Jennifer Nealson Working to Increase Effectiveness of Beef Checkoff Dollars


Oklahoma Farm Report 

03 Aug 2022


Senior Farm and Ranch Broadcaster, Ron Hays, is back with National Cattlemen’s Beef Association’s Senior Vice President of Global Marketing & Research, Jennifer Nealson, talking about her desire to work with the states and get the optimum performance out of Beef Checkoff dollars benefitting both producers and consumers.


Nealson is responsible for how each dollar at Beef Checkoff is invested that is contracted through the NCBA. A priority of hers, she says, is making sure those dollars are invested in the most effective way possible.


Looking at the money flow of the Beef Checkoff dollar, Nealson said 50 cents of that dollar goes to the Cattlemen’s Beef Board, then through a committee process, and it is given to contractors of the Beef Checkoff for different projects. NCBA, she added, is one of those contractors.


The other 50 cents, Nealson said, goes to state beef councils.


“What we are doing and have always done, but are doing even more, is looking at the impact that we can have as a national contractor and a national marketing arm of the Beef Checkoff along with states being those organizations that are local and combining our power so that we can have more impact with each of those checkoff dollars.”


Over the last 6 months or so, Nealson said they have been working hard from a leadership standpoint between the state councils and NCBA on the checkoff side to come together and establish a three-year strategy to focus on driving beef demand.


Secondly, Nealson said they will be deciding how to execute that strategy for the fiscal year of 2023, which will start October 1st...


more, including audio [6:05 min.]