What’s next for the program behind ‘Beef. It’s What’s For Dinner.’

The Beef Checkoff program started 35 years ago. They're the ones responsible for the 'Beef. It's What's For Dinner.' campaign that began back in the early 1990s. 

Established as part of the 1985 Farm Bill, the Beef Checkoff is funded by producers and beef importers who pay a $1-per-head assessment on animals they market or import. The national marketing and research program has one primary goal: driving demand for beef. For more than three decades, the Checkoff and its contractors have been the force behind many beef industry milestones that have influenced how beef is purchased and consumed. 

The Cattlemen’s Beef Board (CBB), the organization responsible for overseeing Beef Checkoff collection and program funding, will celebrate the program’s anniversary during the upcoming Cattle Industry Convention in Nashville, August 10-12.

At that time, the CBB will also announce the recipient of the first-ever Checkoff Visionary Award, an honor that will go to someone in the beef industry who has demonstrated exemplary support of and commitment to the Checkoff’s goals and vision. On Wednesday evening, August 11, the CBB will host a Checkoff 35th Anniversary Celebration Reception following a day of committee meetings.

For more information about the Cattlemen’s Beef Board, the Beef Checkoff and its programs –promotion, research, foreign marketing, industry information, consumer information and safety – visit DrivingDemandforBeef.com