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Agricultural News


More Producer Education Becoming a Priority Investment for Checkoff as Focus Turns to Millennials

Mon, 16 Apr 2018 11:35:53 CDT

More Producer Education Becoming a Priority Investment for Checkoff as Focus Turns to Millennials


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

 

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