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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

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 20261. 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 around2.

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 beef3.

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.

Frequently Asked Questions

Frequently Asked Questions

Positioning Beef as the Preferred Protein for College and High School Sports Teams

Did you know that 81 percent of consumers trust branded sponsorships at sporting events4? The Beef Checkoff aligns beef and athletics — especially in the highly populated Northeast region near New York City — through partnerships with college and high school sports teams. The Northeast Beef Promotion Initiative (NEBPI), a subcontractor to the Beef Checkoff, spearheads this effort to reach athletes and fans alike with positive beef messaging.

Value of Athletic Partnerships

Integrating beef messaging into athletics is a “surround-sound approach,” meaning the partnership’s components — like on-site and in-game fan interaction, digital ads, social media content and student-athlete engagement — run consistently throughout the athletic season.
This approach provides a greater return on Beef Checkoff investments than a one-time event sponsorship. Reaching consumers multiple times throughout the athletic season keeps beef top of mind and extends trust and confidence in beef safety, nutrition and eating experience.
“The goal of these partnerships is to drive a greater understanding of beef by aligning with and capitalizing on the loyalty fans have for their sports teams,” said Kaitlyn Swope, NEBPI’s director of consumer affairs. “This is an opportunity for ‘always-on’ programming efforts, driving a greater return on producers’ investment.”

Penn State Athletics

Checkoff-funded sports sponsorships began in 2019 when NEBPI partnered with Penn State’s sports properties, supported by the Iowa Beef Industry Council (IBIC) and Colorado Beef Council (CBC.) This collaboration came to life during football season in various ways:

  • An in-person experience with a “beef booth” took place at Penn State’s Fan Fest before the university’s home football game versus Michigan. Beef was promoted to an in-stadium crowd of 110,669, not accounting for the avid fans who simply came to tailgate and enjoy the pre-game festivities. Thousands of tailgaters visited the beef booth to visit with Northeast beef producers, try a strip steak sample and get beef recipes, information and nutritional facts.
  • An enter-to-win social media campaign hosted on the Penn State Athletics official Facebook page encouraged Penn State fans to share beef content for the opportunity to win a beef tailgate prize pack. Social media posts promoting the campaign reached fans nearly 360,000 times and helped generate almost 800 entries.
  • Digital banner advertisements for Beef. It’s What’s For Dinner. on GoPSUsports.com reached fans nearly 290,000 times.
  • Weekly live readings during Penn State Football Coaches’ radio show promoted beef as part of a healthy diet.

The Penn State partnership continued into 2021 and 2022.

Seton Hall Athletics

In an ongoing effort to evolve and diversify the program by reaching new audiences, NEBPI began a partnership with Seton Hall athletics during the 2021-2022 season, with support from the IBIC. This sponsorship resulted in naming beef the “Preferred Protein of the Seton Hall Pirates,” and continued into the 2023 season as well.
Located in South Orange, New Jersey, Seton Hall University is less than 20 miles from the heart of New York City. This partnership allowed the Beef Checkoff to reach more than 800,000 Seton Hall Pirates fans throughout the New York market area.
Fans saw beef messaging in many ways throughout the Pirates’ athletic season. More than 145,000 fans attended Seton Hall’s home basketball games at the Prudential Center where they saw in-arena beef signage and had the chance to win a beef prize pack during the Pirates’ shuffle video board game. Additionally, this partnership included:

  • Radio callouts: beef received one 15-second in-game live mention during all Men’s Basketball
    Game day program messaging: The 40,000 programs distributed throughout the Men’s Basketball season contained beef messaging.
  • On-site interactive table display: NEBPI staff were on site and engaged with fans, students and alumni using an interactive table display during the Seton Hall versus Rutgers Men’s Basketball game.
  • Fan365 digital ads: These ads connected the NEBPI brand with Seton Hall Pirates fans and drove traffic to the NortheastBeef.org website. Fans saw these ads more than 255,000 times.
  • Beef Up Your Homegate sweepstakes: The Seton Hall Athletics Facebook page encouraged fans to enter for a chance to win a beef prize kit. More than 18,500 fans entered to win.
  • Video series with Registered Dietitians: NEBPI aligned with the Pirates by creating a live, weekly custom video series that featured dietitians Beth Stark with NEBPI and Matt Abel with Seton Hall.
  • Athletic Director Newsletter ads: Beef messaging was included in the monthly Athletic Director Newsletter that was sent to more than 40,000 Pirate fans.
  • Seton Hall University Weekend: NEBPI staff engaged with fans, students and alumni during Seton Hall University Weekend.
  • Student athlete refueling station: NEBPI educated Seton Hall Pirate athletes about beef all season long through beef recipes and nutrition information.
    This year, NEBPI entered its first-year partnership with the University of Connecticut (UConn) Athletics for the 2023-2024 season. There are nearly 340,000 known UConn fans in the Northeast area. NEBPI will continue to evaluate potential opportunities with college athletics in the Northeast region to drive demand for beef.

High School Athletics

Beef promotion efforts also make an impact in high school athletics. During the 2022-2023 athletic season, NEBPI entered the high school athletics realm for the first time by partnering with the Pennsylvania Interscholastic Athletic Association (PIAA), funded by the Montana Beef Council. This partnership continued into the 2023-2024 season.
PIAA reaches more than 350,000 students, coaches, athletic directors, trainers and fans in more than 1,400 schools in Pennsylvania. Elements of this partnership could be seen in print ads, educational flyers, monthly e-blasts, locker room posters, event signage, event commercials and on-site activations.
NEBPI saw positive results with the PIAA partnership and decided to expand the geographic reach of high school athletic partnerships. With funding from the South Dakota Beef Industry Council, NEBPI partnered with the District of Columbia State Athletic Association (DCSAA), which has 51 member high schools and 85,000 students. Additionally, with a Farm Credit Northeast AgEnhancement program grant, NEBPI worked with the New Jersey State Interscholastic Athletic Association (NJSIAA), which has 435 member high schools and 283,650 student-athletes.

Growing Consumer Trust

By aligning with athletics to share beef’s multiple advantages, the Beef Checkoff is encouraging student-athletes, coaches, fans, nutritionists and more to learn about beef’s role in a healthy, active lifestyle.
“I think beef producers should be excited about these program efforts because they provide a unique opportunity to reach consumers within the Northeast region’s targeted, highly populated metropolitan areas,” Swope said.

To learn more about NEBPI’s efforts to drive demand for beef in the Northeast visit here.

Frequently Asked Questions

My husband Pat and I own and operate a cow-calf operation and produce diversified row crops near LaMonte, Missouri. However, as much as I enjoy farming, my true passion is education. I was a teacher for 32 years, working in pre-K and elementary classrooms and assisting students as a library media specialist and technology coordinator.

Now, as a member of the Cattlemen’s Beef Board and the Consumer Trust Committee, I’m finding new ways to enjoy “teachable moments” – spontaneous opportunities to answer questions and engage producers and consumers in conversations about the Beef Checkoff –and the programs it funds to drive beef demand. One program that particularly resonates with me as a former educator is managed by the American Farm Bureau Foundation for Agriculture (AFBFA), a contractor to the Beef Checkoff.

AFBFA brings agriculture back into the classroom with its “On The Farm” STEM (Science, Technology, Engineering and Math) program. This program shares the realities of farm life and food production through a variety of resources along with in-person teacher farm and ranch tours. STEM educators get an annual, immersive professional development experience that combines food and agriculture with science education. Then, they take what they’ve learned back to their students, exponentially broadening the program’s reach.

Why does this program matter? Because far fewer schoolchildren today are exposed to agriculture, they often don’t understand where their food comes from. I used to experience that every fall, when I’d bring corn stalks with ears attached to my classroom for a door display. Many students – even in an agriculture-rich state like Missouri – wanted to know how I “made that corn” because it didn’t look like the corn that was a part of last Sunday’s dinner. I was able to explain why field corn looks different from sweet corn and how beef producers harvest and use it. However, in urban areas, teachers usually don’t have an agricultural background, which is why sharing the farming experience with them is so important.

The twelfth and most recent On The Farm in-person tour took place in June, when 29 teachers and school administrators from across the country representing 70,000 students traveled to Colorado for an event hosted by the Colorado Beef Council. Participants visited with experts from across the cattle industry to better understand how to integrate animal agriculture into their STEM classrooms back home.

Day One included learning about elements of cattle feed. Attendees also began developing their own lesson plans centered around the involvement of STEM in the beef cattle life cycle. On Day Two, attendees toured Colorado State University’s AgNext research facility to learn about methane measurement and how researchers observe and research cannulated cows. In addition to the in-person tours, this program included two pre-tour webinars that led up to the multi-day, in-the-field, immersive experience, one post-tour webinar and a structured professional development community. Previous On The Farm STEM tours have taken place in Portland (OR), Oklahoma City, Los Angeles, Nashville, Minneapolis, Fort Worth, Philadelphia, Syracuse (NY), Kansas City and Boston, providing different agricultural perspectives from around the country.

AFBFA’s efforts go beyond the On The Farm tours. They work with teachers across the country to integrate Checkoff-funded elementary, middle and high school beef curriculums into their lesson plans in multiple ways, like offering free resources, virtual workshops and so much more. By offering these well-rounded, immersive programs, the Beef Checkoff is giving hundreds of educators the knowledge and tools to effectively introduce students to beef production and the care and commitment beef producers dedicate to their herds.

Connecting agriculture with science helps these STEM educators foster a new generation of consumers who are better informed about beef and beef production. That’s incredibly important in today’s world where so much misinformation about agriculture and beef production exists. As a producer and an educator, I want consumers to better understand agriculture’s remarkable impact on us all – and the Beef Checkoff is helping make that happen.