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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.

meat in meat case

Frequently Asked Questions

At the beginning of 2019, CattleFax CEO Randy Blach noted that calves would have been worth $50 per cwt less and fed cattle $20 less if the industry had failed to meet consumer beef demand. Over the last 20 years, beef producers have answered the call for higher-quality beef, directly impacting demand, and therefore, beef prices and consumption.1

Consumer demand is perhaps the most important driver of the beef industry. Growing demand and responding to consumer trends are key to maintaining beef as a superior protein choice. The sole purpose of the Beef Checkoff is to do just that—help build beef demand. To do this, the Beef Checkoff continually funds research and tracks consumer trends to ensure producers have the full picture of how beef is performing at retail and foodservice establishments worldwide.

Defining “demand” and how it affects beef values

While the factors that go into demand are very complex, the concept of demand is simple: beef demand relies on sentiment, or the trust and loyalty one has for a product. Driving demand is the effort that goes into getting a consumer to think of beef first—positioning beef in the forefront of their minds when they enter the grocery store. The Beef Checkoff is building consumer confidence in order to drive demand.

The beef industry has many layers and sectors that work together. It includes various dynamics and complex markets that contribute to overall demand. According to Dr. Derrell Peel of Oklahoma State University, “The complexity increases when one realizes that beef demand is not a single market, but it is the net effect of the disassembly of beef carcasses into many products entering different, but often related markets.” 2 For beef producers, cattle prices are of the utmost importance and are a result of the total value that consumers place on beef products. In other words, consumer demand determines beef carcass values, as well as prices for fed cattle, feeder cattle and calves.

Demand vs. consumption

Dr. Peel notes that the beef industry, “is one of, if not the most complex set of markets on the planet.”3 When consumers believe in beef, it pushes the market. There are many influences behind beef demand, the most significant of which are population, income, taste and preferences, expectations and the prices of other goods. Demand can sometimes be confused with consumption. If demand is the sentiment toward beef, then consumption is the sales data – how much they are actually purchasing and eating. Consumption doesn’t take into account what leads to the purchasing decision or the price-vs-value relationship. Consumers must view beef as a favorable product in order for it to be competitive in the marketplace. 4

In 2018, cattle producers saw a large increase in consumer beef demand, particularly in the retail sector. According to the U.S. Retail Beef Demand Index, 2018 retail beef demand was 15 percent higher than in January 2012. Furthermore, the Beef Demand Index shows consumers are loving high-quality, USDA-Choice-graded beef products. In fact, approximately 80 percent of U.S. beef grades USDA Choice or higher today, compared to 50 percent in 2000.5

How the Beef Checkoff builds demand

Producing high-quality beef has led to greater consumer confidence, which is essential to continue building that demand. The Beef Checkoff echoes producers’ dedication to quality by promoting this at every turn and researching how consumers are responding to beef products in the marketplace. The Beef. It’s What’s For Dinner. brand showcases beef’s superior taste, nutrition and quality benefits in ads placed around the country. A $5 million consumer advertising budget allows the Beef. It’s What’s For Dinner. brand to reach more consumers than ever before, particularly online.

Online marketing is critical today because consumers are spending the majority of their time using digital resources. The National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, directs consumers to the website whenever an individual searches for information about beef. This ensures consumers are obtaining the most accurate information about beef in their diets. Since October 2017, the website has had more than 15 million visits.

While beef prices are a top concern, the Beef Checkoff works to ensure consumers continue to feel confident purchasing beef. Over the past two decades, the beef industry has seen a direct correlation between industry success and consumer trends. The Beef Checkoff remains dedicated to growing overall beef demand through all avenues by promoting and educating consumers on the benefits of eating beef.

man helping daughter in kitchen

Frequently Asked Questions

Checkoff-funded consumer research shows us that the key generation for beef marketing – millennials – practically lives on digital devices. They use platforms like Facebook, Twitter, Pinterest and Instagram to get beef recipes, information and industry news. They see what their fellow consumers are saying about beef, then look elsewhere online to check if the information is scientifically sound. Most important for beef producers, they look to social media for quick and convenient recipe ideas to feed their families and help them thrive1

Your Beef Checkoff program is working diligently to make real, meaningful connections with these consumers to share positive, science-based stories about all things beef. It is the checkoff’s “Beef. It’s What’s for Dinner.” campaign that reaches this target audience in an authentic, genuine way – not only through the communication channels they use most but also through hands-on opportunities with Millennial influencers that are genuine beef advocates.

While challenging, all of these interests translate to tremendous opportunities for the Beef Checkoff program. Millennials are a growing generation, with expanding families and influence, who will make beef-buying decisions for the next 40-plus years.

The future of the industry depends heavily on this next generation of beef eaters, and your checkoff is seeing to it that they have the information to increase their confidence in you and your end product, making sure that beef remains “What’s for Dinner” for generations to come.

Connecting With Consumers Through “Chuck Knows Beef”

By the year 2020, 50 percent of all searches will be voice searches.2 That is why the checkoff is connecting with this important audience through “Chuck Knows Beef,” an all-knowing beef expert available on Amazon Alexa and Google Home. Chuck gives users the ability to connect with recipes and cooking information found on “Beef. It’s What’s For Dinner.”through voice activation. With nearly a half million sessions since being launched in 2018, the “Chuck Knows Beef” digital assistant, powered by Google Artificial Intelligence, is keeping beef information easily accessible for consumers. Chuck is available for download at

Frequently Asked Questions

More and more consumers are using smart speakers in their kitchens, creating opportunities for beef to engage with them during the cooking process.

Chuck Knows Beef, the only all-knowing virtual beef expert powered by Google Artificial Intelligence, is here and ready to help consumers as their personal guide to all things beef. Chuck Knows Beef was developed by the National Cattlemen’s Beef Association as a contractor to the Beef Checkoff to address the Beef Industry’s Long Plan Range priority of revolutionizing the beef shopping experience.

As tech savvy millennials become parents, beef is meeting the need of this new generation of family cooks looking for food inspiration and information with the invention of Chuck. There are nearly 50 million smart speaker owners in the U.S. today1, with the two most popular devices being the Amazon Alexa and the Google Home Assistant, and Chuck Knows Beef is available as a “skill” on both of these popular smart speakers. People can also access Chuck Knows Beef through their mobile phone, tablet or desktop computer at the or the vanity website There have been more than 13 million visits to the since it relaunched in October 2017, and Chuck brings all of the beef knowledge from the website into these popular smart-speakers.

Who is the smart speaker consumer?

Why is this relevant?

Seventy percent of people agree that technical support would be helpful when shopping for beef with another 65 percent agreeing it would influence their purchasing decisions. 2Based on this research, Chuck was designed to fit consumer needs with instant access to recipes, cut and nutritional information and cooking tips – plus a whole lot more. If a user finds a recipe through Chuck, he can even text them the shopping list!

“Artificial Intelligence and its role in marketing are rapidly evolving every day, and the Beef Checkoff is on the cutting edge by investing in this technology to constantly meet changing consumer expectations,” said Season Solorio, Senior Executive Director, Brand Marketing & Communications, National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, who manages the “Beef. It’s What’s For Dinner.” brand. “In March we will turn things up a notch with an exciting campaign that will be an integrated effort, including digital advertising, media relations, influencer engagement and supply chain activities, to bring more widespread awareness to Chuck.”

From artificial intelligence to virtual reality ranch tours, beef continues to embrace technology in new ways. Through the introduction of Chuck, the checkoff is enhancing consumers’ knowledge and experience with beef at the store and in the kitchen. Chuck also provides the opportunity to have a real-life focus group so that the Beef Checkoff can constantly understand what the consumer needs and wants in real-time and understand the nuances in how people talk about beef.

Quickly access Chuck at, or enable Chuck Knows Beef with any Amazon Alexa or Google Home Assistant, and join the 500,000 consumers who have visited Chuck so far.


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;

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.

Frequently Asked Questions

Consumer purchasing decisions directly impact the way producers raise beef. The Beef Checkoff invests dollars toward meat profiling and product development, which helps drive demand at the meat counter and increases the overall value of beef.

Chuck Kiker, beef producer from Texas, is proud of the work the checkoff has done to deliver lean cuts the consumer wants.

“Meat profiling and developing new products is one of the best things the checkoff has done to make the value of that carcass go up,” says Kiker.

“We had so many cuts of meat that weren’t high-dollar cuts that would end up in grind, and it was very important to add value to those cuts. That is one of the things the checkoff has been able to do.”

By investing in muscle profiling research, the Beef Checkoff has been able to identify lean, tender muscles that consumers find desirable. The flat iron steak and petite tender are two examples of beef products that became available as a direct result of checkoff investments.

“It gave [the food service industry] an alternative to a high-priced steak dinner,” says Kiker. “They could go with a petite cut tender or a flat iron steak and have beef on the menu. That was huge for the beef industry and put a lot of money back into the value of that carcass.”

The Beef Checkoff has made investments to ensure beef remains a top protein choice amongst consumers. Through research and promotion, consumers have more options than ever when it comes to purchasing beef cuts.