It was created in 1975 by representatives of the beef industry in Oklahoma.
Core Strategic Priorities:
Grow consumer trust in beef and beef production
Promote and strengthen beef’s value proposition
Drive growth in beef exports
We seek to accomplish this mission through a variety of programs funded by the Beef Checkoff in the areas of promotion, consumer information, research and education. In addition, the OBC strongly invests in national and international programs focused on driving beef demand in the US and around the world.
As a Qualified State Beef Council under the Beef Promotion and Research Order (7CFR,Part 1260), the OBC is responsible for collecting the nationally legislated $1 per head checkoff on all cattle, regardless of age or size, marketed in Oklahoma and for distributing those funds in accordance with provisions of the Order. Congress established the national Beef Checkoff Program with the passage of the 1985 Farm Bill. The Beef Checkoff Program is overseen by the Cattlemen’s Beef Board.
Fifty cents of each checkoff dollar is sent directly to the Cattlemen’s Beef Board; the remaining money is allocated for state beef promotion efforts by the OBC Board of Directors. The Board is comprised of representatives who are appointed by agricultural organizations within the state or by the Chairman of the Oklahoma House and Senate Agriculture Committees.
Monte is a fourth-generation farmer and rancher from Sweetwater. He ranches full-time with his wife, Danielle; their two sons Mason and Reed; his parents and 99-year-old grandmother. The family operation consists of wheat, native and improved grasses, stocker cattle, replacement females, a commercial cow-calf operation with ownership from birth to rail, and a small custom feeding operation where he sells beef direct to customers. He is a graduate of Oklahoma State University with a degree in animal science.
Monte represents Oklahoma Farm Bureau on the OBC board of directors. He is active in his community, and serves as president of the Roger Mills County Farm Bureau. He is currently serving his second term as a director of the Oklahoma Farm Bureau. He and his family are members of the Sayre First Baptist Church.
“It’s an honor to represent beef producers, and I take seriously the responsibility to invest Oklahoma beef checkoff dollars in an effective and judicious manner,” Monte said.
His overall philosophy acknowledges the importance of agriculture in society. “As a rancher, I simply create a living for my family and a benefit to my community by converting God-given renewable natural resources into consumable products,” he said. “In cowboy words, I turn sunshine, sandburs and scenery into ribeye steaks!"
Since 1974, Melody Varner with her husband, Sam, have worked to meet the ever changing needs of cattlemen and cattle buyers through their company, Varner and Varner, an livestock dealer firm based in Bristow, Oklahoma. In addition to owning and managing Varner and Varner, Melody is also heavily involved in the Varner family sale barn, Mid-America Stockyards. Melody and Sam have proudly raised their two children, Pokey and Skye, in the cattle business, as well–naturally engraining the skills, values and hard work ethic of Oklahoma agriculture. Outside of the business, the Varner's stay busy keeping up with their children and grandchildren. Sam and Melody have five granddaughters who are actively involved in the family business, as well as, showing sheep and pigs in 4-H and FFA, and playing sports.
Melody believes the checkoff program is vitally important to the longevity and sustainability of the beef industry. In a world of false information and fad "health trends" people in the cattle business need to be united in their effort to protect our industry and stand up against misinformation and inaccurate data that is used against the beef industry in an effort to stop production ag in the United States.
Leanne Van der Laan is a fourth generation dairy farmer. Leanne graduated Oklahoma State with a degree in Animal Science and Agribusiness in 2018. While attending Oklahoma State, her parents sold out of their half of their 5000 cow dairy. Upon graduation she took their 60 cows that stemmed off of 4-H and FFA projects and began her own dairy where she is currently milking 150 head of registered Ayrshires and Holsteins.
Leanne is heavily involved with her roots in the dairy industry, having served on the youth committee and is serving currently on the Classification Committee for the US Ayrshire Association. She is a voting delegate for COBA Select sires. Leanne is also a member of Dairy Farmers of America, Holstein USA, US Ayrshire Association, and American Farmers and Ranchers. While attending Oklahoma State University she was a member of the Dairy Judging Team and has had the honor of judging professionally in Oklahoma as well as Kansas.
Leanne believes one of the most important aspects of the beef checkoff is helping dietitians understand the benefits of beef and communicating those benefits to families.
Russell has an associate degree from Crowder College and works for Consumers Supply distributing feed additives. He holds an Oklahoma Cattlemen’s Association seat on the Oklahoma Beef Council board of directors. He has also served as a director and vice president for OCA representing southeast Oklahoma. He is a trustee on the board for his church, Octavia Baptist Church and serves on his local school board. He was also a member of the Cattlemen’s Leadership Academy and Young Cattlemen’s College.
Russell believes in the Beef Checkoff because the promotion efforts have brought so much value to beef products. He also appreciates checkoff efforts to monitor the press and provide corrections to misinformation about beef products and how beef is raised.
His favorite cut of beef is the ribeye.
Nikki Callison is a fourth-generation rancher who operates near Ada, Oklahoma, with her husband Roger, a third-generation rancher. They’ve run a cow-calf and stocker operation since 1999. The Callisons also sell beef direct to consumers across the US through their website, callisonranchbeef.com and a retail point on their ranch south of Ada. Nikki and Roger have three grown children and two young granddaughters.
Before returning to ranch life, Nikki taught school in Plano, Texas. She has a Bachelor of Arts in History and minor in English Education. She is also a professional photographer and entrepreneur. Nikki has received the honors of Plano TX ISD Beginning Teacher of the Year and Cowboys and Indians Magazine Award-winning Photographer. She also completed the Spartan Race Trifecta.
In addition to holding one of the Oklahoma Cattlewomen’s seats on the Oklahoma Beef Council board, Nikki has served on the Oklahoma Beef Task Force, Oklahoma Cattlewomen's Association officer, and as a NCBA Convention 2021 Social Media Influencer. She is active as a member of Team Beef Oklahoma and the Masters of Beef Advocacy program.
Nikki has served on the board of TLC – a therapeutic horseback riding program for individuals with disabilities – as a 4-H leader and volunteer, as a motivational speaker and serves her local church.
Nikki is passionate about the beef checkoff because of programs that bridge the informational and educational gap between beef producers and individuals removed from agriculture. She also believes in teaching the facts about beef nutrition, land sustainability and the benefits of eating beef.
Nikki’s favorite cut of steak to eat is the ribeye with its marbling and flavor. Her favorite cut of beef to prepare is a chuck roast because it is super versatile and feeds the whole family.
Chuck Coffey is a fifth-generation rancher who grew up on a ranch in the hill country of Harper, Texas. He proudly earned his bachelor’s and master’s degrees in range science from Texas A&M University, where he met his wife, Ruth. They have three children, all of whom attend Oklahoma State University.
Chuck taught agriculture at Murray State College in Tishomingo, eventually chairing the department there, until he joined the Noble Research Institute as a pasture and range consultant in 1993, serving there until his retirement. He has served as the Chairman of the Cattlemen's Beef Board, President Oklahoma Society for Range Management and a Director for the Oklahoma Cattlemen's Association. Chuck and his family are also NCBA Region IV Environmental Stewardship Award winners.
Chuck is extremely passionate about ranching and feels blessed to be able to work on the ranch every day, especially after a serious horseback-riding accident that threatened to leave him paralyzed before several surgeries and months and months of rehabilitation. With a wealth of activities on and off the ranch at any given time, Chuck said he has learned that “staying busy keeps you young.”
Jordan Davis-Cook is a third-generation cattle rancher living in Cordell, Oklahoma where she and her husband, Nocona, and their two boys raise registered Angus cattle and stocker cattle. She was raised in the seedstock industry where she and her family, Davis Angus, raise high-quality animals that her family sells at their annual production sale.
She has a Business Administration degree from Southwestern Oklahoma State University. Jordan has been very active in agriculture leadership positions serving as co-chair of the Oklahoma Farm Bureau Young Farmers and Ranchers, Washita County Farm Bureau Young Farmers and Ranchers, co-chair of the Oklahoma Cattlemen’s Association Leadership Academy (2016), Washita County Fair Board (Secretary), Oklahoma Angus Association Southwest District Director, Oklahoma Angus Association Queen Committee Chairman and the American Angus Association Beef Leaders Institute Class. She is also an Oklahoma Farm Bureau Achievement Award recipient.
With the average American at least three generations removed from farming and ranching, Jordan believes the support the Oklahoma Beef Council provides to the Oklahoma Ag in the Classroom program because it is a great way to connect with kids and help teach them about beef production and the nutritional benefits of beef.
Her favorite cut of beef is the rib-eye.
Jess Kane is a fifth-generation rancher. His family has been farming and ranching since his Great-Great-Grandfather, James Roach Kane, claimed his Union Army near Greensburg, Kansas in 1885. Five generations later, his family still owns and operates the original homestead.
Jess and his brother Richard are partners in Clover Leaf Cattle Co., LLC. Their primary operation is growing stocker cattle on native grass in Washington and Rogers counties in Oklahoma and in Kiowa County, Kansas.
Jess and his wife, Ashley, also partner on a cow herd in Southwest Oklahoma. Jess’ is also practicing attorney and a partner in a law firm with offices in Bartlesville and Pawhuska, Oklahoma. Jess practices includes real estate, oil and gas, agriculture law and general civil litigation. He is also a graduate of the Ranch Management program at Texas Christian University. Being active in the community and in the cattle community is a passion for Jess. He was a member of the Cattlemen’s Leadership Academy and served as the Oklahoma Cattlemen’s Association (OCA) Northeast District Director and Northeast Vice-President. Within his community, he has served in multiple roles including Richard Kane YMCA (President), Bartlesville Rotary Club (President), Bartlesville Area Chamber of Commerce (Director), Cherokee Area Council, Boy Scouts of America (Director) and Hopestone Cancer Support Center (Director). Jess and his wife Ashley are raising the six generation of future Kane ranchers, daughter Samantha and son Robert.
His favorite cut of beef is the T-bone because it “give you the best of both worlds and leaves you with something to share with your dog.”
Brett is a third-generation dairy farmer and runs a dairy, cow-calf and stocker operation, as well as operates the Washita Fertilizer Company in partnership with his father. Theirs is a diversified farming operation, including about 1,000 acres of alfalfa, wheat and grassland, 100 to 125 beef cows and 200 stocker calves.
Brett represents American Farmers and Ranchers on the OBC board and is the former Chairman of the Cattlemen’s Beef Board. He has served as chairman of the Oklahoma Dairy Commission, vice chairman of the Oklahoma Johne's Advisory Committee and as a district voting delegate to Dairy Farmers of America.
He previously served on the checkoff's joint retail committee as a representative for the Federation of State Beef Councils, was president of the Oklahoma Holstein Association, and was active in the National Council of Farmer Cooperatives. In addition to DFA, he is a member of the American Farmers and Ranchers Mutual Insurance Company, the Oklahoma Cattlemen’s Association, Holstein Association of America and Oklahoma Holstein Association.
In his community, Brett is a member of the Woodland Hills Baptist Church and has served as a judge for the Arizona State Fair, the Sooner State Dairy Show and for FFA events.
Dr. DeVuyst and her husband, Eric, own DeVuyst Ranch, a cow-calf and stocker operation. Dr. DeVuyst is also a professor of agricultural economics at Oklahoma State University and the current department head for Agricultural Economics. Dr. DeVuyst is involved with numerous agricultural organizations, including Oklahoma CattleWomen, Oklahoma Cattlemen’s Association, National Cattlemen’s Beef Association (NCBA), Oklahoma Farm Bureau, Pawnee County CattleWomen, Agricultural and Applied Economics Association and American National CattleWomen. She’s also a faculty advisor for the Oklahoma Collegiate CattleWomen and is a past board member of the Western Agricultural Economics Association.
Jason grew up on a ranch south of Guymon that his family has owned for more than 135 years. He attended Oklahoma State University where he earned a degree in agricultural economics. From there, he studied law at the University of Oklahoma, received a juris doctorate and earned his law license. Jason and his wife, Sara, returned to the family ranch in 1998, where he began serving as corporate counsel. Today, he is the co-CEO and chairman of the board of Hitch Enterprises, Inc. Over the years, he has worked to keep Hitch Enterprises current in the beef industry by achieving Beef Quality Assurance (BQA) certification and digitizing much of the ranch’s records. Jason is a past president of the Texas Cattle Feeders Association, a member of the Oklahoma Cattlemen’s Association and a past committee chair for the National Cattlemen’s Beef Association (NCBA). He’s involved in many other pursuits, including hunting, fishing and seven years as a member of the Oklahoma Water Resources Board.
Cattlemen’s Beef Board, Ex-officio
Jean represents the fourth generation of her family to farm and raise livestock in Garvin County. The family operates 1,000 acres of dry land alfalfa, corn, soybean and wheat while raising 150 commercial Angus cattle.
Jean grew up showing cattle before she moved to California and earned an American studies degree from Stanford University in 2012. After working in Washington, D.C. for a year, she learned that you can’t take the Oklahoma farm girl out of the country, and moved back home to farm.
Jean has served on the National Cattlemen’s Beef Promotion and Research Board since 2016, and is a member of the Consumer Trust committee. She serves as vice president of the Oklahoma chapter of the American Agri-Women. She is a member of the policy committee for the American Farmers & Ranchers Mutual Insurance Company. She is a member of the state and national Soybean associations as well as the Oklahoma Cattlemen’s Association. She is a 2015 graduate of the OCA Cattlemen’s Leadership Academy.
“Agriculture is an honorable way of life,” she said. “Unfortunately, in this day and age of social media, opponents of agriculture have access to numerous outlets allowing them to instantaneously spread their message of contempt. Unlike ever before we have to convince our nation that we are doing right by the animals and land.”
Angie and her husband, Tom, milk 180-head of registered Holsteins near Okarche in the same barn Tom’s grandfather built.
Once a city girl who married a third-generation dairy farmer, Angie is actively involved in running the family dairy. She and her husband Tom have four children and three grandchildren.
In addition to serving as chairman of the Oklahoma Beef Council, Angie also serves as a national director representing Oklahoma on the Federation of State Beef Councils. She is currently a member of the joint nutrition and health committee. She actively advocates for both the beef and dairy industries, telling her story to consumers, dietitians and health professionals.
Angie also serves as a voting delegate for Dairy Farmers of America and a board member for Oklahoma Dairy Producers Association. She is a member of the Oklahoma Cattlemen’s Association, Oklahoma Holstein Association, Holstein USA and a member of St. John’s Lutheran Church in Okarche, OK. In 2018, Angie and her husband Tom were given the John Cooper Award for their selfless dedication to the Southern National Holstein Show and continuous promotion of the Oklahoma dairy industry.
According to Angie, “Raising four children of the Millennial generation has taught me the value of the Beef Checkoff and its outreach to this critical demographic, our largest consumer base over the next forty years.”
Cattlemen’s Beef Board, Ex-officio
Jimmy and his wife, Tracy, ranch south of Cheyenne on Taylor Ranch, which Jimmy’s great-grandfather started putting together in 1914. Their herd includes 600 Angus females running on 12,000 owned and leased acres in the heart of the rolling red shale hills in western Oklahoma.
New technology plays a large role in obtaining the goal of the operation which is to create the best steak possible so the consumer will have a good eating experience. “We develop every animal as if it were going to be served at our own table,” Jimmy said. He represents Oklahoma Farm Bureau on the Oklahoma Beef Council. Jimmy was appointed to the Cattlemen’s Beef Board in 2017. In 2011, Jimmy and Tracy were recognized with the Certified Angus Beef Award of Excellence, signifying their ranch as the National Commercial Producer of the Year for CAB. They were also named as the 2013 Oklahoma Angus Association Commercial Breeder of the year.
Jimmy is active in several organizations, serving as a current director and past president of the Oklahoma Association of Electric Cooperatives, president of the Northfork Electric Cooperative, on the boards of Roger Mills County Farm Bureau, Roger Mills County Excise Board and Beckham County Rural Water District #3. He is a member of the Oklahoma Cattlemen’s Association and the National Cattlemen’s Beef Association, Oklahoma Angus Association and the American Angus Association. He graduated from Southwestern Oklahoma State University.
The OBC is seeking an office manager to be a part of serving Oklahoma’s farming and ranching families in its mission to strengthen beef demand in the domestic and global marketplace. A job description is available here.