North Dakota Beef Commission Chairman Joy Patten says one of the Beef Checkoff’s priorities includes reaching consumers with little connection to agriculture. Speaking from the Cattlemen’s Beef Board Summer Business Meeting in Denver, Patten highlighted the Northeast Beef Promotion Initiative. “In that area, the ratio is about 15 people for every one cow. There are 75 million people, so there’s lots of demand, but they’re very removed from agriculture.” The NDBC supports this work, delivering information and establishing relationships with those consumers.” Patten also values the opportunity to exchange ideas and learn from successful promotion efforts across the country.
