In today’s beef buzz, senior farm and ranch broadcaster Ron Hays spoke with Ryan Moorhouse, chairman of the Cattlemen’s Beef Promotion Board, who discussed the rollout of the new Beef Checkoff budget that began in October. Moorhouse and the other members of the CBB volunteer their time and are cattle producers that represent all segments of the cattle business- from cow-calf to stocker to feeder. He said many of the core efforts continue to be funded, explaining, “You see a lot of the same things — the foundational things like research and, of course, Beef It’s What’s For Dinner promotions — and then we’ve got some new things.”
One of those new efforts is the “Meat Demand Monitor” project, which Moorhouse noted had been renewed for another three years. He emphasized that even with “dollars tough right now,” the board is “able to spread them out and do a lot of good with the checkoff dollars.”
Despite optimism about ongoing projects, Moorhouse was realistic about the financial outlook facing the industry. He acknowledged that budgets remain tight and will likely stay that way for the foreseeable future. When asked about rebuilding the national cattle herd, he explained, “I get asked the question a lot, when are we going to get this herd expanded and get more cows? And I don’t have the answer. I wish I did, but it’s going to be a while, I think — a couple years if we get started right now before we really see anything.”
International markets remain a major focus for the Beef Board. Moorhouse said, “That deal’s tricky… and it seems like it has been with China over the years.” While praising reliable partners like Japan and Korea, he explained that the Chinese market “was great for beef demand, but right now we’re kind of in limbo.” He also highlighted the value of the U.S. Meat Export Federation, saying, “If you’ve ever been on a trip or even just gone to one of their meetings and see the great work they do… the return is easy to see, and it’s easy to measure.”
Moorhouse defended the transparency and producer-led nature of Beef Board decision-making amid outside criticism. “You hear that a lot,” he said, referring to claims that USDA or NCBA make the decisions. “The best way we try to handle it is just be very transparent about what we do. I encourage people, if they don’t understand it or if they want to get involved, come see what we do.” He added that once producers witness the process firsthand, “it changes their minds for the most part.”
Reflecting on the value of the Beef Checkoff, Moorhouse cited the strong return on investment, saying, “The last one was actually a hair over $13… that’s great news. It means what we’re doing is making a difference and really pushing beef demand.” Personally, he said the experience has been deeply meaningful: “The people I’ve met and got to know… I’d have never got that opportunity without doing this stuff.” Still, he acknowledged the sacrifices involved — time away from family and the pressures of the feedlot business. “It’s stressful,” he said, “but it’s been very rewarding.”
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 for today’s show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
