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Frequently Asked Questions

Despite inflationary pressures and higher retail beef prices, consumer demand for beef remains robust, according to The Beef Checkoff’s market research. 2024 data shows fresh beef sales at retail are up 9.3 percent in value and 3.8 percent in volume compared to 2023, with ground beef and steaks driving growth. While beef faces price competition from chicken and pork, its superior taste, versatility and eating experience continue to appeal to consumers. The study also shows expected changes in consumer shopping and dining behavior and how Beef Checkoff dollars have helped prevent declines in beef demand. See the research.

Frequently Asked Questions

To enhance consumer education and highlight the people who raise cattle, the Beef Checkoff’s docuseries, “Cattle Calling,” released a new episode on the Rose Ranch. Located along the coast of Washington State, Rose Ranch has been in operation since 1923. For 100 years, each generation of the Rose family has come back to South Bend to play their part in producing high-quality beef, protecting the land and maintaining the family legacy. “Cattle Calling” fosters understanding and connection between consumers and the resilient men and women who steer the sustainable future of beef production. Watch the episode.

Frequently Asked Questions

UNPACKING CONSUMER PREFERENCES AND BUYING BEHAVIORS

Research is a cornerstone of the Beef Checkoff program, helping drive demand and build trust in beef. A successful beef industry is dependent on the decisions consumers make in the grocery store — that’s why it’s imperative that the Beef Checkoff understands consumers’ evolving preferences, perceptions and purchasing behaviors.

Once the Beef Checkoff understands the ever-evolving consumer audience and what drives their decisions, contractors can develop and activate more informed beef marketing efforts and campaigns.

TODAY’S BEEF CONSUMER

Executed by the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, the annual Checkoff-funded “Today’s Beef Consumer” report tracks consumer mindsets and trends, monitors issues and surveys the general landscape that has the potential to impact the food industry. Here’s a breakdown of the newly released research and findings:

RAISED & GROWN

RESEARCH

A majority of consumers (58%) rank beef above other proteins when considering their level of trust in the people who raise the animals. Of the individuals who are concerned about beef production (35%), the top priority is overall animal welfare.1

Seventy percent of consumers consider how their food is raised and grown when choosing a meal with protein. However, only one-fourth of consumers are actively changing their shopping behaviors based on sustainability claims.1,2

ACTIVATION

Knowing some consumers are concerned and make purchasing decisions based on how an animal is raised, Checkoff-funded Beef. It’s What’s For Dinner. develops videos highlighting families, communities and professionals working in the beef industry and their commitment to the land and cattle.

Targeting consumers on YouTube, social media and streaming TV services, these videos are successfully helping build consumer trust in the beef industry.

Before watching the videos, slightly more than 30% of consumers had a positive perception of how cattle are raised for food. These numbers more than doubled to more than 70% after watching the videos showcasing beef’s story and the people behind it.

Graph for Consumer Perception before and after viewing CBB videos

 

CONVENIENCE, VERSATILITY AND PRICE

RESEARCH

Most consumers spend less than 30 minutes preparing dinner on a weekday (60%) and over the weekend (54%). Beef is a convenient, versatile choice for a quick meal, as demonstrated by an uptick in beef consumption at home, with more than half of consumers eating ground beef as an ingredient (61%) or a hamburger patty (51%) and more than one third eating steak (38%) in the past week. 1, 3

  • 37% of consumers are looking for deals and coupons
  • 36% are eating out less
  • 28% are finding more ways to use leftovers
  • 27% are stocking up or freezing items more frequently

More than half (52%) of all consumers report using recipes at least weekly. In particular, consumers look for budget-friendly (52%) and quick recipes (49%) with engaging imagery (60%).4

ACTIVATION

Because consumers feel the pressures of inflation, they are looking for ways to save and be efficient with their grocery store trips. Recipe development by the Beef. It’s What’s For Dinner. culinary team showcases how consumers can prepare less expensive cuts of beef and how to do more with leftovers. Also, recipes are highlighted in categories such as “one-dish meals” and “30 minutes or less” to inspire convenient and accessible beef meals for all ages. Checkoff-funded content creator and influencer partnerships also showcase low-cost, simple beef recipes that are easy to make at home.

PRICE

RESEARCH

In 2024, the cost of eating out was more than four times higher than the cost of a meal at home. As more than one-third (35%) choose to cook at home more often, consumers are continuing to choose beef, as demonstrated by a 3.8% increase in pounds sold and a 9.3% increase in total sales value for retail beef compared to one year ago.1,8,9

As inflationary pressures continue, 13% of consumers say they plan to purchase more budget-friendly ground beef in the future. Ground beef represents 48% of beef sales in volume at the retail case, and pounds sold are up 3.5% compared to one year ago.1, 10

ACTIVATION

Beef. It’s What’s For Dinner. highlights the many ways families can utilize ground beef through engaging recipe collections that highlight comforting classics like chili or meatloaf to more innovative burger options. Beef. It’s What’s For Dinner. also provides consumers with
the best methods of cooking ground beef and a guide to understanding the different grinds. Videos with chef influencer partnerships cover “tips for cooking ground beef” and “prepping and cooking the perfect burger” and are delivered to consumers on YouTube and social media.

NUTRITION

RESEARCH

Eighty-eight percent of consumers sometimes or always consider if food is high in protein when choosing a meal.1

A majority (52%) of consumers rank beef above other proteins when considering which is a “great source of protein.” In 2024, 20% of consumers who were following a diet opted for a high-protein version, and 38% of consumers are paying attention to food labels when choosing what to eat.1,5,6

ACTIVATION

The Beef Checkoff funds human nutrition research to provide science- backed data that demonstrates beef ‘s role in a healthy lifestyle for infants, toddlers, adolescents and adults. Human nutrition insights featured on Checkoff-funded BeefResearch.org, highlight beef’s protein content and the nine other essential nutrients it provides in informational resources for families of all ages. Additionally, this research supports Checkoff-funded efforts to push beef’s nutritional benefits. Here are a just few ways this information is delivered to consumer and nutrition and health expert audiences:

  • Partnerships with leading, credentialed nutrition influencers to reach consumers via social media and blog posts.
  • Messaging in top-tier nutrition and health journals and e-blasts to provide health professionals with educational opportunities.
  • In-office educational toolkits delivered to doctor’s offices across the nation.
  • Interactive, educational-based events to engage nutrition and health experts (physicians, dietitians, and other health and wellness specialists) on understanding beef’s role in wellbeing.

EATING EXPERIENCE

RESEARCH

  • 86% of consumers indicate they always or often consider taste when choosing what protein to eat at home.
  • On average, since 2019, 57% of consumers say beef outranks other proteins when it comes to taste.7

ACTIVATION

From mouthwatering recipe videos to engaging, recipe-centered social media content to partnerships with chefs and influencers to advertisements across digital platforms and streaming services, Beef. It’s What’s For Dinner. efforts position beef as the tastiest option.

 

Sources:

1Consumer Beef Tracker, 2024.

2Kantar Sustainable Transformation Practice, 2024.

3Annual Meat Conference, The Power of Meat 2024.

4Recipe Insights Survey, 2023.

5IFIC; Greenwald & Associates; ID 993725

6ShopperScape Health & Wellness 2.0 Deep Dive, May 2023-24

7Consumer Beef Tracker, 2019-2024.

8Circana POS and consumer data, 2024.

9Circana, 1/1/23 – 10/8/23 – 1/1/24 – 10/6/24 Fresh Beef Sales by Volume and Value, Data Ending 10/6/2024.

10Circana, Year to Date Retail Protein Sales 40 weeks ending 10/6/24.

Frequently Asked Questions

For beef farmers and ranchers across the country, the Beef Checkoff plays a crucial role in funding research, education and promotion efforts that help strengthen the beef industry by driving demand. However, the producer and importer-led program can be complex. Where the money goes, who sits on the board, and whose watchful eye keeps everything following USDA-AMS guidelines can be confusing and is not always straightforward. To bridge this knowledge gap, the Cattlemen’s Beef Board (CBB) created the Checkoff Academy — a unique educational initiative that provides producers and industry stakeholders with an in-depth look at how their Checkoff dollars are being used and managed.

What is the Checkoff Academy?

The Checkoff Academy is designed to educate beef producers on the inner workings of the Beef Checkoff program. This academy offers customized sessions that each qualified state beef council or other beef group can tailor to meet the specific needs and priorities of their local producers. This customization ensures that each session is as relevant and impactful as possible, addressing specific topics that resonate with attendees.

Sessions can range from shorter introduction sessions to a full-day program and cover a variety of topics that help deliver Beef Checkoff information in an in-person format.

“The Checkoff Academy was designed with transparency in mind,” said Andy Bishop, CBB chair. “This allows producers to gain a clearer understanding of the program and encourages them to get involved.”

Key Topics

Each Checkoff Academy begins with an interactive “get to know you” activity, helping the team understand participant backgrounds and expectations. From there, topics are tailored to the specific needs of the audience. Common topics include:

  • History of the Beef Checkoff: This session explores the challenges the beef industry faced in the 1970s and 1980s that led to the creation of the Beef Checkoff program.
  • Beef Checkoff 101: An overview of the program’s structure, how funds are regulated and the CBB board member selection process.
  • Checkoff Collections 101: A deep dive into the complex collections process, often the most interactive segment as it addresses specific questions from producers, sale barns, importers, direct-to-consumer businesses and more.
  • QSBC and CBB Relationship: An explanation of the roles of the Qualified State Beef Councils (QSBCs) and the CBB and how they work together to benefit the beef industry.
  • Funding & Program Successes: A showcase of current programs funded by the Checkoff, emphasizing real-world impact.

In addition to these core topics, the Academy explains how producers can access online resources about the Beef Checkoff, helping them stay informed and engaged with the program.

Reaching Producers Across the Country

Since its inception in 2022, the Checkoff Academy has been held in numerous locations across the U.S., including Oklahoma, Wisconsin, South Dakota, Washington, Pennsylvania, Kentucky, California and New York. To date, more than 700 producers have participated, gaining valuable insights into the program’s structure and objectives.

The Academy also works to clear up common misconceptions about the Checkoff program. “There’s a lot of misperceptions about the Checkoff, and we really feel that it’s important for producers to understand how their Checkoff money is being spent,” said Carey Brown, COO of the Kentucky Cattlemen’s Association, while at the Checkoff Academy in Lexington, Kentucky over the summer.

Expanding the Reach of the Checkoff Academy

Moving forward, the CBB aims to extend the Checkoff Academy beyond state beef councils and cattle associations, hoping to reach members of other industry organizations like Farm Bureaus, cattlewomen groups and breed associations. This expansion will help more beef producers access the Academy’s resources, fostering greater transparency and engagement in the Checkoff program.

“The biggest key message of the Beef Checkoff Academy is that we want producers to know that their dollars are being used effectively…in the most meaningful way to drive demand for beef,” said Davis Gidney, CBB Checkoff education manager and program facilitator.

How to Get Involved

Producers interested in learning more about the Checkoff Academy or hosting a session for their association group are encouraged to reach out to the Cattlemen’s Beef Board office. With its focus on education and transparency, the Checkoff Academy empowers producers to better understand the program they fund and trust that their dollars are being managed responsibly and strategically to support the future of beef.

Frequently Asked Questions

Frequently Asked Questions

In this podcast episode of Casual Cattle Conversations with Shaye Koester – Wanner, Kentucky cattle producer and Cattlemen’s Beef Board chair Andy Bishop and North Dakota rancher Jason Schmidt explain how the Beef Checkoff operates and address producer concerns. Learn more about how your contributions are making a difference and get answers to some of your most-asked questions submitted by producer listeners. Listen to the episode here.

Frequently Asked Questions

On this episode of The Stock Exchange podcast, Sarah Metzler, Cattlemen’s Beef Board’s Senior Director of Organizational Communications, chats with Will Jordan about the Beef Checkoff. Get the inside scoop on who can be a contractor, the role of USDA oversight and how the CBB financial team operates. Tune in here.

Frequently Asked Questions

On this episode of The Drive in Five, see how the Beef Checkoff drives beef demand in cities like New York, Boston, Philadelphia and more through the Northeast Beef Promotion Initiative. Also, get the scoop on FY25 funding and upcoming programs.

Frequently Asked Questions

Science teachers on farms? Yep, it’s happening. An On The Farm STEM event in Kentucky, hosted by Beef Checkoff contractor, the American Farm Bureau Foundation for Agriculture (AFBFA), offered teachers a chance to see beef producers in action. Now, they’re taking that experience back to their classrooms to show the next generation what it means to produce beef the right way. By connecting with the young minds of schoolchildren through their teachers, the Beef Checkoff engages with tomorrow’s beef consumers today.

Agriculture Meets Education

This summer, 25 educators — including classroom teachers, district leaders, university professors and representatives from partner organizations — participated in a three-and-a-half-day immersive beef production experience in Kentucky. The group, representing 20 states and a diverse range of educational environments — from rural, suburban K-12 schools to urban and post-secondary institutions — gained valuable insights into the beef industry.

Attendees visited Branch View Angus, the University of Kentucky, Eden Shale Farm, Blue Grass Stockyards and What Chefs Want, a wholesale restaurant food distributor. Prior to the event, participants attended virtual webinars on ‘Science Through the Lens of Agriculture,’ ‘Exploring Sensemaking Using Topics in Agriculture’ and ‘Using Agriculture Topics to Drive Learning in Science.’

These tours and webinars offered educators the opportunity to deepen their understanding of equitable, three-dimensional learning within the context of agriculture, helping them integrate agricultural concepts into diverse educational settings.

“We aim for educators to recognize the importance of food and agriculture in science education, gain confidence in implementing next generation science standards-aligned practices and summarize agricultural systems,” said Brian Beierle, the science and education lead for AFBFA. “Ultimately, the goal was for educators to leave with a concrete plan to incorporate agriculture-based, specifically beef-funded agriculture resources into their classrooms within a year.”

In a post-event survey, participants rated their experience highly, giving it an average score of 4.8 out of 5. Most reported a significant increase in their understanding of beef production as a result of the event. Before the event, only 12 percent of participants held a positive view of how cattle are raised. However, following the On The Farm STEM experience, that number soared to 75 percent, with participants expressing a ‘strongly positive’ perception of cattle production practices.

“The most impactful thing was to see individuals who are experts in what they do, to have the opportunity to see what they do, to hear how they do it and to learn from them,” one event participant said. Another said, “The event gave a complete picture of the beef industry, from birth to shelf – and all the environmental impacts were addressed.”

Program Growth

Originally, On the Farm STEM began as an event for children’s book authors. However, as AFBFA identified educational needs, they recognized the potential for an immersive experience connecting educators to the science behind beef production, efficiency, sustainability and resilience in agriculture. The demand for On The Farm STEM events has skyrocketed, with a 325 percent increase in applications since 2020.

Early iterations of the event focused primarily on tours, but the program has since evolved into a balanced blend of hands-on experiences and academic support. “We now work closely with educators to tailor the experience to their local curriculum demands and provide them with resources for direct implementation,” Beierle said.

Also, the program has grown to include state-level events. Events took place last summer in New York, Colorado and Kansas, with plans to equip more state beef councils to partner with educational agencies at the local level to further scale the event.

“Today, the program is regarded as a leading professional development opportunity for teachers, meeting the evolving needs of educational systems,” Beierle said. “On top of that, the program opens doors for students — through their teachers — to college and career pathways they might not have otherwise known about. This can lead to some pretty significant outcomes: a more diverse future workforce, more room for innovation and future consumers who are better equipped to navigate conflicting claims. It’s all about opening dialogue between agricultural communities and education to create lasting, beneficial partnerships.”

For more information about the On The Farm STEM experience visit www.onthefarmstem.com

Frequently Asked Questions

INSIDE THE CULINARY HUB OF THE BEEF CHECKOFF

Culinary arts are at the core of the Beef Checkoff because, at the end of the day, the ultimate measure of consumer support and satisfaction lies in beef’s great eating experience. The Beef Checkoff is a leading voice and resource for beef culinary knowledge, experiences and innovation worldwide. This vision comes to life within the Checkoff-funded Beef. It’s What’s For Dinner. Culinary Center.

Located inside the National Cattlemen’s Beef Association’s (NCBA) headquarters in Centennial, Colorado, the Culinary Center is so much more than a kitchen – it’s a hub for fostering innovation and culinary exploration. Many Beef Checkoff-funded programs and initiatives are housed in this space, including new recipe development and cooking techniques, exploration of new cuts and technologies, influencer and chef partnerships, media tours and foodservice innovation sessions. Whether directly or indirectly, all Beef Checkoff-funded programs, from promotion to research to consumer information, leverage the data and insights generated at the Culinary Center.

HISTORY

The official Beef Checkoff Culinary Program launched when the National Livestock and Meat Board and the National Cattlemen’s Association merged in 1996. The Culinary Center initially operated at the NCA office in Chicago before being relocated to Centennial, Colorado, in 2001.

From the beginning, the program has led to the development of hundreds of culinary publications, along with countless cooking demonstrations, product tests and many educational seminars. Now, the program’s culinarians and chefs are conducting webinars. Historically, more than 2,500 beef recipes have been developed, changing over time to fit consumer cooking trends and preferences.

RECIPE HUB

Currently, there are more than 1,000 active recipes on the Beef Checkoff-funded Beef. It’s What’s For Dinner. website, most of them developed by the Checkoff’s culinary team and the rest by influencer chefs and industry professionals. The Beef. It’s What’s For Dinner. website receives 8.8 million visitors annually.

On average, the culinary team develops 25 recipes each year. These recipes are typically in line with seasonal campaigns, like the upcoming Beef. It’s What’s For Dinner. Summer Grilling campaign, where inspirational recipes will be categorized as Grilling Favorites, The Tastiest Burgers, BBQ for You or Flavorful Smoked Beef Recipes.

The Beef. It’s What’s For Dinner. website is the central location for all recipes. In addition to recipes, cooking guides, and other consumer information, there are cutting guides, cut charts, menu inspirations and additional culinary information for industry professionals.

Promotion and advertising efforts — from social media to traditional print consumer publications to commercials on streaming services like Hulu and Paramount+ — drive people back to the Beef. It’s What’s For Dinner. website. There, consumers are inspired to try new recipes and purchase beef.

female chefCULINARY TEAM EXPERTISE

Today, the Culinary Center has grown and evolved from its relatively humble beginnings, featuring consumer and foodservice food production and testing. Two in-house executive chefs share duties, with one focusing on consumers and the other concentrating on business-to-business efforts.

The Executive Chef of Innovation and Culinary Services leads the culinary catering and recipe development functions as well as product culinary exploration.

The Executive Chef of Outreach and Education provides culinary expertise, content development and education to culinary professionals throughout the beef industry, including restaurant operators, food service distributors, retailers and manufacturers. This chef also works with culinary educators and state and national culinary associations.

In addition to recipe development, the culinary team extensively researches beef cuts, looking for new ways to apply cooking techniques like the use of pressure cookers, and how to better the craft of beef preparation. The practice of “beef cookery” also takes place, testing and developing optimum cooking times for various cuts of beef. Not all people want a recipe; they may want guidance on how to cook a particular cut, such as a steak on the grill, or safe food handling techniques. Contributors like Ph.D. meat scientists also come in to advise on new cuts and cooking exploration, and nutritionists counsel on nutrition values.

The executive chefs and culinary team also collaborate with notable chefs and leading culinary experts from around the globe to provide consumers with highly engaging content and reliable beef information.

PROGRAM COLLABORATIONS

Beef. It’s What’s For Dinner. partners with celebrity chefs, culinary instructors and other subject matter experts to create educational and inspirational content for consumer audiences. These partnerships result in multiple video series filmed in the Culinary Center and released on YouTube, social media platforms and streaming services. The videos highlight the pleasurable eating experience and versatility of beef. Recent video series have showcased familiar and famous chefs to attract viewers through:

  • Beef Substitutes: Turning a traditionally non-beef recipe into a beef recipe.
  • Making the Most of Your Meals: Making two recipes, with the second being made from leftovers of the first.
  • Tips & Tricks: Chef’s personal tips for making the best beef meals. This series garnered 6.7 million video views.

CULINARY CENTER EVENTS

Foodservice innovation sessions are also happening in the Culinary Center. Leading companies from quick service restaurants to fast casual to manufacturer partners have worked with the Culinary Center to get help with menu development, explore current trends and market insights, experiment with new cuts and cooking methods or expand existing beef items into new menu concepts. The Beef Checkoff collaborates with a restaurant’s executive team to explore ways to improve existing beef menu items or create new items to increase customer satisfaction and beef sales.

Additionally, educational webinars for industry partners and State Beef Councils, inspiration demonstrations, ideation sessions, cutting and cooking demonstrations, influencer video sessions, recipe photography, educational videos and tours all happen at the Culinary Center.

SATELLITE MEDIA TOURS

Another compelling use of the Culinary Center are satellite media tours, or SMTs. During these sessions, TV and radio stations nationwide dial into the Culinary Center to join the Beef. It’s What’s For Dinner. team and chat with beef subject matter experts, chefs and nutritionists about a predetermined, newsworthy topic that often also includes beef recipes. Three to four media tours occur annually, with topics ranging from heart health, tailgating, back to school, sustainability, summer grilling and the holidays, among others.

During a typical media tour, TV and radio broadcasters conduct approximately 20-25 interviews within a number of hours. These interviews are redistributed and posted multiple times, resulting in more than 1,000 placements on TV, radio and online.

These cumulative efforts drive beef sales and boost consumers’ positive perception of beef. In addition to national efforts, the Beef. It’s What’s For Dinner. team also leverages culinary programs on the state level.

STATE SUPPORT

State Beef Councils utilize the Beef. It’s What’s For Dinner. team to develop recipes, conduct educational webinars for influencers or industry partners, assist with various on-site events and consult on recipes and other culinary needs. New this year, the culinary team will be supporting State Beef Councils with recipes specifically developed for their market needs. The goal is to create eight new recipes directly supporting the states this year.

From its inception to its present-day initiatives, the Culinary Center is a hub for innovation and collaboration, shaping the landscape for the Beef Checkoff’s promotional efforts and driving beef sales.

Explore all the beef recipes and resources at BeefItsWhatsForDinner.com.

Frequently Asked Questions

Frequently Asked Questions