What they wanted was a way to stimulate others to sell more beef. This can be done through direct advertising, cooperative marketing, public relations efforts, education programs and new product development assistance. By law checkoff funds cannot be used to influence government policy or action. This included lobbying. Checkoff programs are designed to build demand for beef and veal in both domestic and foreign markets.
Research provides the foundation for checkoff-funded activity.
All information and promotion projects are developed based on consumer marketing, nutrition, beef safety and product development research. Consumer Information creates a positive image for beef by repeating and reinforcing the beef industry s messages through news media, food editors, teachers, dieticians, physicians and other influential audiences. Industry Information improves perceptions and understanding of the cattle industry through programs aimed at key thought leaders. Information programs create a positive marketing climate for the cattle industry by helping to manage misleading publicity concerning food safety, environmental and animal welfare issues. Foreign Marketing works to identify and develop international markets for U.S. beef and veal.