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
What Will It Take to Improve the Way Cattle Futures are Traded? Dr. Joe Janzen Has a Few Ideas Wed, 24 Apr 2019 10:34:52 CDT
Opportunity Abounds for US Beef - USMEF's Greg Hanes on Tapping New and Growing Markets Tue, 23 Apr 2019 10:16:02 CDT
Incoming Beef Board CEO Greg Hanes Shares Secrets on the Art of Marketing Beef Internationally Mon, 22 Apr 2019 11:01:24 CDT
Cattle on Feed Up 2% - OSU's Derrell Peel Breaks Down the Numbers in this Month's USDA Report Fri, 19 Apr 2019 10:59:59 CDT
Certified Angus Beef Just Passed 1 Billion Pounds in Annual Sales, But Can They Really Hit 2 Billion? Thu, 18 Apr 2019 10:17:19 CDT
Speculation Swirls Over Potential Opportunities for US Meat Industry in Wake of African Swine Fever Wed, 17 Apr 2019 10:36:17 CDT
Register Now to Attend the 2019 Hemphill Beef Cattle Conference Featuring Dr. Temple Grandin Tue, 16 Apr 2019 10:22:45 CDT
Monday April 15th is Deadline for Submitting Comments to EPA on Waters of the US Rule Sun, 14 Apr 2019 14:25:12 CDT
Consumer Priorities Can Change, But These 3 Things Never Fall Off the List - Taste, Flavor, Juiciness Fri, 12 Apr 2019 10:18:04 CDT
CAB: 1 in 5 Fed Cattle in North America Hit Certified Angus Specs Thanks to Producers' Commitment to Quality Mon, 15 Apr 2019 05:02:54 CDT
Beef Industry's Digital Strategy Beginning to Reach Maturity as Millennials and Gen-Z Come of Age Wed, 10 Apr 2019 10:21:56 CDT
That Chuck is One Quick Study - Alisa Harrison Explains How Industry's New AI Spokesman Works Tue, 09 Apr 2019 10:48:32 CDT
Simmental Association Launches Exciting New Project Designed to Expand Carcass Data Collection Mon, 08 Apr 2019 11:26:50 CDT
NCBA's Colin Woodall Says Green New Deal Only Helps Strengthen Beef Industry's Credibility Fri, 05 Apr 2019 14:09:25 CDT
China Trade Talks Seem to be Progressing Well, But You Know China... You Really Never Can Tell Thu, 04 Apr 2019 12:18:11 CDT
Flooding Less Devastating Than Thought with Damage at Just a Fraction of Early Estimates Wed, 03 Apr 2019 12:10:47 CDT
Analyst Randy Blach Says Margins a Little Tight This Year, But Cow/Calf Sector Remains Profitable Tue, 02 Apr 2019 12:48:41 CDT
Rabobank's Don Close Says Cattle Market Has Peaked Out for the Year - Better Sell While You Can Mon, 01 Apr 2019 19:07:29 CDT
CoBank Analyst Will Sawyer Sees Great Opportunity in Continued Growth of Meat Export Business Fri, 29 Mar 2019 11:33:48 CDT
NEWSFLASH: Changing Your Diet Won't Change the Environment - In Case You Weren't Aware Thu, 28 Mar 2019 10:45:50 CDT
Left's Anti-Ag Agenda Exposed as Dems Fail to Uphold Green New Deal in Embarrassing Defeat Wed, 27 Mar 2019 11:33:00 CDT
Grilling Season is Upon Us - Beef Demand Expected to Climb as Markets Approach Seasonal Peaks Tue, 26 Mar 2019 10:24:40 CDT
Higher Than Expected Placements Take Industry by Surprise in Latest USDA Cattle on Feed Report Mon, 25 Mar 2019 11:52:24 CDT
Is Your Ranch Operation Not Performing Like It Should? May be Time for a New Management Plan Fri, 22 Mar 2019 11:31:24 CDT
If Analysts Have it Right, USDA's March On Feed Report May Show First Inventory Decline in Years Thu, 21 Mar 2019 15:12:42 CDT
Per Capita Meat Supplies May Back Off Slightly in 2019- Which Could Be Supportive of Cattle Prices Wed, 20 Mar 2019 10:44:37 CDT
Cattle UpCycle Feedstuffs Not Usable by Humans- A Sustainable Success Story for the Beef Industry Tue, 19 Mar 2019 08:38:28 CDT
Selecting for Leg and Hoof Structure- Dr. Jennifer Bormann Says a Genetic Baseline is Being Developed Mon, 18 Mar 2019 09:02:37 CDT
NCBA Chief Vet Dr. Kathy Simmons Explains the Necessity of Responsible Antimicrobial Stewardship Fri, 15 Mar 2019 11:34:50 CDT
BQA Program Highly Regarded as Producers' Most Important Tool to Ensure Quality Beef Production Thu, 14 Mar 2019 12:48:31 CDT
2018 an Exceptional Year for US Beef Exports Especially in Asian Market Despite Current Challenges Wed, 13 Mar 2019 10:58:19 CDT
Meat Scientist Brad Morgan Unphased by Rise of Fake Meat, Says It's No Competition for Real Thing Tue, 12 Mar 2019 12:01:16 CDT
Market Watcher Derrell Peel Says USDA On Feed Report Suggests Spring Weather Market Brewing Mon, 11 Mar 2019 12:22:29 CDT
Beef Industry Claims Major Victory in Fake Meat Fight But NCBA's Colin Woodall Says War's Not Over Fri, 08 Mar 2019 13:02:24 CST
If US-China Relations Fixed, Beef Demand Could Grow Exponentially - Unless Recession Gets in Way Thu, 07 Mar 2019 11:32:46 CST
