• By The Financial District

U.S. Cattle Producers Have Beef With 35-Year Marketing Campaign

Cattle producers for 35 years have been bankrolling one of the nation’s most iconic marketing campaigns, but now many want to end the program that created the “Beef. It’s What’s for Dinner” slogan, Roxana Hegeman reported for the Associated Press (AP).

Photo Insert: Ranchers are grilling the campaign because they feel it does not properly promote American beef at a time of flooding imports and plant-based alternatives.

What’s the ranchers’ beef? It’s that their mandatory fee of $1 per head of cattle sold is not specifically promoting American beef at a time when imports are flooding the market and plant-based, “fake meat” products are proliferating in grocery stores.

“The American consumer is deceived at the meat counter and our checkoff funds do not do anything to help create clarity or answer the question of where was that sirloin born, raised, and harvested,” said Karina Jones, a Nebraska cattle rancher and field director for the R-CALF USA trade group that is seeking to end the checkoff.

Opponents of the beef checkoff program, which was established by federal law in 1986, are urging cattle producers to sign a petition calling for a referendum vote on terminating the program. Agriculture Secretary Tom Vilsack last month granted an extension until Oct. 3 for them to collect the required signatures due to the coronavirus pandemic.

All the news: Business man in suit and tie smiling and reading a newspaper near the financial district.

Petition supporters argue the beef checkoff is a government-mandated assessment to fund government speech. Beef checkoff funds by law cannot be used to advertise against other meats such as pork or chicken, nor can they be used for lobbying.

But they complain much of the money nonetheless props up lobbying groups such as the National Cattlemen’s Beef Association that oppose mandatory country-of-origin labels.

Market & economy: Market economist in suit and tie reading reports and analysing charts in the office located in the financial district.

They also point out that today’s US cattle industry is radically different than it was when the checkoff program was put into place, with more imported beef and greater meatpacker concentration.

“Now we are paying the advertising bill for four major meatpacking plants that are able to import beef and source it from cheaper countries and fool our consumers,” Jones said.


Optimize asset flow management and real-time inventory visibility with RFID tracking devices and custom cloud solutions.
Sweetmat disinfection mat