Beef Buzz News
More Producer Education Becoming a Priority Investment for Checkoff as Focus Turns to Millennials
Mon, 16 Apr 2018 11:34:50 CDT
Originally from Texas, Chuck Coffey has spent most of his life ranching near Springer, Okla. Radio Oklahoma Ag Network Farm Director Ron Hays caught up with Coffey during the recent Texas and Southwest Cattle Raisers Association Convention to discuss his term so far as vice chairman of the Cattlemen’s Beef Promotion Board. He says this past year was a challenge as the board searched for a new CEO to replace Polly Ruhland who left to join the United Soybean Board. The board was faced with this decision to make during a time when concerns regarding Checkoff investment started to grow among stakeholders. Coffey says the new leadership in place is well suited for addressing these concerns and leading the Checkoff’s operations into the future.
“We were very pleased with the job Polly had done, but we recently hired Scott Stuart who has come into the Beef Board with us serving as our CEO and he’s hit the ground running,” Coffey said. “I’ve been amazed at how quickly he has learned the program because it is not an easy program to absorb.”
Coffey says it will take Stuart some time to fully grasp all the intricacies behind the Beef Checkoff and the CBB. He knows, because he insists it took him at least two or three years to understand it all himself and says he is still learning things today. His message in saying that is reflective of the feeling among many of the stakeholders today. Coffey explains that as a board, the decision was made to gear a large portion of the Checkoff’s investment in digital advertising designed to reach the Millennial generation where the most market potential is today. The problem is that most stakeholders are more mature in age and aren’t as exposed to the digital landscape like Millennials are because of their lifestyle habits. Coffey says many stakeholders are curious as to why they don’t see beef promotion through traditional media channels like they have become accustomed to in the past. In order to address these concerns, Coffey says the CBB voted to invest more into producer education to teach stakeholders where and how their dollars are being spent and why.
“I think they are concerned about what their dollars are being used for, because many of these producers in my age group and older aren’t seeing what’s going on in the Checkoff,” he explained. “It’s important for us to get out and educate about the Checkoff and promotion so they can see that their own people are out there in the field working to increase the value of beef.”
Listen to Coffey and Hays talk about the importance of producer education to the Beef Checkoff program, on today’s Beef Buzz.
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR below for today's show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
Hear Coffey and Hays talk about the importance of producer education to the Beef Checkoff, below.
right-click to download mp3
WebReadyTM Powered by WireReady® NSI
Beef News
Beef Industry Focuses On Sustainabiity, says NCBA's Alisa Harrison Tue, 07 Apr 2020 09:37:22 CDT
NCBA's Alisa Harrison Explains How Their Digital Marketing Strategy is Helping Consumers During the COVID-19 Crisis Mon, 06 Apr 2020 10:11:10 CDT
OSU Extension Livestock Economist Dr. Derrell Peel Offers Advice For Producers In Uncertain Times Fri, 03 Apr 2020 09:43:49 CDT
NCBA's Colin Woodall Says Federal Ruling on Beef Checkoff is a Huge Win for Cattle Industry Thu, 02 Apr 2020 09:06:22 CDT
Large Meat Supplies Keeping a Lid on Long-Term Outlook, Says Katelyn McCullock, Livestock Marketing Information Center Wed, 01 Apr 2020 10:20:23 CDT
Getting The Facts Straight About Bovine Coronavirus And COVID-19 Tue, 31 Mar 2020 10:46:10 CDT
Keeping The Food Supply Chain Moving Is Industry's Focus Says NCBA's Ethan Lane Mon, 30 Mar 2020 08:59:11 CDT
NCBA's Ethan Lane Explains The Importance of Stimulus Package For Cattle Producers Fri, 27 Mar 2020 09:42:20 CDT
NCBA's Dr. Jessica Watson Says USDA Has Paused Animal Electronic ID Program Thu, 26 Mar 2020 10:08:11 CDT
USMEF's Joel Haggard Expects China to Start Buying More U.S. Beef as They Fully Implement Phase One Agreement Wed, 25 Mar 2020 09:48:15 CDT
Consumer Demand Surge Leads to Higher Boxed Beef Prices as Food Supply Chain Adjusts to COVID-19 Tue, 24 Mar 2020 12:44:54 CDT
NCBA's Kent Bacus Sees Progress in Beef Trade With China Mon, 23 Mar 2020 10:01:17 CDT
The Great Story About Beef - Feeding More People A High Quality Diet Fri, 20 Mar 2020 09:12:51 CDT
Today's Beef Buzz - NCBA's Ethan Lane Explains How They Are Working To Keep The Food Pipeline Full Thu, 19 Mar 2020 10:07:13 CDT
Today's Beef Buzz - Positive Beef News As Canada Ratifies USMCA Trade Deal Wed, 18 Mar 2020 11:11:16 CDT
Today's Beef Buzz - Positive Beef News As Canada Ratifies USMCA Trade Deal Wed, 18 Mar 2020 09:30:49 CDT
Cattle Producers May Have to Live with Market Volatility for Several Months Tue, 17 Mar 2020 16:03:49 CDT
Shane Bedwell Says Breeding Genetics Improvements Moving At The Speed of Light Mon, 16 Mar 2020 10:38:37 CDT
CattleFax CEO Says Beef Market Has Transformed From Supply Driven To Market Driven Fri, 13 Mar 2020 10:37:13 CDT
Dr. Kathy Simmons- Beef Producers Doing Better and Better Job of Judiciously Using Antibiotics Thu, 12 Mar 2020 07:32:09 CDT
Dr. Derrell Peel says China Still Offers Potential For U.S. Beef Wed, 11 Mar 2020 10:22:59 CDT
Dr. Derrell Peel Weighs in On Black Swan Cattle Market Tue, 10 Mar 2020 11:38:55 CDT
NCBA Veterinarian Kathy Simmons Says USDA Making Progress on Getting FMD Vaccine Bank Into Place Tue, 10 Mar 2020 05:54:25 CDT
NCBA Veterinarian Kathy Simmons Says Protecting Our Ag Animals Health Is a 3-Legged Stool Mon, 09 Mar 2020 15:14:23 CDT
Allison Rivera Says NCBA Seeks Flexibility on Hours of Service for ELDS Fri, 06 Mar 2020 08:52:11 CST
Dr. Derrell Peel on The Difficulties of Pinning Down Beef Demand Cuts Thu, 05 Mar 2020 10:17:41 CST
Dr. Derrell Peel says Beef Demand Formula is Not a Simple Equation Wed, 04 Mar 2020 09:47:47 CST
Dr. Sara Place With Elanco, Explains Sustainability Tue, 03 Mar 2020 10:12:10 CST
Chase DeCoite Says BQA Program Still Relevant after 30 Years Mon, 02 Mar 2020 09:47:11 CST
Ben Weinheimer says U.S. Roundtable For Sustainable Beef Benefits Entire Cattle Industry Fri, 28 Feb 2020 08:07:52 CST
Jarold Callahan of Express Ranch on Bull Buying 101 Thu, 27 Feb 2020 11:08:32 CST
Dr. Michelle Calvo-Lorenzo Says Animal Welfare Starts with the Animal Handler Wed, 26 Feb 2020 09:12:53 CST
Dr. Shalene McNeil Says New Dietary Guidlines Include Positive Beef Impact Tue, 25 Feb 2020 09:17:10 CST
Dr. Kent Anderson Says It's Been The Decade of DNA Testing For Impoved Cattle Genetics Mon, 24 Feb 2020 09:59:57 CST
Don Close on the Impact of More Dairy Calves for Beef Consumption Fri, 21 Feb 2020 09:22:40 CST
