Checking in on the Checkoff

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Federation of State Beef Councils Sponsors the Beef. It’s What’s For Dinner. 300

Historic partnership with the Daytona International Speedway brought Beef. It’s What’s For Dinner. to broadcast television in NASCAR’s season-opening race.

The Federation of State Beef Councils, on behalf of the Beef Checkoff, partnered with the Daytona International Speedway to sponsor the 40th seasonopening race for the NASCAR Xfinity Series - the Beef. It’s What’s For Dinner.® 300. The event took place at 5 p.m. ET on Saturday, Feb. 13, the day before the 63rd Annual DAYTONA 500.

“Despite the extraordinary and challenging circumstances 2020 dealt cattle farmers and ranchers across the country, they persevered to keep the delicious beef Americans know and love on store shelves,” said Clay Burtrum, Federation Division Vice Chair for the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff. “This sponsorship celebrates all the industry has overcome in this historic year for beef, which demonstrated that Americans continue to choose beef as their preferred protein.”

With production support from NCBA, this historic partnership provided an opportunity for the Beef. It’s What’s For Dinner. brand to return to broadcast television for the second time since 2003. In December, Beef. It’s What’s For Dinner. returned to broadcast television after 17 years, airing a limited number of ads during the Hallmark Channel’s Countdown to Christmas movies.

In addition to production support, NCBA, hosted a satellite media tour featuring celebrity chef Hugh Acheson. Chef Acheson was interviewed by television and radio stations across the country to talk about the Beef. It’s What’s For Dinner.® 300 and share delicious beef recipes that are perfect for tailgating, or homegating, on race day.

DeAnne Maples, Florida Beef Council’s Director of Beef Marketing and Promotion, said, “Showcasing the Beef. It’s What’s for Dinner. brand on broadcast television allows us to reach even more consumers at home and gives beef farmers and ranchers something to celebrate on a national stage.”

The Beef. It’s What’s For Dinner.® 300 expanded a current partnership between Beef Checkoff and Daytona International Speedway. In 2020, the track produced “Race Day Recipes” on digital channels in which Speedway President Chip Wile demonstrated his beef grilling expertise to showcase the NASCAR experience - especially to campers and tailgaters who love to enjoy delicious beef recipes as part of their celebration of NASCAR events.

Precautionary measures required all guests to be screened before entering the facility for the Beef. It’s What’s For Dinner.® 300. Face coverings and six-feet social distancing were required.

Beef. It’s What’s For Dinner. Partners with Chef’s Roll to Highlight the Beef Quality Assurance Program from Pasture to Plate

Five-part video series pairs chefs with local farmers and ranchers for a unique look at how beef is raised.

Aseries of videos developed and released through a new partnership between the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, and Chef’s Roll, Inc., reached more than 1.3 million viewers in its initial launch. The videos highlight the importance of the Beef Quality Assurance (BQA) program for the ranchers who raise the cattle, and the chefs who serve high-quality beef to their customers.

Chef’s Roll is a global network of chefs and hospitality professionals that promotes its work through programs and original content like these videos. The five videos made in partnership with the Beef. It’s What’s For Dinner. brand feature the pasture-to-plate relationship between ranchers and chefs across the country.

Each video follows a chef as they visit a local cattle operation to learn about how BQA practices are used to sustainably and responsibly raise high-quality beef. The beef farmer or rancher then visits the chef’s kitchen to gain an understand of how beef is prepared and featured on the chef’s menu. The experience is rounded out with a shared beef meal.

The videos showcase five unique production and restaurant styles with the following rancher-chef relationships: • Arizona Ranch Manager Dean Fish discusses environmental stewardship and proper cattle handling techniques, and Executive Chef Ryan Clark of Casino Del Sol presents the Cowboy Ribeye. • Oklahoma Feedyard Manager Tom Fanning shows how the fourth-generation cattle feedyard is dedicated to quality control, and Executive Chef Kathryn Mathis of BackdoorBBQ presents her contest-winning smoked pastrami sandwich. • Georgia Cow-Calf Farmer Kristy Arnold talks about being a third-generation owner of her farm, and Executive Chef Mark Keiser of Oak Steakhouse cooks a succulent, braised boneless beef short rib. • Idaho Rancher Kim Brackett explains that prioritizing animal welfare is the right and only way to ensure quality beef, and Executive Chef Shawn Smith of Coynes Restaurant shares his “Butler Steak Risotto” with flatiron steak. • California Rancher Jamie Mickelson speaks about the importance of cattle quality of life, and Chef Bob Simontacchi of Gravenstein Grill makes his Pimento Cheeseburger with aged, white cheddar.

“These videos recognize and celebrate the commitment of our cattle farmers and ranchers to Beef Quality Assurance standards, and the food industry professionals who serve their high-quality beef,” said Sarah Reece, NCBA Senior Director of Influencer Engagement. “Whether a consumer is enjoying beef in a burger, as a steak, or with pasta, our hope is that by sharing what goes into how beef is raised, consumers continue to demand the amazing flavor of beef, and the nutrients it provides.”