Checkoff Investments Capitalize on Nutritional and International Value of U.S. Beef

Listen to Ron Hays talk with Greg Hanes about Beef Checkoff investments.

In this episode of Beef Buzz, Senior Farm and Ranch Broadcaster, Ron Hays, is back talking with the CEO of the Cattlemen’s Beef Promotion Board, Greg Hanes, about key investments of the Beef Checkoff.

To listen to part one of the conversation with Greg Hanes talking about the Beef Checkoff’s Return on Investment study, click here.

“Some of the highlights that are coming up is that this year, “Beef. It’s What’s For Dinner.” is the title sponsor at the Little League World Series in Pennsylvania, so that is a great opportunity to reach out to a wide audience and also a lot of youth, and really emphasize how important beef is for performance and your health and everything.”

Research conducted by the Beef Checkoff has been key in that message about beef’s nutritional value, Hanes said, especially in the development of infants and small children. Hanes said as always, there is work on the education front with teachers and curriculum administrators.

“They are actually building curriculums now where they can go and get this and show how beef is using technology and science every day in these courses,” Hanes said. “They also bring the teachers out to the farms and the fields so they can see how it is put into action.”

Hanes added that digital platforms have been a key tool for the Checkoff in targeting audiences at specific locations. One interesting thing to note is that producers may not see Checkoff advertising as much as those targeted audiences because it is well-known they are already eating beef.

Regarding international markets, Hanes said that even with tighter supplies and higher exchange rates, the returned value is incredibly high.

“We can send these cuts that don’t have any demand here and send them for high value and high demand items in these other markets, and that really helps bring value back to our market here,” Hanes said. “Export markets I think are really critical for that whole impact of what we get for the producers.”

The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Ag Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR at the top of the story for today’s show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.

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