Despite COVID demand for high-quality U.S. beef is up

The U.S. Cattlemen’s Beef Board is touting the benefits of the Beef Checkoff.

The trade group says that thanks to the Checkoff, more consumers around the world want the high-quality products produced in the U.S.

Greg Hanes, CEO of the Cattlemen’s Beef Board, says that despite the pandemic international demand is up.

“We have helped boost our global export value by 8 percent over last year. The Meat Demand Monitor issued a multi-month report so that we can understand and leverage consumer purchasing behaviors during the pandemic, and the Veil Quality Assurance Program provided veil producers with best management practices for calf health, nutrition, and handling,” he explains.

Checkoff contractors also contribute to consumer trust, research, safety, and investor relations.