ANNCR:
The Beefmobile, funded by the beef checkoff, literally takes producer communications on the road. Traveling in vans painted like moving beef billboards, two “wranglers” fan out across the country each year to talk with producers and answer questions about the beef checkoff. This year, the Beefmobiles made 261 stops in 41 states, coast to coast—more than double the number of 2005 visits. Wrangler Tracey Orsburn has driven more than 100,000 miles in the past two years and is often on the road for eight straight weeks, but she loves to meet producers in person, on their own “turf.”   

ORSBURN: 
“As Beefmobile wranglers, we really feel one of the biggest successes, or the best part of the Beefmobile program, is the opportunity to have one-on-one communications with producers. Because they can call a phone number or read about the checkoff but this gives them the chance to look someone in the face and say, ‘This is what I don’t understand.’”

Cut #1            :20            Outcue: "...”this is what I don’t understand.” 

ANNCR:
While producers, and most American consumers, know the “Beef. It’s What’s for Dinner” ads, Orsburn enjoys helping producers see how checkoff dollars are also being invested in vital research, new products and other strategies to build beef demand.

ORSBURN:
“They may see the Beef Quality Audit program at something but may not realize that part of it is checkoff funded. Or they may have tried the Flat Iron steak and don’t realize that the muscle profiling that helped create it was checkoff funded. Then they realize, ‘Hey, that’s where my dollar is going.’”

Cut #2            :40            Outcue: "...where my dollar is going.” 

Local producers often join the wranglers at stops in their area, which is a tremendous asset to the Beefmobile program, Orsburn says.     

ORSBURN
“We try our hardest to get someone from the local beef council or a local producer at each of our stops because that helps everyone put a face on the checkoff. People know them and say, ‘Hey, this person is a board member and they’re helping decide how the dollars in Idaho, for example, are being used.”

Cut #3            :22            Outcue: "...are being used.”

ANNCR:
The Beefmobile program is managed for the Cattlemen’s Beef Board by the National Livestock Producers Association. For information, schedules and photos, visit www.Beefmobile.com.