Checkoff staff was on-hand during the nation’s largest, best-attended health & fitness expo in Washington D.C., March 10-11.


Chefs Marci Levine and Barry Strand demonstrated three heart-healthy beef recipes on the Healthy Cooking 4 You Stage.Hundreds of consumers from the Northeast visited the 25th Annual NBC4 Health & Fitness Expo looking for more information on improving their overall health and well-being. Beef was center stage in that discussion, thanks to a partnership between the Kentucky Beef Council and the checkoff’s Northeast Beef Promotion Initiative.

Those attending the 25th NBC4 Health & Fitness Expo were invited to participate in a variety of activities in the beef checkoff booth, including the interactive BeefTV, which showcased four different videos showcasing how beef gets from pasture to plate.

Beef Checkoff Chefs Marci Levine and Barry Strand demonstrated three of the checkoff’s heart-healthy recipes on the Healthy 4 You Cooking Stage. Chef Levine talked about beef’s nutritional benefits, as well as the diversity in cuts, which is of interest to many millennial consumers. Nearly 100 attendees watched the demo and taste-tested the results.

While visiting the booth, consumers had the chance to enter to win an Instant Pot Beef Prize Pack  by participating in an education survey. Of those polled, 86.5 percent are more likely or just as likely to serve beef over the other protiens after interacting with the checkoff; 89 percent of survey entrants also had a favorable opinion of beef.    

Events such as this allow the checkoff to engage directly with consumers, including millennials, to highlight beef’s taste and nutritional benefits, as well as cooking techniques. Checkoff-funded research in the Northeast shows that consumers are not confident in their abilities to pair the correct cut of beef with the appropriate cooking method. Interacting face-to-face with them helps get their cooking questions answered.

For more information about our participation in the expo, check out the NortheastLovesBeef Facebook, Twitter or Instagram pages. Participation in this event was made possible by the Kentucky Beef Council in partnership with the checkoff’s Northeast Beef Promotion Initiative. For more information, visit or

Media Contact:

Kaitlyn Carey; or visit the NEBPI website.


The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assess $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA Approval.

Internal links within this document are funded and maintained by the Beef Checkoff. All other outgoing links are to websites maintained by third parties.


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