Cattle Today

Cattle Today



Centennial, Colo., July 23, 2007 – Seven in 10 producers approve of the Beef Checkoff Program, according to a summer survey of 1,225* beef and dairy producers, commissioned by the Cattlemen's Beef Promotion and Research Board.

Findings in this survey track with results from previous studies that have continually reflected a majority approval rate. In recent years, approval rates have consistently ranged between this summer's 68 percent and 73 percent. Disapproval rates have remained virtually the same, at 17 percent, over the past 12 months.

“We're pleased with these results but we still have work to do,” said Beef Board member Sugie Sartwelle, a Texas cattlewoman and chairman of the Joint Producer Communications Committee. “Informed producers consistently give the checkoff high marks. We want those who consider themselves uninformed to know more about how their checkoff dollars are being invested, because all producers have a stake in this program.”

In one analysis, a graph of the percentage of change in checkoff approval compared to the percent of change in the price of a 550-lb. steer shows the two lines trending nearly identically since 1994.

Other findings:

• 60 percent of respondents said the checkoff allows producers' viewpoints to be represented

• 77 percent of producers said they believed the checkoff has contributed to positive trends in beef demand

• 61 percent said the checkoff has contributed to the profitability of their operation

• 76 percent agreed that if cattlemen do not promote beef through the checkoff, no one else will pay to do it for them

• 75 percent said the checkoff still had value for producers in a down market

• 69 percent believe the checkoff is supported nationwide by the majority of producers

• 91 percent of producers recognized the checkoff by name on either an unaided or aided basis.

The Beef Board conducts surveys twice a year to gauge producers' expectations of checkoff investments, as well as checkoff program familiarity, strengths or weaknesses. The survey, conducted by Aspen Media & Market Research, is funded with checkoff monies.

*The statistical margin of error for a sample of 1,225 respondents is + (-) 2.8 percentage points.


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