Evaluation is a continual element of the national Beef Checkoff Program, but most programs prove to be effective and efficient.  That’s according to Rich Otley, director of evaluations for the Cattlemen’s Beef Board, who says the evaluation process does uncover programs that need adjustments. 

Cut #1         :38          Outcue: "...money to do the program."

One of the programs recently evaluated was the Beefmobile project, a producer communications project that sends a wrangler out to auction markets to visit with producers about how their checkoff dollars are being spent.  Otley says the project had its share of controversy.   

Cut #2         :18          Outcue: "...does benefit the checkoff.”

The Beefmobile project, coordinated for America’s Beef Producers and the Beef Checkoff by the National Livestock Producers Association, was carefully studied in the independent audit.

Cut #3         :21          Outcue: "...doing a good job."

Otley says the audit and evaluation process can be summed up in one word.

Cut #4         :21          Outcue: "...to provide for them."

Evaluations are conducted by a Joint Evaluation Committee, made up of beef producers from across the country.

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.