396: The Fight to Keep Beef on America’s Dinner Table with Greg Hanes

On today’s episode of the Cattle USA Daily Podcast, Lauren Moylan welcomes Greg Hanes, CEO of the Cattlemen’s Beef Board, to discuss the beef checkoff, beef demand, and how producer dollars are being used to support the beef industry. Greg explains how the beef checkoff works, how programs are selected and funded, and how producer committees help determine where dollars are invested. He also discusses how the Beef Board measures program performance and return on investment.The conversation also explores beef demand, consumer research, beef promotion, international marketing, and why collaboration across the beef supply chain is critical to keeping consumers choosing beef.Links:BEEF: https://www.beefitswhatsfordinner.com/Beef Board: https://www.beefboard.org/CattleUSA Insurance - https://info.cattleusainsurance.com/l/1102253/2025-06-04/288f5m⁠CattleUSA Website - https://www.cattleusa.com/CattleUSA App IOS: https://apps.apple.com/us/app/cattleusa/id1673147759CattleUSA App Android: https://play.google.com/store/apps/details?id=com.edgarmcbee.cusamobile&pcampaignid=web_shareFacebook - https://www.facebook.com/cattleusamediaInstagram - https://www.instagram.com/cattleusa.media/Subscribe to our newsletter - https://www.cattleusa.shop/products/cattleusa-drive-premium-daily-newsletter?utm_source=ig&utm_medium=social&utm_content=link_in_bio&brid=YWdncwFNXt0EmdzFy5cJJBp84J9gCattleUSA 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: - The Beef Board's primary goal is driving demand for beef- Producer checkoff dollars fund research, promotion, education, and other programs- Producers play a direct role in deciding which programs receive funding- Programs are evaluated using performance measures and ROI- Beef demand remains critical to the entire cattle industry- Consumer research helps shape beef promotion strategies- International marketing is an important part of growing beef demand- Checkoff programs and contracts are publicly available- Producers can attend meetings and ask questions about their dollars- Getting involved is one of the best ways to understand the beef checkoffChapters:01:14 – Meet Greg Hanes02:05 – The Mission of the Beef Board04:50 – Planning the Next Fiscal Year07:17 – Where Checkoff Dollars Can Be Used10:07 – How Programs Work Together11:05 – Where Do Your Checkoff Dollars Go?14:10 – Measuring Performance & ROI16:30 – Why Producers Should Get Involved19:10 – How to Get Involvedbeef checkoff, beef checkoff dollars, beef checkoff explained, where do beef checkoff dollars go, Cattlemen's Beef Board, Greg Hanes, beef demand, beef promotion, beef marketing, cattle industry, beef industry, cattle producers, beef producers, beef checkoff ROI, checkoff investment, consumer demand, beef consumer research, beef advertising, beef promotion programs, cattle marketing, beef exports, international beef marketing, Beef Quality Assurance, BQA, producer involvement, state beef councils, cattle producer organizations, beef research, agricultural marketing, cattle USA Daily, Lauren Moylan