Checkoff-funded advertising kicks off again this month to encourage consumers across the country to go out and enjoy more beef.  Paige Miller is executive director of advertising for the National Cattlemen’s Beef Association.  She says the radio and print ads are based on research conducted on people who eat the product.

Cut #1         :30          Outcue: "...all those emotions."

Consumers will be reached with two types of advertising.

Cut #2         :34          Outcue: "...a lot of interest in."

Miller says the ads are funded through the Beef Checkoff Program, which is able to obtain additional value from its work with publications and radio stations. 

Cut #3         :24          Outcue: "...of extending our reach."

The target audience for the ads is adults 25-54 years old, with a goal of reaching 94 percent of that target 14 times during the years.

Enjoyment advertising efforts are conducted on behalf of the Cattlemen’s Beef Board by the NCBA.  The Beef Checkoff Program is administered by the Beef Board, with oversight provided by 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.