Checkoff receives ‘Clean Bill of Health”
How well do you know your checkoff? Without prompting, 87 percent had heard of the program, and 68 percent consider themselves somewhat or very well informed, according to a recent study by Aspen Media & Market Research, Boulder, Colo. In total, random telephone interviews were conducted with a representative sample of 1,225 beef and dairy producers nationwide between Dec. 27, 2007 and Jan. 10, 2008 to determine their awareness of, attitudes toward, and concerns about the Beef Checkoff Program.
“The Cattlemen’s Beef Board (CBB) has conducted this independent survey biannually throughout the history of the checkoff to make sure it’s funding the programs and producing the results cattle producers who pay the checkoff expect of their program,” says CBB member Richard Nielson, a producer from Ephraim, Utah, and chair of the Joint Producer Communications Committee. “In addition, the results of this survey help guide program recommendations of the producer communications committee. Our ultimate goal is to develop a plan of work for communicating information about Beef Checkoff Program investments to the beef and dairy producers, and importers who pay the checkoff, with particular emphasis on providing clear, consistent and no-nonsense answers to producer questions.”