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.