My Beef Board Members 
Select State... 
two ranchers looking out into pasture

Chefs in the Pasture and Ranchers in the Kitchen

Chefs and restauranteurs can have a significant impact on the beef industry’s success. Those who choose beef can develop new beef recipes that support beef demand, and they often act as beef advocates and representatives. They’re committed to delivering the high-quality beef their customers love – that’s why it’s essential they’re educated and confident in today’s beef production practices.

The Checkoff-funded Beef. It’s What’s For Dinner. brand, managed by the National Cattlemen’s Beef Association (NCBA) in partnership with Chef’s Roll, a global culinary community, developed a unique and new video series to bring beef producers and chefs together. This video series takes chefs directly to the ranch, teaching them about cattle’s lifecycle and the process from pasture to plate. These chefs get a first-hand look at the care producers who follow the Checkoff-funded Beef Quality Assurance program put into producing high-quality beef. This series then shows the producers’ experiences as they tour the chefs’ restaurants to see how some of their most popular and complex beef dishes are made.

The three videos were shared with the Chef’s Roll culinary community through multiple social and digital channels, with their Instagram posts reaching nearly 800,000 culinary professionals. Through this video effort, thousands of chefs across the country are now enlightened on environmental stewardship, cattle handling techniques, quality control and animal welfare priorities. Watch as producers and chefs work together to deliver high-quality beef.

Executive Chef Ryan Clark of Casino Del Sol and Santa Fe Ranch Manager Dean Fish

Executive Chef Kathryn Mathis of BackdoorBBQ and feedyard manager Tom Fanning

Executive Chef Mark Keiser of Oak Steakhouse and 3rd generation cow-calf owner & farmer Kristy Arnold


Related Content

Up Next

Educating with Purpose

Your complimentary subscription is waiting.

The Drive

Subscribe to The Drive

Get the latest beef industry facts, statistics and stories showcasing the real ways your Checkoff dollars drive demand for beef here at home and around the globe.

Delivered by mail, email or both – The Drive is always complimentary.

Sign Up Today  Fill 1 Created with Sketch.