296: What Your Checkoff Dollars Are Doing for Beef Demand Right Now with Dr. Cheryl DeVuyst

In this episode, Lauren sits down with Dr. Cheryl DeVuyst—producer, ag economist, and Chair of the Cattlemen’s Beef Board—to talk about beef demand and where checkoff dollars are really going.They break down what’s driving beef demand right now, how consumer behavior is shaping the industry, and why every producer should care about the role demand plays in profitability. Cheryl also shares how checkoff dollars are being used, the transparency behind them, and the impact they’re having across the beef industry.LinksIf you’d like to read the latest Impact Report or subscribe to The Drive, visit DrivingDemandforBeef.com.Beef Recipes: https://www.beefitswhatsfordinner.com/ CattleUSA Insurance - https://info.cattleusainsurance.com/l/1102253/2025-06-04/288f5m⁠CattleUSA Website - https://www.cattleusa.com/Facebook - https://www.facebook.com/cattleusamediaInstagram - https://www.instagram.com/cattleusa.media/Subscribe to our newsletter - https://www.cattleusadrive.com/premiumCattleUSA Media - https://www.cattleusamedia.com/Lauren’s Instagram - https://www.instagram.com/_laurenmoylan/Lauren’s Youtube - https://www.youtube.com/@ShowboatmediacoThe Next Generation Podcast Website - https://www.thenextgenag.com/Key Takeaways- Beef demand remains strong even with higher retail prices- Taste continues to be the number one driver for consumers choosing beef- The Meat Demand Monitor provides real-time insight into consumer behavior- Demand—not just supply—is what ultimately drives cattle prices- Beef checkoff dollars are heavily audited and transparently managed- Nutrition research has played a major role in shaping dietary guidelines- Consumer education is critical to maintaining long-term demand- Producers must think beyond the sale barn and consider the full value chain- A “demand chain” mindset helps connect producers to the end consumer- The beef industry must stay united to continue growing demandChapters00:00 – Intro + Cheryl’s background and role03:00 – From dairy to beef and Oklahoma State05:00 – Cheryl’s appointment to the Cattlemen’s Beef Board07:00 – Where checkoff dollars are going in 202609:30 – Beef demand and the Meat Demand Monitor12:30 – Why consumers are still choosing beef15:00 – Why producers should care about demand18:00 – The “demand chain” vs supply chain mindset20:30 – Current industry outlook and herd rebuilding23:00 – The importance of unity in the beef industry25:30 – Final thoughts and how producers can get involvedbeef demand, cattle industry, beef checkoff, cattlemen’s beef board, livestock economics, ag economics, beef industry trends, meat demand monitor, consumer demand beef, cattle producers, ranching economics, beef nutrition research, dietary guidelines beef, agriculture podcast, cattle market demand, beef marketing, livestock industry USA, farm management, beef industry leadership