Checking in on the Beef Checkoff- How the Checkoff Deals with Critics of Beef and the Beef IndustryWed, 08 Aug 2018 12:53:23 CDT
Checking In on the Beef Checkoff is a new series the Radio Oklahoma Ag Network and the Oklahoma Farm Report is proud to offer in partnership with the Oklahoma Beef Council. Over the next several weeks, we invite you to join us as we highlight some of the efforts being undertaken by the Beef Checkoff to promote beef on behalf of producers. This week, Becca McMillan, vice chairman of the Oklahoma Beef Council, visits with us about how the Beef Checkoff program deals with critics of beef and the cattle industry. Listen to McMillan speak with Radio Oklahoma Ag Network Farm Director Ron Hays about this effort, by clicking or tapping the LISTEN BAR below at the bottom of the page.
“Every day, your Beef Checkoff Issues Management Team tracks and responds to issues that might detract from the Checkoff’s main purpose which is to increase consumer confidence in and the demand for beef,” McMillan said. “Having a national issues management team combined with a state-based staff is absolutely crucial to our industry.”
From their digital command center, McMillan explains that the issues management team can track any mention of beef, positive or negative, that appears on TV, in newspapers or via social media channels. When appropriate, she says the team can respond to negative comments or assertions about the beef industry or its products. These efforts are funding by Checkoff dollars and help protect beef’s reputation and consumer’s trust in the product and the producers. Take the famous case of BSE found in the US, also known as the Cow That Stole Christmas, proof of the team’s effectiveness. The issues management team was prepared for this event and in fact handled it so well, consumer trust in the US beef industry actually increased from its level prior to the discovery of the BSE case.
For more stories about what your Beef Checkoff is doing, visit www.oklabeef.org.
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