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Frequently Asked Questions

For 40 years, the Beef Checkoff has worked to keep beef relevant, trusted and in demand. From consumer advertising and nutrition education to research, retail partnerships and foreign marketing, Checkoff-funded programs help connect beef with consumers at home and around the world. In this third installment in a four-part series, here are 10 more facts about how the Beef Checkoff drives demand for beef.

  1. Consumer research helps the industry understand shoppers’ evolving preferences, perceptions and purchasing behaviors.
  2. Programs equip nutrition and healthcare professionals with science-based beef nutrition research and resources.
  3. Efforts reach restaurants, culinary leaders, grocery stores, retail partners and foodservice audiences.
  4. Beef. It’s What’s For Dinner. content helps build consumer trust by showing the people, families and communities behind beef production.
  5. Classroom resources help students learn how beef fits into agriculture, nutrition and sustainable food systems.
  6. Teacher-focused programs bring beef production into classrooms through curriculum, farm tours, webinars and educational resources.
  7. Research provides science-based information on beef nutrition, beef safety and product quality.
  8. Influencer partnerships help reach new consumer audiences with beef messaging and recipes.
  9. Beef. It’s What’s For Dinner. advertising campaigns run in traditional print publications and on social media, websites and Connected TV like Netflix, Hulu, Peacock and more.
  10. Sports partnerships help beef reach fans, families and young consumers through team sponsorships, athlete partnerships, stadium promotions and performance nutrition education.

Frequently Asked Questions

For 40 years, the Beef Checkoff has worked to drive demand for beef through promotion, research and education. Since the program’s first Checkoff-funded work began in 1986, the beef industry has changed — and the ways beef is promoted, researched and positioned with consumers have changed along with it.

Here are Beef Checkoff 40th anniversary stories, videos and podcast conversations that look back at key milestones, producer-led investments and the demand-building work that continues today.

Frequently Asked Questions

The Beef Checkoff is a grassroots program led by volunteer cattle producers and importers and overseen by the Cattlemen’s Beef Board (CBB) and the U.S. Department of Agriculture. Here’s a quick, simple snapshot of how Checkoff-funded work moves from an idea to action:

  • After being nominated by a certified state beef industry organization and appointed by the U.S. Secretary of Agriculture, volunteer beef industry leaders set the direction on the CBB.
  • The CBB is made up of producer and importer volunteers from across the country who help guide, approve and evaluate how Checkoff dollars are invested. These leaders represent every segment of the beef industry, from small cow/calf producers to backgrounders to feedlot operators. Importers also serve on the CBB because they pay into the Beef Checkoff through assessments on imported beef, beef products and live cattle.
  • National, nonprofit, industry-governed organizations (known as Checkoff contractors) submit project ideas annually to the CBB via “Authorization Requests.”
  • These Authorization Requests are proposals for Checkoff-funded programs in areas such as promotion, research, consumer information, industry information, foreign marketing and producer communications.
  • Program committees, composed of producers and importers on the CBB and Federation of State Beef Councils, review proposals, evaluate ongoing programs, and consider whether the work aligns with industry priorities and the Beef Industry Long Range Plan.
  • Producer-led committees review the work and send recommendations to the Beef Promotion Operating Committee (BPOC), a group of 20 beef producers from the CBB and the Federation of State Beef Councils.
  • The Beef Promotion Operating Committee (BPOC) develops funding recommendations for the Cattlemen’s Beef Board, which approves the final plan of work for the next fiscal year, subject to USDA approval.
  • Contractors do not decide how Checkoff dollars are invested; they are reimbursed for approved work on a cost-recovery basis and cannot make a profit from Beef Checkoff work.
  • Checkoff-funded programs are evaluated throughout the year using contractor updates, program goals, key performance indicators and external reviews to measure results, identify opportunities for improvement and help ensure Checkoff dollars are used effectively.

The Beef Checkoff is producer and importer-led from start to finish. Contractors help implement the work, but volunteer industry leaders guide the priorities, review the programs and make the funding decisions.

Frequently Asked Questions

From menu ideation to national club store partnerships, the Beef Checkoff’s Channel Marketing team works behind the scenes to help partners sell more beef and sell it better.

What is Channel Marketing?

A consumer sees a Beef. It’s What’s For Dinner. recipe and image on a national club store website. A steakhouse launches a new menu item. A retailer educates staff on beef quality, cooking and nutrition. How do these projects get off the ground? Through valued partnerships with the Checkoff-funded Channel Marketing program at the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff.

What’s important to keep in mind is that the majority of beef must go through a channel partner to ultimately get to the consumer. A “channel partner” is any business that helps connect beef with consumers after it leaves production — including grocery retailers, restaurants, distributors, manufacturers and e-commerce platforms. That’s why it’s so important for the beef industry to cultivate relationships with these partners. What many producers don’t see is the years of relationship-building, education, culinary ideation and partnership development that often happen behind the scenes before beef ever reaches the consumer in a new way.

Working Across the Marketplace

The Channel Marketing team works with partners across the beef supply chain to help keep beef visible where consumers shop and dine nationwide. Here’s a look at just some of the brands that work with NCBA’s Channel Marketing team through the Beef Checkoff.

Foodservice

  • Brinker International
  • Fatburger
  • Texas Roadhouse
  • Bloomin’ Brands
  • Panera Bread
  • McDonalds
  • Red Robin

Retail

  • Walmart
  • Sam’s Club
  • Costco
  • Albertsons
  • Kroger

Distribution & Manufacturing

  • Sysco
  • US Foods
  • Performance Foodservice
  • UniPro Foodservice
  • Branding Iron
  • Stampede Meat

Supporting Beef’s Visibility

Channel Marketing partnerships provide a range of tools and resources designed to keep beef visible, relevant and inspiring to consumers — both in-store and online. The team works with partners to support:

  • Product pages and online beef education
  • Point-of-purchase materials (including in-store signage, labeling and shopper education)
  • Digital campaigns
  • Online shopping tools and promotions on retailer apps

These efforts help connect consumers with beef wherever they shop and make purchase decisions.

How Partnerships Happen

Channel Marketing partnerships don’t happen overnight. Some projects may come together in a matter of weeks, while others can take months — or even years — to move from initial conversations to launch.

The process often begins with Channel Marketing working closely with partners to understand their business, priorities, and the challenges and opportunities they face. Whether it’s helping a retailer better educate shoppers about beef cuts and preparation, supporting a restaurant chain as it explores new menu ideas or manages cost pressures, or equipping distributors with training for sales teams, these efforts are developed in partnership to meet each partner’s unique needs. From there, the Channel Marketing team works alongside partners to help provide solutions and resources through:

  • Market Research
    • Consumer trends and preferences
    • Sales data and shopper insights
    • Weekly wholesale price updates
  • Cut Resources
    • Cut charts, videos and guides
    • Product quality research and information
    • Nutritional data and resources
  • Beef Production
    • Sustainability and animal welfare
    • Online training programs (Beef U)
    • Beef Quality Assurance (BQA)
  • Marketing Materials
    • Raw and cooked imagery
    • Infographics and fact sheets
    • Resources and education for consumers

Throughout the process, the focus remains on helping partners better understand, market and sell beef while keeping beef visible and competitive in the marketplace.

Even after a campaign or menu item launches, the relationship often continues through ongoing education, content support and collaboration as consumer trends and business needs evolve.

From Idea to Menu

Here are some real examples of how the Channel Marketing team helped channel partners solve problems and drive beef sales.

Problem: A foodservice chain partner needed to identify cost-effective menu options amid rising beef prices while maintaining consistency with their existing offerings.

Solution: The Channel Marketing team evaluated alternative cuts that could seamlessly integrate into current dishes without compromising quality or guest experience, providing practical solutions aligned to the foodservice chain’s operational and financial goals.

Problem: A leading burger chain needed help expanding and introducing quality beef offerings.

Solution: The Channel Marketing team facilitated a culinary ideation session focused on relevant cuts, emerging trends and evolving consumer preferences. They prepared six on-site dish concepts for live evaluation and delivered additional ideas for continued exploration.

“A lot of the work we do happens long before consumers ever see the final product in a restaurant, grocery store or online. These partnerships are built over time through education, collaboration and helping our partners find practical ways to keep beef visible and competitive in the marketplace.” – Jill Rittenberg, senior executive director of channel marketing at NCBA.

Support Behind the Scenes

Much of the work happening throughout the process isn’t always consumer-facing. From training and education to production tours, the Beef News Now e-newsletter, and other communications like the Beef Means Business LinkedIn channel, Channel Marketing works to provide partners with tools, education and resources that help them better understand and market beef.

In Fiscal Year 2025, the Channel Marketing team reached 250+ channel decision makers through:

  • 6 beef production tours
  • 4 culinary ideation sessions
  • 10 educational sessions and trainings

Additional educational and digital outreach efforts continue to expand the program’s reach across the supply chain with:

  • 5,000 Beef U graduates annually
  • 4,200+ newsletter subscribers
  • 45%+ newsletter open rate

From restaurant menus and retail meat cases to digital shopping tools and operator trainings, Channel Marketing efforts help keep beef present where purchasing decisions are made.

Frequently Asked Questions

Beef Finds Value Around the World

Demand for beef doesn’t end at the domestic meat case or restaurant menu. Around the world, customers value different cuts, flavors and eating experiences — and those preferences create opportunities to capture more value from every carcass.

Building Demand Market by Market

Through Beef Checkoff-funded foreign marketing efforts, the U.S. Meat Export Federation (USMEF) works in key international markets to build relationships, identify opportunities and position U.S. beef with buyers who value its quality. The goal is straightforward: move each beef cut or variety meat item to the market where it brings the strongest value.

In many cases, that market is here at home. But international customers are often willing to pay more for some cuts and variety meats because those products fit their food culture, menus and consumer demand.

Adding Value

That matters to producers because export value is reflected in the overall value of fed cattle. In 2025, U.S. beef export value equated to $391.94 per head of fed slaughter. While that was down from the year before due largely to limited access to China for much of 2024, export value strengthened in early 2026. Through January-March, export value averaged $431.66 per head, up 2 percent from that period in 2025. In March, export value reached $456.56 per head, the highest monthly average in 12 months1.

Today’s cattle market is being shaped by tight supplies, consistent beef demand and consumers who continue to pay for beef at higher prices.

Exports are one part of that demand picture. They are not the only reason cattle prices are strong, but they help broaden demand for beef beyond what we sell here at home. That is especially important for cuts and variety meats that may not command the same value here in the states. When more parts of the carcass find customers who value them, exports help support the overall value of the animal — and that contributes to a stronger demand base for beef.

Variety Meats Are a Bright Spot

One of the clearest examples of export value is beef variety meats, such as liver, heart, tongue, kidneys, tripe, and more. These products often command limited value in the domestic market, but in many countries, they are in strong demand. In 2025, beef variety meat exports equated to 25 pounds per head of fed slaughter, valued at more than $45 per head. Tongue exports alone accounted for more than $15 per head, with tripe, livers and lips adding additional value1.

That demand has continued into 2026. Variety meats like beef tongues and livers have been a major bright spot, with export value setting a monthly record in December 2025, then topping that mark again in January and March. In March, beef variety meat export value reached $135.6 million, up 50 percent year-over-year. March volume reached 29,062 metric tons, the largest monthly total in nine years1.

Matching the Cut to the Market

Different markets value different parts of the animal. In Japan, beef tongues are highly valued. In Japan and Korea, thinly sliced short plate is used in beef bowls, hot pot and tabletop grilling. Egypt is a market for livers, and Mexico is an important destination for many round and chuck cuts as well as variety meats.

Those differences help U.S. beef compete globally. While U.S. beef is often higher priced than beef from other exporting countries, international customers continue to value its taste, quality and consistency. That premium position helps create demand beyond commodity pricing alone.

Opportunities Ahead

Today, Japan is the leading volume market for U.S. beef and second in value, while South Korea leads in value and ranks second in volume. Mexico, Canada and Taiwan complete the top five in both value and volume. Looking ahead, established markets like Korea, Japan and Taiwan remain priorities, while improved access in the United Kingdom and Saudi Arabia creates new opportunities. If U.S. beef regains access in the Chinese market, recapturing market share in China will also be a major focus. Africa also represents a long-term growth opportunity that will require steady market development.

Bringing it Back to the Producers

Exports are not a replacement for strong domestic demand. They are an additional way to strengthen the value of U.S. beef by matching more cuts and variety meats with the customers who value them most. From tongues in Japan to short plate in Korea and livers in Egypt, global demand helps make more out of every carcass. Demand does not stop at our borders — and neither does the opportunity to bring more value back to U.S. cattle producers.

Frequently Asked Questions

Glen Klippenstein of Maysville, Missouri will be honored with the Cattlemen’s Beef Board’s sixth annual Beef Checkoff Visionary Award on Tuesday, July 14, during the Checkoff Highlights Session at the 2026 Cattle Industry Summer Business Meeting in Denver, Colorado. This award recognizes an individual in the beef industry who has demonstrated exemplary support of and commitment to the Checkoff’s goals and vision. Watch the video and read more below to learn about Glen’s story.

“Glen is one of the true Beef Checkoff pioneers,” said Cheryl DeVuyst, 2026 chair of the Cattlemen’s Beef Board. “He’s a lifelong cattleman, and he stepped up when he saw beef demand declining in the 1970s and 1980s. Glen’s ideas and achievements changed our industry for the better in so many ways, and he truly deserves this year’s Beef Checkoff Visionary Award.”

Born on a diversified crop and livestock farm in Saskatchewan, Canada, Klippenstein and his family moved to Pennsylvania in 1948. After graduating as the valedictorian of his high school class, Klippenstein studied at Penn State University under the mentorship of famous cattleman and professor Herman Purdy, a farm adviser to then-President Dwight D. Eisenhower. After graduating from Penn State, Klippenstein farmed in Pennsylvania for several years and started to build a herd of high-quality Hereford cattle. During this time, Klippenstein met his future wife, Linda.

In 1966, Klippenstein forged a partnership with his friend Kirk Pendleton. The new venture prompted the Klippensteins to move their family and farm from Pennsylvania to Maysville, Missouri, where Klippenstein and Pendleton launched Glenkirk Farms. Over the next 28 years, Klippenstein’s work in Hereford breeding made a tremendous impact. He sold approximately 7,000 bulls, 7,000 females and tens of thousands of units of semen to 22 countries. During that time, Klippenstein also imported some of the first fullblood Simmental cattle into the United States.

Throughout the 1970s and 1980s, Klippenstein saw beef demand declining and strongly believed the industry needed to take action. He and other producers began to push for a $1-per-head national Beef Checkoff. Klippenstein served as one of the original members of the Beef Board, which held its first meeting in the fall of 1986.

“We were losing producers like crazy,” Klippenstein recalled back in 1990-1991. “So, we took the bull by the horns. And we got Congress to help us, which they finally did through legislation. And a whole checkoff program was begun.”

As chair of the Cattlemen’s Beef Board in 1990-1991, Klippenstein helped establish the rigorous financial and auditing practices that continue to ensure Beef Checkoff funds are used appropriately. Those practices are still in use today, including rules that Checkoff contractors cannot make a profit from their work or use any funding for political purposes. Klippenstein’s innovative spirit also contributed to the development of Checkoff programs aimed at consistently providing consumers with high-quality beef.

In addition to his years spent on the Cattlemen’s Beef Board, including as the 1990-1991 chair, Klippenstein’s years of service in the cattle industry include a term as chair of the American Polled Hereford Association, six years as director of the National Cattlemen’s Beef Association and nine years as CEO of the American Chianina Association. His influence stretched beyond the cattle industry when he served as a Missouri State Senator from 1993 through 1994. He returned to the legislature as a Missouri State Representative from 2010 through 2012. During his years in office, Klippenstein consistently educated fellow lawmakers and constituents about the value of agriculture.

Today, Klippenstein and his wife Linda have four children and nine grandchildren. He and his son Brian continue to actively manage a small Hereford herd near Maysville, Missouri.

“Glen is a prime example of a true cattleman who saw an opportunity to step up for his industry,” said Greg Hanes, CEO of the Cattlemen’s Beef Board. “He’s been absolutely tireless over the years, between raising great cattle and sharing his love and respect for agriculture. All of us at the Cattlemen’s Beef Board congratulate Glen on yet another achievement as he receives the 2026 Beef Checkoff Visionary Award.”

Frequently Asked Questions

For many consumers, grilling beef can feel intimidating — but Girls Who Grill is helping change that. As summer grilling season heats up, the Checkoff-funded campaign is giving women hands-on opportunities to learn about beef, build confidence at the grill and share that confidence with family, friends and online audiences.

Originally developed as a national program by the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, Girls Who Grill brings together influential women to learn more about beef and how to prepare it on the grill through in-person events. The campaign was designed to reach lifestyle influencers — from travel and fashion to parenting and photography — whose audiences may not have a direct connection to cattle production but represent an opportunity for beef education and inspiration.

Why Grilling Confidence Matters

The idea came from a simple insight: grilling can be intimidating. For many consumers, especially those who have not grilled steak before, questions about cuts, grilling methods, seasoning and doneness can make beef feel less approachable. Girls Who Grill creates an open, welcoming environment where women can ask questions, learn from experts and feel more comfortable grilling for their friends and loved ones.Two women stand together holding rub to use while grilling

From a National Idea to State-Led Events

The inaugural Girls Who Grill event was held in 2024 in Texas, hosted by Pitmaster Erica Roby and Houston Chef Marcia Smart. The second event was hosted by cattle producer and recipe creator Kaylee Stevie in Washington State in 2025. Attendees at the first two events posted content on social channels that reached nearly 900,000 consumers and generated more than 27,000 engagements.

After the success of those two events the program was expanded into a larger national effort, giving state beef councils the tools to bring Girls Who Grill events to their own markets. The program includes a customizable toolkit with recipes, design templates, supply lists, media alerts and other planning resources to help states execute events while tailoring them to local audiences and priorities.

With the flexibility to customize, 26 state beef councils have been involved in planning and executing Girls Who Grill events, with 20 total events scheduled this year. Participating states for 2026 include Tennessee, Texas, Nebraska, Arizona, California, Oklahoma, Ohio, Wisconsin and many others.

Local Audiences, Local Priorities

Each event may look a little different. Some states invite social media influencers with large online followings, while others focus on college students, youth groups, extension educators, dietitians, nutritionists or retail partners. Menus, host locations and guest lists can all be adjusted to fit each state’s goals.

Hands-On Beef Education

At the center of every event is practical beef education. Attendees learn how to select and prepare different cuts, which cuts are best suited for hot-and-fast grilling or low-and-slow cooking, and how simple steps like proper seasoning, resting and cutting against the grain can improve tenderness and flavor.

Popular cuts often include quicker-cooking options such as Ribeye and Strip Steak. Events may also cover direct grilling, indirect grilling, smoking and grilling safety, along with hands-on activities like creating a compound butter, chimichurri or rub.

Producer Involvement

Producers also play an important role. When included in events, they help attendees better understand the people behind beef production by sharing how they care for cattle, manage their operations and raise high-quality beef. Featuring female producers is especially meaningful, helping build connection with women in attendance while showing the leadership and expertise women bring to the beef industry.

Turning Event Experiences into Broader ReachA group of women stand in front of a step and repeat banner for a photo. The banner has the Beef. It's What's For Dinner. and Pit Boss logos on it.

Beyond the event itself, attendees are encouraged to capture photos and videos on site, including Beef. It’s What’s For Dinner.-branded moments and beef dishes, then share those experiences with their own audiences. The long-term goal is for attendees to use what they learned to cook beef for family and friends, create new recipes, keep beef part of summer meals and talk positively about beef producers and all they do to raise high-quality beef. Attendees are not paid to attend or post; they share because they are interested in and inspired by the experience.

The Beef Checkoff is also extending the campaign’s exposure through summer media outreach, including a recent satellite media tour with pitmaster Erica Roby. The tour helped bring Girls Who Grill messages to a broader audience by sharing practical grilling tips and encouraging more consumers to confidently prepare beef.

“Barbecue is for everyone — and the grill is one of the best places to build confidence,” Roby said.

Building a Network of Beef Advocates

By helping more women feel confident choosing, preparing and sharing beef, Girls Who Grill is building a growing network of beef fans and advocates — from producers and pitmasters to chefs, recipe creators, healthcare professionals and moms feeding their families. For producers, that means more consumers gaining the confidence to choose beef, prepare it well and share that experience with others.

Frequently Asked Questions

Kalena Bruce and her husband and daughterBy Kalena Bruce, Stockton, Missouri

As we close out Beef Month and head into summer grilling season, one question keeps standing out, even to me as a beef producer: How is beef demand still so high even as prices at the meat case continue climbing and consumers continue tightening their budgets?

It’s no secret that today’s cattle cycle has created challenges throughout the beef supply chain. The U.S. cattle herd remains at historically low levels, supplies are tight and consumers are feeling pressure at the grocery store. According to the USDA Economic Research Service, wholesale beef prices were 19.7% higher in March 2026 than in March 2025 and are predicted to increase by 7.8% in 2026.

Yet consumers continue choosing beef. In fact, despite those higher prices, consumers increased both their spending and purchase volume during that same period. Over the four weeks ending April 19, 2026, beef generated $3.56 billion in retail dollar sales, up 7.5% year over year and outpacing competing proteins like chicken and pork.

That says a great deal about what consumers continue valuing most in their food purchases today. People genuinely enjoy the eating experience beef provides. Whether it’s a quick weeknight dinner or a meal shared during a special occasion, beef remains a product people look forward to eating. At the end of the day, consumers continue reminding us that taste still matters.

However, they’re also placing greater emphasis on protein and nutrition than in the past. In fact, the Beef Checkoff-funded Meat Demand Monitor found that nutrition and health have grown in relative importance in protein purchasing decisions since 2020, reflecting what researchers describe as a broader “pro-protein” mindset among consumers. And beef continues delivering the nourishment and satisfaction many families are actively seeking.

At the same time, beef offers versatility that fits naturally into modern lifestyles. Many households are becoming more strategic about the cuts and products they buy, leaning into options like ground beef and other meal solutions that help stretch budgets while still delivering the flavor, protein and quality they want. That flexibility matters because families are managing busy schedules, work and activities while still trying to put satisfying meals on the table.

As a wife and mom balancing work, family and a cattle operation, I appreciate how naturally beef fits into all kinds of meals and occasions. On busy weeknights, it might mean tacos, burgers or pasta dishes that come together quickly while still providing the nutrition and flexibility our family needs. And while practicality matters, I also believe consumers continue prioritizing beef because of the role it plays in bringing people together.

More Checkoff-funded research shows that grilling remains strongly connected to beef in consumers’ minds, especially during summer gatherings and celebrations. As a producer, I know raising cattle requires an enormous amount of care, commitment and responsibility, so I take real pride in knowing that beef becomes an essential part of all those memorable occasions.

Some of my own favorite summer memories are of kids running around outside while people gather near the grill talking and laughing. Moments like those are a reminder that beef continues playing an important role in family traditions and shared experiences, whether it’s a family cookout, backyard barbecue, graduation party, lake weekend or a quick dinner on the patio.

Beef’s emotional connection with consumers is also why it remains so important for our industry to continue listening and learning. Consumer expectations are constantly evolving and knowing what families value most about beef helps producers and industry leaders continue meeting consumers where they are.

Research funded through the Beef Checkoff helps our industry better understand those ever-changing consumer priorities. That includes their growing emphasis on protein, how they’re adapting their purchases during tighter economic times or which of their experiences and occasions continue driving beef demand. That research also informs programs like Beef. It’s What’s For Dinner., making it possible to share recipes and meal ideas aimed at helping families make the most of more affordable beef cuts while still enjoying the flavor, versatility and nutrition they want.

Taste. Nutrition. Special occasions. They all help explain why beef demand remains so resilient, even in today’s economic environment. Consumers may be adapting how they purchase beef, but they continue making room for it because it delivers what they still value deeply: flavor, nourishment and meaningful time together.

About the Author:

Kalena Bruce is a fifth-generation Missouri cattle producer, CPA and managing partner of Integrity Squared, a public accounting firm she founded more than a decade ago. She and her husband, Billy, operate a commercial cow/calf operation and are raising their family in southwest Missouri. Bruce currently serves as Secretary-Treasurer of the Cattlemen’s Beef Board.

Frequently Asked Questions

Women serving spaghetti to a young boyFor nearly 35 years, Checkoff-funded Beef. It’s What’s For Dinner®. has been a highly recognized advertising campaign. For many, it’s a familiar tagline. For cattle producers, it represents much more than that. It’s an outlet to show their way of life and their long-term investment in producing high-quality beef.

Today, Beef. It’s What’s For Dinner. works in a very different environment than it did in the early 1990s. Instead of television and print doing most of the heavy lifting, today’s consumer promotion happens largely online. At the center of that effort is BeefItsWhatsForDinner.com — the Beef Checkoff’s primary, consumer-facing digital platform and the main hub where national promotion, nutrition education and producer storytelling come together.

Evolving With the Consumer

Consumer habits are changing. More Americans are turning to digital media, not just for recipes, but also for answers about how their food is raised, what it contains and how it fits into a healthy lifestyle.

In fiscal year 2025, BeefItsWhatsForDinner.com recorded more than 6 million visits from consumers across the U.S. On average, visitors viewed 2.5 pages per session, resulting in more than 15 million pages of Checkoff-funded content and recipes delivered in just one year.

This traffic comes from multiple sources:

  • 2.3 million visits from Google paid search (when consumers click on beef ads that appear in Google search results)
  • 1.8 million visits from Google organic search (when consumers find beef content naturally in their search results without clicking on an ad)
  • 800,000 direct visits (consumers typing BeefItsWhatsForDinner.com directly into their browser)
  • 470,000 visits from social media (clicks from platforms like Facebook and Instagram)
  • 400,000 visits from display and banner advertising (digital ads placed on other websites)

Each of those visits represents an opportunity to reinforce confidence in beef, its taste, its nutrition and trust in the people who raise it.

Driving Consumers to the Site

BeefItsWhatsForDinner.com isn’t working by itself. It is the destination point for a wide range of national promotion efforts designed to keep beef top of mind.

Streaming and digital advertising help place beef messaging in front of consumers where they already spend time — on streaming services, mobile devices and search engines. When someone Googles weeknight dinner ideas or high-protein meal recipes, Beef. It’s What’s For Dinner. is one of the first resources they see.

Influencer partnerships also play a key role. Culinary experts such as chefs Brooke Williamson and Tim Hollingsworth, pitmaster Erica Roby and butcher T.C. Turner bring beef recipes and cooking expertise to their own audiences. Registered dietitians like Amy Goodson and Stephanie Militano share science-based nutrition information.

When those creators develop beef recipes or educational content, it lives on Beef. It’s What’s For Dinner. properties as well as on their own platforms. Their followers are introduced to the brand and directed back to the site, where they can explore additional recipes and resources.

In addition, partnerships with food-focused outlets like Taste of Home and The Kitchn extend beef content to large consumer audiences. Many of those placements link directly back to BeefItsWhatsForDinner.com, bringing in new visitors to learn about beef.

Partnering with influencers is a straightforward strategy that meets consumers where they are, provides helpful content and guides them back to a trusted beef resource.

A Recent Refresh

Earlier this year, BeefItsWhatsForDinner.com went through an exciting refresh. The reason was simple: The way consumers search for information is changing.

More people now use voice search and AI-powered tools alongside traditional Google searches. To keep beef content visible and easy to find, the website was reorganized to make information clearer and more accessible.

Other elements of the refresh included:

  • A new look that reflects updated brand guidelines and presents beef in a clean, modern format
  • Adding more question-and-answer sections based on common consumer searches
  • Breaking up long paragraphs into shorter, easier-to-read sections
  • Expanding step-by-step cooking instructions and cut information
  • Strengthening references to credentialed experts and research sources

Simply, the site was built to be easier for both people and search engines to understand.

The goal with this refresh is to ensure that when a consumer looks for information about beef — whether it’s “How do I cook a chuck roast?” or “Is beef a good source of protein?”— BeefItsWhatsForDinner.com is the resource that shows up.

NEW: Brand Campaign

Supporting the website and digital efforts is a new national brand campaign shaped by consumer research conducted in Denver, Chicago and through a nationwide virtual focus group in 2025. This campaign is set to launch in late spring and early summer 2026.

Participants across Gen Z, Millennial and Gen X generations responded positively to messaging that highlighted beef’s versatility, universal appeal and ability to bring people together. They recognized beef’s role across a range of cuisines, occasions and everyday meals.

The new campaign brings together four key brand cornerstones: trust, taste, ease and wellbeing. It reinforces that high-quality, safe beef is raised by dedicated producers, delivers unmatched flavor and fits into a wide range of lifestyles.

Like previous campaigns, beef remains the focus. But this new campaign will connect production, nutrition and enjoyment in a more integrated way.

And when consumers engage with that campaign — through streaming ads, digital placements or social media — they are guided back to BeefItsWhatsForDinner.com, where deeper information, recipes and producer stories await. Producers will see additional creative and messaging as the campaign continues to roll out in the months ahead.

One Destination. One Mission.

From its early days as a television campaign to today’s digital platform, Beef. It’s What’s For Dinner. continues to evolve with the consumer.

BeefItsWhatsForDinner.com now serves as a central hub for that work — delivering millions of interactions each year, reinforcing beef’s value and ensuring that when consumers look for answers, beef is part of the conversation.

Explore the refreshed site and see today’s beef promotion in action by visiting www.beefitswhatsfordinner.com

Frequently Asked Questions

Jaslyn LivingstonNot long ago, it felt like beef had a target on its back.

Between headlines about plant-based alternative proteins, questions about how cattle are raised and shifting consumer preferences, there was a lot of speculation about beef’s future. As a young rancher, I heard those conversations just like everyone else — and like many producers, I wondered what they might mean for our industry long term.

Today, the conversation looks very different.

Beef demand is strong, even as prices remain high and supplies are tight. And that strength isn’t just anecdotal — it’s backed by data. Beef Checkoff-funded research like the Meat Demand Monitor (MDM), a monthly national survey of U.S. consumers, continues to show that consumers value beef for its taste, and that eating satisfaction plays a major role in their purchasing decisions.

In fact, a report summarizing the MDM’s findings from February 2020 to December 2025 shows that more than 85% of Americans today identify as meat consumers, and consumer willingness to pay for beef at retail has increased faster than inflation. Over that same period, the number of consumers identifying as vegetarian or vegan has declined from 14% to just 7%.

Furthermore, broader food and nutrition trends are working in beef’s favor. Protein continues to be top of mind for consumers, whether they’re focused on overall health, weight management or maintaining muscle as they age. Even the rise of GLP-1 medications has reinforced the importance of nutrient-dense foods, with many users prioritizing protein to support their health goals.

I occasionally run ultramarathons and enjoy strength training, and I’ve experienced firsthand how important nutrition is when you’re pushing your body to its limit. Athletes often tailor their diets carefully, focusing on complete protein to support muscle development and recovery. Increasingly, more Americans—even non-athletes—are thinking about food in those same terms.

That trend plays directly to beef’s strengths as a flavorful, nutrient-dense protein. It’s also reflected in the continued recognition of lean beef as part of a healthy dietary pattern in the latest Dietary Guidelines for Americans, reinforcing what many of us in the industry have long known: beef can absolutely be part of a healthy lifestyle.

That recognition doesn’t happen by accident. Research and education play an important role in helping consumers access accurate information about beef. Producers are investing in nutrition research through the Beef Checkoff, and that research continues to explore beef’s role in healthy dietary patterns. Meanwhile, outreach to health professionals helps ensure science-based information reaches the people influencing what we eat.

On our ranch, we’ve seen that demand play out firsthand. Cattle prices have remained strong for the past two years. That’s a welcome change from years when we hoped to simply break even after accounting for feed, fuel and other input costs. Strong cattle prices reflect the reality that supplies are tight and demand for finished beef remains strong. Conversations with my neighbors suggest many operations are experiencing the same.

However, strong demand today doesn’t guarantee strong demand tomorrow. That’s why continued investment in building demand, expanding market opportunities and strengthening consumer trust matters.

Like many producers, I think a lot about what it will take to keep family operations viable for the next generation. Recent devastating wildfires near our ranch here in Nebraska are a reminder of just how quickly challenges can arise — and how deeply they can affect our communities. While there’s no single solution, continued investment in building demand, expanding market opportunities and strengthening consumer trust plays an important role in helping keep operations viable and our industry strong.

As I take on a larger role in our family ranch, I’m encouraged — not just by where beef demand stands today, but by the factors supporting it. My generation of cattle producers takes the future of this industry seriously. We want the opportunity to pass down healthy, viable operations to the next generation — just as previous generations did for us.

 

Jaslyn Livingston is a fourth-generation cattle producer from Broadwater, Nebraska, where she helps manage A Lazy L Ranch, LLC, with her family. The diversified operation includes cow-calf, feedlot and row crop production. She also serves on the Cattlemen’s Beef Board, helping guide Beef Checkoff programs focused on research, education and promotion.

Frequently Asked Questions

The Cattlemen’s Beef Board (CBB) has released its 2025 Impact Report. This report follows an updated format introduced in 2024, including the CBB’s annual financial statement and Beef Checkoff program evaluations all in one document.

“Even in a period of historically tight cattle supplies and higher retail prices, consumers continue choosing beef,” said Ryan Moorhouse, 2025 CBB chair. “That sustained demand doesn’t happen by chance. It reflects decades of strategic investment through the Beef Checkoff to promote beef, build consumer trust and reinforce its value in a competitive protein marketplace. The 2025 Impact Report highlights the measurable results of that work and the return it delivers to producers.”

The 2025 Impact Report provides a comprehensive overview of the FY25 Authorization Requests supported by the Beef Checkoff across its six program areas: Promotion, Research, Consumer Information, Industry Information, Foreign Marketing and Producer Communications. For each Authorization Request, the report details the responsible contractors and subcontractors, allocated budgets, program objectives and documented outcomes. It also outlines specific tactics, progress toward defined performance goals, key insights gained and measures of efficiency. Together, this information offers beef industry stakeholders a transparent, results-driven view of how Checkoff investments are being put to work.

Colorful graphics provide interesting data about producer attitudes on the Beef Checkoff, as well as current consumer trends and behaviors. Easy-to-scan QR codes quickly link to online resources about the CBB and the Beef Checkoff, including organizational structure, audited financials, governing documents, contractors, webinars, meetings and events, and the award-winning producer newsletter, The Drive.

Readers of the Impact Report will also find results from an independent review conducted by Agralytica Consulting in 2025. The firm assessed the breadth and depth of Checkoff-funded nutrition research and evaluated how effectively those findings are communicated to consumers. Additionally, Agralytica examined the research design, data management and application processes used in the Consumer Market Research and Meat Demand Monitor programs to ensure they meet high standards of rigor and relevance.

“I encourage anyone who wants a deeper understanding of how the Beef Checkoff is working on behalf of producers and importers to spend time with the 2025 Impact Report,” said Greg Hanes, CEO of the Cattlemen’s Beef Board. “It offers a clear, data-driven look at the programs and partnerships advancing beef promotion, research and education, while also identifying insights that will help guide our work in the years ahead. The Checkoff’s success is built on collaboration, and this report underscores the essential role it plays in strengthening beef demand and keeping beef the protein of choice.”

Frequently Asked Questions

Cattle producers Dr. Cheryl DeVuyst of Oklahoma, Terry Quam of Wisconsin and Kalena Bruce of Missouri are the new leaders of the Cattlemen’s Beef Promotion & Research Board (CBB). Elected by their fellow CBB members at the 2026 Cattle Industry Convention in Nashville, this new officer team is responsible for guiding the national Beef Checkoff throughout 2026.

DeVuyst, the 2025 vice chair, is now the CBB’s chair, while Quam will transition from his role as the 2025 secretary-treasurer to become the 2026 vice chair. Bruce is the newest member of the officer team, taking on Quam’s former responsibilities as secretary-treasurer.

DeVuyst and her husband, Eric, own DeVuyst Ranch, a cow-calf and stocker operation. DeVuyst is also a professor of agricultural economics at Oklahoma State University and head of its Ag Econ department. DeVuyst is involved with numerous agricultural organizations, including Oklahoma CattleWomen, Oklahoma Cattlemen’s Association, National Cattlemen’s Beef Association (NCBA), Oklahoma Farm Bureau, Pawnee County CattleWomen, Agricultural and Applied Economics Association and American National CattleWomen. She’s also a faculty advisor for the Oklahoma Collegiate CattleWomen and is a past board member of the Western Agricultural Economics Association.

“As I step into this role, I do so at a pivotal time for the beef industry,” DeVuyst said. “Producers are navigating a challenging environment shaped by tight cattle supplies, rising costs and an increasingly complex marketplace, all while consumer expectations continue to evolve. In moments like this, the role of the Beef Checkoff is more important than ever. It’s an honor to serve as chair of the Cattlemen’s Beef Board and to work alongside other producers and industry partners who share a commitment to protecting and strengthening beef demand.”

Vice Chair Terry Quam operates an Angus seedstock operation, Marda Angus Farms, in Lodi, Wisconsin. Since 1940, the farm has raised cattle that meet the needs of commercial cattlemen and purebred producers throughout the country. Quam has been a longtime, active member of his community and the agricultural industry at large. His activities and leadership roles include the Wisconsin Beef Council, NCBA, Farm Bureau, local and state Cattlemen’s associations, president of the Lodi Agricultural Fair, chairman of the University of Wisconsin Discovery Farms, the Cotton and Wisconsin Corn Boards and Wisconsin Corn Growers.

A fifth-generation farmer from Stockton, Missouri, Kalena Bruce is a licensed CPA with a B.S. in accounting from Southwest Baptist University. She is the managing partner of Integrity Squared, a CPA firm she started more than a decade ago. Bruce and her husband, Billy, also run a commercial cow/calf operation. Bruce is a member of Missouri Farm Bureau, NCBA, the Missouri Cattlemen’s Association, the Missouri Young Farmer & Rancher Committee and the American Foundation for Agriculture. She was also a member of Class XVIII Agriculture Leaders of Tomorrow.

“It’s a pleasure to welcome this talented team of officers as they step into their roles for 2026,” said Greg Hanes, CEO of the Cattlemen’s Beef Board. “Their diverse backgrounds, leadership and passion for beef will be instrumental as we continue advancing the Beef Checkoff’s work. I’m excited about what we can accomplish together as we focus on growing demand, strengthening consumer trust and supporting a strong future for the beef industry.”