Cattle Today

Cattle Today



Centennial, Colo., Feb. 6, 2008 – “An account brought by one person to another about a period gone through.” Better known as an annual report, it's a compilation of a year gone by from checkoff-funded research programs.

With a “Working Together to Increase Beef Demand” theme, highlights from the report include: development of the Beef Consumer Index to identify both the target audience and the best communication methods to achieve the optimal return on checkoff dollars; co-hosting a Protein Summit to share findings, identify research gaps, explore opportunities and set in motion a roadmap for future protein work; research on non-E. coli O157 bacteria and eliminating it from beef products; new chuck roll products, and so much more.

“No checkoff-funded program more clearly impacts outcomes than the vital areas of research – safety, product enhancement, human nutrition and market research,” says Keith Hansen, M.S., chair of the Joint Research & Knowledge Management group of committees and nutritionist with Nutrition Service Associates, Texas. “By relying on checkoff research to guide program decisions, the industry tries to avoid wasting resources. By relying on research to support communications, the industry helps raise consumer confidence. Most important, by making research the basis of all decisions, the industry can be assured that the safest, most healthful, high quality beef product reaches the global marketplace.”

The report captures the high points of checkoff-funded research conducted over the past year, and how these results will significantly impact upcoming program and product decisions.

“Checkoff-funded research continues to be the cornerstone supporting all other industry programs and initiatives,” concludes Hansen. “And we plan to keep working together to build a prosperous industry well into the future.”

For more information or to view the full report, visit and click on Quarterly Updates and Annual Reports.


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