Communicating About Beef Sustainability

In partnership with the Texas Cattle Feeders Association, the beef checkoff developed video content focused on beef sustainability efforts at the feedyard. This content was then tested through market research. The research found that the video was meaningful to consumers concerned about sustainability. Additionally, concern amongst that same audience declined by 16 percent after watching the video. Because of these positive test results, the video was posted on and promoted via a paid amplification campaign.