March 30, 2020
In the latest effort to address myths about beef production and nutrition, Beef. It’s What’s For Dinner., managed by the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, has released a new video series, ‘Real Facts About Real Beef.’ The videos highlight real farmers and ranchers and other beef experts candidly addressing some of the most common misconceptions and questions about cattle and beef.
According to market research, 52 percent of people agree that they trust the people who raise cattle; however, only 27 percent of people say they are knowledgeable about how cattle are raised. In a time when consumers are more removed from food production than ever, these videos deliver facts directly from the source - beef farmers and ranchers, as well as credentialed experts in the fields of sustainability, human nutrition, and more.
The Videos in this series include:
“’Real Facts About Real Beef’ is one more way Beef. It’s What’s For Dinner. is working to help ensure consumers are informed when it comes to how beef is produced and the nutrients it delivers,” said Buck Wehrbein, federation division chair at NCBA. “These videos are a powerful way we’re able to share fact- and science-based information about beef production and nutrition with these important audiences.” The ‘Real Facts About Real Beef’ videos will be promoted on social media platforms, such as Facebook and Twitter, to help address misinformation about beef production and its role in a healthy, sustainable diet. In addition to addressing the myths head on, the videos direct consumers to BeefItsWhatsForDinner.com for additional information.
This video series is just the latest from Beef. It’s What’s For Dinner. in an effort to debunk myths about the beef industry. In mid-January, new ads, complete with the brand’s unique personality and swagger, were rolled out addressing the topics of health, sustainability and meat substitutes. The initial six-week digital media flight generated more than 35 million consumer touchpoints, reaching more than 11.6 million consumers multiple times.
In addition to these myth busting efforts, Beef. It’s What’s For Dinner. is giving consumers a behind-the-scenes look at beef production with 360° virtual ranch tours. The videos take consumers on an educational journey to farms and ranches across the United States to learn how beef farmers and ranchers raise cattle to produce high-quality beef
“As a contractor to the Beef Checkoff, we are committed to ensuring consumers, media, chefs, dietitians foodservice, retail partners and other stakeholders have the facts and information they need when it comes to the beef industry,” said Alisa Harrison, senior vice president of global marketing and research at NCBA, a contractor to the Beef Checkoff.
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.