Checkoff Dollars Fund Research Programs That Drive Innovation in the Industry and the MarketplaceThu, 31 Aug 2017 10:32:21 CDT
As a producer, when you pay your dollar a head into the Beef Checkoff program, your money goes towards financing the Checkoff’s various programs based in education, promotion and research. In a recent interview with Radio Oklahoma Ag Network Farm Director Ron Hays, Cattlemen’s Beef Board CEO Polly Ruhland explained that there is a lot going on in the world of research right now.
“We continue to work on sustainability research,” she said. “It’s an ongoing project because we still want to make significant progress in the sustainability of our product and we know sustainability is important to consumers.”
In addition, Ruhland says the Checkoff has also commissioned ongoing projects such as a beef demand determinant study and a return on investment study scheduled for next year, to help producers understand what they get for their money, that is earmarked for Checkoff programs. But most exciting, says Ruhland, is the new product and innovation research being conducted - although the results of this research sometimes flies under the radar of the general public. It is nonetheless extremely important to the industry and the consumer, continuously looking for new ways to utilize and consume beef products.
“A lot of times it won’t be as splashy as the Flat Iron, for example, because the new things we’re working on are in tandem with our partners at food service and retail,” Ruhland explained. “Sometimes the new product development roll-out efforts that the Checkoff does, may look like it’s coming directly from a food service outlet, but actually it’s coming from a partnership with our Checkoff dollars.”
Listen to Ruhland and Hays discuss the ongoing research being conducted and funded by the Beef Checkoff, to help producers market their product, on today’s Beef Buzz.
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR below for today's show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
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