It can educate school children with good information about beef and the beef industry. It can distribute recipes to consumers that encourage them to try new beef meals. The checkoff is responsible for doing many of the things we must do as an industry, but can't do as individual producers. Far from it. U.S. beef producers provide safe, wholesome products that consumers look forward to eating.
Consumers say that flavor, quality and meal enjoyment are some of the top reasons for eating beef.
But consumers also perceive beef as inconvenient and difficult to prepare. They're often faced with too many things to do and not enough time to do them all. The solution to the time dilemma is often turning to a meal solution their families can enjoy and that also is quick and easy. While our competition has provided these meal choices, the beef industry has counted on its traditional appeal. One problem is that we need to make money on the whole carcass.