Investing checkoff dollars to increase demand for beef


Investing checkoff dollars to increase demand for beef

2021 was a record-setting year for beef exports and the vice-chair of the Cattlemen’s Beef Board says that wouldn’t have been possible without checkoff investment.  

Norman Voyles is a cattle producer from Indiana and says a few key markets have played a key role in that export success, “We’ve got three markets that are going to exceed $2 billion each. That’s China/Hong Kong, Korea, Japan. Mexico is hot on their tails.”

He tells Brownfield strong variety meat exports are also crucial to the demand picture, “We’re looking at over $1 billion in variety meat sales for the year. Just tremendous added value to the carcasses of fat animals.”

Voyles says China continues to be in growth mode despite logistical headwinds, “As that kind of opens up and we get the opportunity to get those markets back to China, we’re just looking for exponential growth.”

Brownfield’s Meghan Grebner is at the 2022 Cattle Industry Convention in Houston.

Meghan Grebner talks to Norman Voyles about beef export demand