Swanson Russell has been selected as agency of record for the Cattlemen’s Beef Promotion and Research Board.
Based in Centennial, Colorado, the Cattlemen’s Beef Promotion and Research Board oversees beef, beef products and the Beef Checkoff Program which is a collection of $1-per-head on all cattle sold in the U.S. and $1-per-head equivalent on imported cattle. The organization has 100 members who are each appointed by the Secretary of Agriculture and represent every area of the United States as well as beef importers.
The Cattleman’s Beef Promotion and Research Board is responsible for approving the annual budget for its national checkoff-funded programs. Through the funding from the Beef Checkoff Program, the organization can increase demand for beef with consumer advertising, marketing partnerships, public relations, education, research and new-product development.
Swanson Russell will combine ag-industry expertise with comprehensive branding and marketing services to create a Real Connection™ between cattle producers and their beef checkoff program.
“Too many cattle producers are not aware of the many great things the Beef Checkoff Program does to drive demand for beef,” said Brent Schott, Swanson Russell executive vice president/managing director. “We aim to change that with a program that will reach, engage, and listen to producers in an entirely new way.”
