With the U.S. Supreme Court set to hear the checkoff constitutionality case in early December, Monte Reese, Cattlemen's Beef Board COO, explains why the checkoff will endure. To many people, the optimism by some cattlemen that the checkoff will ultimately prevail in the U.S., Supreme Court has always seemed a little surprising considering the Court's mushroom case decision, which struck down the advertising portion of the mushroom checkoff. The following summary of the explanation provided by Monte Reese, the chief operating officer of the Cattlemen's Beef Board (CBB), does a great job of characterizing that optimism, however.
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