2012 Beef Board Annual Report - Cattlemen's Beef Promotion and ...

Funded by the Beef Checkoff. 

Working to strengthen beef’s 

position in the marketplace 

Cattlemen’s Beef Board • 2012 Annual Report

Dear Fellow Producers, 

As we reflect back on Fiscal Year 2012, the beef industry has seen changes throughout the 

market chain. Our Beef Checkoff Program has been there to represent our industry and 

share our story with consumers in the U.S. and around the world. As Beef Board members, 

I share your commitment to our industry: To perform research, education and promotion 

that enhances producer profitability. CBB’s main responsibility is to make sure our checkoff 

dollars are spent correctly, provide oversight for checkoff expenditures, and get the most 

mileage that we can out of each dollar invested. 

Looking back on 2012, here are a few of the highlights of checkoff work you can be proud of: 

• Discovering new, hand-held products: J.M. Garret Foods, Inc., worked with the checkoff’s Beef Innovations 

Group to roll out three new fun appetizer products loaded with beef and other quality ingredients, including the 

Philly Cheesesteak Bites, Beefy Queso Bites and Reuben Bites. 

• Sharing the findings of the BOLD nutrition study and how lean beef fits a healthy lifestyle: The BOLD study 

was published in the American Journal of Clinical Nutrition. 

• Conducting the 2011 National Beef Quality Audit that shows our industry’s continued commitment to quality: 

The checkoff has issued a number of fact sheets and final reports detailing what we as producers can do to 

improve quality on our farms and ranches and then communicate that back to the consumer. 

• Exports into foreign markets: The population outside the U.S. is growing steadily and expected to continue to 

do so through at least 2050. If you calculate the population on a country-by-country basis, you’ll discover that 

the population of the United States represents just 4.5 percent of the world population. All told, there are 22 

times as many consumers outside of the U.S. as there are within our borders, which gives us a clear sense of the 

opportunities to grow sales of our end product through exports. Today, the checkoff is promoting U.S. beef in 

more than 80 of the 228 countries across the globe, and working toward expanding that wherever and whenever 

opportunity knocks. 

Another thing I want to reemphasize is the importance of our checkoff’s state/national partnership. I’m proud that 

since the start of the checkoff 26 years ago, producers in the U.S. have contributed millions of dollars every year to 

help keep the beef industry competitive with other proteins. That money has helped us target heavily populated urban 

areas, like New York and California. And, with these dollars we’re reaching “millennials” — those born between 1980 

and 2000 — a priority target group for the beef industry as they will soon become the dominant group in society. 

Checkoff-funded market research has also found that perceptions about beef are more positive than perceptions about 

the way cattle are raised. This gap will be a critical, ongoing measure of the effects of communications and issues 

management programs designed to inform and reassure consumers about beef production. To address these everchanging 

consumer needs in the coming year, the checkoff has developed a new committee structure that will make us 

more focused on consumer preferences in order to achieve greater program results. Beef is the No. 1 protein and our 

checkoff programs are geared to keep it that way! 

We have been charged with feeding our nation and the world. That requires you to spend time away from your farms, 

ranches and businesses, but in doing that, we keep beef top-of-mind with consumers around the globe. So get to 

know your checkoff better through this 2012 annual report. And, from my ranch in New Mexico to yours, thank you 

for your investment in this industry we all care so much about. I’m looking forward to a wonderful 2013. 

Warm regards, 

Wesley Grau 

Grady, New Mexico 

2012 Chairman 

Cattlemen’s Beef Research and Promotion Board

2012 Cattlemen’s Beef Board Leadership 

Seated left to right: Vice Chairman Weldon Wynn, Arkansas; Beef Board Chairman Wesley Grau, 

New Mexico; Secretary/Treasurer Kim Brackett, Idaho; CBB Chief Executive Officer Polly Ruhland 

2012 Beef Board Members 

Beef Board members are nominated by fellow producers in their respective 

states or regions. The U.S. Secretary of Agriculture appoints producers to the 

Board from these nominations, and the U.S. Department of Agriculture oversees 

the Board. Each Board member serves a three-year term and may serve a 

second consecutive term if reappointed. Beef Board members serve without 

compensation. In 2012, Beef Board members represented 10 different sectors of 

the beef industry with the largest being cow-calf. There are no packer seats on 

the Beef Board. 

Barbara Jackson 

Tucson 

AZ 

Leo Sutterfield, Jr. 

Mountain View 

AR 

AR 

Weldon Wynn 

Star City 

Wayne Buck 

Ignacio 

Phyllis Snyder 

Cortez 

Andy Wick 

Austin 

Sarah Childs 

Lake Placid 

Jim LeFils 

Osteen 

Kim Brackett 

Buhl 

Dan Hinman 

Emmett 

Jeanne Harland 

LaFayette 

Andrew Banchi 

Kenosha, WI 

CO 

CO 

CO 

FL 

FL 

ID 

ID 

IL 

Importer 

2012 Beef Board Annual Report 

3

OVERVIEW 

The aim of the Beef Checkoff Program is building beef demand. Demand often is confused with 

per capita consumption — a different measure. Consumption is driven by supply and is the result 

of market conditions, which are affected by many factors, including cattle inventory, natural 

disasters, changes in imports and exports, and growth in the U.S. population — all of which 

make less beef available per capita. 

Demand, on the other hand, is driven by consumer preference, the amount of beef that consumers 

will purchase combined with the price they are willing to pay for that beef. 

Why Demand Matters 

We consume our beef supply in the United States every year, but the benefits to beef producers 

and the rest of the industry are based on the price at which that supply is sold. The variable is 

the price at which we are able to sell that beef to clear the market. If consumer 

preference, or demand, for beef is high, we will sell the supply at a higher price. 

To have an impact on producers’ bottom lines, consumers have to want beef 

products enough to pay strong prices for them. 

Do Consumers Prefer Beef 

The short answer is Yes. 

U.S. per capita beef consumption has declined in recent years, but that does 

NOT mean that consumer preference or demand has waned. In fact, quite 

the opposite: Lately, we’ve seen beef prices increase much faster than the rate 

of inflation while consumption declined only slightly, which means that 

beef demand has remained steady. 

Where the Beef Checkoff Comes In 

The Beef Checkoff Program focuses on maintaining strong consumer preference for beef by 

providing products and qualities in beef that consumers demand — like taste, nutrition, 

consistency and tenderness — so that consumers are willing pay more for that same quantity 

of beef. 

In this report, you’ll get information 

about some programs your beef 

checkoff dollars were invested in 

during FY 2012 — and how those 

investments helped move the 

needle on consumer perference. 

Industry 

Information 

$3,866,591; 9.1% 

Program 

Evaluation 

$131,674; 0.3% 

Producer 

Communications 

$1,745,326; 4.1% 

Foreign 

Marketing 

$6,129,529; 

14.4% 

Program 

Development 

$198,499; 0.5% 

USDA Oversight 

$211,065; 0.5% 

Administration 

$1,632,467; 3.8% 

Consumer 

Information 

$4,513,478; 

10.6% 

Research 

$5,719,714; 

13.4% 

Promotion 

$18,497,849; 

43.4% 

Laurie Bryant 

Reston,VA 

Andrew Burtt 

McLean, VA 

Stephen Edwards 

Washington, D.C. 

Kim Holzner 

Windsor, CO 

Chris Hutton 

Chicago, IL 

Al Senosiain 

Coconut Creek, FL 

Don Gurtner 

Fremont 

Dean Black 

Somers 

Will Frazee 

Emerson 

4 

Importer 

Importer 

Importer 

Importer 

Importer 

Importer 

IN 

IA 

IA

Nutrition Research 

The “Beef in an Optimal Lean Diet (BOLD) study: Effects on lipids, 

lipoproteins, and apolipoproteins” manuscript was published in the 

January 2012 issue of the American Journal of Clinical Nutrition 

(AJCN), a top-tier, peer-reviewed nutrition science journal, known as 

one of the 100 most influential journals in biology and medicine. 

The BOLD study, conducted by Penny Kris-Etherton, PhD, RD, and 

her team at The Pennsylvania State University, provides evidence that 

the inclusion of lean beef as part of a heart-healthy diet is as effective in 

lowering heart disease risk as the DASH (Dietary Approaches to Stop 

Hypertension) diet — the most recommended heart-healthy diet. 

Research 

The BOLD study manuscript on the AJCN website was downloaded 

nearly 18,000 times — double that of similar studies — 

demonstrating the impact of the checkoff-funded research study. 

Product Enhancement 

An important component of this effort is benchmarking and tracking 

attributes of beef that contribute to overall quality and palatability 

as determined by tenderness, juiciness and flavor. Tenderness is also 

a critically important economic factor, since consumers may pay a 

premium for guaranteed‐tender meat products. With funding from 

the beef checkoff, the industry has tracked beef tenderness for 20 years 

through a series of four National Beef Tenderness Surveys. In 2010, 

the latest tenderness survey was conducted, and despite the increased 

prevalence of round cuts in the marketplace and less stable aging times, 

most steaks evaluated in the 2010 survey were considered tender. 

Beef Safety 

The 10th anniversary of the Beef Industry Safety Summit, funded in 

part by the beef checkoff, is considered the premier beef safety event 

in the country, with more than 230 representatives from all sectors of 

the beef supply chain attending. The event featured a special session to 

reflect on the pledge the beef industry made 10 years ago committing 

to reducing E. coli O157:H7. A new pledge was signed in 2012 to 

recommit to reducing the presence of any foodborne pathogens in beef. 

Market Research 

Checkoff market research has established an annual tracking survey 

— the Consumer Image Index (CII) — to measure consumers’ 

perceptions of beef and the beef industry. The 2012 CII found 

perceptions about beef to be more positive than perceptions about 

the way cattle are raised. The size of this gap will provide an ongoing 

measure of the effects of communications and issues management 

programs designed around beef production. 

Kent Pruismann 

Rock Valley 

Danny Herrmann 

Dodge City 

Brittany Howell 

La Crosse 

Steve Irsik 

Ingalls 

Stacy McClintock 

Soldier 

Larry Oltjen 

Robinson 

Perry Owens 

Minneapolis 

Julianna Jepson 

Franklin 

Daniel Smith 

Stamping Ground 

IA 

KS 

KS 

KS 

KS 

KS 

KS 

KY 

KY 


5


Consumer Advertising 

With a spotlight on beef’s delicious lean cuts, the FY 2012 beef 

checkoff “Profiles” advertising campaign worked to educate 

consumers on the healthfulness of beef while reinforcing consumers’ 

passion for the product. 

The checkoff advertising campaign appeared in 26 national 

magazines, including Women’s Day, Parenting, Food Network 

Magazine and Men’s Health, and on satellite radio throughout the 

summer, working to shift consumer perceptions about beef in a 

positive way. Data from the Annual Advertising Tracking Study 

showed the power of the messaging with results of a 15 to 20 

percent increase in the positive perceptions of beef. 

The checkoff’s Facebook advertising campaign proved to be a huge 

success, generating more than 334,000 new fans on the “Beef. It’s 

What’s For Dinner.” page, who engaged with the beef checkoff by 

sharing, linking and commenting a total of 701,222 times. 

The consumer advertising program also secured more than 

$1 million worth of free media space to bring the concept of 

family farms to life for consumers. These full-page “advertorials” 

appeared in popular consumer publications such as 

Sports Illustrated, Cooking Light and Redbook. 

Foodservice 

Steak Verrine, one of the recipes featured in the foodservice 

BEEFlexible advertising campaign, ranked #1 among Flavor & 

the Menu readers according to the publication’s Signet AdEffect 

Study. Food Arts magazine recognized the ad for its outstanding 

readership response measured through face-to-face interviews with 

a national sample of readers. The 2012 BEEFlexible campaign 

generated significant leads through the new foodservice “Idea 

Bank,” one of the most requested pages on BeefFoodservice.com. 

More than 30 leading research and development chefs from 

nationally recognized companies — including Applebee’s, 

Whole Foods Markets, HEB, Tyson and Cargill — attended the 

“beef-immersion” course at the Culinary Institute of America 

at Greystone. Chefs received training in culinary innovation, 

butchering techniques and cooking with alternative beef 

cuts. Current industry issues such as product sustainability, 

environmental stewardship and safety were also discussed. 

Genevieve Lyons 

Church Point 

Andy Salinas 

Marion 

Larry Echols 

Gap Mills, WV 

Paul Kent 

Mora 

John Schafer 

Buffalo Lake 

Mike McCormick 

Union Church 

Brenda Black 

Deepwater 

Kevin Frankenbach 

Hannibal 

Howard Hardecke 

Springfield 

6 

LA 

MI 

Mid-Atlantic 

MN 

MN 

MS 

MO 

MO 

MO

Retail 

Food City and the beef checkoff introduced four American Heart 

Association (AHA)-certified extra-lean beef cuts that meet the 

AHA criteria for saturated fat and cholesterol. Ninety-four Food 

City retail stores in Kentucky, Virginia and Tennessee displayed the 

powerful Heart-Check mark on fresh beef packages, promoting beef’s 

role in a healthy diet and driving nutrition-conscious shoppers to the 

meat case. 

A refreshed version of BeefRetail.org was launched to make it easier 

for retailers to access information to support beef sales at the retail 

meat case, and as a resource for market intelligence, shopper trends 

and more. 

New Product & Culinary Initiatives 

Convenient Fresh Beef provides consumers with a variety of fresh 

and convenient beef product ideas, which help make beef a “fast 

food” by allowing consumers to have a delicious fresh beef meal 

in less time than it would take using standard cooking methods. 

Beef will be sold either in “starter kits” with seasoning packets or in 

special microwave packaging. 


The checkoff partnered with Garret Foods to launch three new 

hand-held products this summer: Beefy Queso Bites, Philly Steak 

Bites and Reuben Bites. These products are great for on-the-go 

consumers or as appetizers “at-home” or at casual theme restaurants. 

The checkoff’s Culinary Innovations Team developed over 15 new 

recipes responding to culinary trends and popular ethnic flavors. 

These new recipes turn simple ground beef and top sirloin steak into 

chef-caliber dishes and can be found on BeefItsWhatsForDinner.com. 

Veal 

To date, more than 1 million people have read how chefs across the 

country are inspired to create fresh veal dishes.Veal breast was the 

spotlight ingredient in Food Arts magazine’s “Mystery Basket,” a 

feature that provides three chefs with a box of mystery ingredients 

and challenges them to create an innovative dish. A National 

Culinary Review article titled, “Veal’s the Real Deal,” showcased 

interviews with top corporate chefs, including Bravo/Brio Restaurant 

Group and Fleming’s Prime Steakhouse. “Veal Made Easy” was launched 

on Twitter and Facebook and reached over 1,000 “likes.” 

Leon Kreisler 

Salem 

Leo McDonnell 

Columbus 

Linda Nielsen 

Nashua 

Lyle Peterson 

Hathaway 

Al Davis 

Hyannis 

Kristy Lage 

Arthur 

Judy Reece 

Valentine 

Doug Temme 

Wayne 

Sherry Vinton 

Whitman 

MO 

MT 

MT 

MT 

NE 

NE 

NE 

NE 

NE 


7

Consumer Information 

Public Relations 

Your public relations program is the good news engine for beef. 

With materials such as monthly media pitches, fact sheets, 

delicious recipes, social media and online engagement, positive 

beef information is spread across the entire country. In FY 2012, 

the national consumer public relations program generated more 

than 2.7 billion media impressions — the number of times 

consumers may see or hear a message. 

Relevant Content for Media and Consumers 

Consumers increasingly turn to media and online resources for 

food inspiration and education. Through the “Beef. It’s What’s 

For Dinner.” social media channels — Facebook (with more 

than half a million fans), Twitter, Beef So Simple and blogger 

outreach — the checkoff drives content that helps maintain 

BeefItsWhatsForDinner.com as a top-ranked page on Google. 

From the Wall Street Journal to Food Network Magazine, there 

is no shortage of publications looking to the checkoff for 

recipe inspiration, preparation techniques and cooking tips. 

The checkoff held a deskside tour in New York City, meeting 

with more than 10 publications, including Food Network 

Magazine, Every Day with Rachael Ray and Family Circle, to 

re-emphasize the checkoff’s role as an expert resource and 

perform recipe demonstrations. 

National Beef Cook-Off 

The National Beef Cook-Off gained nationwide exposure with a 

live segment on “Good Company” featuring Chef Jason Roberts. 

The segment showcased four beef dishes, and Roberts spoke 

about why he loves beef and how to cut and prepare it. 

This television component of the “Fabulous Food Show” 

sponsorship created awareness and additional 

media through the Cook-Off’s endorsement 

by Chef Roberts. 

Retail recipe promotions in nearly 90 

grocery stores also created awareness of 

the National Beef Cook-Off. And, the 

promotion paid off in beef sales. In 

HAV, Inc. stores, pound sales of top 

sirloin increased 65 percent during 

this promotion as compared to a 

year ago. 

Chef Jason Roberts 

David Wright 

Neligh 

Wesley Grau 

Grady 

Tamara Ogilvie 

Silver City 

Patty Bikowsky 

Madison 

E.B. Harris 

Warrenton 

Woody Barth 

Solen 

Pat Becker 

Selfridge 

Jane Clifford 

Starksboro, VT 

Pete Guglielmino 

Kettle Falls, WA 

8 

NE 

NM 

NM 

NY 

NC 

ND 

ND 

Northeast 

Northwest

Nutrition Public Relations 

Thanks to an educational webinar, thousands of registered 

dietitians and other health professionals received factual, 

scientifically supported nutrition information about beef in a 

heart-healthy diet. The webinar was based on the checkoff-funded 

Beef in an Optimal Lean Diet (BOLD) research study. Also, 

following publication of “Evolution of Lean Beef” in the journal 

Meat Science, more than 9,000 registered dietitians learned how 

changes made by the beef community in breeding, feeding and 

trimming practices have increased access to leaner beef choices. 

Two other research studies — one on protein and another on 

healthy aging and nutrient-rich foods — were shared with more 

than 4,000 subscribers of Beef Nutrition News, the beef checkoff’s 

e-newsletter for health professionals. 

Beef Gets BOLD 

The checkoff-funded Beef in an Optimal Lean Diet (BOLD) 

study has realized ongoing media attention since its publication. 

The BOLD study findings were included in a feature article titled 

“The Meat Manifesto” in Men’s Fitness as well as mentions in 

Shape, Reuters, FoxNews.com and WebMD. 

As part of an online promotion of the study’s results, five 

consumer nutrition blogs — She’s A Fit Chick, Sweet Tooth 

Sweet Life, Hungry Runner Girl, Green Lite Bites and Then 

Heather Said — shared with their followers the BOLD study 

findings through recipes, 

giveaways of The Healthy Beef 

Cookbook and how the challenge 

changed their preconceived 

notions of beef nutrition. 

The checkoff hosted its first 

Facebook Q&A and Twitter 

party — resulting in 647,337 

impressions — to give consumers 

the chance to learn more about 

the BOLD study by interacting 

with nutrition expert Dr. Mike 

Roussell, one of the study’s lead 

investigators. 

Consumer Information 

Davis Denman 

Cortland 

Terry Detrick 

Oklahoma City 

Brian Healey 

Davis 

Barbara Jacques 

Shidler 

Brett Morris 

Ninnekah 

Terry Wyatt 

Hollister 

Pat Venable 

Klamath Falls 

Joyce Bupp 

Seven Valleys 

Dan Kniffen 

Spring Mills 

OH 

OK 

OK 

OK 

OK 

OK 

OR 

PA 

PA 

2012 Beef Board Annual Report 9

Industry Information 

Issues and Reputation Management 

A hub that addresses top beef myths, FactsAboutBeef.com launched in 

July with more than 10 myths posted, including one about “Meatless 

Mondays.” Along with the new site, a new Twitter handle — 

@BeefFacts — was created to help drive users to answers for their 

beef questions. In August, the site received 2,250 views, compared to 

1,997 for the top page on ExploreBeef.org during the same time period. 

This year, 26 influencers — major retailers, foodservice operators, 

conservationists, chefs and health professionals — participated in 

farm/ranch tours. Prior to the tour, only 42 percent of attendees gave 

producers top marks on animal care; post-tour that number more than 

doubled. Kansas rancher Debbie Lyons-Blythe was featured in a Girl 

Scouts of the USA video series about women entrepreneurs, created by 

a past tour attendee. 

Beef Quality Assurance (BQA) 

The 2011 National Beef Quality Audit (NBQA) had extensive 

enhancements made to its design to provide the industry with direction 

on factors beyond the physical characteristics of beef, including food 

safety, sustainability and animal well-being. To roll out audit results, 

the NBQA Executive Summary was published, a 10-minute video 

created and placed on YouTube, and social media messages developed 

for Facebook and Twitter. Ongoing communications efforts include 

audit webinars for specific industry sectors and the release of 12 fact 

sheets outlining opportunities and challenges within the sectors. 

The BQA Facilities Design video was created to help 

farmers, ranchers and cattle feeders better understand 

how to properly design and build facilities for specific 

needs. Experts such as Curt Pate and Dr. Temple 

Grandin shared tips to enhance an operator’s ability to 

work cattle in a low-stress environment and in a timely 

manner to improve the overall experience for the 

cattle and the handler. The second video, entitled 

BQA Cattle Handling Tips for Cow/Calf 

Producers, features Dr. Ron Gill, Curt 

Pate and Dr. John Maas discussing various 

production settings and cycles of a cattle 

operation to better understand how 

the handler and the cattle react to these 

differing situations. 

Danni Beer 

Keldron 

Linda Gilbert 

Buffalo 

Vaughn Meyer 

Reva 

Gary Sharp 

Bath 

Linda Crumley 

Winder, GA 

Craig Kesler 

Newberry, SC 

Eric Smith 

Reform, AL 

Willie Bylsma 

Oakdale, CA 

Ted Greidanus 

Tipton, CA 

10 

SD 

SD 

SD 

SD 

Southeast 

Southeast 

Southeast 

Southwest 

Southwest

Northeast Beef Promotion Initiative (NEBPI) 

Beef was present in a big way at the Boston Marathon. The beef 

checkoff partnered with Johnnie’s Foodmaster’s 11 retail stores for a 

beef promotion that included recipes and nutritional information. 

Additionally, 655 sweepstakes entries vied for a grand prize of an 

“I Heart Lean Beef” engraved iPod and a $200 steakhouse gift card. 

During the three days leading up to the marathon, an estimated 

85,000 runners and their families came to the Sports & Fitness Expo, 

which provided the perfect opportunity to speak with the world’s most 

elite runners about lean beef as a great source of protein. The National 

Beef Ambassadors were on hand to talk with the runners and to serve 

lean beef samples to the crowd. Sixteen Team BEEF members from 

across the United States ran the marathon in their team jerseys. 

National Beef Ambassadors 

The National Beef Ambassador Program reached nearly 

295,000 consumers and 3,500 youth during beef story activities 

at both state and national levels, increasing the number of impressions 

by 19 percent above the previous year. Additionally, 70 percent of 

nearly 300 consumers surveyed agreed their opinions about beef 

improved as a result of interacting with National Beef Ambassadors. 

More than 6 million positive beef impressions were realized during 

“Beef Story” Twitter parties that featured nutrition information, 

recipes and production messages in 2012. 

The National Beef Speakers Bureau exceeded its 

goal for consumer impressions by reaching 

10,141 meal-time decision makers and youth, an 

87.8 percent improvement over prior year results. 

Pre- and post-survey results indicated an 11 percent 

average positive shift in beef opinions. 

Industry Information 

Jimmy Maxey 

Fresno, CA 

Manuel Rodrigues 

Tipton, CA 

Annalyn Settelmeyer 

Gardnerville, NV 

Darrel Sweet 

Livermore, CA 

Rob Reviere, Jr. 

Ripley 

Ronnie Yeargin 

Greenfield 

Hughes Abell 

Austin 

Tom Alger 

Friona 

Anne Anderson 

Austin 

Southwest Southwest Southwest Southwest 

TN 

TN 

TX 

TX 

TX 


Foreign Marketing 

Japan on the Upswing 

Once the mainstay of U.S. beef export markets, Japanese trade 

peaked in 2001, reaching more than 1.1 billion pounds of U.S. 

beef valued at more than $1.6 billion. Those totals declined in the 

aftermath of BSE, but continue to rebound despite restrictions 

that limit exports to beef from cattle 20 months of age and 

younger. 

In Japan, the focus has been on rebuilding consumer confidence 

in U.S. beef while targeting markets that offer immediate growth 

potential — the yakiniku sector, bento boxes, and variety meats 

and alternative cuts for both national and regional retail stores. 

As a result, U.S. beef trade with Japan has rebounded to No. 2 in 

value and No. 3 in volume due to: 

• Confidence levels of Japanese consumers in the quality and safety of 

U.S. beef have nearly tripled over the past four years. 

• Exports to Japan were up 23 percent in value on steady volumes in 

the first nine months of 2012, particularly impressive when overall 

U.S. beef exports were up 2 percent in value on 12 percent lower 

volume. 

Central/South America: Up-and-Comer for Trade 

Working against a global market where beef imports are generally 

down, Central and South America have emerged as top growth 

markets for U.S. beef — purchasing 57.7 million pounds of U.S. 

beef valued at $99.2 million, increases of 36 percent in volume 

and 73 percent in value. That growth is even more astounding 

when considering that it comes on the heels of significant annual 

gains — more than 50 percent in volume and more than 85 

percent in value — over the previous two years. 

US beefconsumer perception 

Would you buy US beef 

70% 

60% 

50% 

40% 

30% 

20% 

10% 

0% 

22.9% 

Yes! 

64.1% 

Yes! 

2007.11 2011.12 

In 2011, 64% of consumers say they will buy American beef. 

Number of Japanese consumers who are willing to buy US beef is increasing. 

SourceUSMEF Online Tracking Survey, 300 samples 

Central/South America 

U.S. Beef Exports 

90 

80 

70 

60 

50 

40 

30 

20 

10 

0 

2007 2008 2009 2010 2011 

Value in 

Million $ 

Bruce Dopslauf 

LaGrange 

Leroy Ezer 

Anahuac 

Chuck Kiker III 

Beaumont 

Paul Looney, Jr. 

Mineral 

Jackie Means 

Van Horn 

Larry Pratt 

Eliasville 

Andrea Reed 

Dodd City 

Sugie Sartwelle 

Sealy 

Rudie Tate 

Wellington 

12 

TX 

TX 

TX 

TX 

TX 

TX 

TX 

TX 

TX

“My beef checkoff can 

help raise consumer confidence in beef.” 

“Simply put, our beef checkoff promotes safe, 

nutritious beef. All beef producers invest in the 

checkoff — so folks like you and me decide how to 

allocate these dollars to keep our product top-ofmind 

with consumers,” says Ronnie Yeargin, a cowcalf 

and stocker producer from Greenfield, Tenn. 

The checkoff is working to build demand for 

beef by educating consumers about beef’s role in 

healthful diets. 

My beef checkoff…reaching consumers with the 

benefits of beef. 



Yeargin Farms 

Greenfield, Tenn. 

Hear more from Ronnie at MyBeefCheckoff.com 

or scan this QR code 


Paid Media 

The producer communications progam continues to feature producer 

testimonials with copy and video under the theme “My beef checkoff 

can…”. Efforts continue to be extended regionally and in cooperation 

with BQA efforts to help producers get to know their checkoff. A 

new measurement tool, called Focus Point, is helping the producer 

communications team measure real-time media results and make 

tactical enhancements to improve effectiveness. Qualified State 

Beef Councils (QSBCs) are rolling out the national ads, adding 

local testimonials or using new “generic” ads available in the newly 

redesigned QSBC Toolkit on MyBeefCheckoff.com. 

Earned Media 

The checkoff delivered more than 73,000 pieces of mail along with 

daily contact with the editors and broadcasters, which resulted in 

7,200 news placements. Video news packages reached beyond the 

traditional 600 TV stations and are extended through Facebook, 

YouTube and other online outlets to thousands of additional viewers. 

Direct Communications 

The checkoff website, MyBeefCheckoff.com, is designed as a one-stop 

shop for producers to learn how their national beef checkoff dollars are 

invested, and continues to draw a growing number of visitors, with an 

estimated 80,000 unique visitors viewing more than 272,000 pages. 

MyBeefCheckoff.com e-newsletters had an average open rate of 

61 percent and a click-through rate of nearly 18 percent — both 

measures are many times higher than industry averages. 

Trade Shows 

National producer communications staff, often coordinating with state 

beef councils, participates in industry trade shows, including World 

Dairy Expo, American Farm Bureau Federation, National Farmers 

Union and Livestock Marketing Association. 

producer communications 

Richard Winter 

Canyon 

Anne Wirtz 

Brenham 

Laurie Munns 

Snowville 

Joe Guthrie 

Dublin 

Hank Maxey, Jr. 

Chatham 

Marty Andersen 

New Glarus 

Alvin Bartz 

Shawano 

Randy Geiger 

Reedsville 

Spencer Ellis 

Lovell 

TX 

TX 

UT 

VA 

VA 

WI 

WI 

WI 

WY 


Cattlemen’s Beef Promotion and Research Board 

Financial Statements as of September 30, 2012 and 2011 

Together with Independent Auditors’ Report Thereon 

Board of Directors 


Independent Auditors’ Report 

We have audited the accompanying statements of assets, liabilities, and net assets — modified cash basis of the Cattlemen’s Beef Promotion 

and Research Board (the Board) as of September 30, 2012 and 2011, and the related statements of revenues, expenses, and changes in 

unrestricted net assets — modified cash basis for the years then ended. These financial statements are the responsibility of the Board’s 

management. Our responsibility is to express an opinion on these financial statements based on our audits. 

We conducted our audits in accordance with auditing standards generally accepted in the United States of America and the standards 

applicable to financial audits contained in Government Auditing Standards, issued by the Comptroller General of the United States. Those 

standards require that we plan and perform the audit to obtain reasonable assurance about whether the financial statements are free of 

material misstatement. An audit includes examining, on a test basis, evidence supporting the amounts and disclosures in the financial 

statements. An audit also includes assessing the accounting principles used and significant estimates made by management, as well as 

evaluating the overall financial statement presentation. We believe that our audits provide a reasonable basis for our opinion. 

As described in Note 2, these financial statements were prepared on the modified cash basis of accounting, which is a comprehensive basis of 

accounting other than generally accepted accounting principles in the United States of America. 

In our opinion, the financial statements referred to above present fairly, in all material respects, the assets, liabilities, and net assets of the 

Board as of September 30, 2012 and 2011, and its revenues, expenses, and changes in unrestricted net assets for the years then ended, on the 

basis of accounting described in Note 2. 

In accordance with Government Auditing Standards, we have also issued our report dated November 30, 2012 on our consideration of the 

Board’s internal control over financial reporting and on our tests of its compliance with certain provisions of laws, regulations, contracts, 

and grant agreements and other matters. The purpose of that report is to describe the scope of our testing of internal control over financial 

reporting and compliance and the results of that testing, and not to provide an opinion on the internal control over financial reporting or 

on compliance. That report is an integral part of an audit performed in accordance with Government Auditing Standards and should be 

considered in assessing the results of our audit. 

Our audits were conducted for the purpose of forming an opinion on the financial statements taken as a whole. The accompanying 

supplementary statements of assessment revenue by state — modified cash basis is presented for purposes of additional analysis and is not a 

required part of the financial statements. Such information is the responsibility of management and was derived from and relates directly to 

the underlying accounting and other records used to prepare the financial statements. The information has been subjected to the auditing 

procedures applied in the audit of the basic financial statements and certain additional procedures, including comparing and reconciling 

such information directly to the underlying accounting and other records used to prepare the financial statements or to the financial 

statements themselves, and other additional procedures in accordance with auditing standards generally accepted in the United States of 

America. In our opinion, the information is fairly stated, in all material respects, in relation to the financial statements as a whole. 

In connection with our audits, nothing came to our attention that caused us to believe the Board was not in compliance with the provisions 

of the Beef Promotion and Research Act of 1985 and the Beef Promotion and Research Order (the Order) related to the use of funds 

collected by the Board insofar as they relate to accounting matters. Further, in connection with our audits, nothing came to our attention 

that caused us to believe the Board was not in compliance with the terms of Section 1260.149(f) of the Order, or with the terms of the 

Agricultural Marketing Service Investment Policy, which describe the type of instruments in which the Board may invest, insofar as they 

relate to accounting matters. However, our audits were not directed primarily toward obtaining knowledge of such noncompliance. 

The report is intended solely for the information and use of the members of the Board and its management, the Audit Committee, and the 

United States Department of Agriculture and is not intended to be and should not be used by anyone other than these specific parties. 

Clifton Larsen Allen LLP 

Greenwood Village, Colorado 

November 30, 2012 

14

Statements of Assets, Liabilities and Net Assets 

(Modified Cash Basis, Note 2) 

September 30, 2012 and 2011 

Assets 2012 2011 

Cash and Cash Equivalents (Note 3) $ 8,545,965 $ 4,325,154 

Short-Term Investments (Note 3) 10,696,000 15,443,950 

Capital Assets, net of accumulated depreciation 

of $83,941 and $99,676, respectively 18,066 21,488 

Other 2,252 3,407 

Total Assets $ 19,262,283 $ 19,793,999 

Liabilities and Net Assets 

Due to State Beef Councils and Other $ 1,313 $ 1,517 

Net Assets - Unrestricted (Note 5): 

Designated for future expenses 10,158,245 13,044,165 

Designated - Board reserve 4,350,000 4,350,000 

Undesignated 4,752,725 2,398,317 

19,260,970 19,792,482 

Commitments and contingencies (Note 9) 

Total Liabilities and Net Assets $ 19,262,283 $ 19,793,999 

Statements of Revenues, Expenses and 

Changes in Unrestricted Net Assets 

(Modified Cash Basis, Note 2) 

For The Years Ended September 30, 2012 and 2011 

Revenues 2012 2011 

Assessments (Note 1) $ 41,977,438 $ 41,918,289 

Interest 40,812 48,640 

Other 96,430 196,143 

Total revenues 42,114,680 42,163,072 

Expenses 

Program Expenses - 

Promotion 18,497,849 17,782,309 

Research 5,719,714 5,732,492 

Consumer Information 4,513,478 4,333,552 

Industry Information 3,866,591 3,582,286 

Foreign Marketing 6,129,529 5,929,362 

Producer Communications 1,745,326 1,726,265 

Program Evaluation 131,674 156,700 

Program Development 198,499 204,923 

Total program expenses 40,802,660 39,447,889 

Supporting Services - 

USDA Oversight 211,065 255,941 

Administration (Note 4) 1,632,467 1,970,479 

Total expenses 42,646,192 41,674,309 

Change in net assets (531,512) 488,763 

Beginning unrestricted net assets 19,792,482 19,303,719 

Ending unrestricted net assets $ 19,260,970 $ 19,792,482 

The accompanying notes to financial statements are an integral part of these statements. 


15

Notes to Financial Statements 

(Modified Cash Basis) 

September 30, 2012 and 2011 

(1) Organization and Operations 

The Beef Promotion and Research Act of 1985 (the Act), 

approved on December 23, 1985, by the United States 

Congress, established a coordinated program of promotion and 

research designed to strengthen the beef industry’s position in 

the marketplace, as well as to maintain and expand domestic 

and foreign markets and uses for beef and beef products. 

As provided in the Act, the Secretary of the United States 

Department of Agriculture (the Secretary) issued the Beef 

Promotion and Research Order (the Order), effective July 18, 

1986, which provides the terms and conditions for the Act’s 

administration. The Cattlemen’s Beef Promotion and Research 

Board (the Board), which was created and approved by the 

Secretary to administer the Act, consists of 103 members who 

are representatives of the cattle industry in the United States, 

including importers. Board members are appointed by the 

Secretary. 

The program is financed by a $1 per head assessment on 

domestic sales of cattle and on imported cattle, beef, and beef 

products. The Board, as part of its responsibilities under the Act 

and Order, may certify no more than one Qualified State Beef 

Council (Council) in each state and authorize that Council to 

collect such assessments. The assessments are remitted to the 

Councils or the Board. The Board receives one‐half of assessment 

monies from states with Councils and the Councils retain the 

remainder. The Board receives all assessment revenues from 

states without Councils and from imported cattle, beef, and beef 

products. 

Pursuant to the Act, the Board’s expenses for administration 

are limited to 5% or less of projected revenues. All remaining 

revenues are expended on programs related to promotion, 

research and information for the beef industry. The Board 

contracts with established national cattle‐ or beef‐industrygoverned 

nonprofit organizations for the implementation and 

conduct of these programs. Under the terms of these contracts, 

the entities which receive Board contracts are subject to annual 

audits and reviews. 

During fiscal years 2012 and 2011, the Board reimbursed the 

following industry organizations for program expenses incurred 

on approved projects: 

Name of Contractor 2012 2011 

Meat Importers Council of America $490,239 $347,756 

National Cattlemen’s 

Beef Association (NCBA) 

National Livestock Producers 

Association 

$38,040,527 $36,931,474 

$35,000 — 

American National CattleWomen $161,395 $80,771 

The program expenses incurred by NCBA during fiscal years 

2012 and 2011 included reimbursements for costs incurred 

under subcontracts with the American National CattleWomen 

of $408,935 and $289,208, and the U.S. Meat Export 

Federation of $6,129,529 and $5,929,362, respectively. 

(2) Summary of Significant Accounting Policies 

Basis of Accounting 

The accompanying financial statements have been prepared 

on the modified cash basis of accounting. Under this method, 

certain revenues are recognized when received rather than when 

earned and certain expenses are recognized when paid rather 

than when incurred. At September 30, 2012 and 2011, there 

were assessment receivables of approximately $5,600,000 and 

$6,400,000, interest receivables of approximately $16,000 and 

$11,000, and accounts payable of approximately $6,200,000 

and $7,300,000, respectively, which are not reflected in the 

accompanying financial statements. Accounts payable relate to 

appropriated expenditures and are included in the net assets 

designated for future expenses in the accompanying statements 

of assets, liabilities and net assets (Note 5). 

As discussed in Note 1, the Board receives one‐half of the 

assessment monies collected by the Councils and the remainder 

is retained by the Councils. The accompanying financial 

statements include only the Board’s share of assessment monies 

and do not include amounts related to either revenues or 

expenses of the individual Councils. 

Cash, Cash Equivalents and Short‐Term Investments 

For purposes of classifying investments, the Board considers 

all highly liquid investments with an original maturity of three 

months or less to be cash equivalents. Cash equivalents and 

short‐term investments are recorded at cost. 

Depreciation 

Capital assets, which include equipment and leasehold 

improvements, are recorded at cost. Depreciation is computed 

using the straight‐line method over the estimated useful lives of 

three to ten years. 

Use of Estimates 

The preparation of financial statements require management 

to make estimates and assumptions that affect certain reported 

amounts and disclosures, primarily those estimates included in 

the Basis of Accounting disclosure above. Accordingly, actual 

results could differ from those estimates. 

(3) Cash, Cash Equivalents and Short-Term 

Investments 

The Secretary has provided that excess cash may be invested, 

on a short‐term basis, in certificates of deposit insured by the 

Federal Deposit Insurance Corporation or obligations of the 

United States, U.S. Government agencies or U.S. Governmentsponsored 

corporations. Cash, cash equivalents and short‐term 

investments at September 30, 2012 and 2011, by investment 

type, are as follows: 

16

September 30, 2012: 

Demand Deposit 

Account 

Money Market 

Accounts 

Certificates of 

Deposit 

Less — 

Outstanding 

Checks 

Cash 

and Cash 

Equivalents 

Short-Term 

Investments 

Total 

Carrying 

Value 

Total Fair 

Value 

$7,752,590 $ - $7,752,590 $7,752,590 

3,755,634 - 3,755,634 3,755,634 

- 10,696,000 10,696,000 10,690,818 

(2,962,259) - (2,962,259) (2,962,259) 

Totals for 2012 $8,545,965 $10,696,000 $19,241,965 $19,236,783 

September 30, 2011: 

Demand Deposit 

Account 

Certificates of 

Deposit 

U.S. Government 

Securities 

Less — 

Outstanding 

Checks 

Cash 

and Cash 

Equivalents 

Short-Term 

Investments 

Total 

Carrying 

Value 

Total Fair 

Value 

$5,922,436 $ - $5,922,436 $5,922,436 

- 13,942,002 13,942,002 13,922,093 

- 1,501,948 1,501,948 1,500,117 

(1,597,282) - (1,597,282) (1,597,282) 

Totals for 2011 $4,325,154 $15,443,950 $19,769,104 $19,747,364 

In accordance with the Board’s policy, the demand deposit 

accounts, the money market accounts and the certificates 

of deposit are insured by the Federal Deposit Insurance 

Corporation and/or fully collateralized by U.S. Government 

securities held at the Federal Reserve Bank in the Board’s name. 

(4) Administration Expense 

The Act limits expenses for the administration of the program 

to 5% or less of projected revenues. Projected revenues were 

$40,870,000 for 2012 and $41,000,000 for 2011. Accordingly, 

the administrative expenses incurred by the Board were limited 

to $2,044,000 in 2012 and $2,050,000 in 2011. Administrative 

expenses incurred by the Board on the accrual basis (versus 

modified cash basis amounts reflected in the accompanying 

statements of revenues, expenses and changes in net assets) 

were approximately $1,630,000 (4.0% of projected revenues) 

in 2012 and $1,950,000 (4.8% of projected revenues) in 

2011. Expressed as a percentage of actual revenues, the Board’s 

administrative expenses were 3.9% in 2012 and 4.7% in 2011. 

The Board has entered into an Administrative Services 

Agreement with NCBA whereby NCBA agreed to provide 

certain administrative services to the Board in return for 

reimbursement of all direct and indirect costs related to the 

provided services. During 2012 and 2011, respectively, the 

Board paid NCBA approximately $58,000 and $59,000 related 

to this agreement. 

The Board leases office facilities and equipment from outside 

third‐parties under operating leases. Payments required under 

the leases were approximately $91,000 during 2012 and $97,000 

during 2011. Future annual payments related to the leases are 

approximately $97,000 in 2013, $100,000 in 2014, $46,000 in 

2015 and $4,000 in 2016. 

(5) Unrestricted Net Assets 

Unrestricted net assets represent amounts currently available for 

the use in the Board’s operation in accordance with the Act and 

those resources invested in fixed assets. Designated net asset 

balances represent tentative plans of the Board for future use of 

financial resources, as follows: 

Designated for Future Expenses 

This balance relates to unexpended program appropriations. 

Designated ‐ Board Reserve 

On October 6, 2010, the Board has approved the establishment 

of a reserve in the amount of $4,350,000 to be used as the Board 

may deem necessary, with the approval of the Secretary. 

Undesignated 

As of September 30, 2012 and 2011, $4,752,725 and 

$2,398,317 of the net assets had not been designated by the 

Board and is available for budgeting to the various program 

areas. Of these amounts, $18,066 and $21,488 represent net 

assets invested in fixed assets as of September 30, 2012 and 

2011, respectively. 

(6) Income Tax Status 

The Board has received a ruling from the Internal Revenue 

Service stating that it is classified as a tax‐exempt entity that 

engages in activities under the aegis of the United States 

Department of Agriculture. 

(7) Pension Plan 

The Board provides a defined contribution plan for all of its 

employees under which annual contributions are provided 

based on a percentage of each employee’s salary. Contributions 

required and funded by the Board were approximately $118,000 

and $120,000 in 2012 and 2011, respectively. 

(8) Subsequent Event 

Management evaluated subsequent events through November 

30, 2012, the date the audited financial statements were available 

to be issued. Events or transactions occurring after September 

30, 2012, but prior to November 30, 2012, that provided 

additional evidence about conditions that existed at September 

30, 2012 have been recognized in the financial statements for 

the year ended September 30, 2012. Events or transactions 

that provided evidence about conditions that did not exist at 

September 30, 2012, but arose before the financial statements 

were available to be issued, have not been recognized in the 

financial statements for the year ended September 30, 2012. 

In October 2012, the Board and the Secretary approved 

$3,713,205 of the September 30, 2012 net asset balance as 

designated for expenditures in 2013. 

(9) Litigation 

The Board is a defendant in connection with certain legal 

actions. While the final outcome of these actions cannot be 

determined at this time, management is of the opinion that the 

outcome of such matters will not have a material effect on the 

financial statements. 


Supplementary Statements of Assessment Revenues By State 

For the Years Ended September 30, 2012 and 2011 

ASSESSMENT REVENUES (Modified Cash Basis) 2012 2011 

Qualified State Beef Councils: 

Alabama $ 346,952 $ 391,848 

Arizona 335,717 285,322 

Arkansas 475,693 476,534 

California 1,921,761 1,704,276 

Colorado 1,668,611 1,651,922 

Delaware 6,082 4,566 

Florida 317,331 315,411 

Georgia 287,163 317,478 

Hawaii 16,409 20,596 

Idaho 798,165 789,069 

Illinois 334,433 343,084 

Indiana 239,238 242,663 

Iowa 1,680,340 1,755,267 

Kansas 3,832,633 3,878,885 

Kentucky 706,724 701,259 

Louisiana 189,728 163,644 

Maine 13,912 13,890 

Maryland 47,453 47,479 

Michigan 268,879 260,357 

Minnesota 660,911 713,397 

Mississippi 290,594 383,118 

Missouri 1,340,534 1,329,132 

Montana 881,788 851,928 

Nebraska 3,688,045 3,568,242 

Nevada 128,037 137,399 

New Jersey 4,738 4,941 

New Mexico 655,304 627,241 

New York 311,564 299,525 

North Carolina 176,464 188,048 

North Dakota 538,942 568,096 

Ohio 308,475 305,767 

Oklahoma 1,936,502 2,208,993 

Oregon 417,904 406,192 

Pennsylvania 394,712 394,303 

South Carolina 80,269 89,502 

South Dakota 1,538,686 1,566,257 

Tennessee 453,117 456,271 

Texas 5,685,045 6,197,659 

Utah 293,827 262,192 

Vermont 55,809 55,429 

Virginia 389,340 391,475 

Washington 539,116 538,513 

West Virginia 98,355 84,561 

Wisconsin 718,343 712,462 

Wyoming 530,110 487,399 

Total Qualified State Beef Councils 35,603,755 36,191,592 

States Without Qualified State Beef Councils: 

Alaska 133 238 

Connecticut 13,041 11,486 

Massachusetts 18,891 19,920 

New Hampshire 15,112 15,765 

Rhode Island 526 656 

Total States Without Qualified State Beef Councils 47,703 48,065 

Importers 6,325,980 5,678,632 

Total Assessment Revenues $ 41,977,438 $ 41,918,289 

See the accompanying independent auditor’s report. 

18

Independent Auditors’ Report on Internal Control Over Financial Reporting 

and on Compliance and Other Matters Based on an Audit of Financial 

Statements Performed in Accordance with Government Auditing Standards 

Board of Directors 


We have audited the statements of assets, liabilities, and net assets — modified cash basis of the Cattlemen’s Beef 

Promotion and Research Board (the Board) as of September 30, 2012, and the related statements of revenues, 

expenses, and changes in unrestricted net assets — modified cash basis for the year then ended, and have issued 

our report thereon dated November 30, 2012. As described in Note 2, these financial statements were prepared on 

the modified cash basis of accounting, which is a comprehensive basis of accounting other than generally accepted 

accounting principles in the United States of America. We conducted our audit in accordance with auditing 

standards generally accepted in the United States of America and the standards applicable to financial audits 

contained in Government Auditing Standards, issued by the Comptroller General of the United States. 

Internal Control Over Financial Reporting 

Management of the Board is responsible for establishing and maintaining effective internal control over financial 

reporting. In planning and performing our audit, we considered the Board’s internal control over financial reporting 

as a basis for designing our auditing procedures for the purpose of expressing our opinion on the financial statements, 

but not for the purpose of expressing an opinion on the effectiveness of the entity’s internal control over financial 

reporting. Accordingly, we do not express an opinion on the effectiveness of the entity’s internal control over 

financial reporting. 

A deficiency in internal control exists when the design or operation of a control does not allow management 

or employees, in the normal course of performing their assigned functions, to prevent or detect and correct 

misstatements on a timely basis. A material weakness is a deficiency, or combination of deficiencies, in internal 

control, such that there is a reasonable possibility that a material misstatement of the entity’s financial statements will 

not be prevented, or detected and corrected on a timely basis. 

Our consideration of internal control over financial reporting was for the limited purpose described in the first 

paragraph of this section and was not designed to identify all deficiencies in internal control over financial reporting 

that might be deficiencies, significant deficiencies or material weaknesses. We did not identify any deficiencies in 

internal control over financial reporting that we consider to be material weaknesses, as defined above. 

Compliance and Other Matters 

As part of obtaining reasonable assurance about whether the Board’s financial statements are free of material 

misstatement, we performed tests of its compliance with certain provisions of laws, regulations, contracts, and grant 

agreements, noncompliance with which could have a direct and material effect on the determination of financial 

statement amounts. However, providing an opinion on compliance with those provisions was not an objective of 

our audit, and accordingly, we do not express such an opinion. The results of our tests disclosed no instances of 

noncompliance or other matters that are required to be reported under Government Auditing Standards. 

This report is intended solely for the information and use of the members of the Board and its management, the 

Audit Committee, and the United States Department of Agriculture and is not intended to be and should not be used 

by anyone other than these specified parties. 

Clifton Larsen Allen LLP 

Greenwood Village, Colorado 

November 30, 2012 


19

Cattlemen’s Beef Board 

Mission Statement 

The Cattlemen’s Beef Promotion & Research Board 

is dedicated to improving producer profitability, 

expanding consumer demand for beef, and 

strengthening beef’s position in the marketplace. 

MyBeefCheckoff.com 



9000 East Nichols Avenue, Suite 215 • Centennial, Colorado 80112 • Phone: 303.220.9890 • Fax: 303.220.9280

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