Beef Checkoff

What Beef Checkoff does

The Beef Checkoff is a federally mandated, producer-funded marketing and research program for U.S. beef, established under the Beef Promotion and Research Act of 1985 as part of the 1985 Farm Bill. Its mandatory $1-per-head assessment on all cattle sold in the U.S. (and a $1-per-head equivalent on imported beef and beef products) was made compulsory after 79% of producers voted in favor in a 1988 national referendum. The program is administered by the Cattlemen's Beef Board (CBB) under USDA oversight and cannot use funds to influence government policy; instead it operates six codified program areas — promotion, research, consumer information, industry information, foreign marketing, and producer communications. Day-to-day program implementation is delegated through a contractor model to nine national nonprofit organizations (most prominently the National Cattlemen's Beef Association and the U.S. Meat Export Federation) plus 44 Qualified State Beef Councils, which retain up to half of each collected dollar for state-level programs.

The program's core products are informational and demand-driving rather than physical goods: the iconic "Beef. It's What's For Dinner." consumer brand; the Beef Quality Assurance (BQA) and Veal Quality Assurance (VQA) certification programs; the Meat Demand Monitor monthly consumer intelligence tool; BeefResearch.org; The Drive newsletter and podcast; the Knowledge Center; and the Chuck Knows Beef consumer digital assistant. There is no proprietary technology platform in the software sense; the program's "platform" is its statutory authority, its brand and content assets, and its distribution network spanning 42 states, 3 regions, and key international markets through USMEF.

The business model is a transaction-based mandatory assessment, not a commercial sales model. Revenue is collected at the point of cattle sale or import and split between national (CBB) and state (QSBC) programs. Independent 2024 research found each checkoff dollar returns $13.41 to the industry, and the program marked its 40th anniversary in 2025-2026. End beneficiaries are U.S. and international beef consumers (the demand-generation target), while funders — cow-calf producers, feedlot operators, dairy and veal producers, and importers — are the statutory contributors who elect the 99-101 member governing board.

Name

Beef Checkoff

Legal name

Cattlemen's Beef Promotion and Research Board

Website

https://beefboard.org

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

The Beef Checkoff is a federally mandated, producer-funded marketing and research program that collects a $1-per-head assessment on all U.S. cattle sales and beef imports to drive domestic and international demand for beef. It is administered by the Cattlemen's Beef Board under USDA oversight and implemented through nine national contractor organizations and 44 Qualified State Beef Councils.

Ownership category

akta.pro rank

Product category

Agricultural Marketing and Research

NAICS

Beef Cattle Ranching and Farming (112111), Beef Cattle Ranching and Farming, including Feedlots (11211)

SIC

Agricultural Services (700)

akta.pro primary industry

Cattle Health & Processing Services (Branding, Vaccination, Pregnancy Checking) (AFAEABAL)

akta.pro secondary industry

Beef Cattle Grazing & Pasture-Based Operations (AFAEABAG)

Keywords

• Beef promotion programs
• Agricultural research funding
• Producer marketing programs
• Beef industry checkoff
• Meat demand research

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Marketing or Sales, Operations, Technology or R&D, Personnel, Others

Revenue model

1. Mandatory Checkoff Assessment: The Beef Checkoff collects $1 per head on all cattle sold in the U.S. and $1 per head equivalent on imported cattle, beef, and beef products. The assessment became mandatory when the program was approved by 79% of producers in a 1988 national referendum vote. QSBCs may retain up to 50 cents of money collected in their state, with at least 50 cents sent to the Beef Board. In non-QSBC states, the entire $1 is remitted to the Beef Board.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

The Beef Checkoff is a producer-funded, mandatory marketing and research program that collects a $1 per head assessment on cattle sold in the U.S. and an equivalent assessment on imported beef to fund six program areas: Promotion, Research, Consumer Information, Industry Information, Foreign Marketing, and Producer Communications. Programs are implemented through nine national contractor organizations (including NCBA, USMEF, AFBFA, and the Meat Institute) and 44 Qualified State Beef Councils, delivering consumer-facing brands such as Beef. It's What's For Dinner., Beef Quality Assurance certification, BeefResearch.org, the Meat Demand Monitor, and the Chuck Knows Beef digital assistant.

Product overview

The Beef Checkoff is a producer-funded national marketing and research program established in 1985 that operates as a platform of interconnected programs designed to increase demand for beef domestically and internationally. The core offering consists of six program areas: Promotion (featuring the iconic Beef. It's What's For Dinner. brand), Research (providing science-based nutrition, safety and sustainability data), Consumer Information (disseminating nutritional data and positive beef messages), Industry Information (maintaining accurate industry understanding), Foreign Marketing (developing international markets), and Producer Communications (communicating checkoff usage to producers). The portfolio includes certification programs like BQA and VQA, consumer-facing resources like BeefResearch.org and the Chuck Knows Beef digital assistant, market intelligence tools like the Meat Demand Monitor, and communication platforms including The Drive newsletter. The program is administered by the Cattlemen's Beef Board (CBB) with oversight by USDA and is implemented through nine national contractor organizations including NCBA, USMEF, and state beef councils.

Differentiator

Problem solved

Functional benefit

Brands

• Beef. It's What's For Dinner. The iconic consumer brand campaign for beef promotion and marketing.
• The Drive

Products and services

• Beef. It's What's For Dinner. The iconic national consumer brand campaign for beef, managed by NCBA on behalf of the Beef Checkoff, designed to educate consumers and inspire them to purchase, prepare, and enjoy beef through digital campaigns and traditional media outreach.
• Beef Quality Assurance (BQA) Industry-wide certification program providing a science-based curriculum and online certification for beef producers focused on proper cattle handling, antibiotic use, and quality assurance practices.
• BeefResearch.org Website showcasing results of Beef Checkoff investments into research studies on beef safety, nutrition, and sustainability.
• The Drive Producer-focused newsletter delivered in print and email formats, providing the latest beef industry facts, statistics, and stories about how checkoff dollars drive demand for beef, including podcast episodes featuring industry experts.
• Meat Demand Monitor (MDM) Monthly tracking tool monitoring U.S. consumer preferences, views, and demand for meat, with separate analysis for retail and food service channels; created by Kansas State University under USCA contract.
• Chuck Knows Beef Digital assistant brand extension of the Beef. It's What's For Dinner. brand providing beef preparation guidance and recipes to consumers.
• Veal Quality Assurance (VQA) Certification program reinforcing consumer confidence in veal as a protein choice, ensuring veal is ethically and responsibly produced with high priority on animal wellbeing.
• Knowledge Center Educational resource center providing science-based information, research results, and industry documentation for producers and stakeholders.
• Beef Industry Long Range Plan Industry-wide strategic plan that guides all Checkoff dollar investments, ensuring targeted efforts toward driving consumer demand for beef.

Quantifiable outcome

• $13.41 return per dollar invested
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered minor and core.

• Little League World SeriesminorGTM or Marketing Partner · 1 January 2024Beef. It's What's For Dinner. brand partnership to reach sports audiences and families at the Little League World Series.
• American Farm Bureau Foundation for Agriculture (AFBFA)coreStrategic or Co-development PartnerAFBFA provides science teachers with immersive experiences and high-quality instructional classroom units that teach science through the lens of beef production. FY2026 Funding: $705,000 for Consumer Information programs.
• National Cattlemen's Beef Association (NCBA)coreStrategic or Co-development PartnerNCBA is the primary contractor managing the Beef. It's What's For Dinner. brand campaign, consumer information programs, industry information programs, and research. FY2026 Funding: $6,000,000 (Consumer Info), $9,000,000 (Promotion), $2,100,000 (Industry Info), $8,000,000 (Research).
• U.S. Meat Export Federation (USMEF)coreStrategic or Co-development PartnerUSMEF develops international markets for U.S. beef through programs aimed at expanding market penetration, gaining new market access, improving global consumer perceptions and building trust in U.S. beef. FY2026 Funding: $7,900,000.
• Meat Import Council of America (MICA)coreStrategic or Co-development PartnerMICA helps the Beef Checkoff build beef demand in the Northeast through supply chain engagement and consumer outreach, working with the Northeast Beef Promotion Initiative as subcontractor. FY2026 Funding: $1,000,000.
• Meat InstitutecoreStrategic or Co-development PartnerThe Meat Institute implements veal quality assurance programs and promotion. Works with New York Beef Council as subcontractor. FY2026 Funding: $235,000 (Promotion), $35,000 (Industry Info).
• National Institute for Animal Agriculture (NIAA)minorStrategic or Co-development PartnerNIAA supports the beef industry's commitment to One Health through hosting the annual Antibiotics Symposium. FY2026 Funding: $75,000.
• United States Cattlemen's Association (USCA)coreStrategic or Co-development PartnerUSCA works with Kansas State University on the Meat Demand Monitor project that tracks monthly U.S. consumer preferences and demand for meat. FY2026 Funding included in Research.
• Meat FoundationcoreStrategic or Co-development PartnerThe Meat Foundation conducts post-harvest beef safety research. FY2026 Funding: $650,000 for research programs.
• Cattlemen's Beef Board (CBB)coreStrategic or Co-development PartnerCBB communicates to producers where Beef Checkoff dollars are spent through The Drive newsletter, media relations, and producer meetings. FY2026 Funding: $1,800,000 for Producer Communications.
• Kansas State UniversityminorImplementation/ SI/ Consulting PartnerWorks as subcontractor to USCA on the Meat Demand Monitor project tracking monthly U.S. consumer preferences for meat.
• New York Beef CouncilminorImplementation/ SI/ Consulting PartnerWorks as subcontractor to the Meat Institute on veal promotion programs.
• Northeast Beef Promotion Initiative (NEBPI)minorImplementation/ SI/ Consulting PartnerWorks as subcontractor to MICA for regional beef promotion in the Northeast.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• National Peanut Board: Federally authorized peanut checkoff focused on research, promotion, and consumer education. Operates the same kind of assessment-funded, USDA-overseen producer-directed program structure.
• United Soybean Board: Soybean checkoff program funded by assessments on soybean sales, governed by USB farmer-leaders under USDA oversight. Shares the same checkoff structure, contractor model, and dual focus on domestic promotion and foreign marketing.
• National Pork Board: Federally mandated pork checkoff program operated under the Pork Promotion, Research, and Consumer Information Act with a similar per-head assessment model, USDA oversight, and producer board governance. Closest structural analog to the Beef Checkoff in red meat.
• Dairy Management Inc. National dairy checkoff program that manages generic dairy promotion, research, and nutrition education under USDA oversight. Operates with a similar transaction-fee funding mechanism and multi-channel consumer marketing approach.
• American Lamb Board: Lamb checkoff program funded by per-head assessments on sheep sales, governing generic lamb promotion, research, and consumer information. Represents the small-ruminant analog to the Beef Checkoff.
• Cotton Board: Cotton checkoff program funded by per-bale assessments, overseen by USDA and governed by cotton producer/importer representatives. Functionally analogous to the Beef Checkoff in scale, governance, and program areas.
• National Corn Growers Association: Corn checkoff program with national producer governance and broad portfolio of research, promotion, and education initiatives. Operates with comparable federal mandate structure and multi-state council network.
• National Watermelon Promotion Board: Watermelon checkoff program operating under USDA oversight with assessments on handlers. Exemplifies the same mandatory-assessment, producer-board-governed model at a smaller commodity scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/BeefCheckoff
• Facebookfacebook.com/BeefCheckoff

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Beef Checkoff