Nov. 27, 2003 - Reaction to BSE Issue Demonstrates Checkoff Preparedness

Suggested Lead:

When BSE was found in one cow in Canada May 20, it could have created significant questions in the minds of U.S. consumers.  Rich Otley, director of evaluation for the Cattlemen’s Beef Board, says that thanks to the beef checkoff a communications plan went into place immediately after the announcement was made at 11 a.m. Mountain Daylight Time.       

Cut #1     :22        Outcue: "...programs are successful."

Otley says the effort didn’t stop there.

Cut #2     :32        Outcue: "...ran with the story."

According to Otley, proof of the value of the strategy exists in the high level of consumer confidence in U.S. beef. 

Cut #3     :31        Outcue: "...up to 89 percent."

Otley says that throughout this episode, beef demand has stayed strong.

Cut #4     :12        Outcue: "...in early January."

Otley says the checkoff-funded issues management function is not always visible, but is always important to the beef producer’s bottom line.  The mandatory $1-per-head beef checkoff is administered by the Beef Board, subject to USDA approval.  The checkoff Act and Order, part of the 1985 Farm Bill, was approved by 79 percent of producers in a 1988 referendum.