority of beef producers are in favor of the beef checkoff program and have consistently supported it over time. In fact, according to a recent independent study, 80% of respondents said the checkoff drives demand for beef.

For more than 25 years, the checkoff has commissioned a third-party research firm to conduct an annual survey of beef and dairy producers nationwide to determine their awareness of the beef checkoff as well as their sentiment and concerns about the program.

This year’s key survey findings included:

  • 80% say the beef checkoff drives demand for beef.

  • 72% say they approve of the beef checkoff.

  • 68% say the beef checkoff leads to greater profitability in their own operation.

In January 2019, Luce Research conducted the survey by calling the cellphone and landline numbers of 1,200 beef and dairy producers nationwide who were randomly chosen from a master list of 150,000 U.S. producers. Using 2012 "Census of Agriculture" statistics, the research firm weighted the survey data by age, geography and type of operation to be proportionate to the number of beef and dairy farms in that region, resulting in the adjusted sample size of 1,200 producers.

To participate, responding producers had to indicate that they managed an operation that included cattle. For a sample of 1,200, the maximum statistical margin of error (95% confidence level) was ±2.8% around any one reported result. For those producers who said they were aware of the checkoff, the maximum margin of error was ±2.9%.

According to the survey results, producers conclude that the checkoff is making a difference in the beef industry, and they understand its positive, global impact. Investing in areas such as research, promotion and producer communications are ways the checkoff keeps the industry growing and keeps beef on dinner tables around the world.

“We’re pleased to learn that producers continue to see the value of the checkoff and support its efforts,” said Brian Malaer, co-chair of the Cattlemen’s Beef Board Investor Relations Working Group. “With 80% of producers saying the checkoff help drives demand for beef, it’s clear that they see the return on their investment and feel the checkoff is a necessary part of the beef industry. As 2019 continues, we will keep communicating the checkoff’s many successes so even more producers can better understand how their dollars are advancing the demand for beef.”

Funding for the “Producer Survey” initiative sits under the Producer Communications Authorization Request, overseen by the Investor Relations Working Group and commissioned by the Cattlemen’s Beef Board. The dollars come solely from the beef checkoff, without input from contractors, to ensure unbiased results. The checkoff will take the information gathered from this year’s survey and use it to develop authorization requests for the coming year.

“To ensure the beef checkoff‘s continued success, we must communicate the value it brings to the beef industry and the everyday beef producer,” Malaer said. “Their dollars support the industry. Their dollars make a difference. Their dollars are driving demand.”

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