Beef Checkoff Impact Report Fill 1 Created with Sketch.

Are you looking for Beef Checkoff financial information? Program highlights? Research results? Key studies? It's all available in the Cattlemen's Beef Board and Beef Checkoff 2024 Impact Report.

The Cattlemen's Beef Board Annual Report and the Annual Evaluation of Beef Checkoff Programs Report were combined to streamline processes and provide members and stakeholders with a single, comprehensive document.

The Cattlemen's Beef Board puts full consideration into providing producers and industry stakeholders with the resources and information they need to feel confident in the effective, efficient and correct use of their Beef Checkoff dollars.

These programs are only a small snapshot of all Checkoff- funded programs, campaigns and initiatives accomplished in fiscal year 2024. Thank you to producers for supporting, investing in and guiding the Beef Checkoff program!

From primetime sports broadcasts to national news features, here are a few recent Beef Checkoff success stories accomplished with beef farmers' and ranchers' Checkoff investments.

LIVE SPORTS ADVERTISING

Checkoff-funded Beef. It's What's For Dinner. leveraged Connected TV (CTV) to reach 78 million U.S. consumers watching live sports, placing ads across major networks like ESPN, NBC Sunday Night Football, Peacock and the NFL Network. These placements reached nearly 3 million viewers, resulting in 2.8 million complete video views. The Summer Games broadcast on NBC and Peacock contributed an additional 300K video views from live sports fans who watched Beef. It's What's For Dinner. baseball-and mountain-biking-themed commercials.

QUICK FACT: CONNECTED TV AND TRADITIONAL BROADCAST TV - WHAT'S THE DIFFERENCE?

Some producers remember when Beef. It's What's For Dinner. ran commercials on national, traditional broadcast TV, and they ask, "Why don't I see those beef ads on television anymore?"

The quick answer is, yes, beef is still very much on TV, only in a different way. "Connected TV" is a platform where content is streamed over the internet, and shows are available through services like Hulu, Peacock, YouTube, Netflix and Paramount - while broadcast TV is delivered through over-the-air scheduled programming on designated channels. Connected TV services make it possible to target commercials to precise, defined consumer audiences. On broadcast TV, targeting capabilities are limited.

Because farmers and ranchers already know and love beef, the Beef Checkoff acts to be efficient stewards of the Checkoff dollar and use it where it counts. That's why it's typically only the urban consumer audience who may see beef commercials - so they can discover beef's strong attributes and make the decision to put it in their shopping carts.

"CHEF'S NIGHT IN" VIDEO SERIES

Beef. It's What's For Dinner. launched "Chef's Night In," a video series offering a glimpse into chefs' personal lives. Through this storytelling approach, audiences were brought into chefs' homes as they prepared and enjoyed their favorite beef dishes with friends and family, offering a relatable, human touch to their stories. The campaign reached 3.6 million views across the web, social media, YouTube and chefs' channels.

IMMERSIVE BEEF EXPERIENCE

From more than 300 applications, a cohort of 25 urban and suburban high school science teachers, administrators and curriculum directors were selected to join virtual learning sessions and a four-day immersive experience in Kentucky. This program connected educators with cattle producers and industry experts, equipping them with insights into beef production and methods for integrating these concepts into Next Generation Science Standards and their classroom curriculum. This national event fostered lasting partnerships and helped educators address misconceptions about production, animal welfare and sustainability.

LEAN BEEF E-COMMERCE CAMPAIGN

To promote beef as part of a healthful diet during American Heart Month, an e-commerce campaign was launched with a national club store. Nutrition-themed beef ads appeared on retailer sites, mobile apps and popular platforms like Weather.com and The Today Show online. The campaign generated $31 in beef sales for every $1 invested, resulting in $11.2 million in incremental sales. Additionally, 26% of ad-exposed buyers were new customers, highlighting the power of e-commerce in driving beef purchases.

INNOVATION AND MARKET DEVELOPMENT OVERSEAS

Sam's Club has a strong presence in China's retail market and plays a key role in U.S. beef sales. China's Sam's Club efforts generated $11.2 billion in sales, with 47% from online and 65% from U.S. chilled beef. To boost U.S. beef recognition, a promotional partnership was launched, including training for 121 employees at 11 stores and a trip to Korea by Sam's Chinese purchasing team. The training enhanced cutting skills and reduced monthly meat loss by 0.1%, while the Korea trip offered valuable insights into the U.S. beef industry. This effort helped drive a 3% increase in Sam's import volume of U.S. chilled beef to China.

FARMER, RANCHER AND VETERINARIAN ENGAGEMENT WITH CENTERS FOR DISEASE CONTROL AND PREVENTION (CDC) LEADERS

An interdisciplinary group of 18 agricultural leaders from organizations such as the Cattlemen's Beef Board, National Pork Board and the American Veterinary Medical Association visited CDC campuses to engage with key officials. They presented topics affecting animal agriculture to the entire team in the Division of Foodborne, Waterborne and Environmental Diseases. This engagement strengthened collaboration, particularly by training CDC scientists on better communication with agricultural leaders and CDC audiences, and addressing misconceptions, such as the unfounded link between confined animal feeding operations (CAFOs) and disease outbreaks.

IMPROVING ADOLESCENT HEALTH THROUGH NUTRITION

To educate on the benefits of beef in a healthy lifestyle, 50 nutrition scientists, physicians, dietitians and public health experts convened to discuss the critical role of nutrition for adolescents (ages 9-19). The event identified research gaps and opportunities to improve diet quality and nutrient adequacy for teens and tweens, with participants emphasizing the need for evidence-based dietary guidance to support adolescent health and wellbeing.