Beef. It’s What’s For Dinner. Debuts Virtual Reality Ranch Tours at FOOD & WINE Classic in Aspen

Hillary makens | june 11, 2018

New 360-degree videos bring the cattle to the people with tours of a cow-calf operation, a feedyard and a public lands ranch to see how beef is raised and meet the people behind it.

In a first for the FOOD & WINE Classic in Aspen, Beef. It’s What’s For Dinner. will offer attendees an on-site virtual reality ranching experience. Through this technology, attendees will have an opportunity to virtually visit a farm or ranch where they can explore how cattle are raised to produce high-quality beef. Following the FOOD & WINE Classic, the 360-degree videos will be available to public to provide consumers with an in-depth look at cattle farming and ranching.

In addition to debuting virtual reality videos, as the exclusive protein sponsor of the 2018 FOOD & WINE Classic, the Beef Checkoff funded Beef. It’s What’s For Dinner. will showcase all things beef at the event. Attendees will have an opportunity to talk with ranchers about what it’s like to raise cattle and produce beef, watch a beef cutting demonstration by a meat scientist, and sample on-trend beef recipes.

“We know people want to learn more about where their food comes from, but not everyone can visit a farm or ranch,” said Alisa Harrison, senior vice president, Global Marketing and Research for the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff. “Our new 360-degree videos offer an opportunity to learn more about how cattle are raised and become immersed in ranching experiences from anywhere at any time.”

The three 360-degree videos transport the viewer to a ranch to experience some of the different ways cattle are raised.

  • Triple U Ranch – A look around Triple U Ranch shows a family-owned diversified farm and ranch in Iowa where they have a cow-calf operation, a small feedyard, and grow crops to feed to their cattle. The ranch was started in the 1940’s and has been in the family and had cattle on it ever since. Jessica Utesch Wilson, who manages the mama cow and calf part of the ranch, was raised there and is raising her kids on the land.
  • Bracket Ranch – A peek into the Brackett family’s life at Brackett Ranch on the Oregon and Idaho border shows unparalleled beauty. The Bracketts and their four kids raise cows and calves on private and federal public lands. By ranching on public lands, the Brackett family is helping preserve water and plants, controlling fires, and protecting wildlife habitat.

“We are excited to be part of the FOOD & WINE Classic in Aspen,” added Harrison. “Cattle farmers and ranchers care deeply about the beef they produce, and it is an honor to showcase their hard work and highlight beef, from pasture to plate, at one of the world’s premier food and wine festivals.”

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.