… Opponents of the beef checkoff program, which was established by federal law in 1986, are urging cattle producers to a sign a petition calling for a referendum vote on terminating the program…
Cattle producers have a beef with 35-year marketing campaign
By Roxana Hegeman, Associated Press
via Daily Jefferson County Union (WI) - Sep 4, 2021
BELLE PLAINE, Kan. (AP) — Cattle producers for 35 years have been bankrolling one of the nation's most iconic marketing campaigns, but now many want to end the program that created the “Beef. It's What's for Dinner” slogan.
What's the ranchers' beef? It's that their mandatory fee of $1 per head of cattle sold is not specifically promoting American beef at a time when imports are flooding the market and plant-based, “fake meat” products are proliferating in grocery stores.
“The American consumer is deceived at the meat counter and our checkoff funds do not do anything to help create clarity or answer the question of where was that sirloin born, raised and harvested,” said Karina Jones, a Nebraska cattle rancher and field director for the R-CALF USA trade group that is seeking to end the checkoff.
Opponents of the beef checkoff program, which was established by federal law in 1986, are urging cattle producers to a sign a petition calling for a referendum vote on terminating the program.
Agriculture Secretary Tom Vilsack last month granted an extension until Oct. 3 for them to collect the required signatures due to the coronavirus pandemic.
Petition supporters argue...