On this episode, NCBA CEO Colin Woodall joins to discuss the animal rights activist groups that are attacking the Beef Checkoff through the deceptively titled \u201cOpportunities for Fairness in Farming\u201d or OFF Act. Despite false claims from proponents of the OFF Act, the Beef Checkoff is strongly supported by cattle producers, is producer-led, and receives robust oversight from the Cattlemen\u2019s Beef Board and the U.S. Department of Agriculture. Woodall also explains how the checkoff supports producers\u2019 livelihoods and strengthens the cattle industry as a whole.