Changes To Beef Checkoff Logo A Win For Consumers And Producers

A minor tweak to the beef checkoff logo has a major impact on both consumer and producer appeal.  The Beef Checkoff logo has been around for a few years and in that time has undergone a few changes on occasion.  Positioned beneath the logo’s check mark, there has been different verbiage included through the years such as, “Beef. It’s What’s for Dinner,” for example.  A commonly used version of the logo includes “Funded by the Beef Checkoff.”

However, recent consumer research discovered something that has led to yet another slight modification.  The National Cattlemen’s Beef Association’s Alisa Harrison thinks is a win for both the industry and the consumer.

“They don’t know what the Beef Checkoff is, but when they learn that it’s actually beef farmers and ranchers that are paying into this fund that really meant a lot to them, so, we worked with the Cattlemen’s Beef Board and USDA to change the funding, so now, consumer facing information when you see the check it’ll say funded by beef farmers and ranchers.”

Harrison said the Checkoff has a lot of brand equity with consumers, and producers understand this and are willing to continue investing their dollars in the program.

“We’re required to put the Check on all of the consumer information anyways, that’s very valuable real estate so we wanted it to be meaningful, and so by making a very simple change to describing who’s funding it has really helped we think to we think, not only enhance the consumer messages that we have by the Checkoff itself.”

If you have a story idea for the Washington Ag Network, call (509) 547-1618, or e-mail gvaagen@cherrycreekradio.com