Every dollar invested through the national beef check-off carries an expectation from producers: that it delivers measurable value back to the industry. That expectation is why the Canadian Beef Check-Off Agency has made return-on-investment analysis a core accountability tool, revisiting the question of value on a regular cycle and using the results to inform future decisions.
Canada’s first comprehensive check-off ROI study was released in 2010, followed by subsequent studies in 2016 and most recently in 2022. Each evaluation has built on the last, refining methodology and improving how benefits are measured, while consistently asking whether collective investments are strengthening demand, competitiveness and long-term value for Canadian beef producers.
The most recent study, released in 2022, examined national check-off investments made between 2016 and 2021. It confirmed that producer dollars continued to generate strong, positive returns across the full scope of national check-off activities, even as funding levels increased over that period. The analysis demonstrated that, taken together, national investments delivered benefits that substantially exceeded their costs.
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Measured in economic terms, the 2022 study estimated the following benefit-cost ratios:
- Research: approximately 63:1
- Domestic marketing and promotion: 15:1
- Public and stakeholder engagement: 16:1
- Overall national check-off investment: 33:1
These figures reflect the combined impact of national investments working together across different areas of activity and over different time horizons. While individual programs generate value in different ways, the overall return illustrates the strength of a coordinated, industry-wide approach to research, market development and engagement.
The study also showed that positive returns were maintained despite changes in market conditions, consumer expectations and funding levels, including the increase in the national levy to $2.50 per head. Rather than diminishing returns, the findings suggested that sustained, coordinated investment continued to generate value for producers and helped address areas that had historically been underfunded.
An important consideration when interpreting these results is the evolution of the study’s methodology. The 2022 evaluation incorporated updated economic modelling, improved data sources and refined assumptions to better reflect how benefits flow through the beef value chain. As a result, differences observed between study cycles should not be viewed solely as changes in performance, but also as a reflection of more precise and comprehensive measurement.
The agency has consistently emphasized that ROI studies are not intended to rank individual investment areas against one another. Each component of the national check-off contributes to industry value in different ways and on different timelines, and the combined effect of these investments is what ultimately matters to producers. The purpose of the analysis is to assess overall effectiveness and to provide confidence that producer dollars are being managed responsibly and strategically.
With the 2022 study complete, the agency is now preparing for the next ROI evaluation, targeted for release in 2027. Work is underway to refresh the analytical framework using updated economic assumptions, current market data and evolving industry conditions. Preliminary work is expected to generate early insights next summer, ahead of the full study release.
Ultimately, ROI studies serve as both an accountability mechanism and a planning tool for the Canadian beef industry. By periodically measuring collective impact, the Canadian Beef Check-Off Agency can help ensure that producer investments continue to deliver value, support informed decision-making and strengthen confidence in the national check-off system.
For more information about your check-off, visit Canadian Beef Check-Off Agency. c
Tayla Lindsey is the manager of partner engagement for the Canadian Beef Check-Off Agency, where she leads stakeholder engagement, reporting and industry communications. Raised in Bassano, Alta., Lindsey is the fourth generation of her family involved in the Canadian beef industry.
