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Minnesota Beef Checkoff targets consumers, research, and exports

The CEO of the Minnesota Beef Council says Checkoff dollars are hard at work. 

Kelly Schmidt says the goal of the Council is simple.

“We’re trying to grow demand for beef. That’s a simple statement, but there’s a lot that goes on there.”

Speaking to Brownfield at the Minnesota Cattle Industry Convention in Willmar Friday, he says Checkoff investments target decisionmakers in households.

“So really we’re trying to make beef their preference.”

The Council uses digital marketing to stay in front of the consumer.

Schmidt says other focuses are research and exports.

“We’re making sure we have good sound science behind what we’re doing to make better beef. And then we’re a global market, so anytime that we can enhance exports it’s good for the bottom line.”