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
Meat Import Council of America (MICA) / Northeast Beef Promotion Initiative (NEBPI)
The Northeast Beef Promotion Initiative helps the Beef Checkoff build beef demand in the highly populated Northeast metros through supply chain engagement, consumer outreach, work with regional nutrition influencers and athletic partnerships. Fiscal Year 2026 initiatives include:
- Extend nationally developed beef resources, including Beef. It’s What’s For Dinner. brand assets through targeted regional digital and social marketing campaigns.
- Support collegiate-level athletic programs and further beef resource distribution among coaching staff, team dietitians, athletes and fans.
- Foster relationships with influential retail and foodservice partners through the involvement of targeted retail and foodservice events, promotions, conferences, trainings and immersive on-farm experiences.
- Arm influential nutrition and healthcare professionals with the latest science-based nutrition research and resources.
- Engage regional beef producers through in-person workshops to provide insights and training on consumer attitudes related to beef, how beef is raised, the latest science-based nutrition research, sustainability, existing Checkoff-funded resources and more.
2026 Funding: $1,000,000
American Farm Bureau Foundation for Agriculture (AFBFA)
AFBFA provides science teachers with immersive experiences and high-quality instructional classroom units and assessments that enable educators to teach science through the lens of beef production. Fiscal Year 2026 initiatives include:
- Host teams of elementary school, middle school, and high school science teachers and administrators at one national and five state or regional On The Farm STEM events.
- Support the continued development and refinement of classroom resources that bring beef production into the heart of science education in new and emerging ways.
2026 Funding: $705,000
National Cattlemen’s Beef Association (NCBA)
NCBA increases consumer awareness of the Beef. It’s What’s For Dinner. brand campaign and positions beef as the number one protein with restaurants, culinary leaders, grocery stores and other markets. Fiscal Year 2026 initiatives include:
- Build relationships with culinary leaders, food influencers, beef industry experts, and other influential individuals to execute influencer campaigns.
- Engage nutrition and health experts (physicians, dietitians, and other health and wellness experts) through interactive educational-based events to build an understanding of beef’s role in wellbeing.
- Identify and execute 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.
- Host satellite media tours with local news stations.
- Conduct e-commerce campaigns that measure and increase beef sales and/or beef purchase intent.
2026 Funding: $6,000,000
