February 19, 2022
As drivers raced to the checkered flag, beef was the star of NASCAR’s opening week
Austin Hill was first to the checkered flag, and the beef, as he won the 41st season-opening race for the NASCAR Xfinity Series – the Beef. It’s What’s For Dinner.® 300. For the second year the Federation of State Beef Councils, on behalf of the Beef Checkoff, partnered with the Daytona International Speedway to sponsor the race one day ahead of the legendary DAYTONA 500.
“From the shared emphasis on family values and legacies in both racing and cattle farming and ranching, to the love of beef on the grill, beef and NASCAR just make sense,” said Brad Hastings, 2022 National Cattlemen’s Beef Association Federation Division Chair. “The partnership also provided an opportunity for the Beef. It’s What’s For Dinner. brand to be back on TV, reaching younger and increasingly diverse NASCAR fans across the nation.”
Days before drivers took to the track, beef was in the spotlight on local TV and radio stations across the country as seven-time burger bash champion and celebrity chef Josh Capon shared race day recipes. Whether tailgating or homegating, Capon’s Southwestern Slider, Bacon Onion Jam Slider, and Korean Beef Lettuce Cups are sure to get fans to victory lane this season.
The race wasn’t the only competition that got fans excited about beef. Chefs Lamar Moore, Jennifer Carroll and Ryan Clark battled it out on the grill during the Checkoff-funded Beef. It’s What’s For Dinner.® 300 cookoff judged by Chef Josh Capon and World Champion Pitmaster Lee Ann Whippen. While Chef Lamar Moore's Beef Tenderloin with Cheesy Grits and Chef Ryan Clark's Flank Steak 'Street Corn' Skewers made for delicious competitors, Chef Jennifer Carroll came out in front with her Berbere Beef Kebabs.
Throughout the week, the Beef. It’s What’s For Dinner. midway tent was a fan favorite. Free race day sliders, fans testing their skills on roping dummies, and an interactive social media photo booth provided the ultimate beef experience. Additionally, campers and tailgaters sported signs showing they were grilling beef and in return, were surprised with beef merchandise such as hats, shirts and bags.
Finally, the Beef. It’s What’s For Dinner. brand was also showcased in advertising during the race on Fox Sports 1, on the racetrack big screen and on signage throughout the Daytona International Speedway property.
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 the Federation of State Beef Councils
The Federation of State Beef Councils is housed by the National Cattlemen’s Beef Association (NCBA), which is a contractor to the Beef Checkoff Program. The program is administered by the Cattlemen’s Beef Board, with oversight provided by the U.S. Department of Agriculture. 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 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.
About Daytona International Speedway
Daytona International Speedway is a state-of-the-art motorsports facility and was awarded the SportsBusiness Journal’s prestigious Sports Business Award for Sports Facility of the Year in 2016. Daytona International Speedway is the home of The Great American Race – the DAYTONA 500. Though the season-opening NASCAR Cup Series event garners most of the attention – as well as the largest audience in motorsports – the approximately 500-acre motorsports complex, also known as the World Center of Racing, boasts the most diverse schedule of racing on the globe. In addition to at least nine major event weekends, the Speedway grounds are also used extensively for events that include concerts, civic and social gatherings, car shows, photo shoots, production vehicle testing and police motorcycle training.