Consumers come in all shapes and sizes – and ages.  Monte Reese, chief operating officer for the Cattlemen’s Beef Board, says the Board is doing its homework to see how it can best spend the $1-per-head beef checkoff.

Cut #1         :18          Outcue: "...more resources on."

Checkoff programs conducted have addressed serious concerns of cattle producers today, Reese says.

Cut #2         :24          Outcue: "...we would like to see."

That doesn’t mean the Beef Checkoff Program has ignored the youth market.

Cut #3         :42          Outcue: "...particular the youth market."

Reese says it’s the nutrition message that could have the largest impact when it comes to youth.

Cut #4         :27          Outcue: "...better way of delivering."

The Cattlemen’s Beef Board reviewed its youth program and others at its annual meeting held earlier this month in Denver.  The Board is responsible for administering the checkoff under oversight of the U.S. Department of Agriculture. 

The national Beef Checkoff Program is administered by the Cattlemen’s Beef Promotion and Research Board, a group of 108 beef producers appointed by the Secretary of Agriculture.  They represent producers from coast-to-coast and volunteer their time to help identify programs that can help increase beef demand.  The checkoff was created in the 1985 Farm Bill, with oversight provided by the U.S. Department of Agriculture. The checkoff assesses $1 per head on the sale of live domestic and imported cattle and a comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and forward the other 50 cents to the Cattlemen’s Beef Board, which administers the national checkoff program, subject to USDA approval.