Purpose:
Advance credible research demonstrating the nutritional and health benefits of beef, and effectively communicate results with consumers, opinion leaders and stakeholders.
Initiatives:
- Engage positively in the sustainable nutrition conversation
- Educate medical, diet and health professionals about beef and beef production
- Promote the role of beef in a healthy and sustainable diet
- Ensure beef’s inclusion in dietary recommendations
Twice a year, producer leaders meet in committees to review promotions and other projects that directly tie to their initiatives based on the Beef Industry Long Range Plan.
