Beef It’s What’s for Dinner is funded by 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. Cattle farmers, ranchers and importers direct the national checkoff program, which uses funds toward research and promotion efforts designed to increase domestic and/or international demand for beef. The Cattlemen's Beef Board and USDA oversee the collection and spending of these beef checkoff funds.