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Beef board will spend more on producer communications

The Cattlemen’s Beef Board, which administers the one dollar per head national beef checkoff, has increased its budget for producer communications in 2019.

Board chair Joan Ruskamp of Nebraska says they haven’t done a very good job of communicating “the great story of the checkoff”.

“What concerns me, as I’ve watched thing unfold around our country and the attacks on the checkoff, is that producers don’t fully understand the value of the program to keep the beef community—the farmers and ranchers out there—long-term,” Ruskamp says.

The board need producers “to be on board” with the checkoff, she says.

“We have ‘cattle’, but we produce ‘beef’—and it’s really important as producers we recognize the value of making sure beef stays out there on the plate.”

Ruskamp spoke with Brownfield at the annual meeting of Nebraska Cattlemen.

AUDIO: Joan Ruskamp

  • That what we need! A full blown propaganda campaign using our money to win the hearts and minds of their “money train”.

    What producers need is less BS and more profits for producers! There has been enough educating that we should all be receiving less money on the farm so the Packing Cartel can make more. We all got that message loud and clear!

    The message we need to hear is the Beef Board is going to start supporting the produces that support the Beef Board!

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