Beef Checkoff Referendum Petition Signature Deadline Extended To Oct 3

       It’s one of the nation’s most iconic marketing slogans, but today the checkoff program that created the “Beef. It’s What’s for Dinner” campaign is under attack by some of the cattle producers who fund it. 

      The beef checkoff program forces ranchers to pay $1 per head of cattle sold to fund research and to get consumers to eat more beef, but opponents say too much of the money is benefiting imported beef.

       They’ve filed a petition calling for a referendum vote on terminating the program, and Agriculture Secretary Tom Vilsack last month granted a pandemic extension until Oct. 3 for them to collect the required signatures.

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