2014 Beef Checkoff Annual Report - Page 2

Dear Fellow Beef Producers and Importers, As we reflect on 2014, I am pleased to say that there is no shortage of achievements to report from our national Beef Checkoff Program. Given the ongoing budget challenges we have experienced, I am proud of what we accomplished with our Beef Checkoff Program in fiscal 2014, and I think our entire industry should be excited about those successes! As always, we had more than our share of challenges — drought, misinformation about our industry and product, and our acutely tight supply situation. But what will become clear to you as you read this annual report is that we have made progress in our efforts to improve the beef industry’s position in the marketplace in recent years by improving consumers’ understanding of our industry and strengthening their preference for our product. As you peruse the pages of this report, you will get a feel for the outcomes of the programs we fund with our beef checkoff investments and, maybe more important, the results of those investments — like the 733 million consumer impressions in the first year of the checkoff’s digital advertising campaign; the more than 3.6 million page views on the checkoff’s flagship Beef. It’s What’s for Dinner website; and the more than 5 million views of the checkoff’s “no-recipe recipe” videos. Speaking of results, don’t forget the findings of the Return on Investment study that Dr. Harry Kaiser of Cornell University presented to the beef industry last summer. His was the most comprehensive study ever conducted on the end value of our dollar-per-head beef checkoff investments, and it demonstrated to us that every dollar we invest in checkoff promotion, research and information programs returns about $11.20 in value to us and our industry. Now that’s what I call results! As I complete my service on the Beef Board, I do so with tremendous pride in my investment in the program and sincere gratitude for the efforts of the beef producers and importers who volunteer so much time and effort to play a role in making a difference in the future of the beef industry. I encourage you to remain engaged with your industry and your checkoff. After all, when it comes to the health and future of our industry and agricultural heritage, the ball is definitely in our court! Warm regards, Kim Brackett Buhl, Idaho 2014 Cattlemen’s Beef Board Chairman