On this episode, NCBA CEO Colin Woodall joins to discuss the animal rights activist groups that are attacking the Beef Checkoff through the deceptively titled “Opportunities for Fairness in Farming” or OFF Act. Despite false claims from proponents of the OFF Act, the Beef Checkoff is strongly supported by cattle producers, is producer-led, and receives robust oversight from the Cattlemen’s Beef Board and the U.S. Department of Agriculture. Woodall also explains how the checkoff supports producers’ livelihoods and strengthens the cattle industry as a whole.