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Frequently Asked Questions

How Checkoff-Funded Research Strengthens Beef’s Role in Health and Nutrition Conversations

In today’s changing food landscape, consumers are questioning everything from nutritional benefits to the best protein sources. Now more than ever, consumers are turning to healthcare professionals and dietitians as the most trusted sources for what foods to eat or avoid.1

That’s why the Beef Checkoff invests in human nutrition research and outreach efforts to provide these influential audiences with science-backed beef research and information.

“Science education for the public is more important than ever,” says Dr. Shalene McNeill, executive director of nutrition science at the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff. “We’re not just funding research. We’re extending that research into the medical and scientific communities — and increasingly, to the public — in a way that provides needed education and builds trust in beef.”

From Research to Real Impact

Beef Checkoff efforts not only fund research but also ensure the results of those studies extend to nutrition scientists, physicians, dietitians, and ultimately, the public.

In September, the Beef Checkoff’s nutrition team convened a workshop for scientists, helping train the next generation of PhDs and RDs in how to communicate their findings responsibly and effectively. That workshop was part of a larger push to expand the impact of beef-focused science in public discourse, not just among scientists, but also health professionals, through media outlets and social media.

“We’re proud to support scientists as they take their research beyond academic journals,” McNeill said. “Our goal is to ensure the public has science-based information so they can make informed decisions about enjoying beef as part of a healthy diet. Researchers who conduct Beef Checkoff supported research are some of the nation’s most respected scientists. It’s important the public hears from them and we help extend their work to the public for broader impact.”

Study Spotlight: Red Meat and Obesity

A recently released study examined whether unprocessed red meat contributes to obesity. Obesity affects 40 percent of adults in the U.S. and elevates the risk of chronic diseases such as cardiovascular disease, type 2 diabetes and high blood pressure. Nutrition scientists and health professionals increasingly aim to understand how specific nutrients, foods and dietary patterns may contribute to obesity risk. Animal-sourced foods, such as red meat, are often called into question as part of this public health dialogue.

Dr. Nikhil Dhurandhar and his team at Texas Tech University reviewed 19 clinical intervention trials and found no significant relationship between unprocessed red meat consumption and weight gain, body fat or poor cholesterol outcomes.2

This study’s findings were shared with media and health publications as a news release and featured in the Beef Checkoff Nutrition Research Newsletter, which was distributed to 170 PhD nutrition researchers and scientists. The media interest has also been strong with over 174 total mentions of the research, reaching an estimated 70 million consumers.

Reinforcing Beef’s Role in Heart Health

Another key area of Beef Checkoff nutrition research focuses on cardiovascular disease, an ongoing concern among consumers. A recent meta-analysis of 20 randomized controlled trials found that eating two daily three-ounce servings of lean, unprocessed beef had minimal to no impact on cardiovascular risk factors like LDL cholesterol, blood pressure and triglycerides.3

In fact, incorporating lean beef into a Mediterranean-style diet helped improve cholesterol levels, lower blood pressure and improve arterial function, even when participants consumed up to 5.5 ounces of beef per day.45

The Beef Checkoff’s Nutrition team has incorporated these findings into toolkits that are distributed to food and nutrition scientists, medical doctors/nurses and registered dietitians. Additionally, a Mediterranean Diet toolkit, led by Kansas Beef Council, that also used this research, was distributed to 795 health professionals through state beef council efforts in fiscal year 2025 and continues to help healthcare providers educate patients on how lean beef can fit into a heart-healthy diet.

Latest Research

Beyond obesity and heart health, additional beef nutrition research studies include:

  • Protein and Mortality Risk: Using data from nearly 16,000 U.S. adults, this study found that eating animal protein is not associated with higher overall or cardiovascular mortality risk, and may even provide a protective effect against cancer mortality.6
  • Eating Red Meat & Mental Health: Using data of nearly 5,000 adults from the American Gut Project, researchers found that eating red meat within high-quality healthy diets was associated with improved adequacy of essential nutrients and may support mental health.7

These studies build on the consistent message that beef can fit into balanced diets across life stages and health goals. Efforts to extend these important findings to health professionals, the media, and ultimately consumers are ongoing and being met with great interest.

The focus on practical, real-world concerns is part of what makes Checkoff-funded research so effective and so easily extended across audiences. They’re designed to answer the questions consumers want to know with science-backed research first. Rather than focusing on “beef is good” research, Beef Checkoff research is focused on improving the understanding of beef’s role in health.

“The expectation that researchers publish their results, regardless of outcome is a key factor in protecting the scientific integrity and credibility of Beef Checkoff research,” McNeill said.

Turning Research into Reach

The studies, toolkits and science-backed messaging begin with the investment of beef farmers and ranchers in the Beef Checkoff. Nutrition research is more than just an ongoing program; it’s a cornerstone of how the Beef Checkoff helps beef maintain its relevance in a crowded, competitive food landscape.

And increasingly, that science isn’t staying stagnant in research journals. It’s being extended, translated and used by physicians, dietitians and consumers, making a positive impact on beef demand.

Frequently Asked Questions

I’ve spent my life with one foot in the pasture and the other in the classroom.

I’m a cattle producer from Danvers, Illinois, where my family and I operate DI Simmentals, a family-based seedstock operation. I’ve also served as a professor at Illinois State University for more than three decades.

My personal experience in production agriculture has allowed me to relate science to application on a more practical basis. At Illinois State, I conducted both basic and applied research in beef cattle nutrition and management, which helped me understand how dynamic the beef industry really is.

That mix of experiences—raising cattle, teaching students and studying nutrition—has shaped the way I look at today’s food and health conversations. Working with people outside of agriculture also showed me how important Beef Checkoff-funded promotion and education can be to our industry’s future viability. It’s also why I serve on the Cattlemen’s Beef Board (CBB) and as the co-chair of the Beef Checkoff’s Nutrition & Health Committee.

Our committee helps guide Beef Checkoff investments in beef nutrition research and consumer outreach, and I’ve seen firsthand how important those investments are. As new health trends emerge, the demand for trustworthy nutrition science only grows. This research ensures that doctors, dietitians and other health influencers get sound, science-based information about beef, countering the misinformation that’s often out there.

Consider GLP-1 medications, for example. GLP-1s have truly revolutionized the way people approach weight loss. When I first started hearing about these medications my reaction was that they could be bad for beef consumption—or they could generate an opportunity.

By slowing digestion and suppressing appetite, GLP-1s help people feel full faster and eat less. To maintain results, patients generally must stay on the medication long-term, sometimes indefinitely. For those of us who raise cattle, it might be tempting to view this trend with concern. But the data actually tells a different story.

According to a study published by the Meat Demand Monitor in July 2025, nearly 15% of consumers surveyed in late 2024 reported using GLP-1 medications to treat diabetes or aid in weight loss. And instead of cutting back on beef, these consumers reported eating it more often than individuals not on GLP-1s—the equivalent of nearly one meal per day compared to two-thirds of a meal for non-users. That tells us something important: people who are eating smaller portions are also thinking more carefully about the quality of their protein. If positioned correctly, beef can become the go-to food for people who want fewer calories but more nutrition.

Beef delivers more high-quality protein and essential nutrients than almost any other protein source. In fact, years ago, our lab at Illinois State compared young women’s diets with varying levels of beef consumption to those with vegetarian diets. We found that women consuming beef retained more zinc and iron than those on a vegetarian diet, and that just 3 ounces per day was as effective as 6 or 9. That research, funded by the old Livestock and Meat Board—the predecessor of the CBB and the National Pork Board—proved that small amounts of beef can have a big impact.

As I see it, the rise of GLP-1s isn’t a threat to beef demand—we just may need to tell our story in a different way. As beef producers, we know that consumer trends come and go. We’ve weathered fad diets, shifting headlines and changing health advice before. But what hasn’t changed is beef’s place as one of the most nutrient-rich foods people can put on their plates. The rise of GLP-1 medications is simply the latest reminder that our product matters. Thanks to the Beef Checkoff, this message is being backed by credible science and shared with the health care professionals who shape millions of food decisions every day.

Beef producers can  take pride in raising a product uniquely positioned for this new health landscape. But pride isn’t enough. Investments in research, promotion and education must continue reaching the doctors, dietitians and consumers who help shape demand. In a world where every bite counts, our Checkoff dollars ensure beef continues to be relevant, now more than ever.

About the Author:
Professor Emeritus at Illinois State University, Paul “Doc” Walker has received many accolades during his 33-year university career. He is owner/operator of the DI Simmentals seedstock operation and DI Walker Consulting, which emphasize beef cattle nutrition/management and manure management/composting. He was part of the Johnson/Walker Human Nutrition Research Team and has been involved with Farm Bureau, NCBA, ASAS, CAST and his local- and state-level cattlemen’s associations. Doc also served as President and Checkoff Chairperson of the Illinois Beef Association and President of the Illinois Simmental Association. Doc is currently a member of the Cattlemen’s Beef Board and the co-chair of the Beef Checkoff’s Nutrition & Health Committee.

Frequently Asked Questions

U.S. beef farmers and ranchers are committed to continuous improvement to the land, water and health of their animals, producing high-quality beef for decades. As a result, the U.S. leads the world in greener solutions in beef production, with the lowest beef greenhouse gas emissions intensity globally since 1996.8910 By focusing on the well-being of the land, their livestock, and their local communities, beef producers have enhanced efficiency while conserving the natural resources under their care.

Built on Three Pillars

Sustainability can be a broadly used term, most often associated with environmental efforts – but smarter, greener practices extend beyond that, balancing three pillars: social responsibility, economic viability and environmental stewardship. Together, these pillars highlight how beef farmers and ranchers lead with purpose.

  • Environmental Stewardship: Between 1961 and 2019, U.S. beef producers have reduced greenhouse gas emissions per pound of beef by over 40 percent while producing 75 percent more beef per animal.1231112
  • Economic Viability: Sustainable operations are also smart business. By improving efficiency, producers are increasing profitability while feeding more people.
  • Social Responsibility: The beef community strengthens rural economies, improves livelihoods, and upholds traditions. It’s about family, neighbors and legacy.

These pillars are being implemented daily on the farm and ranch, positioning U.S. beef producers as global leaders in responsible beef production. Many ranchers actively enhance wildlife habitat and improve the health of their rangeland, and as caretakers of nearly one-third of all U.S. land,13 preserving ecosystems isn’t just a responsibility, it’s a way of life.

Consumer Education and Outreach

Just as beef producers have long prioritized raising cattle with care and common sense, the Beef Checkoff has mirrored that commitment, working to drive demand for beef and build consumer confidence in beef and beef products. Consumer perception of beef remains high, with more than 90 percent of consumers expressing a positive to neutral perception of beef as a protein.14 Still, when making a purchasing decision, 70 percent of consumers consider how an animal is raised.7 This data proves that sharing the sustainability story remains crucial. That’s why the Beef Checkoff continues to communicate the positive, measurable efforts of beef farmers and ranchers.

Firstly, all sustainability information shared with consumer audiences is backed by science. The Beef Checkoff funds research that proves how, when properly managed, cattle operations can improve soil health, support carbon sequestration and protect native grasslands. This Checkoff-funded research defends beef’s reputation when misinformation is shared or there’s environmental scrutiny.

From there, the Beef Checkoff takes a proactive approach, staying ahead of issues that could impact consumer perceptions through a two-pronged education and outreach effort. The ultimate goal is to connect and engage with people before false or misguided information about beef production practices spreads. Then, the Checkoff can share the research-backed facts.

Here are just a few examples of what the Beef Checkoff does to educate and inform others about beef production:

  • Developing educational units for middle and high schools: By connecting with young minds, the Checkoff can educate tomorrow’s beef consumers today. Educational units focus specifically on greenhouse gases and cattle, as well as general beef production and genetics.
  • Hosting On The Farm STEM events: The Beef Checkoff funds annual educator immersion events designed to bring inner city teachers to real, working farms to learn about beef production.
  • Taking part in New York City Climate Week: Beef is an active voice during Climate Week, the largest global climate event. Checkoff-funded It’s What’s For Dinner. hosts webinars and shares resources on how beef can be a climate-smart food and provides science on emissions.
  • Collaborating with the Beef Expert Network: The 50 influencers who make up the Checkoff’s Beef Expert Network are all passionate about sharing beef’s story and connecting with their audiences to address misinformation surrounding beef.
  • Sharing information via digital campaigns: Checkoff-funded digital campaigns on Connect TV, YouTube, websites and social platforms encourage consumers to rethink the ranch. Real beef producers share their beef stories and how they care for their cattle and land through series like “Voices of the Outdoors.” This video series connects ranchers with outdoor enthusiasts, and they come together over their shared belief in taking care of the land.

The Beef Checkoff is working to make sure folks hear the real story about how farmers and ranchers raise beef – honest, transparent and straight from the pasture. It’s about showing the care and commitment that is put in every day. Want the facts? Visit beefresearch.org to learn more.

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

High-protein diets are booming, especially among Gen Z, who prioritize protein for muscle building, weight management and energy. Social media platforms like TikTok and Instagram are fueling the trend, with influencers sharing high-protein meal ideas featuring beef. The Beef Checkoff promotes beef as a natural fit for this health-conscious movement. See ideas that retailers and restaurants can leverage to capitalize on the high-protein trend and highlight beef’s role in modern diets.

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

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

The Beef Checkoff’s Urban Push in the Northeast

 

New York City, Washington D.C., Boston, Philadelphia and Hartford are among the major metropolitan cities in the Northeast. Home to nearly 74 million consumers with people outnumbering cattle 16:1, this area, extends from Maine to Virginia. Less than 2.7 percent of total Beef Checkoff assessments are collected within the region, and six of the 12 states do not have a local State Beef Council. So, how does the Beef Checkoff extend beef promotion into the heavily populated Northeast region with limited State Beef Council support? Enter the Northeast Beef Promotion Initiative (NEBPI) as the key to amplifying beef’s presence.

PROGRAM HISTORY

As a subcontractor through Beef Checkoff contractor Meat Import Council of America (MICA), NEBPI is housed within the Pennsylvania Beef Council and builds beef demand in the Northeast metros, covering Connecticut, Delaware, District of Columbia, Maine, Maryland, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, Vermont, Virginia and West Virginia, through supply chain engagement, consumer outreach and work with nutrition experts.

In the early 2000s, the gap between limited Beef Checkoff dollar resources and a growing population of consumers in the Northeast became apparent, creating a clear opportunity to channel nationally collected Beef Checkoff dollars into this region. Here’s how the program got started and evolved throughout the years:

2004: Representatives from various Qualified State Beef Councils (QSBC) and industry organizations in the Northeast joined to discuss the opportunity to initiate a program specifically designed to channel national Beef Checkoff resources to that region.

2005: The first funding was awarded by the Beef Promotion Operating Committee (BPOC).

2012: The first QSBC funding partner invested additional dollars for regional programming efforts.

2015: Additional QSBC partners gathered resources together to further the impact of programming.

2024: During the nineteenth consecutive year executing programming, NEBPI continues to share return-on-investment numbers with six QSBC funding partners and works to meet the needs for beef promotion and education in the Northeast.

CORE PROGRAM AREAS

1. Connecting with Supply Chain Experts

As the go-to resource for all things beef on the menu and in the meat case, NEBPI collaborates with Northeast retail and foodservice partners. By building relationships with culinary schools, retail and foodservice professionals, e-commerce companies, and by partnering on regional beef campaigns, such as mobile pre-shopping apps, NEBPI ensures a positive beef purchasing experience and drives beef sales.

2. Executing Consumer Outreach

Bridging the gap between Northeast consumers and valuable beef resources, NEBPI highlights beef’s flavor, nutrient density, versatility and the integrity of cattle producers. NEBPI aims to reach and engage with metro consumers through Beef Checkoff-funded digital campaigns and in-person events, with an increased focus on high school and collegiate athletics.

3. Engaging with Influential Nutrition Experts

To empower health professionals with evidence-based nutrition science, NEBPI builds connections with health professionals and educators, helping them feel confident when recommending beef within their circles of influence. NEBPI grows relationships with key health professionals by hosting qualified speakers to share the science behind beef’s nutritional profile. NEBPI also coordinates engaging immersion events to drive home key beef nutrition messages.

CONSUMER INSIGHTS

To successfully execute the core program areas, NEBPI must first understand the Northeast consumer and their buying habits. In 2023, the Northeast Dashboard Survey1 revealed important information about the Northeast consumer. Here are key findings for the region:

Key Findings:

1. Consumers in the Northeast are actively eating beef, with most

(72%) doing so at least once a week, and they are unlikely to change their consumption habits in the future.

2. Consumers in the Northeast seem more nutrition-oriented since their top three consideration factors when choosing a meal with protein are taste, value for money and health.

3. Twenty-nine percent of consumers purchased beef directly from a beef producer at least once. The main driver for those purchases is to receive a better-quality product, followed by the desire to support the local economy.

ENCOURAGING BEEF CONSUMPTION

Beef consumption chart

Consumers across the Northeast region may be motivated to increase their beef consumption if they have access to more recipe ideas and cooking methods, specifically those that are healthy, quick and easy. These consumers express greater interest in knowing where their beef comes from, learning about local beef farmers and ranchers, and receiving nutritional materials and relevant safety information.

OVERALL PERCEPTION OF BEEF

Northeast consumer attitudes toward beef as a protein source are more favorable than their attitudes toward production practices. Overall, perceptions are lower than reported nationally, with more negativity towards raising cattle. These perceptions might be lower due to limited knowledge of the production process.

PURCHASING BEEF DIRECTLY FROM A FARM IN THE NORTHEAST

Nearly 30% of consumers have purchased beef products directly from a farm in the Northeast and do so because they believe they receive better-quality products and want to support the local economy.

Following this survey, NEBPI revealed opportunities for continued success. Beef Checkoff-funded programs will share more quick-and- easy beef recipes, highlight beef’s positive story, show how cattle are raised responsibly and feature the Northeast Beef Directory as a resource for locating local beef producers.

To learn more about NEBPI, visit NEBPI.org

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

As the official sponsor of the Perfect Home Plate with Little League, Checkoff-funded Beef. It’s What’s For Dinner. (BIWFD) is making mealtime easier with delicious, balanced recipe inspiration, perfect for busy sports families navigating a hectic schedule. This partnership is helping families keep their young athletes fueled from the classroom to the practice field to game day.

Why Little League?

The decision to partner with Little League Baseball and Softball, the largest youth sports organization in the world with more than two million players, was a strategic move by BIWFD to meaningfully connect active families with information about beef’s nutrition, ease of use and incredible taste. This partnership introduces a younger generation to beef’s benefits and positions BIWFD alongside other leading consumer brands.

At the Game

BIWFD hosted a welcome dinner for all twenty teams participating in the Little League World Series (LLWS) in Williamsport, Pennsylvania. Between players, coaches and families, 400 people were in attendance. The meal highlighted beef’s high-quality protein and nutrient package and was a chance for these athletes to bond over a shared experience while fueling up for their games.

As an official sponsor, BIWFD’s presence at the LLWS went beyond the dinner. During pitching changes, signage appeared throughout the ballpark, including a unique in-game feature named the “Call to the Bullpen” that prominently displayed the BIWFD logo. This branding effort reached the 300,000 attendees who were present during the game, along with the millions of fans tuning in on TV via ESPN and ABC broadcasts. Between the in-person promotions and TV coverage, beef’s message was seen by consumers more than 2.1 million times during the LLWS.

Driving Digital Engagement

Beyond in-person events and promotions at the LLWS, BIWFD has been promoting this partnership since April 2024. Beginning with an informational hub on BIWFD’s website, this webpage focused on educating Little League parents and families on beef’s nutritional value, great taste and the positive role it can have in an active lifestyle. Recipes were also featured from quick and easy weeknight meals to crowd-pleasing team dinners. Since launching, more than 60,000 people have visited the hub.

This informational hub was showcased through digital, e-mail and social media advertising efforts. Video advertisements, like “Knock Dinner Out of the Park with Beef,” were delivered to families across the U.S. and motivated them to visit the hub for more beef information and recipes. Additionally, media releases on the Little League partnership reached 549 news outlets with a potential audience of 217 million consumers. Through these multiple efforts, the informational hub has been shared with 2.2+ million consumers.

Fueling Families with Beef

This partnership educated players, families and fans about beef’s nutrition package, and showcased beef’s convenience and versatility, as well as how it makes mealtime quick and easy. Checkoff-funded efforts will continue to connect with new audiences and generations so they can come to know and love beef.

Learn more about Beef. It’s What’s For Dinner. and how families are stepping up their game with beef at www.beefitswhatsfordinner.com/little-league.

Frequently Asked Questions

Today, approximately 400 veal farms are located in the U.S. These veal producers also pay into the Beef Checkoff, which helps the Beef Checkoff-funded National Veal Program. Managed by the Beef Checkoff contractor, Meat Institute, and subcontractor New York Beef Council (NYBC), this team produces promotional campaigns and develops educational pieces to increase consumers’ interest and trust in veal.

Here’s how the consumer-facing brand Veal – Discover Delicious capitalizes on veal’s unique taste, value and versatility through social media, e-commerce and more.

E-Commerce Success

E-commerce continues to grow at a rapid pace. Looking at grocery data, projections indicate that e-commerce will make up 20 percent of the grocery market by 202615. The Veal – Discover Delicious team has capitalized on this growing trend of online food shopping.

In a partnership with Giant Eagle, a regional supermarket chain with more than 470 locations in Ohio, Pennsylvania, West Virginia, Maryland and Indiana, a digital campaign beginning in March and running until the end of May encouraged consumers to purchase veal. More than 669,000 consumers explored veal options and 550 veal units were sold.

Social Media Impact

Veal – Discover Delicious also leverages social media to provide consumers with engaging content about veal meal solutions, nutrition information, preparation and veal versatility.

Last spring, the team launched its first TikTok ads, which were delivered to consumers more than 100,000 times, resulting in 1,282 link clicks to Veal.org. Across Facebook, Instagram and YouTube, digital ad campaigns also garnered impressive performance, with nearly 3,000 link clicks and more than 67,000 views.

The goal of these social media efforts is to attract veal customers to Veal.org to explore recipes, receive veal information and purchase veal products. During the time period of April to June 2024, Veal.org reached 42,531 unique users.

Homemade Partnership

Another fun, exciting tactic Veal – Discover Delicious is executing is a partnership with Homemade Cooking. Managed by professional chefs, Homemade Cooking offers free online cooking classes.

Beginning in March, Veal – Discover Delicious kicked off the 2024 Culinary Series with Homemade and featured four cooking classes: Herb-Crusted Rack of Veal, Green Chile Enchiladas, Banh Mi Burgers and Lemony Veal Schnitzel. The first class attracted 870 registered participants. In these classes, attendees not only learn how to cook a delicious recipe but also learn about the difference between veal and other beef products by emphasizing its tenderness and mild, adaptable flavor.

Re-watch the classes on homemadecooking.com

Food Service Engagement

Veal – Discover Delicious also fosters relationships with chefs and food service partners and decision-makers to educate them about how to successfully utilize veal in their professional capacities.

One event in which Veal – Discover Delicious participated was the American Culinary Federation Webinar. Here, 110 chefs and culinary professionals listened to the Beef Checkoff’s veal team explain the ins and outs of the veal industry, veal cuts and price points, as well as how to incorporate veal into their menus.

It’s important that this group of professionals understand veal’s benefits and can advocate for the industry. At these events, attendees learn how veal is distinctive in the meat space. A three-ounce serving of cooked, trimmed, lean veal has just about 170 calories, making it one of the most nutrient-dense protein foods around16.

Also, veal provides 29 percent of the recommended daily intake of zinc, 36 percent of niacin and 23 percent of vitamin B-12. In short, it provides a fat and calorie profile similar to chicken but with the nutrient density of beef17.

Although veal represents a small portion of the protein market, it plays a significant role in the U.S. beef and dairy industries and helps contribute to the Beef Checkoff. As such, the Beef Checkoff actively works to share the progressive message of veal’s protein strength, versatility, transparency and sustainability.

To learn more about the National Veal Program and access educational resources, visit: Veal.org.

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.