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Includes advertising, merchandising and new product development as well as training and promotional partnerships with dietitians, restaurants and supermarkets that stimulate sales of beef and veal products.

About the Promotion Program

In order to position beef as the number one protein, the Promotion program area focuses on broadcasting beef’s unique and core attributes. The program works to showcase the powerhouse nutrients beef provides, remind consumers of the unbeatable pleasure that beef brings to meals and bring attention to the men and women who raise beef for the world.

The Promotion program area continues to seek out new approaches to connect directly with consumers in meaningful ways so they can feel confident purchasing the beef and veal products they enjoy. Specifically, leveraging the vast, science-based nutritional information, supported by the U.S. Department of Agriculture (USDA) and the Dietary Guidelines for Americans, to showcase how processed beef products are nutrient-dense foods that can be part of a healthful, balanced dietary pattern keeping fat and sodium limits in mind.

The Promotion program area also continues to revolutionize and innovate veal marketing by communicating veal’s nutritional benefits and versatility. This includes connecting and inspiring consumers, channel marketers and foodservice operators with innovative veal recipes and menu solutions that align with today’s global trends.

Contractors With Projects Funded Under Promotion

North American Meat Institute (NAMI) / New York Beef Council (NYBC)

NAMI and NYBC create a favorable marketplace for veal.

Fiscal Year 2024 initiatives include:

  • Partner with foodservice decision makers to encourage them to use veal in their restaurants, catering companies and more.
  • Promote veal as a delicious, indulgent and versatile protein through e-commerce and online retail campaigns.
  • Develop a farm education program to arm youth with the facts and tools to advocate for the veal industry.
  • Place veal education articles in major domestic marketing area publications in Florida, New York City, Philadelphia, Washington D.C. and more.
  • Distribute a quarterly consumer e-newsletter in conjunction with other online marketing campaigns that will feature producers and stakeholders in the industry, recipe reveals and developed content for consumer consumption.

2024 Funding (veal): $275,00

National Cattlemen’s Beef Association (NCBA)

NCBA manages the iconic Beef. It’s What’s For Dinner. brand to educate consumers and inspire them to purchase, prepare and enjoy beef.

Fiscal Year 2024 initiatives include:
  • Address and correct the myths around beef and beef production to various audiences through digital campaigns and traditional media outreach.
  • Develop new beef recipes that fill the gaps for beef preparation methods, cuts or trends on
  • Create and execute custom paid media campaigns on a state level to reach local consumers with relevant beef promotion content.
  • Manage the Beef. It’s What’s For Dinner. online and digital presence (Facebook, Pinterest, Instagram, Twitter and YouTube).

2024 Funding: $9,000,000

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