BEEF
BEEF
BEEF
O N  T H E  M E N U .
I N  T H E  M E A T  C A S E .
From menu ideation to national club store 
partnerships, the Beef Checkoff’s Channel 
Marketing team works behind the scenes to 
help partners sell more beef and sell it better.
Working Across the Marketplace
The Channel Marketing team works with partners across the 
beef supply chain to help keep beef visible where consumers 
shop and dine nationwide. Here’s a look at just some of the 
brands that work alongside the Beef Checkoff. 
Supporting Beef’s Visibility
Checkoff partnerships provide a range of tools and resources 
designed to keep beef visible, relevant and inspiring to 
consumers — both in-store and online. The team works  
with partners to support:
	ƒ
Product pages and online beef education 
	ƒ
Point-of-purchase materials (including in-store  
signage, labeling and shopper education)
	ƒ
Digital campaigns  
	ƒ
Online shopping tools and promotions on retailer apps 
These efforts help connect consumers with beef wherever 
they shop and make purchase decisions.
How Partnerships Happen 
Channel Marketing partnerships don’t happen overnight. 
Some projects may come together in a matter of weeks,  
while others can take months — or even years — to move  
from initial conversations to launch.
What is Channel Marketing? 
A consumer sees a Beef. It’s What’s For Dinner. 
recipe and image on a national club store website. 
A steakhouse launches a new menu item. A 
retailer educates staff on beef quality, cooking 
and nutrition. How do these projects get off the 
ground? Through valued partnerships with the 
Checkoff-funded Channel Marketing program. 
What’s important to keep in mind is that the 
majority of beef must go through a channel 
partner to ultimately get to the consumer. A 
“channel partner” is any business that helps 
connect beef with consumers after it leaves 
production — including grocery retailers, 
restaurants, distributors, manufacturers and 
e-commerce platforms. That’s why it’s so important 
for the beef industry to cultivate relationships with 
these partners. What many producers don’t see 
is the years of relationship-building, education, 
culinary ideation and partnership development 
that often happen behind the scenes before 
beef ever reaches the consumer in a new way.
RETAIL
	ƒ Walmart 
	ƒ Sam’s Club 
	ƒ Costco 
	ƒ Albertsons 
	ƒ Kroger 
DISTRIBUTION & MANUFACTURING
	ƒ Sysco 
	ƒ US Foods 
	ƒ Performance 
Foodservice 
	ƒ Branding Iron 
	ƒ Stampede Meat
	ƒ UniPro Foodservice 
FOODSERVICE
	ƒ Brinker International
	ƒ Fatburger 
	ƒ Texas Roadhouse 
	ƒ Bloomin’ Brands 
	ƒ Panera Bread 
	ƒ McDonald's 
	ƒ Red Robin 

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