Lately the beef checkoff has become a topic of heated debate. And I have to admit, I find the arguments surrounding it telling of our current society.
It seems to me that there is a loud group of a few people proclaiming that they want results, they want it free, they want someone else to do it…but not on their dime.
Sounds all too familiar.
Let me first of all explain a little bit about the checkoff. When we take our cattle to market, for every head of cattle we sell, the checkoff collects $1. Yes – $1 per cow, calf, bull, etc. that we sell. That dollar goes to the North Dakota Beef Commission, which half goes to a national organization, and half stays in state, where the commission determines where that dollar is best spent, including research, advertising, consumer surveys – just to name a few things that come to mind. (Imagine Sam Elliot reading that last bit…it’s more meaningful that way.)
Recently, in the state of North Dakota, it was debated in the legislature whether or not that $1 per head should be raised – to a staggering $2 per head. The extra $1 per head is also refundable, if the rancher decides that he/she doesn’t want to participate.
The beef checkoff has been behind the scenes for some pretty remarkable advertising campaigns that has definitely hit home with those in the grocery store. (I seriously sometimes pretend that Sam Elliot is reading to me when I’m reading in bed.) As well as assisting in funding research that has added new cuts of meat for those looking for a great way to put beef on the table, while saving a few dollars in the marketplace.
An increase of $1 for advertising, research and education throughout a 30-year time frame? I wish more areas of my life grew at that rate.
Instead of muddying the waters and creating a bigger black-eye for a product trying to create positive energy and excitement around what we can offer the average grocery-buyer, why don’t those that don’t believe in the power of the $1 ask for their refund and stand back and let the rest of us get to work. If the ranchers of North Dakota truly don’t believe in the work that’s accomplished through the checkoff, then they will all request their extra $1 back per head and the fund will have no extra money. Simple enough.
But remember, those funds go to activities and opportunities that the average person doesn’t have at their disposal. Scientific research, research at the market, advertising campaigns – activities at the state and local level that are beyond a single rancher’s pocketbook. Which is why pooling money across the board is the easiest way to accomplish big things.
The world is made up of talkers and doers. Unfortunately, those working on accomplishing true gains are usually too busy to worry about defending their work.
As someone actively involved in promoting agriculture and championing a way of life that I love, I understand the amount of time and funds it can take to create, hone and share a successful message. If we want to be successful, we need to work together – not tear each other apart.
And that’s worth a buck in my book.
Disclaimer: My spouse currently serves on the North Dakota Beef Commission. But the thoughts and opinions expressed are my own. Trust me, we don’t always agree. And I’m more than willing to tell him what I think…just ask him. 🙂