VeaBea Thomas

VeaBea Thomas of Harrold, South Dakota has been appointed to the Cattlemen’s Beef Promotion & Research Board (CBB). The CBB is responsible for guiding the national Beef Checkoff Program.

Thomas and her husband Troy own and operate a seedstock operation, raising purebred Angus, SimAngus, Simmental, Red Angus and Charolais cattle. Thomas has served on the Federation of State Beef Councils for six years. She is excited to continue this leadership opportunity at the CBB and further her abilities to help educate both producers and consumers. “I believe that it is important for each of us as producers and leaders to help educate other producers and consumers about the Beef Checkoff and the benefits of beef,” she said.

Norman Voyles, 2022 CBB chairman, is pleased to be welcoming Thomas as a member of the CBB. “For over a decade, VeaBea has been an industry leader in the state of South Dakota, and I couldn't be more thrilled to welcome her expertise and knowledge to the CBB,” he said. “Her dedication to the beef industry and extensive background makes her a valuable resource for the CBB and the Beef Checkoff as we continue to pursue our primary goal: driving demand for beef.”

The CBB consists of 101 members, including domestic beef, dairy and veal producers, as well as importers of beef and beef products. Forty-two states have individual members serving on the Board. The remaining states are divided into three regions. Each Beef Board member is appointed by the Secretary of Agriculture from nominations submitted by certified nominating organizations that represent beef and dairy producers in each state or region. Importer appointments are drawn from nominations by importer associations.

For more information about the Cattlemen’s Beef Board, the Beef Checkoff and its programs – promotion, research, foreign marketing, industry information, consumer information and safety – visit

The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.