BEEF CHECKOFF H I G H L I G H T S STATE BEEF COUNCIL PROGR AM SPOTLIGHT: PENNSYLVANIA More Than 5,000 Students Learn About Beef Production During National Agriculture Literacy Week, the Pennsylvania Beef Council helped bring beef production education to classrooms across the state, reaching approximately 85 classrooms across 29 school districts. Through classroom toolkits, featured books, guided discussions and interactive activities, students learned more about where their food comes from and the farmers and ranchers behind it. For 40 years, the Beef Checkoff has worked to keep beef relevant, trusted and in demand. From consumer advertising and nutrition education to research, retail partnerships and foreign marketing, Checkoff-funded programs help connect beef with consumers at home and around the world. In this third installment in a four-part series, here are 10 more facts about how the Beef Checkoff drives demand for beef. 40 Years, 40 Facts: Building Beef Demand Fewer Vegans, More Meat Eaters – What It Means For Beef More than 85% of Americans identify as meat eaters today, while the share of consumers identifying as vegetarian or vegan has declined from 14% to just 7%.1 Nebraska beef producer Jaslyn Livingston takes a closer look at shifting consumer preferences and the latest beef demand data. Scan the QR code to read more. 1 – Kansas State University AgManager.info, Meat Demand Monitor — February 2020-December 2025 Summary Report. Feb. 13, 2026. https://swn.sn/highlights-article 1 5 3 7 9 10 2 6 4 8 Consumer research helps the industry understand shoppers’ evolving preferences, perceptions and purchasing behaviors. Programs equip nutrition and healthcare professionals with science-based beef nutrition research and resources. Promotion efforts reach restaurants, culinary leaders, grocery stores, retail partners and foodservice audiences. Beef. It’s What’s For Dinner. builds consumer trust by showing the people, families and communities behind beef production. Classroom resources help students learn how beef fits into agriculture, nutrition and food systems. Teacher-focused programs bring beef production into science classrooms through curriculum, farm tours, webinars and educational resources. Research provides science-based information on beef nutrition, beef safety and product quality. Influencer partnerships help reach new consumer audiences with beef messaging and recipes. Beef. It’s What’s For Dinner. advertising campaigns run in traditional print publications and on social media, websites and Connected TV like Netflix, Hulu, Peacock and more. Sports partnerships help beef reach fans, families and young consumers through team sponsorships, athlete partnerships, stadium promotions and performance nutrition education.
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