USDA Considers Changes To Beef Marketing Program

Farmers have until Wednesday night to comment on possible changes to the national beef marketing program that the U.S. Department of Agriculture is considering making.

The Beef Checkoff Program was established in the 1980s and most famously developed the “Beef. It’s What’s for Dinner,” campaign. According to the USDA, farmers raise $80 million annually for the program. That money is split between national and state councils that focus on beef promotion and research.

Agriculture groups have had difficulties reaching a consensus on how to update the program. Eventually, USDA Secretary Tom Vilsack proposed creating a second beef checkoff program.

The Wisconsin Cattlemen’s Association has urged the USDA not to make the change. Association President Austin Arndt said they don’t need a supplemental program.

“The government’s not efficient at anything,” said Arndt. “They’re not going to be efficient at marketing our product for us. We’re perfectly capable of marketing our own product.”

Currently, producers pay $1 for each head of beef cattle sold. That money goes towards the beef checkoff program. Arndt said he supports raising that fee to $2 per head.

Some groups, like the Wisconsin Farmers Union, are asking for the USDA to consider changing the program’s focus. Wisconsin Farmers Union president Darin Von Ruden said that too much of the money has been used on political lobbying in recent years. He’d like the program to direct more funding to promotion and research.

“Some of that is towards cuts of meat and different uses for beef products around the United States here,” said Von Ruden. “If we can continue that promotion, which should increase consumption, then in the end that should raise prices for the beef producers in the state.”