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NCBA: Where Would We Be Without Beef Checkoff?

03 February 2011

US - Where would we be without the beef checkoff, Dan Dierschke, Beef Board Chairman asked the audience at the Opening General Session of the 2011 NCBA Convention and Trade Show.

For 25 years, producers have pooled dollars to make the beef campaign - "Beef, It's What's For Dinner!". The work behind this has paid off - this slogan is now recognised by consumers across the US.

"Without the beef checkoff programme the industry would be a lot worse off," said Mr Dierschke.

"There would be no consumer advertising, promoting beef as a power protein in a healthy diet.

"There would be no product development. Over the last year, the industry has developed 2,500 new products - all promoting US beef.

"There would be no national voice, educating consumers on animal welfare and production practices.

"There would be limited partnerships between US beef producers, and the foodservice sector.

"There would be no state nor national beef quality programme.

"And finally, there would be reduced US beef promotion to the global consumers - which as we are all aware is a rapidly expanding market.

"The checkoff programme benefits the bottom line of every individual beef business," Mr Dierschke concluded.

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