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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)

The Northeast Beef Promotion Initiative helps the Beef Checkoff build beef demand in the highly populated Northeast metros through supply chain engagement, consumer outreach and work with regional nutrition influencers.

Fiscal Year 2024 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 in virtual 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.

2024 Funding: $900,000

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 2024 initiatives include:
  • Host teams of elementary school, middle school, and high school science teachers and administrators at a national On The Farm STEM event.
  • Support the On The Farm STEM Train-the-Trainer Program, which helps state beef councils and their educational partners learn how to facilitate the connections between science and cattle production with accuracy and impact.
  • Equip state beef councils with standardized resources to hold On The Farm STEM immersive state events that engage educators and students on beef production scientific concepts such as animal care, sustainability, and environmental stewardship.

2024 Funding: $800,000

National Cattlemen’s Beef Association (NCBA)

NCBA increases positive awareness around beef and shares 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.

Fiscal Year 2024 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.

2024 Funding: $5,900,550

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