The radio voice of Sam Elliott followed by a witty message about beef and the slogan “Beef, it’s what dinner,” are easily recognized by American consumers. But, have you ever wondered who pays for the adds? Most cattle producers are familiar with the Beef Checkoff Program, which was created through the Beef Promotions and Research Act in the 1985 farm bill. Made mandatory by a producer vote in 1988, the checkoff program asses $1/head on beef and beef products each time cattle change hands. Up to 50 cents of each dollar collected can go to a state certified beef council. The rest of the funds are allocated to various programs on the national level by the Cattlemen’s Beef Board. This money is used for beef promotion, education, research and new product development. The beef it’s what’s for dinner campaign is one of the checkoff’s many projects. For more information visit http://www.beefboard.org/.