Broad coalition meets to study potential enhancements to Beef Checkoff
A broad coalition of beef industry leaders met in Kansas City May 22-23 to address opportunities to enhance the Beef Checkoff, and what potential changes to its operating procedures might strengthen the checkoff in the future.
The 17-member Industry-Wide Beef Checkoff Task Force established their mission; “to review, study and recommend enhancements to the Beef Act and Order for the purpose of strengthening the Checkoff for the common good of the beef industry.” In its first meeting members identified key issues facing the checkoff and analyzed both strengths and weaknesses of the current checkoff system.
A unanimous opinion of the Task Force at the May 22-23 meeting was that the current checkoff has succeeded in helping build beef demand and assisted in moving product. New product development efforts and work to change consumer perception of beef’s healthful properties was recognized by the group. In addition, the significant contributions and program coordination of state beef councils was acknowledged.