Hugh Sanburg has taken the reins as the 2021 chair of the Cattlemen’s Beef Board. A cow calf man from Eckert, Colo., Sanburg is focused on driving demand for beef. The Beef Checkoff is celebrating 35 years and he said the $1 per head collected is worth about 1/3 less than it was when the program was enacted. Notably, he said, the beef industry produces more beef now than 35 years ago, using 1/3 fewer cattle, decreasing the amount of check off dollars funding the program. It is, he said, an exercise in efficiency. That same efficiency mirrors the industry that is built upon sustainability.