rancher, it sure seems like you spend a lot of time dreaming up things to hate NCBA for. Maybe you are one busy rancher. If I take your word for that, will you accept my word that NCBA is a good, producer run organization, which I know to be a fact?
You are reaching a long way trying to tie NCBA to The Nature Conservancy. Contrast NCBA helping some members explore TNC so they can determine whether or not it has anything to offer them when their ranching operation is threatened by urban sprawl, with R-CALF partnering with known anti-meat groups to promote a protectionist agenda by dangerously (and fraudulently IMO) telling consumers that beef purchased in the USA could be contaminated with BSE if it originated in Canada. If you cannot understand that difference, I'm sorry for you. If you understand, but refuse to admit it, I'm disgusted with you.
Most of the ads are designed, and I know some have even been tested, to be sure they appeal to the target audience. Haven't you seen the ads that tell how much more good nutritients steak has than chicken breast, spinach, etc.? The one that says "there is no such thing as a chicken knife", showing a great photo of a good looking steak is eye catching. Far as advertising to ranchers, until we all know what the checkoff really is doing, it seems a good idea. Why don't you share your better ideas with your state Beef Council representatives. Remember checkoff money cannot be used for lobbying.
Please remember, unless it specifically states the ad is paid for all or in part by the Beef Checkoff, then it is funded totally from non-checkoff money.
OT, have you ever heard of checkoff funds being used by any individual to advertise his bulls? Hugh Ingalls has nice Angus bulls. He likes to sing. His voice is nice. Maybe his jingles are a little schmaltzy, but they get the message accross, and are less tiresome than a LOT of other bull ads I hear owners doing. He does NOT get Beef checkoff dollars to do his ads!