My Beef Board Members 
Select State... 
cheeseburger on plate at restaurant

Frequently Asked Questions

Recently, Burger King, the second-largest burger chain in the U.S., announced it would begin serving another version of the iconic Whopper using an all-vegetarian patty. Burger King’s adoption of this plant-based, alternative patty is a big move in the primarily beef-focused foodservice arena, providing consumers greater access to alternative proteins. What does this mean for the beef industry?

Well, Americans love beef, especially burgers. It’s a fact. Americans consume roughly 50 billion burgers a year, with the average American eating three hamburgers a week1. There is even a national day dedicated to the love of the hamburger. National Burger Day, a day of appreciation for hamburgers, fell on May 28th this year. In 2018, ground beef accounted for 40 percent of dollar sales and half of last year’s pound sales2. All of these facts confirm that beef is what consumers continue to love, buy and eat.

Still, more and more restaurants and stores are offering plant-based alternative proteins to give their consumers greater variety on their menus and their shelves. Many restaurants and food service businesses that have latched onto this trend. While the trend is still growing, it is important to note that meat alternatives only represent a fraction of pounds sold, registering at 0.1 percent share in 20183.

The main selling points for companies producing plant-based, alternative proteins revolve around the environment, nutrition and animal welfare. They contend plant-based proteins require fewer natural resources, including water and land, and emit fewer greenhouse gases when compared to the beef production system. Another view is based upon the common misconception that red meat is bad for the human diet. Lastly, these companies use emotional tactics to tell consumers that, by opting to eat plant-based proteins, they can keep animals from being slaughtered and consumed.

These selling points may attract a certain type of consumer. However, the Beef Checkoff has taken significant measures to bring beef to the consumer forefront and position it as one of the world’s most desirable proteins.

When it comes to sustainable production processes, the beef industry has moved forward in leaps and bounds. Producers are constantly looking for new ways to produce more beef with fewer resources. In fact, today, U.S. beef farmers and ranchers are able to produce the same amount of beef with one-third fewer cattle than they did in 19774. The checkoff-funded lifecycle assessment gives consumers and the industry a clear picture as to what beef sustainability looks like today.

When it comes to health, the Beef Checkoff works with dietitians and physicians regularly to educate them on the health benefits of including beef in an everyday diet. The checkoff-funded Beef. It’s What’s For Dinner. brand serves as the consumer-facing resource dedicated to educating individuals through webinars, seminars, fact sheets, cooking lessons, nutrition research and more on the ways lean beef contributes to a healthy lifestyle. Research shows that consumers consider beef one of the best sources of protein5.

Ironically, meat eaters are the target audience for many of the companies promoting plant-based, alternative proteins. Their campaigns have centered around their products’ amazing similarity, texture and taste compared to beef. On April Fools’ Day, Burger King “fooled” some beef-loving restaurant goers into thinking they were eating the Whopper’s original beef patty when they were actually eating the newly introduced plant-based patty instead. The reaction was overwhelming, with many saying they couldn’t believe how alike the two options tasted.

“Beef has one ingredient—beef. While plant-based alternatives, consisting of dozens of ingredients, have demonstrated similarities to beef, it’s important that consumers understand exactly what they’re eating and where it came from,” states Janna Stubbs, Cattlemen’s Beef Board member from Alpine, Texas. “The beef industry has worked hard to be transparent and give consumers the high-quality beef they seek and trust to feed their families.”

The Beef Checkoff has dedicated valuable resources toward consumer and market research to determine how consumers think about beef and alternative proteins, as well as where they are spending their protein dollars. In 2019, annual projected beef consumption is more than 58 pounds per capita versus beef substitutes measuring in at a few ounces per capita6. Furthermore, the U.S. Retail Beef Demand Index has increased by almost 15 percent since 2012. This increase in demand is being driven by consumer beef expenditures, which reached an all-time high in 2018 of more than $105 billion7.

Consumer marketing is also a big priority. For consumers to continue buying beef, the Beef Checkoff must invest in initiatives that increase beef’s visibility and appeal. The Beef. It’s What’s For Dinner. brand has created a series of social media ads that clearly position beef as one of the top proteins and address meat alternatives head on.

The Beef Checkoff also targets consumers who are actively searching for information on topics like beef sustainability—effectively disputing the claims made by companies producing plant-based alternatives—and driving them toward the Beef. It’s What’s For Dinner. website for accurate information.

The Beef Checkoff works to leverage resources in the most impactful areas so producers can be confident that consumers are purchasing their superior products. Listening to consumers and adapting to their purchasing decisions are key to the beef industry’s success. Much is still on the horizon when it comes to alternative proteins, but the Beef Checkoff will continue to identify ways to position beef as the number one protein choice amongst consumers and drive demand for beef.

two woman talking on a ranch

Frequently Asked Questions

This May, 2019, urban educators from around the nation traveled to Kansas and New York where they learned the principles of STEM (Science, Technology, Engineering, and Math) through the “On The Farm” experience.

Pioneered by the American Farm Bureau Foundation for Agriculture (AFBFA), contractor to the Beef Checkoff, the On The Farm STEM experience offers a first-hand look at beef production. It brings educators together with ranchers, researchers and veterinarians to see how they apply STEM concepts in the beef industry every day. The program’s goal is to increase participants’ agricultural knowledge and encourage them to better connect STEM with agriculture in their classrooms and curriculums. Over the past three years, AFBFA has engaged more than 200 education leaders, including those from the top 10 urban school districts in the nation.

“Prior to this On The Farm experience, I would have never thought to use hands-on STEM connected to agriculture, but now, I see immediate applications to tie what I’ve learned into science classrooms.” – Jennifer Mayo, Portland Public Schools.

As generations of consumers become further and further removed from agriculture, the need and demand for these experiences continues to grow. This is especially true in urban school districts, such as Los Angeles Unified School District (CA), Broward County School District (FL), Portland Public Schools (OR) and New York City Department of Education.

By investing checkoff dollars toward programs like the On The Farm STEM experience, beef producers are able to educate participants about the food system – resulting in a stronger pasture-to-plate connection.

These national events are moving the needle by enhancing beef perception and intent to consume while also increasing exposure to state programming. Pre- and post-event assessments administered to On The Farm participants indicated major changes in their perceptions of beef after attending the event.

runner being interviewed

Frequently Asked Questions

Get your laces tightened up, we are running for beef!

Every weekend, Northeast Team Beef members positively advocate for beef as they participate in road races located in the New England and Mid-Atlantic regions. The 31 members on the team have collectively ran 499 miles since October 1, 2018.

The concept of Team Beef is not a new one, but it is a program that is constantly changing, incredibly relevant and one that at the core, addresses the beef industry long range plan strategic initiative of “Engaging Beef Advocates.” Team Beef is a nationally supported program through which the Northeast Beef Promotion Initiative is able to extend the rich educational content developed by the checkoff to Team Beef members.

And, what better group of first-party spokespeople to exemplify the nationally developed messages of the Strength Campaign than Team Beef members?

Reaching the Masses

Northeast Team Beef members reach two primary groups. The first being other runners through their in-person participation in race events. The races all take place within the region and can be anything from small local races to large urban races. The second audience includes their own circles of influence on social media. These Northeast Team Beef members have a large social media reach each and every time they complete a race – proudly advocating for beef in the diet of an athlete. During the first quarter of the year, they have a total reach of 46,919 and 6,638 engagements. These engagements are furthering the mission of the beef checkoff, which is to drive demand for beef!

Every one of these individuals has a unique story to tell about how they believe beef is a beneficial part of their diet – crucial to their recovery and an integral part of their weekly meals.

Hear From Just a Few:

Karen Esdall: Karen is from Virginia, and at the start of her running journey, Karen weighed 270 pounds. Today, she is a proud, strong and very active, 170-pound runner who enjoys running. In addition to becoming more physically active, Karen also is more careful about what she eats. She shares that carbohydrate-heavy meals followed by sugary desserts have been replaced by lean meats, good fats and delicious salads – not drenched in creamy dressings. Karen has learned how to design a healthy diet and fill her plate with nutrient-dense foods, making beef something she is really passionate about! This past fall, she ran her first full marathon.

Abbie Gellman: Abbie is a Registered Dietitian and chef based in New York City. She is one of the newest members and since joining the team, has increased her chatter about beef on social media. She demonstrates a growing level of interest in learning more about beef and the beef community as she continues through her journey as a Northeast Team Beef member.

Chris Free: Chris, from Virginia, is new to Team Beef and has been using his connections with local media outlets and his profession as a creative media manager to document his races.

Meg Sauve: Also from Virginia, Meg is a former officer in the Marine Corps and served two tours in Iraq. She may be one of the most die-hard consumers of beef on the team. She shared this quote in her member profile, “Beef is such a fantastic nutrient-dense food. It’s satiating and satisfying, and there are so many options – my favorite being a ribeye steak. I have seen such great progress with my own running and health since going low-carb, and I hope that others can learn that you do not have to depend on carbs, grains, sugar, or even super lean white meats — that a good steak or ground beef or filet can fuel your body, your workouts and your brain – and keep you feeling great!”

To learn more about how to advocate on Team Beef, contact your state beef council.

Frequently Asked Questions

The topic of beef sustainability continues to exist among consumers, the media and the beef industry. Your Beef Checkoff continues to work toward shifting the sustainability conversation in a different direction – one of a positive view of the beef industry and production practices.

During a recent Sustainability Workshop in Denver, Colorado, Sara Place, Ph.D., Senior Director of Sustainable Beef Production Research for the National Cattlemen’s Beef Association (NCBA), contractor to the Beef Checkoff, said, “Our research shows consumers feel comfortable seeing recipes next to stories about beef production and consider it credible information when there is a face or expert associated with the content.”

The workshop exposed agriculture trade media partners to the current discussion happening around beef and sustainability, and consumer insights and market research related to beef sustainability. According to the 2017 Consumer Image Index, only 30 percent of consumers say they are familiar with how cattle are raised, but 77 percent of consumers think it is important for beef producers to openly share production information with the public.

In discussion about consumer behavior perspectives on beef sustainability related issues, Dr. Glynn Tonsor, Ph.D., Kansas State University Agricultural Economics Faculty Professor, said, “The world needs and wants more protein. New sources will continue to arise, but there is room for both conventional and new protein items.” According to Kim Stackhouse-Lawson, Director of Sustainability at JBS USA, sustainability will be a top five demand driver over the next 20 years. To ensure consumers know the facts about beef sustainability, the Beef Checkoff conducts research to better understand the needs of today’s consumer.

Leading the Way

Quantifying the sustainability of beef is challenging, as the supply chain is one of the most multifaceted food systems in the world. However, the beef industry paved the way with the checkoff’s comprehensive lifecycle assessment which quantifies and benchmarks environmental, social and economic aspects of the beef industry from 2005 to 2011. Most recent work aimed to quantify important environmental impacts of beef cattle production systems for each of seven regions of the U.S. and then, use those regional assessments to determine national impacts of cattle production. Additional studies shared during the workshop focused on human edible feed conversion research (upcycling) and the economic value of beef cattle ranching and farming-based ecosystem services.

“Our industry continues to make advancements and improvements in the sustainability of U.S. beef production,” concluded Place. “Thanks to beef checkoff efforts, we are positioned as credible experts and work to communicate these positive messages throughout the beef value-chain.”

cow with tag 357

Frequently Asked Questions

Northeast influencers got an inside look at Pennsylvania’s veal industry through “Raising Today’s Veal,” a VIP event hosted Sept. 18 to 19, 2018, in Souderton, Pennsylvania. The tour offered an opportunity to learn about the veal industry in depth, talk with a local veal producer and tour the Marcho Processing Plant in order to better understand the veal community.

Donna Moenning, a facilitator of the Veal Quality Assurance Program, kicked off the VIP evening on September 18, introducing veal and how these cattle are raised. To further engage our influencers, she touched on industry standards and the level of commitment to quality care by the farm families that raise them. To help tell that story, Mike Kunsman, a veal producer from La Jose, Pennsylvania, went through the day-to-day tasks on his farm, explaining all the care and dedication that goes into raising quality, nutritious protein. Mike is a third-generation farmer and has been a grower for Marcho for the past 16 years.

Dr. Aydin, Director Research and Nutrition at Marcho Farms, Inc., and Robert Supanick, representative from Mountain States Rosen, also joined the evening gathering to provide insight on all aspects of the veal community. VIP evening attendees included five Registered Dietitians from Massachusetts, New Jersey and Pennsylvania, as well as three career chefs and culinary instructors from Pennsylvania.

The following day, the influencer group and students from the Culinary Institute of Philadelphia joined for a tour of the Marcho Processing Plant, which began as a two-person veal farm when founder Wayne Marcho purchased his first calf in 1969. Today, the Marcho family operates a fully-integrated veal and lamb manufacturing facility — providing premium veal cuts and products for families to enjoy nationwide and globally. Attendees toured the Marcho Feed Mill where precision and science are weaved together to create a balanced, milk-replacer formula, which all the veal growers feed to their calves. The tour then led influencers and students through the harvest floor, processing center and cutting rooms where veal products were cut down and packaged to be shipped to retail and foodservice establishments.

To the surprise of many attendees, the veal animals were a lot larger than expected, being upwards of 500 pounds at the time of harvest, helping to put into perspective how the veal landscape has changed over the year. Many were also excited to hear that all veal calves are now raised in group housing barns, a national initiative that was achieved in 2017.

Dr. Sonia Arnold, Manager of Nutrition, Research and Quality Control, and Chad Yoder, Calf Procurement, both of Marcho Farms, led the group through their facility. The day ended with a Veal Parmesan lunch and discussions on how veal is marketed by Anthony Tomassian, a Manufacturer Sales Representative for Marcho.

Throughout the experience, attendees were encouraged to ask questions and openly engage in dialogue with Marcho executives, veal growers and industry members. With the veal community opening their doors to showcase how today’s veal is raised, the Beef Checkoff was able to highlight the improvements the industry has made through group housing and help dispel myths surrounding veal production.

Pre- and post-tour survey results showed a 40 percent attitudinal shift towards a positive favorability rating for beef with all participants citing they feel the positives of beef outweigh the negative.

“I was amazed at how much care was taken at each stage of the veal process, from feeding the calves superior nutrition to housing and transporting them in a clean, safe and humane environment,” commented Kim Schwabanbauer. “This industry has come a long way and that is a story that demands to be told. The other real surprise was the sustainability aspect with the use of an animal that would otherwise be discarded. Every piece of the animal was used in a way that made sense for consumption or for the environment, right down to the heart linings being sent to St. Jude’s Hospital for research. There was a lot of thought put into how to make everything work for the good of the order.”

Attendees were encouraged to check out and for more information, recipes, nutrition information and more.

This tour was made possible by the Pennsylvania Beef Council and the checkoff’s Northeast Beef Promotion Initiative with funding support from the Kentucky Beef Council. To learn more about the Pennsylvania Beef Council, visit

family eating dinner at table

Frequently Asked Questions

Article via NEBPI, a subcontractor to the Beef Checkoff

Throughout the month of September, the Beef Checkoff is partnering with Northeast-based blogger Christina Hitchcock of It Is A Keeper surrounding Back to School with Beef. Recipes, time saving tips, tricks and more will be shared with followers to help get the school year off to a happy and healthy start.

Christina kicked off the series with a post about utilizing a multi-cooker to cook frozen Ground Beef to utilize in a variety of recipes. We’ve all been in the 5 o’clock panic, realizing we don’t have beef thawed out in the refrigerator. The blog post outlines the ease of utilizing a multi-cooker to get safe, fully-cooked Ground Beef in under 30 minutes. You can read it, here. Additional posts will include:

Additional outreach surrounding this campaign included a sponsored segment on WNEP-TV’s Home & Backyard, which aired Saturday, September 8th. The segment featured Christina walking through her quick weeknight Cheesesteak Stuffed Shells recipe. The segment can be viewed, here. Nutritional messaging was also shared throughout the segment to remind viewers that beef’s essential nutrients will fuel their family’s busy lifestyle. Kaitlyn Carey, Director of Consumer Affairs with the checkoff’s Northeast Beef Promotion Initiative notes, “Our partnership with social influencers, like Christina, allows us to have a larger impact with Northeast consumer groups we would not have access to without these relationships.”

Partnership opportunities like this allow the Beef Checkoff to engage directly with our regional social influencers, while disseminating beef information to our Northeast consumers. Beef checkoff-funded research [1] in the Northeast shows that nutrition-focused efforts are making a difference with the Northeast’s metropolitan consumers. Messaging related to beef’s protein, lean cuts and essential nutrients appear to be reaching and favorably influencing consumers.

For more insight into our Back to School campaign visit the NortheastLovesBeef Facebook, Twitter or Instagram pages. For more information, visit

Media Contact:

Kaitlyn Carey; or visit the NEBPI website.

[1] Consumer Beef Index, July 2017, Funded by the Beef Checkoff

woman shopping for meat in grocery store

Frequently Asked Questions

Article via NEBPI, a subcontractor to the Beef Checkoff

The modern-day grocery shopping experience is a far cry from how our parents shopped for their family meals. Technology is truly changing the way we shop for food, isn’t it? You really are just a few clicks away from your groceries showing up at your door step in a matter of hours, complete with helpful meal solutions to pull off a home-cooked meal in under 30 minutes. The Beef Checkoff’s Northeast Beef Promotion Initiative (NEBPI) took advantage of several non-traditional retail marketing platforms this summer, ensuring that Northeast shoppers chose beef as the center for their summer celebratory meals.

Long gone are the coupon clipping days and instead, modern shoppers can access recipes, cooking tips and product rebates right from their smartphones. The checkoff continues to find value in focusing on influencing the shopper’s buying decision before they step foot inside the grocery store. Ibotta, a mobile retail rebate app boasting 24 million downloads is the third most frequently used shopping app. This summer, Northeast and Mid-Atlantic shoppers had the opportunity to engage with checkoff-funded beef recipes and cooking tips, to unlock rebates on fresh beef through the Ibotta app. The campaign reached over 2,500 retail locations and the geographical reach of their footprint included the entire New England and Mid-Atlantic regions. Stores included Hannaford, Stop and Shop, Giant, Giant Food, Martin’s, Food Lion, Weis Markets and Redner’s Warehouse Markets. The campaign included tiered beef rebates structured to target both new and existing beef users, encouraging shoppers to shift up in the beef category from ground beef to whole muscle cuts and ultimately become repeat beef purchasers. The campaign was a partnered effort between the NEBPI, the Pennsylvania Beef Council, Virginia Beef Council, Iowa Beef Industry Council and North Carolina Beef Council.

Additionally, the Beef Checkoff’s NEBPI partnered with the East Coast online retailer giant, Fresh Direct, for a 4th of July beef burger campaign. Campaign promotional elements included a themed homepage ad featuring beef, leading up to and including the holiday weekend, a grilling landing page and shopping page featuring beef burgers. The campaign also offered run-of-site checkoff banner ads featuring the Beef Checkoff’s “Nicely Done” artwork, select beef SKUs boosted in consumer search bars, a blog article featuring a “Beef. it’s What’s For Dinner.” burger recipe, a box insert, e-blasts and social media posts to further elevate the reach of the campaign.

As a result of both digital retail-focused campaigns, over 3.5 million impressions were garnered. The Ibotta campaign achieved nearly 140,000 consumer engagements which drove the sale of over 43,000 units of beef during the 5-week campaign.

Christie Brown, the NEBPI’s Director of Marketing commented at the conclusion of both campaigns, “Not only does the checkoff have the opportunity to deepen relationships with regional retailers through these beef campaigns, but it’s also an incredible way to reach and engage with our Northeast-based consumers, all while driving beef sales at the retail level.”

For more information, visit

Media Contact:

Christie Brown, or visit the NEBPI website.

cows with tractor and hay

Frequently Asked Questions

Article via PBC

On Wednesday, August 1, 2018, school nutrition professionals in Pennsylvania had the chance to meet folks across the beef community who play a role in creating wholesome and delicious beef meals, through the School Nutrition Association of PA’s Annual Conference. The conference drew a crowd of nearly 300 school foodservice directors and line staff, responsible for the purchasing and menuing decisions for more than 500 school districts within Pennsylvania.

We heard that beef meals are a favorite on school lunch menus across Pennsylvania and we encouraged attendees to learn more about beef at the conference. The Pennsylvania Beef Council (PBC) and the Beef Checkoff’s Northeast Beef Promotion Initiative (NEBPI) are a year-long sponsor with the association, which enables beef to be a resource and exhibit at their annual meeting. This year, foodservice directors had the opportunity to attend the speaking session titled “Meet the People Behind Beef,” an interactive discussion session highlighting beef’s nutrient density and facilitated a question and answer segment with a local beef producer, veterinarian and meat scientist.

Karen Buch, RDN, LDN of Nutrition Connection, LLC hosted the session explaining various beef cuts and recipes best suited for school lunch menus, along with beef’s nutrition profile. The session was then opened up in a panel-style discussion, where attendees could candidly ask how today’s beef is raised and cared for in Pennsylvania. Panelists included Dustin Heeter, owner and operator of his family’s cow-calf operation, Heritage Hill Farms in Clarksburg, PA, Andrew Stas, VMD of Lakeview Animal Clinic and Dr. Jonathan Campbell a Meat Extension Specialist at Penn State University.

The session had rave reviews in regard to the speaker, panelists and session topics. A lot of great information was shared ranging from beef’s nutrient profile, sourcing beef for schools to types of beef products on the market and the care farmers take to raising a safe and wholesome product. Dimitra Barrios, Director of Foodservice at Chichester School District commented, “Understanding more about where our beef comes from is essential in being able to communicate the benefits to our K-12 market”. Afterwards, all attendees polled had a positive perception of beef.

Following the session, attendees were encouraged to visit the beef booth at the association’s annual food show. There directors and line staff could try a sample of Wrangler’s Beef Chili, one of the recipes part of the “Kid-Friendly Foodservice” recipe bar that was displaying the ease and diversity ground beef can play in school lunches. Staff also provided additional resources and information highlighting the benefits of keeping beef on the school lunch menu. At the booth, attendees could enter win an Instant Pot and beef swag through an on-site survey. Of those completing the survey, 84% said they are more likely to continue serving beef in their school lunch rooms and 90% had a positive perception of beef. Engaging with school nutrition professionals enables the checkoff to keep beef menu options top of mind year-round with delicious student-approved ground beef recipes.

For more information about this event, visit the PBC’s Facebook page.

Media Contact: Jennifer Orr;

tractor carrying hay

Frequently Asked Questions

State Beef Councils Help Culinary Professionals Receive Enhanced Beef Industry Education

Sixteen culinary experts from across the country got a taste of the beef industry during the Pasture-to-Plate Beef Tour, sponsored by state beef councils in California, Colorado, Arizona, Oklahoma, and Texas. Invited to the Beef Checkoff-funded event were the culinary chairs responsible for the 28 International Culinary Schools at the Art Institutes across the country. The nonprofit Art Institutes operate the largest system of culinary schools in the United States.

The tour was held June 25-27, and featured a visit to a cow-calf ranch, feedlot, and the JBS beef processing facility in northern Colorado. Attendees also took part in presentations from beef experts to help reinforce beef’s role in a sustainable food system, received ideas for incorporating sensory and beef umami exercises into their classrooms, and had an opportunity to participate in a beef cooking competition that demonstrated their culinary talents.

The spark for development of this tour was generated last fall during the California Beef Council’s (CBC) Beef Leadership Summit, according to the CBC’s Christie Van Egmond, director of retail and foodservice marketing. At that time Dave Hendricksen, the national culinary director for the Art Institutes, expressed interest in giving the Institutes’ culinary leaders more backgrounding in the beef industry.

“This is a great way to connect the next generation of chefs with those that produce the food,” Hendricksen said. He said it was “critical” this type of information gets carried down from the participating culinary leaders to the students in culinary schools studying to be chefs or operation managers.

Standing out to those attending the tour was the well-being of animals throughout the process, Hendricksen said. “The constant theme of this event was animal welfare and the care for the environment,” he said. “It was amazing.”

“This is a valuable partnership that should continue into the future,” said CBC’s Van Egmond, who helped organize the tour. “The beef information and experiences we shared will funnel down through the curricula in the Art Institutes’ culinary schools nationwide. Just as important, the relationships we are developing are an important component of our Beef Checkoff efforts to build stronger bonds with those who have an impact on beef demand.”

Frequently Asked Questions

Press Release via NBPI

The Beef Checkoff participated in two on-air media segments with WBAL-TV Channel 11 in Baltimore, MD on Sunday, July 1, 2018. Chef Bill Collier, from Bricco in Harrisburg, executed the segments on behalf of the checkoff. He recently participated in the comprehensive one-day media training for chefs hosted by the checkoff’s Northeast Beef Promotion Initiative. Chefs are valuable members of the beef community, bringing the delicious and nutritious beef meals to consumers via a foodservice setting each day.

The on-air media segments were featured during the Sunday Brunch portion of WBAL-TV’s morning program. During the first segment Chef Bill shared the use of leftover beef as an ingredient in a delicious and nutritious Braised Beef and Egg Frittata. This recipe idea will challenge consumers to think outside of the box with their leftover beef. Chef Bill shared some grilling tips and tricks with viewers during the second segment, while he demonstrated a Cumin-Rubbed Beef Flat Iron Steak recipe. These segments will help to keep beef top of mind and provide the checkoff’s Beef. It’s What’s for Dinner website as the go-to resource for cooking tips and recipes ahead of the Independence Day holiday. View the segments, here.

Kaitlyn Carey, Director of Consumer Affairs with the Northeast Beef Promotion Initiative noted, “This placement was a home run for the checkoff, as the Baltimore area has approximately 1.1 million tv’s according to Neilson. The opportunity to share positive beef messaging and recipes just days before the big Independence Day grilling holiday was very ideal and will help to keep beef top of mind among consumers.”

Opportunities such as this allow the Beef Checkoff to engage directly with both our Northeast metropolitan consumers and regional channel influencers. Sharing beef information and recipes with our regional consumers will keep at the top of their list, both when eating out and at the grocery store.

For more information, visit

Media Contact:

Kaitlyn Carey; or visit the NEBPI website.

purple sky

Frequently Asked Questions

Article via NEBPI, a subcontractor to the Beef Checkoff

The national Beef Checkoff was a sponsor of two new channel influencer conferences this spring, reaching over 70 channel influencers from the New England and Mid-Atlantic regions through beef cooking and cutting demonstrations. The North American Camp Foodservice Director Conference was held at Camp Chingachgook in Lake George, New York from March 27-29 and the Pennsylvania Association of Meat Processors was held at the Penn Stater Conference Center in State College, Penn. from May 11-12.

The checkoff’s Executive Chef, Dave Zino attended the Camp Foodservice Director Conference and conducted a 60-minute educational session title, “Heating up the Camp Fire with Beef” where he demonstrated three youth-friendly ground beef recipes featured on the Beef. It’s What’s for Dinner. website. Zippy Beef Alphabet Soup, Santa Fe Corn Chili and Personal Beef Pizzas were on the menu for Zino’s beef demonstration. Additionally, the checkoff-funded school foodservice recipes were a cornerstone at the beef booth where attendees were invited to assemble their own recipe booklets, including the school foodservice beef recipes.

While ground beef was king of the menu at the camp foodservice conference, under-utilized and value-added cuts from the beef shoulder clod and chuck roll were the stars of the show at the Pennsylvania Association of Meat Processors Conference. Kari Underly, the Principal at Range Inc., and third-generation butcher and author of the James Beard nominated book, The Art of Beef Cutting” conducted a 90-minute educational session exploring the breakdown and utilization of the new value-added beef cuts. 36 percent of session attendees stated the value-added beef cuts demonstrated from the chuck were brand new to them and 78 percent of session attendees rated the Beef Checkoff-funded educational materials they received at the conference a 5 out of 5.

Christie Brown, Director of Marketing with the Northeast Beef Promotion Initiative, a sub-contractor to the Beef Checkoff reflected after the two conferences, “Whether we’re highlighting fresh and unique ground beef recipes to offer new menu solutions for camp foodservice directors or helping meat processors navigate the alternative ways to break down the beef chuck to merchandise the value-added cuts, it’s always exciting to extend what the Beef Checkoff has already invested in with the new channel influencers here in the Northeast region.”

For more information about the Beef Checkoff’s presence in the Northeast region, check out the NortheastLovesBeef Facebook, Twitter or Instagram pages. For more information, visit

Frequently Asked Questions

Article via NEBPI

The Beef Checkoff hosted a comprehensive one-day training on May 9, 2018, with eight chefs from across the Northeast region. Chefs are valuable members of the beef community, bringing delicious and nutritious beef meals to consumers via a foodservice setting each day. The training centered around building these regional chefs up as beef advocates.

Kaitlyn Carey, Director of Consumer Affairs with the Northeast Beef Promotion Initiative noted, “This was a first of its kind training for our chefs located here in the Northeast. We want to engage with and build up chefs as advocates for beef, as they all have their unique circles of influence.”

Ryan Goodman, Director of Grassroots Advocacy and Spokesperson Development with the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, hosted a Media Training session and Mock Interviews attendees. His session left the chefs with confidence and skills to help prepare for any kind of interview or demo opportunity – phone, radio, on-air. Laura Hagen, Senior Director of Culinary with the National Cattlemen’s Beef Association was on-hand to share the logistics of on-air demonstrations.

Bill Collier, Executive Chef and General Manager of Bricco, an Italian Restaurant located in Harrisburg, PA commented, “The training that I received from all of the presenters was phenomenal. They are all very well-trained experts in their field, not only from education, but also boots on the ground experience in the field. The training was interactive and helped me better prepare myself for the next time I am presenting to an audience, whether on camera or live demonstration.”

The next step is securing on-air television cooking demonstrations with the chefs surrounding peak beef consumption times, like summer grilling, tailgating and holiday roasting.

Events such as this allow the Beef Checkoff to engage directly with our regional channel influencers, all while building them up as beef advocates. Arming these influencers with beef’s positive nutritional messaging will help us disseminate this vital information to more consumers.

Beef Checkoff-funded research in the Northeast shows that nutrition-focused efforts are making a difference with the Northeast’s metropolitan consumers. Messaging related to beef’s protein, lean cuts and essential nutrients appear to be reaching, and favorably influencing, consumers.

For event photos visit the NortheastLovesBeef Facebook, Twitter or Instagram pages. This event was made possible by the checkoff’s Northeast Beef Promotion Initiative. For more information, visit

Media Contact:

Kaitlyn Carey; or visit the NEBPI website.