Search Fill 1 Created with Sketch.
Search
My Beef Board Members 
Select State... 

Frequently Asked Questions

For years, beef producers and consumers alike could see the famous Checkoff-funded Beef. It’s What’s For Dinner. advertisements across their television screens. Now, for the first time since 2003, iconic Beef. It’s What’s For Dinner. advertisements are returning to broadcast television for the holiday season. In addition to the TV advertisements, a fully integrated marketing campaign executed by the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, will feature social media, retail e-commerce, influencer platforms, traditional media and more to promote beef as the protein of choice this holiday season. Here are five ways the Beef Checkoff is highlighting beef over the holidays.

1. Holiday Videos

Launched during the Hallmark Channel’s Countdown to Christmas, the famous Beef. It’s What’s For Dinner. Drool Log was the main attraction during the commercials, which began running the week of November 16 and are ending on December 26. During this period, the Beef. It’s What’s For Dinner. commercials are scheduled to run in more than 50 showings. The Checkoff-funded spots aired during highly popular timeframes, including movie “premiere” showings, the ever-popular “Thanksgiving Day Marathon” and the highly coveted “Countdown to Christmas” weekend spotlight.

Additionally, NCBA created new videos for the holiday season to promote through all social media platforms and digital channels. Here are some of the Beef Checkoff’s holiday videos:

2. Influencer Partnerships

To extend beef messaging over the holidays, Beef. It’s What’s For Dinner. partnered with Buzzfeed, a large content creator with Tasty Food Recipes and Videos, a segment within that brand. The Checkoff partnership with Tasty creator and beef lover Alvin Zhou resulted in a beef video demonstration, a live Buzzfeed Q&A, two custom beef articles and social media posts on the Buzzfeed channel. The goal was to gain 1.75 million video views and seven million impressions.

3. Audio Ads

To reach more of the Beef Checkoff’s consumer target audience – 25-44 millennial-aged parents – Beef. It’s What’s For Dinner. is airing audio ads through the popular music streaming app, Spotify. Spotify serves beef’s audio ads while the audience listens to holiday playlists, making the beef holiday-specific ads contextually relevant. It’s estimated that this effort garnered 4.5 million impressions.

4. Supply Chain Partnerships

A partnership with Gallo Wines showed how beef and wine are the perfect holiday pairing. Gallo wines presented a holiday offer for $15 back when a consumer buys a prime rib and two bottles of Louis M Martini wine. This partnership is available both in-store and online through retailers. Promoting this holiday offer will increase beef retails sales for December.

5. E-Commerce Marketing Through Target

Target is marketing direct to consumers and focusing heavily on fresh products. Because of increased traffic for ordering online, Beef. It’s What’s For Dinner. saw an opportunity to leverage beef messaging and have a shopping call to action for beef products through Target’s digital media offerings, like their Target app and Target.com.

Frequently Asked Questions

Today, with so many Beef Checkoff initiatives hyper-targeted to the urban consumer, the Cattlemen’s Beef Board (CBB) is ensuring Checkoff dollars are being well spent by delivering messages as efficiently as possible. However, this means many rural producers may not see the promotional campaigns as often as they may remember in the past, and some may wonder what their Checkoff dollars are funding. That’s one of the reasons why the Beef Checkoff’s Producer Communications program exists. Under the guidance and supervision of the CBB this program shares investment results, highlights program successes and builds an understanding of Checkoff roles, responsibilities and processes. Ultimately, the Producer Communications program relays how Checkoff funds are allocated to drive demand for beef.

Each fiscal year, the CBB reserves a small percentage of Beef Checkoff dollars for Producer Communications. The CBB uses these funds to communicate with beef producers and importers, telling them how their dollars are being used in the Beef Checkoff’s five distinct program areas: promotion, research, consumer information, industry information and foreign marketing. Cattlemen’s Beef Board Members, along with volunteers from the Federation of State Beef Council’s on the Investor Relations Working Group oversee Producer Communications funding and projects. Twice a year, producer leaders in this working group meet to discuss and review how the program’s efforts directly tie into the strategic initiatives based on the industry’s Long Range Plan.

According to the Beef Promotion and Research Act and the Beef Promotion and Research Order, it’s the CBB’s job to let producers know how their Checkoff investments are being put to work, promoting beef worldwide. To accomplish this task, the CBB shares articles highlighting Checkoff initiatives, results and insights, delivering valuable and timely information in a variety of formats.

To reach as many producers as possible, the CBB hosts The Drive publishing platform at DrivingDemandForBeef.com. Through this platform, the CBB shares recent efforts and outcomes of projects funded with Beef Checkoff dollars. Producers can subscribe to complimentary quarterly print and monthly e-newsletter editions of The Drive, bringing important information directly to their mailboxes or inboxes. Both editions feature regular updates from Qualified State Beef Councils, providing producers with a beneficial mix of state and national Checkoff news.

The CBB also shares timely updates and educational information about the Beef Checkoff on Facebook and Twitter. Producers following the Checkoff on social media are encouraged to voice their opinions and thoughts on all posts and tweets. Through lively conversation, debate and discussion, producers can quickly and easily offer valuable input about the Checkoff and the beef industry.

Another way the CBB is reaching producers is through the Your Dollar Does campaign, which highlights the progress and wins from each of the Checkoff’s program areas.

Sharing the successes of Checkoff-funded programs and activities is at the heart of the Producer Communications program. Through multiple initiatives and a variety of formats, the CBB will continue to transparently communicate all efforts funded under the Beef Checkoff and show how the Checkoff is using producer dollars to successfully drive demand for beef.

 

“It’s important for producers and importers across the U.S. to know where their Checkoff dollars are being spent and to understand how their contributions positively affect all producers by driving demand for beef. Actively learning about the Beef Checkoff and getting involved in the Cattlemen’s Beef Board is the first step to realizing the benefits it offers to producers.”

Jared Brackett, Chair

 

 

“The technology on hand today is so intricate and advanced. It’s fascinating to see how Beef Checkoff contractors are using it to reach consumers successfully. As a producer, I’m proud my Checkoff dollars are being used to connect with consumers in innovative ways, and I always look forward to learning about those efforts through the Producer Communications program.”

Hugh Sanburg, Vice Chair

 

 

 

“The Cattlemen’s Beef Board has many moving parts. It’s understandable that producers may be confused about Checkoff programs and how funds are distributed. I encourage every producer to learn about Checkoff efforts before being dismissive of its value. Through the Producer Communications program, information is simple to find on DrivingDemandForBeef.com, Checkoff social media channels and The Drive newsletter.”

Norman Voyles, Jr., Secretary/Treasurer

 

Frequently Asked Questions

With warm weather comes the traditional backyard barbecues; families are grilling burgers, steaks and more. Research conducted by the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, shows one-third of consumers are planning to grill more this summer than they have in the past. This points to a prime opportunity to remind consumers that beef is the protein of choice for summer grilling 1.

The Checkoff-funded Beef. It’s What’s for Dinner. brand, managed by NCBA, is kicking off summer grilling season with a campaign aimed at connecting producers and consumers in their love of beef. This multi-pronged campaign encourages consumers to cook beef on the grill and serve up beef recipes all summer long.

To launch the campaign, a new video was released featuring beef farmers and ranchers from around the country working hard to provide consumers with nutritious beef. This video reminds consumers that this summer, grilling season is brought to them by beef farmers and ranchers.

Beef. It’s What’s For Dinner. also declared May 28 as National Beef Burger Day. Recipes and images demonstrating how to build and cook the perfect burger were shared on Beef. It’s What’s for Dinner. social channels. Nationally-known bloggers also shared beef burger content on their blogs and social media platforms, while segments on Good Morning America’s website and Celebrity Page TV showcased how to grill the perfect beef burger.

To further encourage consumers and producers to unite in their shared love of beef, Beef. It’s What’s For Dinner. released “United We Steak” as the centerpiece of the summer grilling season campaign. While challenging circumstances and uncertainty continue across the U.S., beef on the grill can unite everyone and connect consumers to the producers who raise their food.

“United We Steak” has been delivered to consumers through a series of integrated digital content running on social media platforms, as well as through streaming TV services and YouTube advertising. A new series of radio ads was released and shared nationally as well as locally through state beef councils. These advertising efforts drove consumers to a special website, where they could find an interactive map profile page, complete with state-themed beef recipes, a “meet your state beef producer” section and other fun and informative facts about the state.

Running from May to Labor Day, this new campaign promises to be the most extensive and longest running Beef. It’s What’s For Dinner. campaign. This is just one of the programs the Beef Checkoff will execute over the summer to inspire consumers to unite around the grill.

 

digital story title

Frequently Asked Questions

Flickering cable news shows speed across multiple large television screens along one wall, while several sets of watchful eyes glance over a series of computers scrolling through traditional and social media sites. The atmosphere is a combination of Times Square, a military operations room and the TV section at Target. This is the Digital Command Center, home of the Checkoff-funded Issues Management and Media Relations team at the National Cattlemen’s Beef Association (NCBA).

This team of savvy communications professionals works every single day to protect the consumer and marketing environment for beef. Charged with actively monitoring important conversations and issues threatening consumer confidence in beef, this team is the Beef Checkoff’s minute-by-minute watch dog for the beef industry, addressing myths that make people question beef and offer immediate fact-based responses to issues and trending topics.

DIGITAL COMMAND CENTER

An extremely sophisticated monitoring operation, the Digital Command Center serves as the hub for the beef industry’s media monitoring and response needs. Twenty-four hours a day, seven days a week, the team utilizes the command center to actively monitor more than 200 beef-related topics ranging from dietary guidelines to sustainability claims, and from meat substitutes to animal welfare.

“Our team meets every single morning to look at the news stories of the day that could potentially impact beef and determine if there is anything we need to do in response,” says Jenn Tilliss, NCBA’s executive director for the Issues Management and Media Relations team. “We also look at trends so we can plan accordingly with issues response and try to get ahead of situations.”

The Digital Command Center is so refined in its technology that team members receive a notification when a topic hits a certain threshold, which could be the number of people it’s reached, the number of stories being circulated about a particular topic or other measures. This allows the team to react quickly, including outside of business hours.

MEAT SUBSTITUTES IN THE MEDIA

NCBA has had meat substitutes on its radar for quite some time, and it’s executing multiple initiatives to ensure consumers, influencers, supply chain and the media have the facts about how these substitutes compare with beef.

For example, the checkoff-funded Beef. It’s What’s For Dinner. digital campaign, “Nicely done, beef.” ads executed by NCBA directly addresses misinformation and highlights beef’s strongest attributes. A single ad stating “Nicely done, beef. You’ve proven that meat substitutes are just that. Substitutes.” has had more than 53 million impressions and has resulted in more than 286,000 clicks back to the BeefItsWhatsForDinner.com website 2.

In November 2019, a meat substitute company that manufactures a soy-based burger commented on a Beef. It’s What’s For Dinner. Twitter post featuring a video of the Beef Holiday Drool Log saying, “Okay, boomers.” This patronizing statement is basically a social media insult used by Millennials and Generation Z to express frustration with older generations and their “outdated” beliefs or preferences. The NCBA team took it as an opportunity to defend the Beef. It’s What’s For Dinner. brand and posted a response that said, “Don’t be so salty… oh, wait….” This response highlighted the fact that meat substitutes are high in sodium. The response had a reach of more than 160,000 and more than 24,000 impressions, 70-plus retweets and 400-plus likes 2. The meat substitutes company hasn’t responded again.

A series of fact sheets and information available on BeefItsWhatsForDinner.com also gives a look into the nutritional breakdown and ingredient lists of beef products compared to those of meat substitutes. Realizing consumers may be looking for more information about meat substitutes, a Google search campaign delivers Beef. It’s What’s For Dinner. ads to consumers who search for these substitutes online. Also, 350 retail and foodservice professionals were shown how beef stacks up to meat substitutes in an educational webinar.

TOP-OF-MIND ISSUES MANAGEMENT

NCBA uses a proactive messaging strategy to stay ahead of issues that could potentially impact consumer perceptions about the beef industry. For example, according to market research insights, many consumers are concerned about animal welfare during the beef production process. To answer those concerns, the NCBA team shared the formerly producer-facing Beef Quality Assurance (BQA) campaign with consumers, supply chain, influencers and media for the first time.

Launched in October 2019, the campaign was a success with 50 percent of consumers saying that simply knowing about the program was enough to alleviate their concerns about beef production2. A nationally distributed press release about the BQA program was published in 146 outlets, reaching an audience of more than 78 million consumers. Josh White, executive director of producer education at NCBA, participated in 16 consumer-facing radio interviews, which were aired 700 times and reached more than 22 million consumers 2. The BQA program was also brought to digital platforms like YouTube, Hulu, Spotify, Facebook, Instagram and Twitter. By introducing consumers to BQA and the beef industry’s science-based animal care standards, the NCBA Issues Management and Media Relations team is providing consumers with a reason to feel good about purchasing and consuming beef.

AHEAD OF THE MEDIA CURVEBALL

In addition to developing targeted messaging to address consumer concerns, the team also enacts “reactive issues response.” In other words, when a new study features false or misinterpreted data that places beef in a negative light, the team works with third party and in-house experts to issue a response to media and other stakeholders with accurate fact- and science-based information. When a popular mainstream publication’s article includes incorrect data about the beef industry’s impact on greenhouse gases, the team reaches out to the reporter to clear up the misinformation and provides scientific resources to help them understand the facts. The team also offers to participate in an interview with third party or in-house experts in the fields of nutrition, sustainability, safety, product quality and culinary if the reporter would like to learn more about beef industry topics.

Since the beginning of the 2020 fiscal year, the team has sent 50 such responses 2., one of which was in reply to the “Golden Globe Awards Goes Meatless” announcement. The Hollywood Foreign Press Association (HFPA) announced a plant-based menu would be served at the Golden Globes awards event. The decision, according to HFPA, was made to raise awareness about how the food system – specifically animal agriculture – contributes to climate change. In response to the HFPA’s decision, the team issued a media statement about the sustainability of U.S. beef production and the minimal impact of reducing meat consumption. The statement was picked up by 24 editorial and broadcast media outlets, such as Bloomberg, Yahoo! Finance, Hollywood Reporter and Drovers. These media efforts resulted in a total reach of more than 105 million consumers 2.

These reactive responses ensure that consumers are receiving correct information while also helping the team build relationships with reporters that could potentially lead to a follow-up story about beef. “The next time reporters are writing a story about beef or climate change, they know that they can come to our team for information and expert resources,” Tilliss says.

NCBA’s Checkoff-funded Issues Management and Media Relations team is dedicated to protecting beef’s image and those involved in the beef industry.

“We’re really grateful to farmers and ranchers for continuing to support this important work that we’re doing on their behalf,” Tilliss says. “We appreciate everything they do, and from our side, we’re trying to create an environment where they can do even more of their work and be even more successful.”

rancher holding bucket

Frequently Asked Questions

To help consumers understand that healthy animals produce healthy food, the National Livestock Producers Association (NLPA), a contractor to the Beef Checkoff, and the Kentucky Beef Council (KBC), released a new video series “Telling Your Antibiotic Story.” Launched in late March, the first video outlines how producers understand the need for careful antibiotic stewardship and work hard to use antibiotics responsibly. Many producers believe there is a disconnect between what they are doing every day and what the public hears. This video campaign is an effort to bridge the gap between the producer and the consumer.

Kentucky State Beef Council producers attended the 9th Annual Antibiotic Symposium for the first time in October of 2019. They were inspired by the events and conversations there as they learned about the importance of communication and transparency.

The National Institute for Animal Agriculture (NIAA), hosted the symposium with the theme, “Communicating the Science of Responsible Antibiotic Use in Animal Agriculture.” Kentucky producers, along with other attendees, learned how positive, effective communication with the public could shift consumer attitudes. An interactive event held by Iowa State University’s Greenlee School of Journalism and Communications gave these producers the tools and communication strategies to tell their stories more confidently.

“When we’re able to share the story of cattle producers to others where animal care is not part of their everyday life, it brings a whole new perspective,” says Anna Hawkins with the KBC.

The chairman of the NIAA Antibiotic Council, Dr. Eric Moore, says producers play a big part in telling the antibiotic story and being transparent about usage. “Develop and practice your message; say you have the best interests of your animals and environment in mind. Understand that you’re doing the right thing and be proud of it.”

Antibiotics play a critical role in the beef industry, and when used appropriately, are a helpful tool for producers in safeguarding the health of their cattle and promoting high-quality beef. The Beef Checkoff is committed to continuing antibiotic research, education and outreach. The NLPA and KBC will continue to cultivate and share those messages of what producers are doing on their operations to ensure a safe and nutritious beef product for consumers through the “Telling Your Antibiotic Story” campaign.

Watch the campaign video.

students in classroom

Frequently Asked Questions

High school and middle school classrooms around the country could soon see a new addition to their curriculums. The American Farm Bureau Foundation for Agriculture, contractor to the Beef Checkoff, has enlisted beef-science and education professionals to successfully develop two beef-production, science-based courses to help familiarize students with the beef industry. A majority of Americans do not have a basic understanding of where their food, fiber and fuel comes from. As city populations grow the disconnect from agriculture widens, and that audience is the focus of The Beef Checkoff’s current effort. This comes from the belief that the solution to this problem is better, more focused education.

“Educating youth through science education about beef production is important because the agriculture industry relies on a scientifically literate society,” said Rick Henningfeld, education director for The American Farm Bureau Foundation for Agriculture.

The curriculum will show, from field to fork, how cattle farmers and ranchers are implementing sustainable practices and utilizing science standards to produce high-quality beef that’s enjoyed around the world.

The pilot for the new curriculum began in November of 2019 in classrooms in Oregon, Georgia, Arizona, Oklahoma, Texas and Tennessee. The goal of the pilot was to gather teacher feedback and student samples. From there, it will be scored according to Next Generation Science Standards (NGSS), a set of K-12 science-content standards that establish expectations for what students should know and be able to do. The NGSS score is an important measure designed to ensure the beef-science curriculum is meeting nationwide science standards and is viewed as an important part of school lesson plans. The goal is to receive NGSS badging in early 2020 and then start introducing the curriculum nationwide through the National Science Teaching Association.

With consumers getting further removed from production agriculture, today’s youth can benefit from learning about the real ways beef producers utilize science-based methodology in their daily operations. These high school and middle school curriculums have the potential to truly impact the way young people view agriculture and beef products in the future. The Beef Checkoff is actively working to ensure this curriculum comes to life.

rancher looking out at pasture

Frequently Asked Questions

The Beef Promotion Operating Committee (BPOC) is one of the most influential and impactful producer-led committees in the beef industry, making major funding decisions on Beef Checkoff investments and priorities.

When the Beef Promotion and Research Act was first passed as part of the 1985 Farm Bill, many state beef councils were already working together and conducting checkoff-funded programs through the Beef Industry Council. The Act recognized this state effort, and by law allowed for half of the dollar to remain in the state to fund state programs and promotion. Then, to guarantee state and national programs were coordinated, the Act created the BPOC to ensure funding decisions about checkoff programs as well as decisions regarding which organizations to contract with and carry out the program.

The BPOC develops the annual checkoff budget, which is then approved by the Cattlemen’s Beef Board (CBB) and the U.S. Department of Agriculture. Programs and projects must remain in the areas of promotion, research, consumer information, industry information, foreign marketing, producer communications and must drive beef demand.

The Operating Committee has a unique makeup, with 20 members total from two different entities: 10 members are elected by the CBB, while the remaining 10 are selected by the states through the Federation of State Beef Councils. No checkoff program or project is approved unless two-thirds of Operating Committee members vote to accept it. This means that a program must have recognized value in order to earn the consensus needed to be successfully funded. By formulating a committee that reflects both national and state priorities, the Beef Checkoff is better equipped to spend dollars more effectively and efficiently.

Every August, members of the CBB and Federation of State Beef Councils gather at the industry’s annual Summer Business Meeting to review funding proposals from various checkoff contractors and make recommendations based on industry and producer needs. The BPOC then convenes in September to establish the final funding recommendations for the upcoming fiscal year.

cheeseburger on plate at restaurant

Frequently Asked Questions

Recently, Burger King, the second-largest burger chain in the U.S., announced it would begin serving another version of the iconic Whopper using an all-vegetarian patty. Burger King’s adoption of this plant-based, alternative patty is a big move in the primarily beef-focused foodservice arena, providing consumers greater access to alternative proteins. What does this mean for the beef industry?

Well, Americans love beef, especially burgers. It’s a fact. Americans consume roughly 50 billion burgers a year, with the average American eating three hamburgers a week3. There is even a national day dedicated to the love of the hamburger. National Burger Day, a day of appreciation for hamburgers, fell on May 28th this year. In 2018, ground beef accounted for 40 percent of dollar sales and half of last year’s pound sales4. All of these facts confirm that beef is what consumers continue to love, buy and eat.

Still, more and more restaurants and stores are offering plant-based alternative proteins to give their consumers greater variety on their menus and their shelves. Many restaurants and food service businesses that have latched onto this trend. While the trend is still growing, it is important to note that meat alternatives only represent a fraction of pounds sold, registering at 0.1 percent share in 20185.

The main selling points for companies producing plant-based, alternative proteins revolve around the environment, nutrition and animal welfare. They contend plant-based proteins require fewer natural resources, including water and land, and emit fewer greenhouse gases when compared to the beef production system. Another view is based upon the common misconception that red meat is bad for the human diet. Lastly, these companies use emotional tactics to tell consumers that, by opting to eat plant-based proteins, they can keep animals from being slaughtered and consumed.

These selling points may attract a certain type of consumer. However, the Beef Checkoff has taken significant measures to bring beef to the consumer forefront and position it as one of the world’s most desirable proteins.

When it comes to sustainable production processes, the beef industry has moved forward in leaps and bounds. Producers are constantly looking for new ways to produce more beef with fewer resources. In fact, today, U.S. beef farmers and ranchers are able to produce the same amount of beef with one-third fewer cattle than they did in 19776. The checkoff-funded lifecycle assessment gives consumers and the industry a clear picture as to what beef sustainability looks like today.

When it comes to health, the Beef Checkoff works with dietitians and physicians regularly to educate them on the health benefits of including beef in an everyday diet. The checkoff-funded Beef. It’s What’s For Dinner. brand serves as the consumer-facing resource dedicated to educating individuals through webinars, seminars, fact sheets, cooking lessons, nutrition research and more on the ways lean beef contributes to a healthy lifestyle. Research shows that consumers consider beef one of the best sources of protein7.

Ironically, meat eaters are the target audience for many of the companies promoting plant-based, alternative proteins. Their campaigns have centered around their products’ amazing similarity, texture and taste compared to beef. On April Fools’ Day, Burger King “fooled” some beef-loving restaurant goers into thinking they were eating the Whopper’s original beef patty when they were actually eating the newly introduced plant-based patty instead. The reaction was overwhelming, with many saying they couldn’t believe how alike the two options tasted.

“Beef has one ingredient—beef. While plant-based alternatives, consisting of dozens of ingredients, have demonstrated similarities to beef, it’s important that consumers understand exactly what they’re eating and where it came from,” states Janna Stubbs, Cattlemen’s Beef Board member from Alpine, Texas. “The beef industry has worked hard to be transparent and give consumers the high-quality beef they seek and trust to feed their families.”

The Beef Checkoff has dedicated valuable resources toward consumer and market research to determine how consumers think about beef and alternative proteins, as well as where they are spending their protein dollars. In 2019, annual projected beef consumption is more than 58 pounds per capita versus beef substitutes measuring in at a few ounces per capita8. Furthermore, the U.S. Retail Beef Demand Index has increased by almost 15 percent since 2012. This increase in demand is being driven by consumer beef expenditures, which reached an all-time high in 2018 of more than $105 billion9.

Consumer marketing is also a big priority. For consumers to continue buying beef, the Beef Checkoff must invest in initiatives that increase beef’s visibility and appeal. The Beef. It’s What’s For Dinner. brand has created a series of social media ads that clearly position beef as one of the top proteins and address meat alternatives head on.

The Beef Checkoff also targets consumers who are actively searching for information on topics like beef sustainability—effectively disputing the claims made by companies producing plant-based alternatives—and driving them toward the Beef. It’s What’s For Dinner. website for accurate information.

The Beef Checkoff works to leverage resources in the most impactful areas so producers can be confident that consumers are purchasing their superior products. Listening to consumers and adapting to their purchasing decisions are key to the beef industry’s success. Much is still on the horizon when it comes to alternative proteins, but the Beef Checkoff will continue to identify ways to position beef as the number one protein choice amongst consumers and drive demand for beef.

Frequently Asked Questions

Costco Meat Case in KoreaInvesting dollars toward foreign market development is one of the most significant ways the Beef Checkoff drives demand for beef. Competition is fierce on the global stage, and the checkoff works diligently to persuade foreign countries that U.S. beef is their best choice. As a result of the checkoff’s efforts, more consumers around the world want the high-quality products U.S. cattlemen and women produce.

That’s why beef producers understand the importance of using checkoff dollars to promote U.S. beef in foreign countries. The U.S. Meat Export Federation (USMEF) is a subcontractor to the Beef Checkoff that carries out this mission. From attending international food events and conducting training sessions to working with retailers and encouraging restaurants to feature U.S. beef, the USMEF’s hands-on efforts put U.S. beef on more dinner plates around the world.

Korea has now become one of the leading U.S. beef markets in the Pacific, less than a decade following street protests opposing the reopening of the market. In 2018, beef exports to Korea increased 30 percent year-over-year in volume and jumped 43 percent in value, increasing from $526 million in 2017 to $1.75 billion in 201810. A big factor contributing to this gain was Costco officially converting its imported chilled beef selection from Australian to 100-percent-U.S. beef. This multi-year effort by USMEF to persuade Costco store managers to carry U.S. beef has resulted in a wider selection of U.S. beef cuts available to consumers.

USMEF DiamondTo continue increasing the visibility of U.S. beef, USMEF has established the Diamond Plus Precious Gourmet Selection awards. These awards encourage Taiwanese restaurants to serve and promote U.S. beef. According to Davis Wu, USMEF director in Taiwan, Diamond Plus Precious honors restaurants that demonstrate “the spirit of dependable and faithful partners who support U.S. beef products and promise to provide high-quality U.S. beef cuisine to Taiwanese consumers.” The USMEF first presented these awards in 2018 and will continue to honor deserving restaurants – choosing 20 each year. By creating an incentive for Taiwanese restaurants to feature high-quality U.S. beef, the Diamond Plus Precious awards are helping U.S. beef establish a stronger foothold in that country, while also providing consumers clear and accessible ways to learn about the best restaurants offering these products.

USMEF Diamond CeremonyIn Japan, USMEF has been conducting a series of training sessions for cooking instructors. The goal is to show these educators the variety of ways to cook and serve U.S. beef, so they can then introduce these creative methods to their students. Rika Yukimasa, a well-known cooking instructor in Japan, has helped USMEF in the campaign, providing cooking tips and sharing information about U.S. beef’s quality attributes with fellow instructors. Tapping into U.S. beef’s superior quality and versatility is an impactful way to spur interest in the product. One training session, during which the USMEF explained the U.S. beef production system, drew thousands of participant applications of which 50 were selected.

When it comes to directly connecting with the Japanese consumer, USMEF’s Tokyo office has launched a social media campaign to promote U.S. beef while also encouraging consumer participation. USMEF’s Instagram, a photo-based social media platform, has been calling on consumers to share their experiences with U.S. beef at home and at restaurants. Individuals who share photos of U.S. beef “pound steak” are eligible for prizes. The pound steak campaign was followed by a “My Pound Steak” Instagram event to further encourage photo sharing of this great product. This social media effort is bringing U.S. beef to a platform where consumers are most active.

Japan pound steak“The number of active Instagram users now exceeds 29 million in Japan – up 150% from a year ago,” said Takemichi Yamashoji, USMEF director in Japan. “Realizing the popularity of social media and how consumers are using it to make decisions on what to eat, USMEF will keep focusing on these kinds of activities to more widely and effectively convey information on U.S. beef.”

The superior quality of U.S. beef has no bounds. The checkoff’s goal has always been to drive demand for beef. With programs like these in place, the checkoff is introducing high-quality beef to consumers who may never have enjoyed it before but will now continue to request it from their grocers and restaurants. Visibility is key, and U.S. beef producers recognize that investing dollars in these efforts is necessary to maintain and drive demand, so prices can remain strong even during more challenging times.

two woman talking on a ranch

Frequently Asked Questions

This May, 2019, urban educators from around the nation traveled to Kansas and New York where they learned the principles of STEM (Science, Technology, Engineering, and Math) through the “On The Farm” experience.

Pioneered by the American Farm Bureau Foundation for Agriculture (AFBFA), contractor to the Beef Checkoff, the On The Farm STEM experience offers a first-hand look at beef production. It brings educators together with ranchers, researchers and veterinarians to see how they apply STEM concepts in the beef industry every day. The program’s goal is to increase participants’ agricultural knowledge and encourage them to better connect STEM with agriculture in their classrooms and curriculums. Over the past three years, AFBFA has engaged more than 200 education leaders, including those from the top 10 urban school districts in the nation.

“Prior to this On The Farm experience, I would have never thought to use hands-on STEM connected to agriculture, but now, I see immediate applications to tie what I’ve learned into science classrooms.” – Jennifer Mayo, Portland Public Schools.

As generations of consumers become further and further removed from agriculture, the need and demand for these experiences continues to grow. This is especially true in urban school districts, such as Los Angeles Unified School District (CA), Broward County School District (FL), Portland Public Schools (OR) and New York City Department of Education.

By investing checkoff dollars toward programs like the On The Farm STEM experience, beef producers are able to educate participants about the food system – resulting in a stronger pasture-to-plate connection.

These national events are moving the needle by enhancing beef perception and intent to consume while also increasing exposure to state programming. Pre- and post-event assessments administered to On The Farm participants indicated major changes in their perceptions of beef after attending the event.

purple sky

Frequently Asked Questions

In 2017, the Beef Checkoff began offering free Beef Quality Assurance (BQA) certification. Currently, more than 200,000 beef producers are BQA certified.

Beef producers are dedicated to responsibly raising, safe, wholesome, high-quality beef. Being BQA certified tells consumers that producers have a commitment to delivering a product that is backed by science-based standards. Certification also addresses many questions that consumers have about beef production.

“It only takes a few hours of watching modules and answering questions but serves as a checklist for producers to make sure they are using the latest management practices,” says Josh White, Executive Director of Producer Education for the Beef Checkoff. “We have seen time and time again how consumer confidence is positively affected when BQA standards are followed, and producers have shown their commitment to producing quality beef by being BQA-certified.”

Become certified or re-certified for free at www.BQA.org/certification.

digital billboard in new york

Frequently Asked Questions

Beefshi was front and center in New York City’s Times Square this past March as the North American Meat Institute (NAMI), a contractor to the Beef Checkoff, introduced the Big Apple to the new items created for the 2019 campaign. Beefshi is a creative, new fusion-food concept that uses prepared beef products like bologna, summer sausage, corned beef and pastrami as central ingredients in sushi.

The theme of the Times Square promotion was “Your Sushi is getting Beefed Up!” Giant, colorful images of Beefshi and a link to Beefshi.com towered above Times Square for all to see.

“Americans have always loved beef, and over the past few decades, their love of sushi has catapulted,” said Eric Mittenthal, vice president of public affairs at NAMI. “In fact, sushi is one of the fastest-growing categories in supermarket deli departments. Therefore, we couldn’t think of a better way to celebrate National Deli Meat Month than focusing on the marriage of beef and sushi.”

Last year, during the retail-focused Annual Meat Conference, hundreds of retailers sampled three Beefshi recipes, and 55 completed a short survey that captured their reactions. Overall, 95 percent of those who tried the Beefshi creations liked them – while half of the retailers said they would make sense at the supermarket.

Working with multiple state beef councils and a chef trained at the Culinary Institute of America, NAMI has developed eight new Beefshi recipes – adding to eight recipes created in 2018. These recipes are intended to introduce the concept and inspire consumers, retailers and foodservice operators to develop their own Beefshi creations.

By finding new and creative ways to market beef, the checkoff is helping drive demand every day. Learn more about Beefshi – including recipes, how-to videos and nutrition facts – at Beefshi.com.