2004 News Archive
Nov. 29, 2004 - Beef checkoff Program Draws International Attention: Thomas
The U.S. Beef industry’s achievements in marketing and product development were recently featured at a Marketing and Communications Workshop held in Dublin Ireland by the International Meat Secretariat. The “Beef. It’s What’s for Dinner” Campaign was of particular interest, according to Mark Thomas of the National Cattlemen’s Beef Association.
Cut #1 :28 Outcue: "...to producer profitability."
Also featured were the industry’s recent strides in developing convenient new beef products, popular with today’s working families. According to Thomas, these advancements were made possible in part by the Project 7 Report, funded in 1995 by the beef checkoff.
Cut #2 :17 Outcue: "...in the marketplace."
These achievements in product development have been a large factor in achieving notable increases in beef demand, and have even attracted new suppliers of beef products.
Cut #3 :33 Outcue: “... demand growth for beef.”
The national Beef Checkoff Program is administered by the Cattlemen’s Beef Board, a group of 108 beef producers nominated 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.