Research is one of the three main priorities for the nation’s beef checkoff. The beef checkoff was charged to work in three areas in an effort to improve beef demand for cattle producers- Research, Education and Marketing- or Advertising. Polly Ruhland is the Chief Executive Director of the Cattlemen's Beef Board, the body responsible for collecting and disseminating the dollar a head beef checkoff on behalf of beef producers around the country. Ruhland said she can’t stress the importance of research, because all of the decisions made in the other areas, are based on market research or other types of research.
In looking at the future of beef checkoff, Ruhland said she is a big believer in innovation. This is especially important for the millennial generation that craves a new eating experience all the time. She said product innovation research will be an important aspect in the future.
Another key area is human nutrition. Ruhland said human nutrition research will be critical to the checkoff to keep beef on the plate and to keep science-based information in the discussion in showing beef’s role in a healthy diet. Food safety is another high priority that never goes out of style. She said food safety is the price of admission for consumers to trust the product. Sustainability is another key priority area. Ruhland said sustainability ranks about 7th in driving consumer’s choice, but it is growing in importance as it moves up the list.
"That sustainability research very important to show folks how we do things and also to set benchmarks, so can that we can practice continual growth in the beef industry," Ruhland said.
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