From the 2015 Cattle Industry Convention- Ron Hays Talks Beef's Food Community with Polly RuhlandFri, 06 Feb 2015 14:37:07 CST
Polly Ruhland is the Chief Executive Director of the Cattlemen's Beef Board, the body responsible for collecting and disseminating the dollar a head beef checkoff. At the 2015 Cattle Industry Convention in San Antonio, Radio Oklahoma Ag Network Director Ron Hays sat down with Ruhland to discuss current projects that the CBB and the Beef Promotion Operating Committee have funded and are overseeing.
The Beef Checkoff was charged to work in three areas in an effort to improve beef demand for cattle producers- Research, Education and Marketing- or Advertising. In the early years of the checkoff- it was best known as the group that had developed the "Beef, It's Whats for Dinner" advertising campaign seen on TV, heard on radio and read in magazines. The use of checkoff funds for advertising have been redirected over the last couple of years- and beef producers have decided that the available dollars for advertising would go into digital media. That change of strategy has now been implemented- and Ruhland says the early results continue to be amazing. She believes that beef producers are now having a dialogue with consumers through social media- and that especially in the case of the Millennial generation, this strategy is being embraced and enjoyed.
You can hear Ruhland explain this digital direction- and what the checkoff is also doing in the research and education areas as well- simply click on the LISTEN BAR below.
At the Cattle Industry Convention- Ron Hays and Polly Ruhland talk about Beef Checkoff efforts
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