This survey of 1,200 beef producers measures awareness of, attitudes toward, and concerns about the beef checkoff program. Overall, beef producers seem to have favorable attitudes toward the beef checkoff program despite changing economic conditions and extensive news coverage.

72% of beef producers surveyed approve of the beef checkoff program, which is consistent with the approval ratings over the last five years, which were between 68 and 74%. Support has remained steady despite the economy and extensive news coverage. The beef cow market is cyclical and lately business conditions have worsened for beef producers.

80% of producers have heard of the beef checkoff program, although in reality and estimated two out of every five producers know little or nothing about it.

83% of beef producers feel that the checkoff program contributes to a positive trend in consumer demand for beef. About the same number believe the program has value in weak economic conditions. About 7 out of 10 producers believe the program has contributed to the overall profitability of their operation.