Beef check-off dollars

Asking Norm Voyles, junior chair of the Cattlemen's Beef Board, about Beef Checkoff dollars. Talk about the ways the Cattlemen's Beef Board is using Beef Checkoff dollars to educate both producers and consumers. How about the new cuts like flat iron? How have they been promoted and accepted? The flat iron I know is in a number of chain restaurants. They're serving the tri tips as well as in some restaurants, not as many, but it's kind of coming forward. But that's something that direct checkoff dollars were directly used in the muscle profiling project in order to find some of these very flavorful tender cuts of meat that come from lesser quality that you think of, cuts of beef like the chuck, primarily the chuck with these two particular cuts come from again, that's direct checkoff dollars at work. The other thing that checkoff dollars do is we're constantly looking at the consumer's preferences and making sure that we meet their expectations for taste, appearance, price, which is important. Certainly the naturalness, the safety and the nutritional value of beef. Our contractor partners are all the time. They're asking consumers or doing consumer research all the time, trying to find out how to consumers feel about beef in these aspects and how are they using that in order to position beef so that it continues to be that number one protein that consumers desire and want to have the center of their plate? Speaker1: Certainly center on my plate.