The $1-per-head national beef checkoff is wrapping up its first 25 years of serving as a catalyst to spur strong beef sales worldwide. Today, beef is the No. 1 selling protein in restaurants, in particular, and in the United States, in general, with consumer spending on beef totaling $73.4 million in 2010.
And more than 85 percent of consumers know the industry’s “Beef. It’s What’s for Dinner” slogan, currently serving as the base of the Beef Checkoff Program.
For certain, walking through the 25-year history of the beef industry will take you down some rocky roads, as well as highlight some clear paths to growth, all en route to a beef industry that you’ll be proud to pass on to the next generation.
Catch up on highlights from each program area, through a six-part series in progress and available in the newsroom on MyBeefCheckoff.com, and help celebrate 25 years of beef checkoff success.