CHICAGO: The Beef Checkoff Program, a government-mandated program for the beef industry, plans to launch a video-based campaign to show US consumers how their beef is produced. The National Cattlemen's Beef Association (NCBA), which represents America's cattle industry and is a beef checkoff contractor, is working on the campaign with GolinHarris, which it hired in February 2008 as its first agency focused primarily on safety and environmental PR.*
Golin will work with the NCBA on the campaign, funded by beef producers, ...