Beef Checkoff Helps Consumers Rethink the Ranch

Image 1   The new Rethink the Ranch campaign puts a genuine face on the beef industry by sharing real life moments of six beef-producing families across the country. So, while you are focusing on managing your operation, your checkoff investment is at work helping consumers rethink how beef goes from your pasture to their plate.

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Meet an Old Friend

The beef checkoff is re-introducing consumers to beef during this 25th anniversary of “Beef. It’s What’s for Dinner.” When consumers go to the re-designed website, your checkoff has one section to introduce them to the real ranchers and farmers and their stories about how they produce beef. The iconic brand highlights the humanity behind beef production; to connect consumers to the process AND the people AND the product!

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Pass It On! A-Bar Ranch

Generations of the Armitage family working the A-Bar Ranch in Oklahoma say the beef checkoff is beneficial in many ways, from educating the consumer about the nutritional benefits of beef to protecting beef's reputation.

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Families and the Checkoff

Mike and Martha Armitage at A-Bar Ranch in Oklahoma say the transition of a beef operation from generation to generation can be difficult, but the beef checkoff is a leader in helping families do just that.

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Showing Consumers How Cattlemen Care for Cattle

Cody Easterday, who operates feedlots in eastern Washington, knows the importance of the beef checkoff when it comes to communicating with his consumers. “The checkoff is a conduit between us and the consumer,” says Cody. “It provides the education we need to produce the product that the consumer wants.”

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Recipes for a Crowd

We know there’s nothing more memorable than sharing a delicious meal with family and friends during the holiday season, so your checkoff is delivering recipes for the whole gang. It’s just one way we help keep beef on the minds, and dinner tables, of consumers all year long.

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The beef checkoff increases beef demand through promotion, research and new product development, and a variety of other marketing tools.


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