Beef. It’s What’s For Dinner. Brand Launches Sustainability Campaign


The Beef. It’s What’s for Dinner. brand, managed by National Cattlemen’s Beef Association, 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.

According to the Environmental Protection Agency, greenhouse gas from beef cattle only represents two percent of emissions in the United States. Additionally, 90 percent of what cattle eat is forage and plant leftovers that people can’t eat. The campaign will come to life in various ways, including new advertising, an interactive map on, a series of interviews showcasing sustainability from farm to table on local TV and radio stations, influencer partnerships and content partnerships.