Agricultural News
Beef Checkoff Volunteer Leaders Prepare to Make Spending Decisions in September
Wed, 25 Aug 2021 14:26:40 CDT
Every year, Federation of State Beef Council members meet to decide what worked and what can be improved on, determining how Beef Checkoff dollars will be spent in the next fiscal year. Clay Burtrum, 2021 NCBA federation division chair, told Ron Hays from meetings at the convention, authorization requests (AR) move from the grassroots level to the operating committee meetings in September.
"That starts right here at convention," Burtrum said. "Federation leaders and the grassroots of the industry started working on those committees yesterday, going through those ARs, scoring those ARs and talking about the comments and what those are from all of our contractors through the committee process."
The evaluation process is key in determining what the Beef Checkoff program builds on, Burtrum said. So far, evaluations show success in sustainability, Burtrum said.
"The federation really believes in (sustainability) and we've put a lot of dollars behind it," Burtrum said. "To us, as cattle producers, that is telling our story - whether that's rotational grazing to bull selection - it has produced a lot of great results."
Communities Burtrum said the federation has targeted are areas of the country with high human populations and low cattle populations, as those folks may have little information about the beef production process.
Another huge success enjoyed by the beef industry in 2020 was Beef Checkoff's return to television. A commercial called Beef Drool Log played during commercial breaks on the Hallmark Channel during Christmas time. You can watch the commercial here. After Hallmark, Beef Checkoff sponsored the 40th season-opening race for the NASCAR Xfinity Series.
"We hadn't been on TV since 2003," Burtrum said. "The Hallmark deal was a way for us to get back on TV - we've really seen the residual effects of that in the tune of 1.9 billion consumers and still growing."
Burtrum said they plan on working with NASCAR again, this time with six months to plan for the event.
Click or tap the LISTEN BAR below to listen to Ron's conversation with Clay Burtrum, where they discuss how much of each checkoff dollar goes to the federation vs. how much goes to each state, plus upcoming campaign phases for 2021.
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