Every time a Wisconsin farmer sells an animal, a portion of that sale is dedicated to that commodities check-off program. The program directs those funds toward research, education and promotion. The Wisconsin beef industry includes not only cow/calf producers, feedlot operations, and breeding operations - but it also includes the depth of Wisconsin's dairy industry since many of those cows, steers, and calves will ultimately become a part of the beef industry. Checkoff Chat, sponsored by the Wisconsin Beef Council and Equity Livestock Sales Assocation, keeps producers and consumers aware of where money's being spent and how consumers are reacting to their product.