The Beef Checkoff is celebrating its 35th anniversary, and the NCBA is talking about the successful promotion and research programs driving beef demand. The NCBA says consumers are more open to the nutritional benefits of beef than at any other time since the Checkoff first began more than three decades ago. The Beef Checkoff was implemented during a time when U.S. Dietary Guidelines suggested Americans should limit beef in their diet and reduce their intake of fat and cholesterol. “I’ve seen firsthand the evolution of nutrition behavior over the years,” says Becky Walth, a South Dakota producer and member of the Nutrition and Health Checkoff Committee. “The Beef Checkoff has been ahead of the curve, conducting research to demonstrate the importance of beef in a balanced diet.” Two landmark studies commissioned by the Beef Checkoff reinforced the idea that beef fits a heart-healthy diet. Because of checkoff-funded research, beef can now be Americans’ protein of choice in any gold standard, heart-healthy diet. Beef is also consistently recommended by scientists, physicians, and registered dieticians. In addition, 75 percent of consumers now agree that beef is nutritious.