February 3, 2021
Five-part video series pairs chefs with local farmers and ranchers for a unique look at how beef is raised.
A series 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:
“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.”
Released late last year, the videos garnered 658,790 views to-date.
The videos can be viewed here.
To learn more about Chef's Roll, visit: https://chefsroll.com
About the Beef Checkoff
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $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.
About NCBA, a Contractor to the Beef Checkoff
The National Cattlemen’s Beef Association (NCBA) is a contractor to the Beef Checkoff Program. The Beef Checkoff Program is administered by the Cattlemen’s Beef Board, with oversight provided by the U.S. Department of Agriculture.
About Chefs Roll
At Its Core, Chef's Roll is a Highly Specialized Community with Unique Influence, Access and Credibility Within the Global Professional Chef & Foodservice Marketplace. Chef's Roll's Initial DNA was a Peer-To-Peer Network for Working Professional Cooks, Chefs and Foodservice Decision Makers. The Network Grew Quickly and Successfully. It was During This Rapid Growth and Organic Participation From Its Core Membership of Chefs From All Over the World That The True Power and Uniqueness of Chef's Roll Emerged. Our Ability to Promote Chefs, Products, Events and Brands To a Highly Engaged Chef Audience Through In-House Content Creation and Pioneered Programs. Additional Strength Lies In The Reach and Engagement of Chef's Roll's 1.3MM+ Member Audience Across Its Various Social Media Platforms.