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
NCBA President-Elect Jennifer Houston Offers Beef's Perspective on AFBF Convention Discussions Wed, 16 Jan 2019 09:58:07 CST
The Fight is Coming - AFBF President Zippy Duvall Unveils New Campaign to Pass to WOTUS 2.0 Tue, 15 Jan 2019 10:01:41 CST
Government Shutdown Flirting with Potentially Serious Financial Implications for Beef Producers Mon, 14 Jan 2019 10:23:43 CST
NCBA's Ryan Goodman Visits OK to Train Producers in Effective Beef Advocacy and Messaging Fri, 11 Jan 2019 10:28:56 CST
Based on Available Info, KSU's Glynn Tonsor Predicts Potentially Profitable Year for Cow/Calf Sector Thu, 10 Jan 2019 10:10:26 CST
Economist Glynn Tonsor Addresses Recession Rumors, Why that Should Concern Cattle Producers Wed, 09 Jan 2019 10:26:22 CST
Work on New WOTUS Rule Delayed by Government Shutdown as Window of Opportunity Closes Tue, 08 Jan 2019 10:03:53 CST
NCBA, Environmental Groups Prepare to Touch Gloves as Effort to Revamp WOTUS Rule Heats Up Mon, 07 Jan 2019 10:34:56 CST
Herd Expansion Shows Signs of Slowing, Only Marginal Growth Expected in Next Inventory Report Fri, 04 Jan 2019 10:34:53 CST
Herd Expansion Shows Signs of Slowing, Only Marginal Growth Expected in Next Inventory Report Fri, 04 Jan 2019 10:20:31 CST
New Year, New Challenges, New Policy Decisions to Make- Cattle Industry Gears Up for a Busy 2019 Thu, 03 Jan 2019 10:42:50 CST
2018 a Good Year for Beef Producers Says Michael Kelsey - But What's in Store for the New Year? Wed, 02 Jan 2019 10:11:27 CST
Angus Link Designed to Show All Black Cattle Are Not Equal Wed, 02 Jan 2019 06:14:20 CST
American Angus President John Pfeiffer Offers the Back Story of the 40 Year Overnight Success of the Certified Angus Beef Program Thu, 27 Dec 2018 18:06:16 CST
Expect Lots of Conversation About Animal ID in 2019- Chelsea Good Offers the LMA Viewpoint Wed, 26 Dec 2018 07:42:19 CST
Derrell Peel and Ron Hays Beef Buzz- Contemplating the January 1, 2019 Beef Cow Number Tue, 25 Dec 2018 12:20:25 CST
Surprising Beef Demand Sustained During '18 Results in Favorable December Cattle on Feed Report Fri, 21 Dec 2018 09:41:29 CST
Chairwoman Dawn Caldwell Rebukes Critics' Claims About State Beef Council Federation's Work Thu, 20 Dec 2018 12:06:06 CST
Producers Prove Very Cooperative Under FDA Veterinary Feed Directive and Judicious Antibiotic Use Wed, 19 Dec 2018 13:01:32 CST
Market Watcher Derrell Peel Reviews this Fall Run of Calves as We Close Out 2018 and Look to '19 Tue, 18 Dec 2018 13:14:57 CST
Jim Robb of the Livestock Marketing Information Center Breaks Down Latest Beef Trade Numbers Mon, 17 Dec 2018 13:10:56 CST
Cattle Industry Claims Key Victories in New Farm Bill with Funding Provisions for FMD Bank and EQIP Fri, 14 Dec 2018 10:36:58 CST
Pressure from Fundamentals, Nonstop Muddy Feedlot Conditions Finally Catches Up to the Markets Thu, 13 Dec 2018 12:12:56 CST
Pressure from Fundamentals, Nonstop Muddy Feedlot Conditions Finally Catches Up to the Markets Thu, 13 Dec 2018 12:04:02 CST
CattleFax Has a Wealth of Market Information on Tap for Producers at Upcoming Cattle Convention Wed, 12 Dec 2018 11:23:51 CST
NCBA's Kevin Kester Lights Fire Under USTR to Get US - Japan Trade Deal Negotiations Underway Tue, 11 Dec 2018 11:12:38 CST
OKC-Based Kirkpatrick Foundation Raises Eyebrows with Not-So-Subtle Pro-Vegan Messages Mon, 10 Dec 2018 12:18:30 CST
The Angus Cow- Unsung Hero of Certified Angus Beef Sat, 08 Dec 2018 16:03:01 CST
Today's Beef Cattle Doing Better at Providing a Great Eating Experience Every Time for Consumers Thu, 06 Dec 2018 19:55:13 CST
USMEF Chair-Elect Cevin Jones Says There is a Great Story to Tell Right Now in the Export Business Wed, 05 Dec 2018 09:54:57 CST
Cameron Bruett of JBS Says Traceability Should be an Industry Priority, But Shouldn't Be Rushed Tue, 04 Dec 2018 10:00:17 CST
Cameron Bruett of JBS-USA Addresses the Beef Industry's Problem with Perception vs. Reality Mon, 03 Dec 2018 15:15:11 CST
Angus Association's New Angus Link Program to Highlight Breed's Superior Genetic, Profit Potential Fri, 30 Nov 2018 09:45:09 CST
Former Chair John Pfeiffer Recounts the Certified Angus Beef Success Story - 40 Years in the Making Thu, 29 Nov 2018 11:31:59 CST
Chelsea Good of the Livestock Marketing Association Weighs in on the Cattle Traceability Debate Wed, 28 Nov 2018 10:25:24 CST
