Your Beef Checkoff is Helping Consumers Rethink the Ranch

By Misty Martin on October 31, 2017 @ 3:05pm

Promoting beef has become more complicated than it was in 1992 when your beef checkoff kicked off the “Beef. It’s What’s for Dinner.” brand. That’s why “Rethink the Ranch” was born. As your checkoff is re-introducing consumers to beef during this 25th anniversary of our iconic brand, we’re also introducing them to the real ranchers and farmers and their real stories about how they produce beef. This will be the first time that will promote both the product and the people who produce that product. The site tells a brand story that is focused on promoting beef’s greatest strengths: the unbeatable taste of beef, the people and production process behind beef, the variety and ease of cooking beef, and the nutritional strength that beef provides. Visit the NEW to watch the video.