Producers Talk About The Checkoff
Jump To: Ted Greidanus (Beef), John Ligo (Dairy), Dan Javor (Veal)Ted Greidanus, California
Ted Greidanus understands the value of the beef checkoff in promoting U.S. beef both at home and abroad. Ted and his brothers own and operate Calf Tech, a Holstein calf-raising operation in Tipton, Calif., where they’ve hosted a variety of international visitors. Because of these first-hand experiences, he knows how important the beef checkoff is in gaining access to global markets.
“Through our checkoff, we have people on the ground in key trading areas such as Korea and Japan promoting our beef every day,” says Ted. “All the beef checkoff programs — foreign marketing, nutrition, product development and safeguarding beef’s image — work together to create demand for beef both domestically and internationally.
“Today, we have so much competition from various protein sources for the consumer’s dollar,” he continues. “The beef checkoff brings value to my operation by promoting beef’s benefits, increasing people’s comfort level with our product and, ultimately, providing a chance for higher returns for my cattle.”
Click here to listen to Ted talk more about the importance of the beef checkoff.
John Ligo, Pennsylvania
Li Terra Farms is home to John and Judy Ligo, who own and manage a 240-cow dairy herd and 150-head Angus-based cow-calf operation, and raise their own crops. As past chairman of the Pennsylvania Beef Council, John is passionate about the importance of the beef checkoff’s promotion activities and the benefits.
“Beef promotion is important for my dairy operation, particularly in times of volatile milk prices when the sale of dairy animals for beef is key to the bottom line,” says John. “What I like most about the beef checkoff is the actual promotion ¯ it’s exciting, it makes beef desirable and it makes people want to buy beef. The promotions make me proud to be a beef producer. Listen here.
John also says the checkoff-funded Dairy Beef Quality Assurance program is important to his operation. Listen here.
“Checkoff-funded promotional efforts enhance beef’s image as a safe, desirable, healthy and nutritious product that fits today’s consumer. Activities and events ¯ like burger days, cookoffs and in-store promotions ¯ make me proud to display a dairy-beef quality assurance sign on my farm.” Listen here.
Dan Javor, Michigan
Michigan dairyman Dan Javor believes the beef checkoff promotes his beef products in places and ways he can’t.
“Promotion is the cornerstone of the checkoff program. As a dairyman, the beef checkoff provides an important service for me in identifying and explaining the benefits of our nutrient-dense beef products to nutritionists, dietitians and doctors,” Dan says. “Also, with the development of new products such as the flat iron and petite tender steaks, we have more ways to reach retail and foodservice partners.”
Dan, Michigan Beef Board member, serves on the nation’s Veal Council and sees how the beef checkoff educates chefs about veal production. “Our beef checkoff work with chefs has led to the development of many new veal recipes and dishes. These checkoff activities with chefs also influence consumers’ use of our product because people want to prepare similar dishes in their homes. Projects such as our chef/veal grower tours increase the chefs’ understanding of veal production and the humane practices used to raise this product.”
Dan, like most dairymen, is conscious of every dollar that is generated back to the dairy and appreciates the return from his checkoff investment. “The $1 per head beef checkoff has created a return on investment of $5, which is a very good return for any business.”
Click here to listen to Dan talk about the importance of the beef checkoff to the dairy and veal industries.
Producers Talk - Archive
- Jim Warren, California
- O.D. Cope, Missouri
- Ken Nobis, Michigan
- Dan Javor, Michigan
- Jack Reich, North Dakota
- Larry Schnell, North Dakota
- Pat Kilsdonk, Wisconsin
- Phoebe Bitler, Pennsylvania
- Dave Petty, Iowa
- Luke Woelber, New Mexico
- Brad Scott, Calif.
- Chris Landwehr, Wisconsin
- Robert Fountain, Jr., Georgia
- Paul Doton, Vermont
- Bob Smith, Oklahoma
- Welcome from Dave Bateman, Illinois
- Doug and Linda Hodorff, Wisconsin
- Gary and Donna Sharp, South Dakota
BEEF magazine e-blast testimonials
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