Nebraska Beef Council to Celebrate 25 Years of Checkoff

Nebraska Beef Council to Celebrate 25 Years of Checkoff

Reception will be held Dec. 7 at the beef council's office in Kearney.

A reception in recognition of the 25th anniversary of the beef checkoff will be held Dec. 7 in Kearney. All current and former Nebraska beef producers are invited to the reception, which will be held from 3 to 5 p.m. at the Nebraska Beef Council office in Kearney.

The beef checkoff program was established as part of the 1985 Farm Bill. Through program, producers and importers pay $1 per head each time a beef animal is sold. The collected dollars are invested to help strengthen beef demand through promotion, research and education, says Lisa Brass, director of industry relations at the Nebraska Beef Council.

The beef checkoff may best be known for the "Beef. It's What's for Dinner" advertising campaign that began in 1992. Previous campaigns from the checkoff included the "Real Food for Real People," running from the late 1980s to the early 1990s, and a brief use of the slogan "Beef. It's What You Want" in 1988.

"We look forward to producers taking a trip down memory lane at the 25th anniversary reception," Brass says. "We have had an exceptional 25 years and we want to thank the producers and past directors who made it possible."

The checkoff assesses $1 per head on the sale of live and imported cattle, and a comparable assessment on imported beef and beef products.

State entities, such as the Nebraska Beef Council, retain 50 cents of each dollar collected and forward the other 50 cents to the Cattlemen's Beef Board, which administers the checkoff.

The Nebraska Beef Council, a nine-member board, administers the Nebraska share of the checkoff. The directors oversee programs that include marketing, education and promotion. The councils' members are elected.

For more information, contact the Nebraska Beef Council office at 1-800-421-5326 or email [email protected].

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