Host Michael Smith sits down with producer and Alabama Beef Checkoff Council member Bill Walding, along with guest Bailey Watson, to discuss the Alabama Beef Checkoff—how it works, how funds are allocated across programs, and the goals of the 2026 marketing plan.This episode covers 2026 priorities and budget adjustments, consumer outreach efforts (including digital and e-commerce advertising), youth programs, producer-focused initiatives, and research investments—highlighting the long-term value of checkoff investments.To view the 2026 Alabama Beef Checkoff Marketing Plan, visit BamaBeef.org/Checkoff.