The beef checkoff program has been instrumental in curtailing the slide in beef demand. It should continue as a valuable strategy to fund on-going industry research and promotion.
Many industry members have used the industry-funded research to improve beef quality and food safety, to develop new innovative beef products and to assist brand promotion. Losing the checkoff would seriously set back our industry's goal of increasing beef demand.
I encourage all industry participants who support the beef checkoff to contact the Livestock Marketing Association (LMA) members with whom they do business. Question their intentions in challenging the constitutionality of the checkoff.
Only through voicing our collective concerns will LMA understand their actions may be long term and detrimental to the entire beef industry.
This isn't just a National Cattlemen's Beef Association vs. LMA political issue. This is an industry issue that will affect everyone.
Robert Rebholtz, Jr.
president and CEO
Agri Beef Co.