About Us

We've covered purchasing, preparing and enjoying beef, and you're still hungry for more? Alright, we'll share a little bit about the "Beef. It's What's For Dinner." brand and how that brand came to be.

The "Beef. It's What's For Dinner." brand including BeefItsWhatsForDinner.com, e-newsletter Beef So Simple, Facebook page, Twitter handle, YouTube channel, and Pinterest page are all funded by the Beef Checkoff. You may also be looking for recipe inspiration for one of our sister proteins, veal and if you are, you can visit the VealMadeEasy.com website.

Fun fact – "Beef. It's What's For Dinner." celebrated its 20th birthday in 2012.

What's the Beef Checkoff? The Beef Checkoff was established as part of the 1985 Farm Bill. It's a national marketing and research program funded by America's cattle farmers and ranchers.

Who directs the Beef Checkoff? Cattle farmers, ranchers and importers direct the national checkoff program, which uses funds toward research and promotion efforts designed to increase domestic and/or international demand for beef. The Cattlemen's Beef Board and USDA oversee the collection and spending of these beef checkoff funds.

What's the National Cattlemen's Beef Association? The National Cattlemen's Beef Association (NCBA) is a contractor for the Beef Checkoff and manages research and promotion programs on behalf of America's farmers and ranchers with oversight from the Cattlemen's Beef Board and USDA. One of the checkoff programs NCBA manages is the "Beef. It's What's For Dinner." brand.