Cattlemen’s Beef Board Approves FY 22 Promotional Budget

The Cattlemen’s Beef Board recently approved the 2022 fiscal year checkoff plan which calls for investing $38.9 million into a variety of industry programs. Beef Promotion Operating Committee  Chairman, Hugh Sanburg, said they plan to provide funding for beef promotion in an effort to drive domestic demand. However, he noted the effort is not a country of origin type program.

“It doesn’t differentiate, it just promotes beef in general. Other private entities have the opportunity to differentiate their products, where it’s from and how it’s raised.”

Sanburg added the board looked at the return of investment to make sure the investments with contractors will benefit the industry and cattle producers.

“We have consumer information, promotion and industry information, foreign marketing research and all of those key together to show that our product is a benefit to the nutrition of the consumers we’re trying to reach.”

The Beef Promotion Operating Committee approved 13 grant proposals focused on beef promotion, consumer information foreign marketing and much more for the fiscal year which got underway October 1st.

The FY22 Plan of Work for the Cattlemen’s Beef Promotion and Research Board budget includes:

  • $9,558,830 for promotion programs, including beef and veal campaigns focusing on beef’s nutritional value, eating experience, convenience, and production
  • $8,810,000 for research programs focusing on pre- and post-harvest beef safety, scientific affairs, nutrition, sustainability, product quality, culinary technical expertise, and consumer perceptions.
  • $7,654,780 for consumer information programs, including Northeast influencer outreach and public relations initiatives; national consumer public relations, including nutrition-influencer relations and work with primary- and secondary-school curriculum directors nationwide to get accurate information about the beef industry into classrooms of today’s youth. Additional initiatives include outreach and engagement with food, culinary, nutrition and health thought leaders; media and public relations efforts; and supply chain engagement.
  • $2,627,190 for industry information programs, including dissemination of accurate information about the beef industry to counter misinformation from anti-beef groups and others, as well as funding for Checkoff participation in the annual national industrywide symposium about antibiotic use. Additional efforts in this program area include beef advocacy training and issues/crisis management and response. 
  • $8,400,000 for foreign marketing and education, focusing on 13 regions, representing more than 90 countries around the world. 
  • $1,850,000 for producer communications, which includes investor outreach using national communications and direct communications to producers and importers about Checkoff results. Elements of this program include ongoing producer listening and analysis; industry collaboration and outreach; and continued development of a publishing strategy and platform and a state beef council content hub.  

Check the entire 2022 plan by Cattlemen’s Beef Board’s Website.

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