Beef. It’s What’s For Dinner. Brand Launches Sustainability Campaign  

April 26, 2021

Huntington Farm

NCBA, a contractor to the Beef Checkoff, launches integrated campaign to share stories of real beef farmers and ranchers and their commitment to protecting the land for generations to come 

The Beef. It’s What’s for Dinner. brand, managed by National Cattlemen’s Beef Association’s (NCBA), a contractor to the Beef Checkoff, launched a new beef campaign highlighting real beef farmers and ranchers. Consumers will be invited to learn more about how cattle farmers and ranchers around the country are employing sustainable practices to care for the land and produce high-quality beef.    

Recent scientific research funded by the Beef Checkoff shows that due to decades of continuous improvement efforts on farms and ranches around the country, the U.S. is the leader in sustainable beef production. In fact, according to the U.S. Environmental Protection Agency, greenhouse gas from beef cattle only represents 2% of emissions in the U.S.1 Additionally, 90% of what cattle eat is forage and plant leftovers that people can’t eat.

With this strong foundation of scientific and consumer market research, NCBA took the opportunity to develop a fully integrated campaign that will target consumer, influencer, media and supply chain audiences. The campaign will come to life in a variety of ways, including: 

  • New Beef. It’s What’s For Dinner. advertising that will run on social media, YouTube and connected TV with a new video series highlighting how beef farmers and ranchers around the country are implementing land-conserving, award-winning environmental efforts
  • An interactive map on that will be featured in the new ads and invite consumers to meet beef farmers and ranchers from each state
  • A series of interviews showcasing sustainability from farm to table on local TV and radio stations across the country
  • Influencer partnerships bringing chefs and cattle producers together for a collaborative and educational video series 
  • Content partnerships and sustainability story placements in publications, from the national level to the local level, across the country 

“Beef farmers and ranchers have been caring for the land and environment for generations and will continue to do so,” said Clay Burtrum, 2021 Federation Division Chair. “Consumers want to know more about where their food comes from and as sustainability becomes a focus for consumers, it’s important for us to tell our story as effectively as possible and this campaign does just that.” 

According to market research, only 24% of consumers say they are knowledgeable about how cattle are raised for food. This sustainability campaign aims to address that by introducing consumers to farmers and ranchers across the country and showcasing the many efforts underway to help sustain and improve the land for generations to come. Consumers will also be introduced to the Environmental Stewardship Award Program and the Beef Quality Assurance Program as further evidence of steps taken by the industry to adhere to the highest standards. 

For more information on the U.S. cattle industry and beef sustainability, visit or  

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.

  1. EPA. 2019. Inventory of U. S. Greenhouse Gas Emissions and Sinks: 1990-2017. U. S. Environmental Protection Agency, Washington, D. C.    
  2. National Academies of Sciences, Engineering, and Medicine. 2016. Nutrient Requirements of Beef Cattle: Eighth Revised Edition. Washington, DC: The National Academies Press.