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Consumer Information

Helps enhance beef’s image by sharing nutritional data and other positive messages directly to consumers, as well as with media, food editors, dietitians, physicians, nutritionists, chefs and others who influence consumers’ food knowledge.

About the Consumer Information Program

The Consumer Information program area develops nutritional data and other information that will assist consumers and others in forming opinions and making decisions regarding the purchase, preparation and consumption of beef and beef products. This includes programs such as consumer education and information, communications with health professionals, food and nutrition communicators, retailers and food service professionals.

Contractors With Projects Funded Under Consumer Information Program

Meat Import Council of America (MICA) / Northeast Beef Promotion Initiative (NEBPI)

NEBPI, through Beef Checkoff contractor MICA, helps the Beef Checkoff build beef consumption in the Northeast metros through supply chain engagement, consumer outreach and work with regional nutrition influencers. Fiscal Year 2021 initiatives include:

  • Coordinate and sponsor retail and foodservice events.
  • Position beef as the top protein choice among supply chain influencers within the Northeast region.
  • Expand the beef influencer network to include experts in food, health and culinary.
  • Utilize new media technologies and innovative communication tactics to deliver memorable messages directly to consumers regarding consumer trust and beef’s nutritional value.
  • Sponsor Northeast-based Team Beef members to build on previously achieved team successes, increasing the impact of members’ activities, involvement and social presence with consumers.

2021 Funding: $497,034

American Farm Bureau Foundation for Agriculture (AFBFA)

AFBFA grows consumer trust in the beef industry by identifying opportunities to engage and educate students and education leaders. Fiscal Year 2021 initiatives include:

  • Build the community of educational influencers and teachers using beef-science curriculum materials — especially those teachers in densely populated communities where exposure to beef cattle production is limited.
  • Execute evaluation efforts to determine level of impact for the different educational experiences and resources.
  • Support educators’ teaching efforts by promoting beef education resources, such as the beef production curriculum and On The Farm STEM program.

2021 Funding: $670,996

National Cattlemen’s Beef Association (NCBA)

NCBA increases consumer awareness of the Beef. It’s What’s For Dinner. brand and positions beef as the number one protein. Fiscal Year 2021 initiatives include:

  • Build relationships with key opinion leaders, food-focused culinarians and bloggers that consumers trust to execute influencer campaigns.
  • Identify and execute a minimum of three beef education opportunities that reach supply chain operators nationwide.
  • Place positive stories about how beef is raised, beef safety, quality, nutrition, sustainability and innovation in beef merchandising in top-tier national consumer publications.

2021 Funding: $6,163,221

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