The $1-per-head beef checkoff is supporting various programs and initiatives that help inform consumers and others of the benefits of beef, checkoff leaders said last week at the Cattle Industry Convention in San Diego. Ultimately, checkoff funds are used to sell more U.S. beef products both in the United States and abroad.

The checkoff has focused some of its efforts on millennials, but has also worked in global markets, beef checkoff leaders said.

Working on a long-range plan, a committee has identified areas on which to focus its efforts and checkoff dollars between 2016 and 2020.

The committee and its contractors will continue to expand consumers’ knowledge of beef while working to ensure farmers and ranchers have freedom to operate, said Don Schiefelbein, a...