Seasonal surpluses, compounded by full feedlots and heavy carcass weights are contributing to the current protein oversupply, which includes beef. The poultry surplus has soared in the past months due to international Avian Flu fears, causing the poultry industry to lose two-thirds of its export market. In a bold response to these market conditions, the Beef Checkoff Program has launched an aggressive summer promotional campaign to bolster beef demand.

The Federation of State Beef Councils today added funds from its reserves to aid the beef blitz. Challenging times require the cooperation of cattlemen across the country, says Larry Jones, a Kansas cattle producer who serves as Federation chairman. 

Cut 1:          :35            Outcue: "...that’s formidable competition.”

The Federation will contribute $2 million of its own funds to the checkoff campaign, which will include national radio spots in top markets, consumer contests, highly visible partnerships with major retailers, lots of product sampling and  appearances by “The Healthy Beef Cookbook” co-author, chef Richard Chamberlain.

Cut 2:           :33           Outcue: "...approximately 40 radio markets.”

The Federation’s $2 million contribution comes from the 50 cents states retain from the $1-per-head all cattlemen pay for the Beef Checkoff Program. States may voluntarily invest part of this revenue in national programs.

Cut 3:           :11           Outcue: "...into the national program.”

Jones says beef producers saw a softer market coming, and began planning months ago to accelerate the kinds of beef promotional activities that have been so successful in past years.

Cut: 4:          :10           Outcue: "...plan of attack.”

The idea of combining state and national checkoff resources will leverage the campaign’s ad dollars, making the money go farther and reach more consumers, Jones explains.

Cut 5:           :08           Outcue: "...a very good use of checkoff dollars.”
 
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.

The Federation of State Beef Councils Division of NCBA is the unified body that represents state beef councils’ investments in the national checkoff planning process.