Beef. It's What's For Dinner.

As a beef producer raising a young family in the Black Hills of South Dakota, I think a lot about the future of our industry. Like many producers, I’m proud of the work we do.

The holidays may look a little different in 2020. However, the National Cattlemen’s Beef Association and the Beef Checkoff want one thing to remain the same, and that’s beef. “Beef. It’s What’s for Holiday Dinner.” For the first time since ...

As Americans fired up their grills for Memorial Day, the “Beef, It’s What’s for Dinner” campaign highlighted the hard-working beef farmers and ranchers who make grilling season possible. They did so with a new video, released on Memorial Day, that takes consumers on a dawn-till-dusk workday of raising beef, doing so in just 30 seconds. As the video ends, it ...

The “Beef. It’s What’s For Dinner” campaign relaunched two years ago.  Over that time, the campaign has reached more than one billion consumers with informative digital marketing and social media content.  The campaign was developed by the National Cattlemen’s Beef Association and funded by the Beef Checkoff.  The campaign is designed to encourage fami...