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Sustainability Campaign Launched by NCBA

The National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, a national marketing, and research program designed to increase the demand for beef at home and abroad, has launched a new marketing campaign focused on sustainability. Consumers will be invited to learn more about how cattle farmers and ranchers around the country and in their areas are employing sustainable practices to care for the land and produce high-quality beef. 

“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.” 

NCBA plans to emphasize and showcase the innovative practices that American farmers and ranchers are taking to support sustainability practices using the latest research and science. For example, a recent paper published in Global Change Biology confirmed that the United States’ beef production is the most sustainable in the world, reducing the industry’s carbon footprint by 40% while also producing 66% more beef. “U.S. farmers and ranchers are the best in the world when it comes to producing safe, wholesome, and sustainable high-quality beef for American families, and doing it with the smallest possible footprint and we’re committed to continuing on that path of improvement,” said NCBA President Jerry Bohn. This Animal Frontiers article also emphasizes the importance of technological developments in agriculture and sustainability.

The campaign will contain various marketing tools to target consumers, influencers, media, and supply chain audiences such as:

  • New Beef. It’s What’s For Dinner.com 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 BeefItsWhatsForDinner.com 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.

Check out the Beef. It’s What’s For Dinner. website for more information about the campaign.