The Cattlemen's Beef Promotion And Research Board, usually referred to as the Cattlemen's Beef Board or CBB, consists of 103 members, including domestic beef, dairy and veal producers, as well as importers of beef and beef products. The checkoff program was designed to stimulate others to sell more beef and stimulate consumers to buy more beef. This can be accomplished through initiatives such as consumer advertising, marketing partnerships, public relations, education, research and new-product development.