The Social Side of Beef
Today seven out of 10 Americans use social media to connect with one another1, engage with news content, share information and entertain themselves. With 72 percent of the public using some type of social media, the Beef Checkoff is reaching consumers where they are with cutting-edge social media campaigns on beef recipes, nutrition and beef production education.
There are currently 44 qualified state beef councils (QSBCs) executing individual, consumer-focused social media efforts. In addition to state-specific efforts, Beef Checkoff contractors run national brands and initiatives to drive demand for beef and veal on social media. Check out the impact these brands had in fiscal year 2021:
Beef. It’s What’s For Dinner.
Facebook – @BeefItsWhatsForDinner
Followers: 987,000
Overall Reach from Oct. 2020 to Sept. 2021: 449,908,244 users
Twitter – @Beef
Followers: 37,000
Overall Reach from Oct. 2020 to Sept. 2021: 17,373,977 users
Instagram – @BeefItsWhatsForDinner
Followers: 30,300
Overall Reach from Oct. 2020 to Sept. 2021: 13,876,492 users
Pinterest – @BeefForDinner
Followers: 17,800
Overall Reach from Oct. 2020 to Sept. 2021: 13,439,840 users
Veal – Discover Delicious
Facebook – @VealDiscoverDelicious
Followers: 5,175
Overall Reach from Oct. 2020 to Sept. 2021: 5,012,479 users
Twitter – @VealDiscover
Followers: 8,729
Overall Reach from Oct. 2020 to Sept. 2021: 1,318 users
Instagram – @VealDiscoverDelicious
Followers: 3,470
Overall Reach from Oct. 2020 to Sept. 2021: 60,443 users
Northeast Beef Promotion Initiative
Facebook – @NortheastBeefPromo
Followers: 4,682
Overall Reach from Oct. 2020 to Sept. 2021: 724,119 users
Instagram – @NortheastBeefPromo
Followers: 1,300
Overall Reach from Oct. 2020 to Sept. 2021: 73,398 users
American Farm Bureau Foundation for Agriculture
Facebook – @Foundation4Ag
Followers: 15,653
Overall Reach from Oct. 2020 to Sept. 2021: 292,006 users
Twitter – @AgFoundation
Followers: 5,512
Overall Reach from Oct. 2020 to Sept. 2021: 6,681 users
U.S. Meat Export Federation (USMEF)
USMEF has 17 offices across the world. Combined, these offices host more than 60 social media handles that reach consumers and trade and industry members. Here is the combined reach and number of followers of USMEF social efforts globally.
Overall Reach Overall Reach from Oct. 2020 to Sept. 2021: 24.7 million
Total number of followers in FY21: 1.105 million
The Beef Checkoff program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.
