Producers Talk About The Checkoff
Robert Fountain, Jr., Georgia
Third generation beef producer, Robert Fountain, Jr., understands the importance of his beef checkoff and international trade for his southeast Georgia cow-calf operation. In his commercial herd, Robert strives to produce a consistent, high-quality animal that will perform efficiently to provide consumers here and abroad with a great beef-eating experience.
For some cattlemen, export trade may seem distant to their operation. But Robert understands how his beef checkoff dollars help build demand for U.S. beef around the globe. “The beef checkoff delivers the message here and around the world that beef is a great product, a healthy product, a safe product. And, it’s something producers should be proud to be a part of.
“Through groups like the U.S. Meat Export Federation, our checkoff dollars have really helped move efforts to regain foreign markets at a much quicker pace than without these checkoff projects,” says Robert.
“Consumers in these countries really want the product. When U.S. beef product appear on their shelves, it disappears rapidly. U.S. beef fits what these consumers need. And, it’s gratifying to see the great progress that we’ve made in promoting and enhancing the value of the product we produce.”
Click here to listen to Robert talk about the importance of the beef checkoff to foreign marketing efforts.
Chris Landwehr, Wisconsin
For Wisconsin veal producer Chris Landwehr, the beef checkoff is promoting his product in restaurants and retail outlets across the country. He says, “Checkoff messages are propelling veal forward, showing its versatility as a protein source for both foodservice and retail.”
Chris, who grew up in the veal industry, represented veal growers at a recent checkoff event — the Veal Celebrity Chef Showdown. “Five chefs created three veal dishes with some of the new veal cuts like the veal Flat Iron. A team of judges awarded prizes, and everyone tasted the dishes. It was a really wonderful day that helped promote veal.”
From that event grew another checkoff opportunity to influence foodservice. A group of Kendall College culinary students toured Chris’ 800-head veal operation in eastern Wisconsin. “Through the checkoff, our farm recently hosted 45 culinary students who experienced our consumer-friendly production practices firsthand,” says Chris. “This hands-on event helped create new foodservice allies.”
By investing in the beef checkoff, producers like Chris are helping increase veal’s presence, both on the menu and in the meat case. “Our beef checkoff actively discovers new veal dishes that serve up variety and value for today’s consumer, whether dining out or at home.”
Click here to listen to Chris talk about the importance of the beef checkoff to the veal industry.
Producers Talk - Archive
- Paul Doton, Vermont
- Zac Reich, North Dakota
- Bob Smith, Oklahoma
- Welcome from Dave Bateman, Illinois
- Doug and Linda Hodorff, Wisconsin
- Gary and Donna Sharp, South Dakota
Funded by the Beef Checkoff.