Talking with Ron Hays at CattleCon26, Cheryl DeVuyst of Morrison, Oklahoma shared her excitement about stepping into the role of chairman of the Cattlemen’s Beef Board for the coming year. “It really is a blessing. I’m honored to be able to serve our beef producers and watch over our producers’ investment in growing beef demand,” DeVuyst said, emphasizing the responsibility that comes with overseeing Beef Checkoff dollars.
DeVuyst said the atmosphere at this year’s meetings is upbeat, fueled by strong prices and solid demand. “Everybody’s really on a high note. You know, prices are great, demand is high,” she told Hays. She also pointed to RFK Jr.’s appearance as a highlight, noting his focus on “the place that beef has in a nutritious diet” and the Checkoff-funded research supporting beef’s inclusion in dietary guidelines.
She explained that decades of Beef Checkoff research have reshaped how nutrition is viewed, especially when it comes to protein. “They really did flip the pyramid,” DeVuyst said, adding that beef and dairy are now recognized for their role in providing healthy fats and essential nutrients. She stressed that this research shows the importance of beef “even for our younger generations… in healthy brain development and muscle development.”
DeVuyst also discussed updates on Checkoff-funded projects, including ongoing demand research. She noted findings from contractor Glen Tonsor showing continued willingness to pay for beef. “There really is demand throughout this time period for our product,” she said, adding that even GLP-1 users appear less price-sensitive than expected.
International promotion remains a key focus as well. DeVuyst praised the U.S. Meat Export Federation’s ability to adjust quickly when markets change, saying staff are “ready at a moment’s notice to pivot and get our product into other markets.” She highlighted the success of a liver-blended beef patty in Peru, explaining that it meets local nutritional needs and “leads to increasing bottom lines for our producers.” Looking ahead, DeVuyst told Hays the year ahead will be busy, stressing, “We are in a fantastic place now, but we cannot let up. We can’t rest on our laurels—we have to continue pushing the information, the truth, and the transparency of the checkoff.”
Dr. DeVuyst is the fourth Oklahoman over the last decade to serve as the Chairman of the body responsible for collecting and investing Beef Checkoff dollars. She follows in the footsteps of Jimmy Taylor of Cheyenne in 2023, Chuck Coffey of Springer in 2019 and Brett Morris from Ninnekah, Oklahoma in 2017.
Coverage of CattleCon 2026 is powered by Farm Data Services of Stillwater, Oklahoma.
