CBB on Beef Checkoff Pt 2
Critics argue decisions made by the Cattlemen’s Beef Board, the Checkoff’s administrative body, on how to spend those dollars are unfair to producers.
But, CBB’s CEO Greg Hanes says THOSE decisions are made BY the producers …
HANES … “You know, they’re getting feedback into all these programs and so it’s not like me or some corporation or one of our contractors that’s making these decisions, it’s the producers and they’re looking at, you know, where are we going to get the biggest benefit for our buck, yeah, how do we move that, how do we keep consumer demand around the world for beef and that’s really what all this is about.”
Even in a year like this, Hanes says the program appears to be working …
HANES … “You know, what we’re seeing is through this whole pandemic is that demand for beef is really holding up. I think whenever you’re in a crisis, that’s kind of the litmus test to see really how well your programs are working and to see that we’ve been doing so well during this whole pandemic, here and internationally, I think, is a huge testament for just that positive impact the Checkoff is having.”
Hanes says competition in the protein sector is fierce at home and abroad, and we’re proud of the work being done to ensure beef continues to be the number one protein everywhere.