Cevin Jones, Idaho

Cevin JonesCevin Jones is a third-generation cattleman and feedlot manager from Eden, Idaho, and chair of the checkoff’s Domestic Consumer Preference Committee. Cevin understands the importance of checkoff-funded consumer research as the basis of the new “Beef. It’s What’s for Dinner.” advertising campaign aimed at Millenials and Gen-Xers.

“Beef has such a good story – it’s a nutrient-dense protein that fits the active lifestyle of Millennials and Gen-Xers – our next generation of consumers,” says Cevin. “We have developed messages that appeal to them so they can feel good about eating beef.

Watch Cevin

“Beef has the sizzle on the grill, plus great taste and 10 essential nutrients,” says Jones. “It’s exciting to see and hear our new ad campaign, and hopefully it will help put more beef on grills and dinner tables.”


Click here for a video with Cevin about the importance of the beef checkoff.