As the Federation of State Beef Councils celebrates its 60th anniversary this year, let’s step back in time and look at successful projects that have created a strong state/national partnership through the decades. The 2020s began with a global pandemic that changed how people shopped, ate and engaged with one another. 

When the pandemic struck in March 2020, restaurants immediately faced declining sales, however, consumers’ “stocking-up” behavior drove increased beef sales in value and volume at the retail level. As the world continued to recover from disruptions, there was plenty of good news for beef. 

Driving the demand for beef starts at the grassroots with a strong network of advocates willing to share beef’s positive message. A new beef advocacy program was developed in 2021 called Trailblazers, taking advocacy to the next level by giving participants the tools and training they need to promote beef to new audiences while addressing and correcting myths. The first group of ten Trailblazers completed the year-long training program and began sharing their stories from coast to coast, and the next cohort has been announced with their training underway. 

For the first time ever, the Dietary Guidelines for Americans recommended introducing solid foods, like beef, to infants and toddlers, in order to pack in every bite with protein, iron, zinc and choline. This guidance led to the development of the “Beef in the Early Years” campaign that focused on educating physicians and other health professionals on the importance of feeding beef to babies as an early complementary food and providing them with tools to support parents with the introduction of beef. With support from the Federation of State Beef Councils and several state beef councils, educational toolkits complete with parent resources were sent to a nationwide network of pediatrician offices and childbirth centers. 

Beef cruised into victory lane with the Beef. It’s What’s For Dinner. 300 race at Daytona International Speedway. For three years the event celebrated beef on and off the track through digital advertising, on-site promotions, sweepstakes, social media, public relations, television advertising and so much more. 

One of the cornerstones of the Federation is providing services to states, including website design, creative services and communications assistance. These resources offer state beef councils the support they need to manage resources effectively and efficiently. The Nutrition Seminar Program continues to be a popular option, which offers an opportunity for state beef councils to get closer to their state chapters of health professional groups by providing a nationally recognized expert to speak on a nutrition topic at that organization’s annual meeting. In addition, Federation-organized annual events such as the state beef council orientation and Partnerships in Action provide information on program strategy, current consumer trends and preferences, and an overview of beef promotions. 

While the first 60 years of the Federation of State Beef Councils have been filled with triumphs and tribulations, the future looks bright for beef as the Federation continues to strengthen the state and national partnership. For more information, visit www.ncba.org/federation.