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

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

NEBPI, through Beef Checkoff contractor MICA, builds beef consumption in the Northeast metros through supply chain engagement, consumer outreach and work with regional nutrition influencers. Fiscal Year 2020 initiatives include:

  • Position beef as the top protein choice among supply chain influencers within the Northeast region.
  • Reach at least 15 regionally based culinary schools and 300 culinary students through the beef and veal in the Culinary Classroom Program.
  • 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 the nutritional value of beef.

2020 Funding: $498,786

The Consumer Trust Committee and the Nutrition and Health Committee were identified in the Long Range Plan to oversee projects for this program.


American Farm Bureau Foundation for Agriculture (AFBFA)

AFBFA grows consumer trust in the beef industry through knowledge by identifying opportunities to engage education leaders strategically. Fiscal Year 2020 initiatives include:

  • Develop high-quality curriculum materials that utilize concepts and phenomena found in beef cattle production to reach middle school and high school students directly.
  • Complete the Food and Agriculture Center for Science Education (FACSE) units of instruction and shift from development to promotion to the roughly 75,000 teachers of biology, general science and integrated science in states that use NGSS.
  • Upgrade the On the Farm experience for key influencers to include professional development on the on the FACSE units of instruction.

2020 Funding: $698,300

The Consumer Trust Committee was identified in the Long Range Plan to oversee projects for this program.


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 2020 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.

2020 Funding: $6,384,460

The Consumer Trust Committee, the Innovation Committee and the Nutrition and Health Committee were identified in the Long Range Plan to oversee projects for this program.

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