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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 1996.123 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.12345
  • 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,6 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.7 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

The cattle cycle continues to point toward tighter inventory numbers and beef production ahead, despite a cyclical pause, as supplies were virtually steady in 2024. While the industry may be approaching a low in cow inventories, the smaller calf crop in 2024 and likely 2025 will continue to work through the supply chain. Get more insights from Patrick Linnell, market analyst at CattleFax.

Frequently Asked Questions

Ranchers already know raising cattle protects the land, but many consumers don’t. That’s why the Checkoff-funded Beef. It’s What’s For Dinner. is investing in stories like this — filmed at VanWinkle Ranch in Colorado — to show how ranchers and conservationists work together. Watch how this episode of “Voices of the Outdoors” helps bridge the gap.

Frequently Asked Questions

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

Frequently Asked Questions

UNPACKING CONSUMER PREFERENCES AND BUYING BEHAVIORS

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

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

TODAY’S BEEF CONSUMER

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

RAISED & GROWN

RESEARCH

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

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

ACTIVATION

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

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

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

Graph for Consumer Perception before and after viewing CBB videos

 

CONVENIENCE, VERSATILITY AND PRICE

RESEARCH

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

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

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

ACTIVATION

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

PRICE

RESEARCH

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

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

ACTIVATION

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

NUTRITION

RESEARCH

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

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

ACTIVATION

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

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

EATING EXPERIENCE

RESEARCH

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

ACTIVATION

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

 

Sources:

1Consumer Beef Tracker, 2024.

2Kantar Sustainable Transformation Practice, 2024.

3Annual Meat Conference, The Power of Meat 2024.

4Recipe Insights Survey, 2023.

5IFIC; Greenwald & Associates; ID 993725

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

7Consumer Beef Tracker, 2019-2024.

8Circana POS and consumer data, 2024.

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

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

Frequently Asked Questions

Frequently Asked Questions

Education, e-commerce and engagement: How the Checkoff’s channel marketing program successfully targets consumers.

Beef Checkoff’s Channel Marketing Program promotes beef through retail stores, distributors, manufacturers and restaurants. By building relationships with these channels and supply chain operators, the Beef Checkoff can effectively target and engage with customers directly where they shop and dine.

I grew up on a cow-calf, farmer-feeder, row crop operation near Gladbrook, Iowa. I graduated from Iowa State, becoming the beef farm’s senior manager in the university’s department of animal science in 2013. I also started my own cow herd and became involved in the Iowa Cattlemen’s Association – the group that eventually nominated me for the Cattlemen’s Beef Board (CBB).

Today, I’m a CBB member, as well as a member of the Beef Checkoff’s Safety and Innovation Committee. You may have guessed by that committee’s name that we’re tasked with trying to ensure beef safety – but that’s only part of what we do. We also promote innovative online marketing, packaging and shipping solutions. Our committee is tasked with finding new ways to promote underutilized beef cuts and new variety meat products.

Since I joined that committee, I’ve gained a new appreciation for the many ways the Checkoff works hard to reach consumers and give them a quality beef-eating experience. One prime example is how the Checkoff-funded “Beef. It’s What’s For Dinner.” Channel Marketing Program promotes beef through retail stores, distributors, manufacturers and restaurants. By building relationships with these channels and supply chain operators, the Beef Checkoff can effectively target and engage with customers directly where they shop and dine.

Food service engagement

One way the checkoff does that is by providing the food service industry with high-value educational content about beef. The bimonthly Beef News Now newsletter goes out to more than 4,300 food service professionals, sharing the latest food service and retail news, trends and hot topics and promotes educational webinars on topics like beef sustainability and retail consumer insights.

The education doesn’t stop there. Beef University modules teach food service pros how to select and prepare various beef cuts, helping them deliver superior dishes that keep their customers coming back. These modules also offer information about how beef is raised, as well as its health and nutritional benefits so that they can feel good about putting beef on their menus.

Other types of food service engagement include events like the Performance Food Service (PFS) Protein Summit where the Channel Marketing Team shares beef insights and trends, arming protein specialists with information and resources they can use with their top beef customers. Restaurants and manufacturing partners can also look to the Checkoff-funded “Beef. It’s What’s For Dinner.” Culinary Center for help with menu development, current trends and market insights and new cuts and cooking methods.

Impressive e-commerce results

E-commerce continues to grow at a rapid pace, and that’s another way the Beef Checkoff is partnering with national grocery and restaurant chains across the U.S. These partnerships meet consumers at their purchasing decision points and drive measurable results. The Channel Marketing Team can track a consumer from the time they’re exposed to a beef advertisement to the time they make a purchase, showing a direct return on investment. In 2023, every $1 the Checkoff invested in e-commerce campaigns delivered an impressive average return of $47 in beef sales.

An e-commerce campaign with a national club store delivered an even higher return on investment, with $18 million in incremental beef sales. This campaign delivered an average return on ad sales of $93. This means that, on average, every $1 invested resulted in $93 in beef sales. You can’t argue with results like that.

Other e-commerce campaigns are more focused on specific topics like health and wellness and timed accordingly. A campaign during American Heart Month, “Lean Beef. Smart For Your Heart,” featured ads seen by consumers shopping on retailer websites and mobile apps, as well as on popular websites like weather.com, today.com and more. Campaign results showed that 26% of the ad-exposed buyers were new and had not purchased beef from the retailer in the past year, demonstrating the inspirational power of e-commerce.

Listen and learn

My current role at Iowa State gives me an interesting take on our industry’s future. Our students bring a fun, new, fresh perspective to everything. However, sometimes they need to be reminded about the past so they can better understand how to move forward. Working with them is much like being part of a committee. You must listen to others’ viewpoints, even when you disagree with them or believe they’re inaccurate, but still find ways to effectively communicate.

Much like I must listen to my students and my fellow Checkoff committee members, the beef industry must continue listening to consumers. Applying this customer-oriented approach can guide us through the industry’s current and future challenges, ensuring beef is not only safe to eat but is also viewed as a delicious, high-quality protein.

Every day, consumers must decide where to spend their money. In turn, we, the beef industry, are responsible for gaining their trust and their purchases through sustainable production practices, an appealing product, channel education and targeted promotions. By supporting the Beef Checkoff’s efforts, we producers can hold up our end of the bargain and help our industry continue to thrive.

Frequently Asked Questions

Ranchers, outdoor enthusiasts and conservationists don’t always see eye to eye, but there’s common ground when it comes to preserving open spaces. A Checkoff-funded video series, “Voices of the Outdoors,” showcases the groups’ shared belief in taking care of the land. In the most recent episode, Utah producer and Cattlemen’s Beef Board member John Ferry spent the day with adventure photographer Kylie Fly to explore each other’s world rock climbing and on the ranch. This series is being promoted to consumer audiences across YouTube, social media and streaming TV. Watch the video.

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

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