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USDA Seeks Input on New Beef Promotion Order

10 November 2014


US – The US Department of Agriculture's Agricultural Marketing Service is seeking input from the public to guide its development of a new industry-funded promotion, research and information order (also known as a "checkoff programme") for beef and beef products.

The new order would be in addition to the existing beef checkoff programme, providing American beef producers with more resources for the marketing of their products and research to help strengthen the country's beef industry.

"Beef industry representatives agree that this important programme needs more resources. USDA is stepping up at a critical juncture to help achieve the industry's goal," said Agriculture Secretary Tom Vilsack (pictured).

"With this action we can boost research investments, increase beef exports, and encourage folks here at home to support American beef producers."

Beef industry leaders agree that the current fee of $1 per-head-of-cattle per producer is too little.

The $1 assessment has remained the same since 1985 when Congress first created the beef checkoff programme, and the amount can only be changed through Congressional action.

This assessment provides resources for marketing to promote beef sales, research, and many other benefits for producers.

An additional supplemental programme like the one USDA is proposing would enhance available resources, which would help the beef industry address important issues including improving and enhancing nutritional and consumer information through initiatives such as consumer advertising, education, research and new-product development.

Additional resources could help increase demand for beef both domestically and internationally, thus benefitting cattle producers and the domestic beef industry. USDA is acting to help beef producers continue to enjoy these benefits—and strengthen them—in a way that works for all producers.

Interested individuals and organisations are invited to provide their views concerning provisions that would be included in the new order.

A referendum on an order established under the 1996 Act would be conducted within three years after assessments begin to determine whether beef producers favour the programme and if it should continue.

A second referendum would be held within seven years of the start of the programme.

TheMeatSite News Desk

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