Everyone aside from those too young remembers the iconic television commercials with Sam Elliott, a catchy tune and the phrase – Beef, It’s What’s For Dinner. But what happened to those ads? Many ranchers complain because these ads aren’t front and center. Why aren’t our Checkoff programs spending $5 million for a 30 second Super Bowl ad? [Read in as an angry complaint]

In Episode 022 of the Agriculture Proud Podcast, Dairy Carrie and Ryan continue their Over A Beer Series, with a conversation about beef and dairy checkoff programs.


I discussed some of the recent news around the Beef Checkoff in an earlier post. For this podcast episode, Carrie and I carry on the conversation and discuss our experience with these programs.

We’ve found that many critics love to complain, but don’t show up to state or national checkoff meetings to express their concerns, reach out to ask their state directors, or even show up to experience Checkoff programs working with consumers.

Checkoff programs aren’t doing the same things they were 40 years ago. Consumers aren’t consuming content or making food purchases the same way they were even 5 years ago. We have to adapt to those changing trends.

What’s the solution? You’ll have to listen to the podcast.

beef and dairy checkoff
Sam Elliott and the BIWFD was a great campaign for its time. However, it’s important Checkoff programs adapt to changing consumer trends.

You can learn more about the Beef Checkoff at BeefBoard.org and BeefItsWhatsForDinner.com.

You can learn more about the Dairy Checkoff at Dairy.org and DairyGood.org.

We also, give a shout out to a few Pork Checkoff programs we love – Jennifer at the Ohio Pork Council and Jodi at the Kansas Pork Association.

Thanks to our sponsors (if we had sponsors) – Spotted Cow Beer from New Glarus Brewing for the hydration and to Crawfish Junction for the location for the discussion.

Be sure to hop on over to Carrie’s Blog, Facebook, Twitter and Instagram to connect with her. If you’re interested in helping your business learn more about involving social advocates in your outreach and marketing strategies, or if you’re an advocate looking to get involved, check out GROW Influencer Group.

I hope you enjoy this episode of the Agriculture Proud podcast. Check out all my episodes at BeefRunner.com/podcast.

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Agriculture Proud Podcast