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 BeefItsWhatsForDinner.com 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 BeefItsWhatsForDinner.com to watch the video.
The Texas Beef Council (TBC) conducts the $1 per head national checkoff program for Texas beef producers and is also the contractor for the Beef Promotion Research Council of Texas (BPRCT), which administers the $1 per head Texas state checkoff program. TBC’s mission is to increase beef demand in the state through programs of beef promotion, research and education. TBC also helps fund national and international beef checkoff programs to increase marketing opportunities around the globe. The BPRCT’s mission is to improve Texas producer profitability by strengthening and expanding beef demand. The TBC and the BPRCT are directed by a 20-member board of cattlemen and women representing the state’s beef producers. For more information on this and other checkoff-funded programs, please visit www.TexasBeef.org or call (800) 846.4113.