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Angus Productions Inc.

August 22, 2011

Confidence In Checkoff
Remains Strong

Research has found that producers' attitudes toward the beef checkoff program remain stable and are quite favorable. The survey of 900 beef and dairy producers nationwide was conducted in late June and early July 2011 by the independent firm Aspen Media & Market Research.

About three in four approve of the program, which maintains the five-point positive shift reported in January. In the past five years, approval levels have ranged between 68% and the current level of 74%.

"Knowledge about the checkoff continues to predict favorability toward it," says Hank Maxey, a cow-calf farmer from Chatham, Va., and chair of the Joint Producer Communications Committee (JPCC). "Producers who are 'very' or 'somewhat' well-informed are more likely to approve of the checkoff, particularly among those who say they are very well-informed," Maxey says.

A large majority (81%) feel the checkoff program has helped contribute to a positive trend in consumer demand for beef, 70% are confident the checkoff is on their side during a crisis, and 66% believe it helps contribute to the profitability of their operations.
"A key goal as identified by the JPCC is that farmers and ranchers have a positive view of the way the checkoff is being managed — that they trust in the leadership and the decisions being made about their checkoff investment," Maxey says. "This research shows that management of the checkoff is viewed favorably, with 66% saying they believe it is being managed well."

A copy of the research report is available online at www.mybeefcheckoff.com.

 

Editor's Note: This article is adapted from a news release provided by the CBB.

 

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