What started as a one-time event to promote beef has blossomed into a popular activity extended by state beef councils across the country. Girls Who Grill was developed by the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, to amplify beef’s summer grilling campaign with new audiences.  

The Girls Who Grill event invites women with various skill sets and areas of influence to learn more about grilling beef while networking with other women. The concept has expanded into a state-national event, executable by state beef councils with national coordination.

“We wanted this event to bring lifestyle influencers together to learn about beef and encourage women to get out and grill,” said Erin Kreymborg, director of influencer communications at NCBA. “It turned out to be all that and so much more.”

From travel and fashion to parenting and technology, influencers are sharing their picks, tips and tricks on social media. This audience often doesn’t have a connection with the cattle industry, and it is an important group to educate about beef so they can share with their followers. 

The inaugural Girls Who Grill event was held in 2024 in Texas and brought together lifestyle, fashion and travel influencers to learn about beef’s nutrition and versatility, and experience firsthand how to grill beef like a pro. BBQ pitmaster Erica Blaire Roby hosted the event at Houston Chef Marcia Smart’s Kitchenette Farm. The second event was hosted by cattle producer and recipe creator Kaylee Stevie in Ellensburg, Washington, in June 2025. 

“Partnering with the Texas Beef Council and Washington State Beef Commission made these events possible,” Kreymborg said. “They helped us find the right event hosts to create an environment where attendees felt good about cooking beef.”

Attendees at the first two events posted content on social channels that had a reach of nearly 900,000 and generated more than 27,000 engagements. In addition to the positive social media exposure, Girls Who Grill created a new network of beef advocates who continue to share information about beef.

State beef councils quickly recognized the potential impact this event could have in their states. More than 20 state beef councils have expressed interest in hosting Girls Who Grill events in 2026, inviting regional influencers to experience their local beef community.

“This is a great example of the state-national partnership, and we are excited to help states coordinate events in the future,” Kreymborg concluded. “The best part is state beef councils can make Girls Who Grill their own to meet the needs of their guests and producers.”