CattleUSA Daily24 Jun 2025

97: Want to Know What the Beef Checkoff Is Really Doing Here’s the Breakdown with Ryan Moorhouse

In this episode, Ryan Moorhouse, Chair of the Cattlemen's Beef Board, discusses the role of the Beef Checkoff in promoting beef demand, the recent impact report, and current consumer trends in beef purchasing. He emphasizes the importance of transparency in how checkoff dollars are spent and the strategies being employed to reach consumers, especially during the grilling season. The conversation highlights the challenges and successes of the beef industry, as well as the ongoing efforts to educate consumers about beef products.

Links

Beef is What's for Dinner

Cattlemen's Beef Board

National Cattlemen's Beef Association

Watch on Youtube

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Takeaways

The Cattlemen's Beef Board oversees the beef checkoff program.

The impact report provides transparency on checkoff spending.

Consumer demand for beef is currently at an all-time high.

Cooking at home has become a significant trend for consumers.

Education on different cuts of beef is essential for consumer engagement.

Grilling season presents a major opportunity for beef marketing.

Digital and social media are key channels for reaching consumers.

Beef demand has reached a 37-year high according to industry data.

Pooling resources through the checkoff allows for larger marketing efforts.

Producers are encouraged to ask questions and engage with the Beef Board.

Chapters

00:00 Introduction to the Cattlemen's Beef Board

02:31 Understanding the Impact Report

05:18 Consumer Trends in Beef Purchasing

08:39 Targeting Consumers During Grilling Season

12:59 Driving Beef Demand in 2025

16:22 Closing Thoughts and Future Directions

Cattlemen's Beef Board, beef checkoff, impact report, consumer trends, beef demand, grilling season, beef marketing, agricultural transparency, beef industry, cattle producers

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