97: Want to Know What the Beef Checkoff Is Really Doing Here’s the Breakdown with Ryan Moorhouse

In this episode, Ryan Moorhouse, Chair of the Cattlemen's Beef Board, discusses the role of the Beef Checkoff in promoting beef demand, the recent impact report, and current consumer trends in beef purchasing. He emphasizes the importance of transparency in how checkoff dollars are spent and the strategies being employed to reach consumers, especially during the grilling season. The conversation highlights the challenges and successes of the beef industry, as well as the ongoing efforts to educate consumers about beef products.LinksBeef is What's for DinnerCattlemen's Beef BoardNational Cattlemen's Beef Association Watch on Youtube⁠CattleUSA Insurance⁠ - ⁠CattleUSA Website⁠⁠⁠ - ⁠⁠⁠Subscribe to our newsletter⁠⁠⁠ - ⁠⁠CattleUSA Media⁠⁠ - ⁠Facebook⁠ - ⁠Instagram⁠ - ⁠⁠⁠The Next Generation Podcast Website⁠⁠⁠ ⁠⁠⁠⁠✍️⁠⁠⁠⁠⁠⁠CLICK HERE TO RATE & REVIEW THE PODCAST ON APPLE PODCASTS!⁠⁠⁠⁠⁠⁠⁠⁠⁠✍️⁠⁠⁠⁠ (Click the link, scroll down to where it says “Ratings & Reviews” and click the small link that says “Write a Review”)⁠⁠⁠⁠✍️⁠⁠⁠⁠⁠⁠⁠CLICK HERE TO RATE & REVIEW THE PODCAST ON SPOTIFY!⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠✍️⁠⁠⁠⁠ (Click the link, select the three dots next to the following button, and click the star that says “Rate show”)TakeawaysThe Cattlemen's Beef Board oversees the beef checkoff program.The impact report provides transparency on checkoff spending.Consumer demand for beef is currently at an all-time high.Cooking at home has become a significant trend for consumers.Education on different cuts of beef is essential for consumer engagement.Grilling season presents a major opportunity for beef marketing.Digital and social media are key channels for reaching consumers.Beef demand has reached a 37-year high according to industry data.Pooling resources through the checkoff allows for larger marketing efforts.Producers are encouraged to ask questions and engage with the Beef Board.Chapters00:00 Introduction to the Cattlemen's Beef Board02:31 Understanding the Impact Report05:18 Consumer Trends in Beef Purchasing08:39 Targeting Consumers During Grilling Season12:59 Driving Beef Demand in 202516:22 Closing Thoughts and Future DirectionsCattlemen's Beef Board, beef checkoff, impact report, consumer trends, beef demand, grilling season, beef marketing, agricultural transparency, beef industry, cattle producers