Visiting Cattle Operations

Your checkoff wants consumers to rethink everything that goes into beef production. So, this summer, a camera crew travelled 3,800 miles across the U.S., visiting six different cattle operations in four states. They captured more than 100 hours of video, along with images and stories about people like YOU. Watch how producers are showcased in Rethink the Ranch!

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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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