ĎBeef. Itís Whatís For Dinner.í Brand Launches Sustainability Campaign


Source: National Cattlemenís Beef Association news release

via 95.3 MNC (IN) - Apr 26, 2021


The Beef. Itís Whatís for Dinner. brand, managed by National Cattlemenís Beef Associationís (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.[i] Additionally, 90% of what cattle eat is forage and plant leftovers that people canít eat .[ii]


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:


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