Oklahoma Farm Report masthead graphic with wheat on the left and cattle on the right.
Howdy Neighbors!
Ron Hays, Director of Farm and Ranch Programming, Radio Oklahoma Ag Network  |  2401 Exchange Ave, Suite F, Oklahoma City, Ok 73108  |  (405) 601-9211


Agricultural News

Cattlemen's Beef Board Chair Chuck Coffey Highlights Checkoff's New Consumer, Producer Programs

Mon, 01 Apr 2019 19:13:52 CDT

Cattlemen's Beef Board Chair Chuck Coffey Highlights Checkoff's New Consumer, Producer Programs The 2018 marketing year was one of the single best years in the beef industry with a record value of $8.5 billion of US beef sold globally, which brought producers approximately $320 per head fed. Chairman of the Cattlemen’s Beef Board Chuck Coffey remarked to Radio Oklahoma Ag Network Farm Director Ron Hays how proud he is of the industry’s success this past year, during the Texas & Southwest Cattle Raisers Association Convention this past weekend in Fort Worth. You can listen to their complete conversation by clicking or tapping the LISTEN BAR below at the bottom of the page.

In order to sustain that level of success and continue to grow consumer demand for beef, Coffey says it is important the industry be proactive in reaching out to today’s modern consumer and educate them on beef’s nutritional value, versatility and superior flavor. In an effort to do just that, Coffey says the CBB recently rolled out its latest marketing tool, a digital spokesperson called “Chuck Knows Beef,” which is automated through Google using the latest artificial intelligence technology. Paired with their in-home smart speaker for instance, consumers can interact with Chuck to learn about beef - how it is produced, how to prepare it and what its nutritional properties are.

“We really think this is going to be a good promotional tool we can use with the Millennial generation or anybody who might be afraid to take beef home and cook it,” he said describing the target market for this product. “We want to speak to the other 98 percent of the nonagricultural population - the people that are removed from the farm.”

While reaching the consumer is extremely important, connecting with stakeholders in the Beef Checkoff is equally important, Coffey says.

“We found the more producers know about the Checkoff, the more supportive they are in promoting beef,” Coffey said, introducing a new platform geared toward producer education called The Drive. “That’s where we want to reach our producers so they can see what’s going on in the Checkoff and how their dollars are being spent.”

Given the current research, one could argue that money is being spent very wisely. The most recent report on the Beef Checkoff’s return on investment calculates that for every dollar spent, the industry receives $11.20 back. That study is conducted every five years and Coffey says the next one is being prepared right now. He predicts that with the continued rise in beef demand, that report will show an even greater return on Checkoff dollars.



You can hear Coffey's full conversation with Hays by clicking or tapping the LISTEN BAR below.
right-click to download mp3


WebReadyTM Powered by WireReady® NSI


Top Agricultural News

  • Todd Wilkinson to U.S. Senate Committee: American Beef is Climate Change Solution  Fri, 18 Oct 2019 16:19:23
  • Protein Plays an Essential Role in Global Nutrition  Fri, 18 Oct 2019 16:12:22
  • OSU's Janeen Salak-Johnson Tells Cattle Producers Being Open to Doing Things Differently Can Save an Industry  Fri, 18 Oct 2019 15:02:45 CDT
  • Atop the RON Rural Soapbox - Former Secretary John Block  Fri, 18 Oct 2019 06:45:39 CDT
  • Thursday Market Wrap-Up with Justin Lewis  Thu, 17 Oct 2019 22:45:56 CDT
  • OSU's Glenn Selk Talks about how Your Hay Quality can Affect Your Supplementation Strategy  Thu, 17 Oct 2019 20:32:24 CDT
  • American and European Equipment Manufacturers Call on Governments to Negotiate on Trade  Thu, 17 Oct 2019 20:21:03 CDT
  • Dunn, Conaway: USDA Research Developments Remain Top Priority  Thu, 17 Oct 2019 20:16:58 CDT

  • More Headlines...


    Ron salutes our daily email sponsors!

    Oklahoma Ag Credit Oklahoma Farm Bureau National Livestock Credit P&K Equipment Tulsa Farm Show AFR Insurance Stillwater Milling KIS FUTURES, INC. Oklahoma Cattlemen's Association

    Our Road to Rural Prosperity sponsors!

    Banc First OPSRC ORWA

    Search OklahomaFarmReport.com

    © 2008-2019 Oklahoma Farm Report
    Email Ron   |   Newsletter Signup   |    Current Spots   |    Program Links

    WebReady powered by WireReady® Inc.