some Information sourced from www.beefitswhatsfordinner.com which is funded by the beef checkoff

What's the Beef Checkoff?
The Beef Checkoff was established as part of the 1985 Farm Bill. It's a national marketing and research program funded by America's cattle farmers and ranchers. The Cattlemen's Beef Board and USDA oversee the collection and spending of these beef checkoff funds.

What's the National Cattlemen's Beef Association?
The National Cattlemen's Beef Association (NCBA) is a contractor of the Beef Checkoff and manages research and promotion programs on behalf of America's farmers and ranchers with oversight from the Cattlemen's Beef Board and USDA. One of the checkoff programs NCBA manages is the "Beef. It's What's For Dinner." brand.