Sat., July 05 03 -- Key Messages Sometimes Lost in Checkoff Discussions

Suggested Lead:

Some important messages occasionally get lost or forgotten when people sit down to talk about the national beef checkoff.  So says Sallie Atkins, executive director of the Nebraska Beef Council and the state’s representatives on the national Federation of State Beef Councils.  Atkins says there is one overriding message about the checkoff for all audiences.  

Cut #1    :38       Outcue: "...become better focused."

According to Atkins, the industry’s success revolves around the consumer.

Cut #2    :12       Outcue: "...in consuming beef."

Atkins also says it’s no longer just about Americans.

Cut #3    :15       Outcue: "...in evolving markets."

According to Atkins, producers support what they understand and appreciate.

Cut #4    :17       Outcue: "...we could do more."

State beef councils, which collect the $1-per-head national beef checkoff, control 50 cents of each dollar collected in their state, with the remaining 50 cents going the Cattlemen’s Beef Board for national and international research, information and promotion programs.  The program is overseen by the U.S. Department of Agriculture.