CENTENNIAL, CO: The National Cattlemen's Beef Association has hired the Integer Group to tout the benefits of the beef checkoff program to dairy farmers.
The association had been using an independent contractor to handle dairy-directed PR, but decided hiring an agency "would allow us more strategic knowledge and strategic planning," said Sharyl Sauer, executive director of industry communications.
The association has budgeted $80,000 for PR to support the dairy checkoff program in 2005, she said.
Integer is familiar with the dairy market because of its work with client Dairy Management, an industry group that promotes dairy product usage, Sauer added.
The agency will put two to three people on the account, said Thomas Gahm, VP and director of PR at Integer in Des Moines.
The beef checkoff program requires cattle producers to pay a mandatory fee that supports beef marketing efforts.
A case is currently in front of the Supreme Court to decide whether the program can compel producers to pay for ads they do not support. Integer is not working on the issues surrounding the case.