The CEO of the Minnesota Beef Council says Checkoff dollars are hard at work.  Kelly Schmidt says the goal of the council is simple:

“It’s a simple statement. We’re trying to grow demand for beef, but we’ve got a lot going on while we try to do that.”

Schmidt says Checkoff investments target decision-makers in households:

“So really we’re trying to make beef their preference.”

Schmidt says other focuses are research and exports:

“We’re making sure we have good sound science behind what we’re doing to make better beef. And then we’re a global market, so anytime that we can enhance exports it’s good for the bottom line.”

The Minnesota Cattle Industry Convention wrapped up Saturday in Willmar.