b'OVERALL PERCEPTION OF BEEFNortheastNortheast consumer attitudes toward beef as a protein source areProgrammore favorable than their attitudes toward production practices. Overall, perceptions are lower than reported nationally, with more negativity towards raising cattle. These perceptions might be lower due to limited knowledge of the production process.Total U.S. Northeast H I G H L I G H T S 8% 11%20% 23%71% 66% BEEF ON THE TODAY SHOW Beef was featured on the Today Show with Hoda and Jenna in their Today Food segment. Through a Beef Positive Negative Neutral Checkoff-funded partnership with Homemade Cooking, a Passover braised Chuck Eye Roast made its TV debut PURCHASING BEEF DIRECTLY FROM A FARM IN THE NORTHEAST and affirmed that beef can be affordable and delicious Nearly 30% of consumers have purchased beef products directly fromfor family holidays. The Today Show has a national TV a farm in the Northeast and do so because they believe they receiveaudience of more than 1.4 million. better-quality products and want to support the local economy.13% have never 29%of consumers 12%have purchased Rural beef directly from a farm58%have not butPENN STATE BUTCHER APPRENTICESHIP 15% would considerUrban PROGRAM CLASS TAKEOVERNEBPI got involved with the Penn State Butcher 31% Apprenticeship Program in August and focused on Suburbanbeef carcass breakdown and cutting skills. The NEBPI team leads sessions on beef demand, Beef Checkoff Why Consumers in the Northeastresources and the versatility of beef cuts. Purchase Beef Directly From a FarmBetter quality product 56%Supporting the local economy 43%Increased confidence in beef 36%Following this survey, NEBPI revealed opportunities for continued success. Beef Checkoff-funded programs will share more quick-and- BEEF: THE PREFERRED PROTEIN OFeasy beef recipes, highlight beefs positive story, show how cattleTHE PENNSYLVANIA TRACK & FIELDare raised responsibly and feature the Northeast Beef Directory as aSTATE CHAMPIONSHIPS resource for locating local beef producers. Beef was recognized as the preferred protein of the To learn more about NEBPI, visit NEBPI.org.Pennsylvania State Track & Field Championships. Beef was promoted with samples, recipe inspiration and nutrition information among 2,600 student athletes Graph Sources: from 350 schools and 15,000 spectators. 1 Beef Tracker August 2023; National n=504. Qualtrics/PureSpectrum State Dashboard August 2023; Northeast Region n=503'