INDUSTRY INFORMATION
In 2014, checkoff-funded programs in the “Industry Information” budget category focused on
developing information, marketing strategies, tools for increasing industry efficiency and activities
that enhance the image of the cattle industry.
Protecting Consumer Confidence in Beef
On a daily basis in FY14, the checkoff responded to misinformation and requests for information about
beef issues, ranging from antibiotics to hormones to environmental impacts of raising beef. In July,
for example, the Proceedings of the National Academy of Sciences released a report claiming that
greenhouse gas emissions from beef are five times greater than any other animal protein, and the lead
author encouraged people to eat less beef. Dr. Kim Stackhouse, the checkoff’s director of sustainability
research, helped review the study and develop a checkoff media statement in response, noting, in part:
“This study represents a gross oversimplification of the complex systems that make up the beef value
chain.” The statement was picked up and syndicated by the Associated Press and resulted in more than
40 news articles nationwide—including some major urban broadcast outlets.
In addition to being able to provide quick direct responses, the checkoff builds consumer confidence
by increasing transparency through FactsAboutBeef.com, with strong website copy, fact sheets,
infographics, videos and third-party expert blogs to help debunk beef myths of every ilk. The website,
which also features farmers and ranchers proactively sharing information about how they raise beef,
enjoyed a 300-percent increase in traffic in 2014, while the associated @BeefFacts social-media property
recorded a 200-percent increase.
300
in traffic in 2014
Bruce Dopslauf
LaGrange
TX
12
Dave Edmiston
Brady
TX
Chuck Kiker III
Beaumont
TX
Paul Looney, Jr.
Mineral
TX
Steven Mafrige
Tilden
TX
Tim Pennell,
Westhott
TX
Larry Pratt
Eliasville
Charlie Risinger
Terrell
TX
TX
Sugie Sartwelle
Sealy
TX