The 2015 Cattlemen’s Beef Board Annual Report and 2015 Beef Checkoff Evaluation Report were released at the 2016 Cattle Industry Convention in San Diego.
In the Annual Report:
- Overview of revenues and expenditures for fiscal 2015;
- Summaries of results from each Beef Board budget category, including research, promotion, consumer and industry information, foreign marketing and producer communications.
“Fiscal year 2015 brought us a combination of the best and the worst of times in the cattle industry,” 2015 CBB Chairman Jimmy Maxey notes in his letter to checkoff investors. “The good news? We maintained substantial gains in beef demand throughout the fiscal year, thanks in great part, to our Beef Checkoff program. . . . Beef checkoff efforts are largely designed to address building long-term demand in domestic and foreign markets rather than short-term market volatility.”
In the Evaluation Report:
- A review of the effectiveness of every tactic in every national program approved for completion in fiscal 2015, including the status of dollars spent, progress against program objectives and program feedback.
“Overall, in fiscal 2015, 85 percent of all program tactical objectives were achieved or exceeded,” said CBB member and evaluation committee Chairman Chuck Coffey. “Only 9 percent of objectives were not achieved, and 6 percent are still in progress. It’s important to note, too, that state beef council directors were pleased with 2015 national checkoff programs, with the overall rating from states hitting 8.1 on a scale of one to 10. All of the information derived from this process is important in our planning efforts for next year, as we want to invest our checkoff dollars in the most effective and efficient manners possible toward building consumer demand for beef.”
The CBB Annual Report is available at http://2015annualreport.beefboard.org/, and the 2015 Evaluation of Beef Checkoff Programs from the checkoff’s Joint Evaluation Advisory Committee is available at http://2015evaluationreport.beefboard.org.Source: Cattlemen’s Beef Board