National Cattlemen's Beef Association or NCBA, an advocacy group for beef producers in the United States, reports that it works "to increase profit opportunities for cattle and beef producers by enhancing the business climate and building consumer demand."
The NCBA operates the Cattle Industry Annual Convention & Trade Show and Cattle Industry Summer Conference.
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The NCBA is the group responsible for the ad campaign run in the U.S. using the slogan "Beef. It's What's for Dinner" Music from the ballet Rodeo by Aaron Copland is used in the radio and television commercials. On January 21, 2008, Matthew McConaughey became the current spokesman of the organization, having taken over from Sam Elliott and the late Jim Davis and Robert Mitchum.
The National Cattlemen's Beef Association is funded partially by membership dues and partially through the Beef Checkoff which imposes a mandatory assessment each time a head of cattle is sold[1] This tax, which was authorized by Congress in the Beef Promotion and Research Act of 1985, brings in around $85 million a year, of which the NCBA receives roughly $55 million.[2] The constitutionality of the mandatory assessment was called into question with the hearing of the Supreme Court of the United States case Johanns v. Livestock Marketing Assn.,[3] in which the justices ruled in favor of the tax in a 6-3 decision.