About the Promotion Program
In order to position beef as the number one protein, the Promotion program area focuses on broadcasting beef’s unique and core attributes. The program works to showcase the powerhouse nutrients beef provides, remind consumers of the unbeatable pleasure that beef brings to meals and bring attention to the men and women who raise beef for the world.
The Promotion program area continues to seek out new approaches to connect directly with consumers in meaningful ways so they can feel confident purchasing the beef and veal products they enjoy. Specifically, leveraging the vast, science-based nutritional information, supported by the U.S. Department of Agriculture (USDA) and the Dietary Guidelines for Americans, to showcase how processed beef products are nutrient-dense foods that can be part of a healthful, balanced dietary pattern keeping fat and sodium limits in mind.
The Promotion program area also continues to revolutionize and innovate veal marketing by communicating veal’s nutritional benefits and versatility. This includes connecting and inspiring consumers, channel marketers and foodservice operators with innovative veal recipes and menu solutions that align with today’s global trends.
Contractors With Projects Funded Under Promotion
Meat Institute (MI)/New York Beef Council (NYBC)
MI and NYBC create a favorable marketplace for veal. Fiscal Year 2027 initiatives include:
- Execute targeted e-commerce campaigns on grocery retail platforms, such as Instacart, to increase veal visibility and encourage purchases in established Northeast and Southeast markets.
- Partner with restaurant chefs to provide veal cut and preparation education, encouraging new menu applications and expanding opportunities for consumers to try veal.
- Feature veal at consumer tasting events and culinary festivals to showcase its flavor, versatility and ease of preparation while encouraging consumers to consider veal for at-home meals.
- Collaborate with culinary influencers and content creators to develop approachable veal recipes and educational content, supported by organic social media, paid digital advertising and updates to Veal.org.
2027 Funding (veal): $270,000
National Cattlemen’s Beef Association (NCBA)
NCBA manages the iconic Beef. It’s What’s For Dinner. brand to educate consumers and inspire them to purchase, prepare and enjoy beef. Fiscal Year 2027 initiatives include:
- Develop national Beef. It’s What’s For Dinner. campaigns and creative content highlighting beef’s taste, nutrition, ease of preparation and responsible production, including recipes, cooking videos and educational resources.
- Execute year-round consumer advertising across connected TV, streaming platforms, social media, paid search and other digital channels to increase beef awareness, engagement and consideration among targeted audiences.
- Maintain and enhance BeefItsWhatsForDinner.com with new recipes, cooking techniques, nutrition information and beef production resources, while improving search visibility and access to information through traditional and AI-powered search.
- Expand Beef. It’s What’s For Dinner. brand awareness through partnerships, sponsorships and consumer activations, including opportunities tied to youth sports, major sporting events, entertainment and culinary experiences.
2027 Funding: $9,000,000
