beef checkoff Texas Beef Council focuses on young eaters By Cindee Talley • Nov 30, 2014 texastribune.org The Texas Beef Council is turning its attention to attracting younger eaters. The Texas Tribune reports beef consumption is down. Gone are the days of Fred Flintstone rib eye slabs that were common in the 1970s. Texas cattlemen say yes to increased "beef checkoff" dollars By Cindee Talley • Jul 3, 2014 "Beef checkoff" is a national program that funds beef promotion and research. Texas ranchers recently voted in favor of increasing participation in the program by an overwhelming majority.