Leveraging Beef’s Role in High-Protein Diet Trends
High-protein diets are booming, especially among Gen Z, who prioritize protein for muscle building, weight management and energy. Social media platforms like TikTok and Instagram are fueling the trend, with influencers sharing high-protein meal ideas featuring beef. The Beef Checkoff promotes beef as a natural fit for this health-conscious movement. See ideas that retailers and restaurants can leverage to capitalize on the high-protein trend and highlight beef’s role in modern diets.
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.
