2019 Annual Report Highlights State, National Checkoff Promotions

Posted by Victoria Heller on April 22, 2020

AUSTIN, Texas (April 22, 2020) – The Texas Beef Council (TBC) has published its 2019 annual report. This report describes key national and state checkoff program activities and reviews revenues and expenditures in fiscal year 2019. 

“Our annual report gives Texas beef producers valuable insight into the important promotional, educational and research activities that their checkoff dollars are funding,” said Brad Hastings, chairman of the TBC audit and budget committee from Amarillo, Texas. “We encourage cattlemen and women throughout the state to take a few minutes to read the report and learn more about how we’re working to build beef demand, both here in Texas and worldwide.”

The annual report presents combined 2019 revenues for the TBC and the Beef Promotion Research Council of Texas (BPRCT) from state and national checkoff assessments and investment income, less remittances and refunds. An accompanying chart breaks down TBC and BPRCT investment categories by dollar amount spent and percentage of total expenses. 

Readers can view a summary of state and national beef education, promotion and research programs funded by the $1-per-head Texas state Beef Checkoff program and the $0.50-per-head Texas receives from the national Beef Checkoff program. These programs follow the five core strategies within the TBC’s FYI 2019 marketing plan. Highlights include the “BBQuest” video series, the “For All Plates of Life” advertising campaign, culinary/foodservice education, international marketing, the “Raw Truth about Beef” video series and consumer outreach with nutrition and health influencers, among others.

The report also reviews the national Cattlemen’s Beef Board’s FY 2019 expenditures by program category and dollar amount spent. It shares program highlights, including new beef products developed with the United States Meat Export Federation (USMEF) for international markets, beef nutritional research efforts and the checkoff’s Consumer Beef Tracker that provides key insights into consumer perceptions and behaviors.

“As producers read our 2019 Annual Report during these unprecedented times, we want to assure them that we’re adjusting the short-term strategic direction of our FY20 programs,” said Richard Wortham, executive vice president of the Texas Beef Council. “The Beef Checkoff is designed to build demand for beef products, and TBC will continue to proactively and efficiently invest checkoff dollars to promote beef to consumers while the world copes with the novel coronavirus.”

To request a copy of the TBC annual report or a more detailed audited financial report, email beef@txbeef.org or call toll-free 1-800-846-4113. To read the annual report online, visit TexasBeefCheckoff.com


The Texas Beef Council (TBC) conducts the $1 per head national checkoff program for Texas beef producers and is also the contractor for the Beef Promotion Research Council of Texas (BPRCT), which administers the $1 per head Texas state checkoff program. TBC’s mission is to increase beef demand in the state through programs of beef promotion, research and education. TBC also helps fund national and international beef checkoff programs to increase marketing opportunities around the globe. The BPRCT’s mission is to improve Texas producer profitability by strengthening and expanding beef demand. The TBC and the BPRCT are directed by a 20-member board of cattlemen and women representing the state’s beef producers. For more information on this and other checkoff-funded programs, please visit TexasBeefCheckoff.com or call 800- 846-4113.