Beef’s protein-packed saga features a sizzling central character and juicy plot line set in glamourous locations such as home kitchens, backyards and restaurants. While it is a familiar tale that many love, sharing it with new audiences is important. The National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, rolls out the red carpet for beef and shares its story of taste, versatility and nutrition with audiences of all ages. 

Setting the Stage
With 63% of consumers viewing farmers and ranchers as the most credible sources of information when it comes to production practices,¹ it is important for producers to share their stories. Making personal connections gives the public a glimpse into the daily lives of the people behind the product that is on family dinner plates and sets the stage for ongoing relationships. 

The Beef Checkoff shares positive stories about beef, positioning beef as the top protein with consumers and driving beef demand. NCBA works with national publications as well as lifestyle and news publications in major metropolitan areas, such as Sports Illustrated, Texas Monthly, Seattle Times, and Atlanta Magazine to place positive stories showcasing producers and the benefits of beef. Combined, these stories have, so far, reached more than 130 million consumers across the country. 

Online Stars
Working with food, culinary and agricultural influencers provides a way to amplify beef messages and to interact with consumer audiences through credible third parties. Influencers share their personal beef stories, recipes and tips to educate and inspire their peers and consumers. 

The program creates compelling consumer content collaboratively and provides educational opportunities for influencers to tell the beef story in a knowledgeable and authentic manner in their own voice but armed with relevant information. Selected influencers and organizations are a natural fit for the Beef. It’s What’s For Dinner. brand because they are passionate about beef, credible in their field, create visually appealing content and have a highly engaged national audience. 

Need a new recipe to try yourself? Check out recent influencer posts including Vindulge’s Green Chile Cheeseburger, Chef Brooke Williamson’s Bone-In Ribeye with Pistachio & Kumquat Gremolata, and The Savory Chopstick’s Korean BBQ Short Ribs. These recipes demonstrate the versatility of beef and that there is a beef cut that fits every budget and cooking skill level. So far in 2023, 23 influencers have created 75 posts sharing beef recipes, meals and stories from the ranch, reaching more than 15 million consumers and generating 1.3 million engagements. 

Take Two
Following a successful health professional mailing highlighting Beef in the Early Years in 2022, two additional toolkits were sent out to provide health professionals with science-based information about beef’s role in a healthy lifestyle. The kits aimed to equip healthcare professionals with valuable education, tools and resources they could then share with their patients and clients. 

As part of the effort, more than 3,300 Strong Minds, Strong Bodies toolkits were mailed to pediatric and family physician offices to showcase how beef can contribute to healthy growth and development for school-age children and teens. Each kit contained a letter to the health professional, a MyPlate teaching tool and a tear pad with tips and a beef recipe for parents. According to surveys following the toolkit mailing, 91% of professionals have already recommended beef to patients and 95% of consumers have prepared or plan to prepare a meal that includes beef. 

In addition, more than 850 Beef Nutrition and Heart Health cookbooks were sent to cardiologists and physicians, along with a cover letter from the author, relevant research and heart health consumer content. When recipients were asked about the information they received, one respondent stated, “The research studies were very informative for providing evidence for including lean beef in a healthy balanced diet.” 

The purpose of the Beef Checkoff's health professional outreach is to increase influencer and consumer understanding of beef’s role as a wholesome and nutritious food that can be a part of a healthy and balanced diet. By engaging with health and wellness influencers such as physicians, registered dietitians, health and fitness professionals, and credentialed media influencers, the Beef Checkoff continues to deliver the message that the beef people love is good for them too. The positive recommendations made by health professionals regarding beef's role in a healthy diet have a significant impact on shaping public perception and influencing nutrition guidance. 

From influencers sharing personal experiences with followers and reaching consumers where they find information on a daily basis, to connecting with health professionals from coast to coast, the Beef Checkoff finds innovative ways to make beef the star of the show. 

1 Consumer Beef Tracker January – June 2023