March 23, 2020

For more information or clarification, please contact:

Lynette Von Minden, Senior PR Counsel, Swanson Russell. 402-437-6457, This email address is being protected from spambots. You need JavaScript enabled to view it..

Sarah Metzler, Director of Organizational Communications, Cattlemen’s Beef Board. 303-867-6319, This email address is being protected from spambots. You need JavaScript enabled to view it..


There’s no doubt that COVID-19 has impacted and will continue to impact our economy, including the stock market and cattle markets.

The coronavirus certainly has added to an already frustrating situation for cattlemen and women throughout the U.S. who’ve experienced tough times in recent years.

The Cattlemen’s Beef Board (CBB) is a 99-member organization – consisting primarily of beef, veal and dairy producers – that oversees the collection and spending of Beef Checkoff dollars.

While the Beef Checkoff does not and cannot control the market for beef, it is responsible for promoting beef and increasing demand for beef worldwide.  

The checkoff and its contractors continue to work toward that very important goal during this very uncertain and tumultuous time.


As the COVID-19 situation has become more serious over the past few weeks, the CBB recognized the need to quickly reassess 2020 plans in all checkoff program areas: promotion, research, foreign marketing, industry information, consumer information and producer communications.

The CBB contacted its contractors and subcontractors – those organizations authorized to carry out approved plans on behalf of the checkoff – and asked them how they are changing their plans to better address the current and future effects of COVID-19.

They are responding in a variety of ways to ensure that beef demand remains stronger than ever:

  • They’re emphasizing strategies and tactics intended to encourage beef consumption at home rather than in restaurants as more areas mandate social distancing and quarantining.
  • They’re providing influencers, supply chain partners and the media with recipes, videos and other educational materials to support these efforts.
  • They’re continuing to deliver positive messages about beef via social media, digital marketing, updated website content, newsletters, emails and other online tools.

Many are transitioning scheduled in-person conferences and expos to virtual events or rescheduling them for later this year.

More detailed information on what specific contractors and subcontractors are doing is now available from the new "COVID-19 Response" page at


The CBB will continue updating that page as more information and updates arise.

The COVID-19 situation is extremely fluid, and none of us knows what tomorrow or next week may bring. That’s why the CBB will continue to work with its contractors and ensure that they continue to adjust their plans accordingly over time.

It’s our job to ensure producers know how their checkoff dollars are being spent to help the beef industry adapt to this rapidly changing world.

We want producers to know that we’ll be working on their behalf to keep driving beef demand so they can focus on producing high-quality beef for consumers worldwide.


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