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Michigan Beef doubles its impact

The Michigan Industry Beef Commission says additional funding has brought new life into consumer outreach efforts.

Executive Director George Quackenbush tells Brownfield, “We can’t fund our programs and market our beef effectively in today’s world with the funding model that’s 40 years old.” “It has allowed us to engage in larger promotions, more visible types of promotions,” he says.

Last year, Michigan producers voted to restart its state-authorized checkoff up to a $1-per-head cap. Quackenbush says that change has more than doubled their budget.

“We’ve touched over 12 million consumers with a positive beef message here in the state,” he shares. “That’s just an example of how these dollars can be stretched and leveraged. We’re looking at doing that really, really effectively to make the best use of that producer dollar.”

He says the organization is establishing the Michigan Jr. Beef Ambassadors program this spring.

“We’re going to train them up a little bit to be advocates for our industry and give them exposure to some industry knowledge and understanding of what programs like the beef check off does,” he says

Quackenbush points to many consumer campaigns, including a farmer video series, restaurant week partnerships, and a teen-focused sports nutrition program the checkoff has invested in to meet outreach goals.