Beef Checkoff News

Cattlemen’s Beef Board to Mark Beef Checkoff’s 35th Anniversary, Launch New Visionary Award at Cattle Industry Convention. The Beef Checkoff program became a reality 35 years ago. 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 on August 10-12.

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. A timeline featuring some of the Checkoff’s most noteworthy successes over the past 35 years is available on the CBB’s website, www. DrivingDemandForBeef.com.

“Thanks to the farmers and ranchers who’ve funded this program over the years, we’ve been able to help improve beef quality and shelf life, identify and control pathogens like E. coli and launch many memorable beef marketing campaigns,” said Hugh Sanburg, 2021 Chair of the Cattlemen’s Beef Board. “All of those accomplishments and many others continue to contribute to beef’s ongoing popularity in the competitive protein marketplace.”

At the Cattle Industry Convention, the CBB will host a number of activities to mark the Beef Checkoff’s 35th anniversary, including a video montage of the program’s history and achievements during the convention’s Opening General Session on August 10. 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 August 11, the CBB will host a Checkoff 35th Anniversary Celebration Reception following a day of committee meetings.

“This anniversary has shined a spotlight on how different the beef industry would be if the Beef Checkoff had never come to fruition,” said Greg Hanes, CEO of the Cattlemen’s Beef Board. “Certainly, the Checkoff has united producers, beef industry organizations, and other stakeholders together with the common purpose of driving beef demand. With their ongoing support, we believe that the Beef Checkoff can continue to positively impact the beef industry for many more years to come.”

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 www. DrivingDemandforBeef.com.

Program Increases Beef Quality and Consumer Confidence. As the Beef Checkoff celebrates its 35th anniversary, the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, is shining a light on the successful promotion and research programs that drive the demand for beef. Here, we feature the Beef Quality Assurance (BQA) program, which has improved beef quality and increased consumer confidence for more than 30 years.

Managed by NCBA, the Checkoff funded voluntary BQA program ensures U.S. beef is produced under stringent animal care standards to provide safe, high quality meat. The BQA program trains farmers and ranchers on best practices and cattle management techniques to ensure their animals and the environment are cared for within a standard set of guidelines across the U.S. beef industry.

“The BQA program exemplifies what we, as beef farmers and ranchers, have always cared about - a commitment to caring for our animals and providing families with the safest and highest quality beef possible,” said Chris Jeffcoat, Pennsylvania producer and co-chair of the Safety & Product Innovation Checkoff Committee. “Consumers can feel good knowing there’s a national program in place that sets consistent animal welfare and care standards across the beef industry.”

BQA is a comprehensive management program that incorporates responsible production practices in all phases of raising beef cattle. The program couples common sense cattle husbandry techniques with accepted scientific research to help farmers and ranchers raise cattle under optimum conditions. Cattle farmers and ranchers can become BQA certified by either attending classroom training taught by a network of state BQA coordinators and trainers or completing a series of robust online courses.

BQA programs have evolved to include best practices around good record keeping and protecting herd health, which can result in more profits for producers. When better quality cattle leave the farm and reach the marketplace, the producer and consumer benefit. And, when better quality beef reaches the supermarket, consumers are more confident in the beef they are buying, and this increases beef consumption. For example, beef graded in the top USDA grades of Prime or Choice has increased 31 percent since the BQA program started.1 And, with more than 85 percent of the beef supply in the U.S. today coming from a BQA certified farmer or rancher, consumers should have the utmost confidence in the beef they purchase.2

Over the years, BQA has expanded to include Transportation and Stockmanship & Stewardship programs. The proper handling and transport of cattle can reduce sickness in calves, prevent bruises, and improve the quality of the meat from these animals, saving the beef industry millions of dollars each year. When a livestock hauler participates in the program, they are also showing consumers they are ready to take every step possible to keep cattle as healthy and safe as possible. Stockmanship and Stewardship is a unique two day educational experience featuring low stress cattle handling demonstrations, educational sessions, facility design sessions, and the events provide an opportunity for attendees to become BQA certified.

To celebrate the accomplishments of outstanding beef producers, marketers, and educators that best demonstrate animal care and handling principles as part of the day-to-day activities on their respective operations, the National BQA Award was developed. These annual awards recognize those who demonstrate a strong desire to continually improve BQA on their operations while encouraging others to implement the producer education program.

The BQA program will continue to evolve and adapt to meet the changing needs of both producers and consumers, but it will always be focused on the goal of producing the highest quality cattle and providing consumers with the best possible eating experience because “The Right Way is the Only Way.” For more information, visit www.bqa.org. Resources 11www.ams.usda.gov/reports/meatgrading 2BQA Certification Database

Raising the Next Generation of Beef Advocates. In this installment, we look forward to the future by developing the next generation of beef advocates through the Masters of Beef Advocacy (MBA) program.

Unlike 150 years ago, when most families lived an agrarian lifestyle, today, fewer than two percent of the U.S. population resides on a farm or ranch.1 These changing demographics have resulted in a large gap between where food is produced and where it is consumed. Now more than ever, it is vital for producers, consumers, and all engaged members of the agriculture community to share their stories instead of relying on someone else to do it for them.

The Checkoff funded MBA program was developed in 2009 to bridge the widening chasm between producers and consumers and to help farmers and ranchers share their stories and advocate knowledgeably for the beef industry. It is a free, self guided online course that provides farmers, ranchers, service providers, students, consumers, and all members of the beef community the tools and resources to answer questions about beef and raising cattle.

“Every producer has a story to tell, which is the foundation of becoming a powerful voice for beef,” said NCBA Federation Division Chair Clay Burtrum. “Sharing my ranch experiences and how I raise animals is vital to connecting producers and consumers. We promote a lifestyle that raises a wholesome, nutritious product that is also sustainable as we constantly improve our methods of preserving natural resources and caring for our animals.”

The online lessons address sustainability, beef nutrition, animal welfare, and beef safety while taking participants through the beef lifecycle, from pasture to plate. The course also offers historical context on the evolution of the U.S. beef industry from the time

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the first cattle were brought to North America to today. Upon completion of five interactive online lessons, graduates are equipped with the communication skills and information to be confident in sharing beef stories on social media and in communities to help others better understand how cattle are raised and how beef is part of healthy sustainable diets.

Graduates gain access to a variety of continuing education resources ranging from online courses that delve deeper into specific topics to in-person training and more. They are also invited to join the MBA Alumni Facebook group, a virtual community to ask questions and get connected to the latest advocacy resources.

Producers across the United States have been joining the conversation and engaging in critical discussions surrounding the beef community, backing their beliefs and systems of thought through social media, writing editorial pieces, posting live videos, and continuing their education through programs such as MBA. With more than 19,000 graduates of the program, MBA continually adapts to meet the changing needs of both producers and consumers.

“MBA is always making enhancements to improve the educational experience and include topics that are top-of-mind for both producers and consumers,” Burtrum said. “It will continue to be a cornerstone program educating future generations of beef advocates.”

For more information and to apply to participate in the MBA program, visit www.MastersofBeefAdvocacy.com. Resource 1U.S. Department of Agriculture. (2017). Census of Agriculture. Retrieved from www.nass.usda.gov/Publications/ AgCensus/2017/index.php

Nutrition Research Improves Public Perception of Beef. Consumers today are more open to the nutritional benefits of beef than at any other time since the Checkoff began more than three decades ago, but getting here was not easy and required consistent long term investment in nutrition research to turn the tide.

The Beef Checkoff was implemented at a time when U.S. Dietary Guidelines encouraged Americans to limit beef in their diet and reduce their intake of fat and cholesterol. This coincided with Americans’ growing interest in healthy lifestyles, and it quickly became clear that nutrition and health concerns could be a potential barrier to consumers eating beef. In order to address the concerns and further understand beef’s role in health, the Checkoff began funding nutrition research. Through the years, the Checkoff has made significant contributions to the scientific understanding about beef’s role in health. And now, The Dietary Guidelines for Americans (DGAs) recommend introducing solid foods, like beef, to infants and toddlers, in order to make every bite count with protein, iron, zinc, and choline.1-2

“I’ve seen firsthand the evolution of nutrition behavior over the years,” said Becky Walth, South Dakota producer and member of the Nutrition & Health Checkoff Committee. “The Beef Checkoff has been ahead of the curve, conducting research to demonstrate the importance of beef in a balanced diet.”

Two landmark studies reinforce that beef not only fits heart healthy diets but may also help decrease risk of cardiovascular disease when included in heart healthy diets. The Beef in an Optimal Lean Diet (BOLD) study found that people can enjoy 4-5½ ounces of lean beef daily as part of a heart healthy lifestyle to lower blood pressure and improve cholesterol levels.3 The Mediterranean style eating pattern study found that eating a Mediterranean diet that included 7-18 ounces of lean red meat per week can improve cardiometabolic disease risk factor profiles.4

The Checkoff has done more than just defend beef’s position in heart healthy diets using a strong foundation of science. In fact, nutrition research has been helping people discover the benefits of beef to health across the life span, starting with protein. Recent studies have focused on the power of protein and its impact on physical and emotional strength. While other research has shown the importance of high quality protein for the aging population, as well as demonstrating beef’s critical role in growth and development, especially as a high quality source of iron for older infants, women, and girls.

Because of Checkoff funded nutrition research, beef can now be Americans’ protein of choice in any gold standard heart healthy diet, and beef is consistently recommended by scientists, physicians, and registered dietitians. In addition, 75 percent of consumers agree that beef is nutritious.5

New challenges are on the horizon as the nutrition and public health community grapples with how to ensure everyone has access to sustainable healthy food. A key part of this will be maximizing nutrition with fewer calories making nutrient density an important cornerstone of how the world defines a healthy, sustainable diet. NCBA and the Beef Checkoff are already conducting research in these areas to help keep beef as a healthy choice for the center of the plate.

Checkoff funded research has not only added to the scientific database but has also accelerated scientific discovery from others in a wide variety of areas related to the nutrients found in beef and beef’s role in overall health. In the past, nutrition may have been a barrier to consumers eating beef; however, with help from the Checkoff, nutrition has now become the reason people want to include beef in their diets. For more information, visit www.beefresearch.org. Resources 1Dietary Guidelines Advisory Committee. 2020. Scientific Report of the 2020 Dietary Guidelines Advisory Committee: Advisory Report to the Secretary of Agriculture and the Secretary of Health and Human Services. U.S. Department of Agriculture, Agricultural Research Service, Washington, D.C. 2U.S. Department of Agriculture, Agricultural Research Service. FoodData Central, 2019. https://fdc.nal.usda.gov/ fdc-app.html#/food-details/170208/ nutrients 3Roussell M.A., et al. Beef in an Optimal Lean Diet study: effects on lipids, lipoproteins, and apolipoproteins. Am J Clin Nutr 2012;95:9-16. 4O’Connor L.E., et al. A Mediterranean style eating pattern with lean, unprocessed red meat has cardiometabolic benefits for adults who are overweight or obese in a randomized, crossover, controlled feeding trial. Am J Clin Nutr 2018;108:33-40.ii. 5Consumer Beef Tracker, JanuaryDecember 2020.

About the Beef Checkoff. The Beef Checkoff Program was established as part of the 1985 Farm Bill. The Checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50¢ on the dollar and forward the other 50¢ per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.