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 (NBPI) / Meat Import Council of America (MICA)

NEBPI logoNEBPI, 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 2019 initiatives include:

  • Hosting regional media trainings with influential opinion leaders.
  • Building relationships with metropolitan television stations and securing media interviews/live cooking demonstrations.
  • Engaging with nutrition influencers by attending or hosting regional meetings, trainings or programs, in an effort to leave a positive impact about beef.
  • Sharing nationally-developed, sharable “Beef. It’s What’s For Dinner.” content throughout the year on social properties and via digital campaigns.
  • Supporting Northeast-based Team Beef members.

2019 Funding: $417,000

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)

NEBPI logoAFBFA grows consumer trust in the beef industry through knowledge by identifying opportunities to strategically engage education leaders. Fiscal Year 2019 initiatives include:

  • Facilitating two On the Farm events targeting STEM and Health education leaders from non-agricultural, urban backgrounds.
  • Working with leaders in science education to develop two units of integrated science curriculum using beef production as the application and context. Then, submitting the units for review in attempt to earn a Next Generation Science Standards (NGSS) Design Badge.
  • Engaging organizations that are nationally-recognized for expertise in NGSS in the curriculum development process.

2019 Funding: $700,000

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 campaign and positions beef as the number one protein. Fiscal Year 2019 initiatives include:

  • Expanding the beef experts network to include subject matter experts in food, health and culinary influencer categories such as health and fitness professionals or medical doctors.
  • Executing one in-market test or content extensions – such as extending the artificial intelligence tool, “Chuck Knows Beef” – with supply chain partners to revolutionize the beef shopping experience.
  • Placing positive stories about how beef is raised, beef safety, quality, nutrition or sustainability, and/or innovation in beef merchandising in a top-tier national consumer publication (e.g. New York Times).

2019 Funding: $6,542,700

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.

Related Content