December 15, 2020
Food influencers gather for Beef Checkoff-funded event to learn how to make a Prime Rib Roast just in time for the holiday season.
On December 3, Beef. It’s What’s For Dinner. hosted a virtual “Roast and Toast” food influencer holiday event teaching a select group of food influencers how to cook the perfect Prime Rib Roast. The event brought together the group of 18 for an exclusive evening with internationally known, co-host of Iron Chef America, and reoccurring judge on the Food Network’s Cutthroat Kitchen, Chopped, Beat Bobby Flay, and Guy’s Grocery Games, Chef Jet Tila.
The “Virtual Roast and Toast” is the latest effort from the National Cattlemen’s Beef Association (NCBA), on behalf of the Beef Checkoff, to educate food influencers and reach and inspire a wider audience of consumers to enjoy a delicious beef meal. During the event, the influencers had the chance to engage with Chef Tila and ask questions. They will use the information they learned in social posts encouraging their audiences to cook a Prime Rib Roast.
“While we weren’t able to host an in-person event this year, it was great to gather virtually and share what the holiday season isn’t complete without – a Prime Rib Roast,” said Sarah Reece Senior Director, Influencer Engagement at NCBA, on behalf of the Beef Checkoff. “Despite being apart, these top-tier influencers were excited to learn from Chef Tila and this showed in their social media posts. In total, their posts generated a potential reach of more than 1 million consumers!”
“Virtual Roast and Toast 2.0” is the second iteration of last year’s in-person event, which brought together food influencers and four cattle producers for an evening of beefy, holiday inspiration. This offered a unique opportunity for influencers to meet the people who are passionate about raising beef, and learn new ways to enjoy beef during the holiday season.
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.