Richard A. Winter

The Cattlemen’s Beef Board administers the beef checkoff program, which collects a $1-per-head fee on all cattle sold through qualified state beef councils. The private company is based in Centennial, CO. These funds support promotion, research, consumer and industry information, foreign marketing, and producer communications, guided by the beef industry long range plan to drive consumer demand for beef. The board oversees committees of producer leaders who evaluate and recommend checkoff-funded programs, ensuring alignment with strategic goals and assessing program effectiveness. The promotion program uses advertising, merchandising, and product development to position beef and veal as protein choices by emphasizing their nutritional benefits and culinary appeal. Major contractors include the National Cattlemen’s Beef Association, managing the "Beef. It’s What’s For Dinner." brand with digital and media campaigns, and the Meat Institute/Beef Council, which promotes veal through partnerships and influencer engagement. The promotion committee directs these efforts to build consumer confidence and increase demand for beef and veal products nationwide.