For every cow sold at the sale barn, one dollar is taken from the ranchers check to promote beef. the National Beef Check-off.
The National Beef Check off is a program dedicated to researching and promoting the beef our ranchers raise.
But in the last 5 years the program has come under scrutiny--many wondering if those dollars are being spent the way they were intended to be spent.
Reporter Sarah Gustin has the story.
It's a tune and slogan you've come to know.
That catchy phrase is paid for by the Beef Check-off.
Todd Johnson with the National Cattlemen's Beef Association says there's no evidence to question how the check off dollars are being spent.
He says the latest report from the Office of Inspector General puts the program in good standing.
(Todd Johnson / NCBA) "USDA oversees this. they found some gaps in what USDA needs to do to ensure that they understand what's happening with the program, but the report showed us that the cattlemen's beef board which is the direct overseer, does know what's going on. they understand how the dollars are used, they have good confidence that the dollars are used correctly and there is no impropriety with those."
The check off generates about 80 million dollars.
1/2 of that stays in the state, while the remaining funds national promotions such as this web page.
(Todd Johnson / NCBA) "We have less dollars. The same dollar per head 25 years ago when we started this and not the buying power had shrunk substatintially it's pushed us to get better at what we do. Second I think we are smarter at how we identify the consumer, what works with them, what encourages them to eat beef more often."
Rick Husted is the Vice President of Strategic Planning for the NCBA.
Husted helps plan how check off dollars should be spent and is also involved with developing the long range plan for the beef industry.
He says the current mission for 2011 to 2015 is to get more consumers eating beef and keeping up with the growing population...
(Rick Husted / NCBA) "Focusing on these 80 million that are going to be the key beef eaters for the next 30-40 years and they also asked us to focus in on social media and it kinda goes hand in hand with millennial and take advantage of those channels of communication."
He says growing the herd is a major focal point of sustaining our beef industry.
The Beef Check off was started in 1986.