Kansas beef producer hub

Your one-stop shop to find out how the Kansas Beef Council is using your Beef Checkoff investment in programs and resources that connect with both consumers and producers. 

Josh Mueller is More than a Neighbor

It is rare to find someone who is as involved in the cattle cycle as Josh Mueller of Halstead, Kansas. Mueller is a rancher, auction market owner, member of the Kansas Beef Council Executive committee and serves on the Cattlemen’s Beef Board. Click the link below to see how his diverse experience has changed his viewpoint on the Beef Checkoff.

 Click HERE to learn more about Josh, and his experiences in the Kansas cattle industry. 

Josh mueller, more than a neighbor, producer communications, same team

beef insights recordings

October beef insights: Can animal Agriculture Save the World

The Kansas Beef Council (KBC) hosted a Beef Insights webinar on October 20 for members of the beef community. This was the fifth in a series of educational webinars geared toward beef producers that highlight checkoff programing. The presentation featured Jack Bobo, Director of Global Food and Water Policy at The Nature Conservancy and author of "Why Smart People Make Bad Food Choices". Bobo discussed agriculture's impact on the planet, and the future of food.

Learn More

march beef insights: animal handling and stockmanship

The Kansas Beef Council (KBC) hosted a Beef Insights webinar on March 21 for members of the beef community. This was the fourth in a series of educational webinars geared toward beef producers that highlight checkoff programing. The presentation featured Curt Pate, world-renowned animal handling clinician, who discussed the added value of improving animal handling and stockmanship on farms and ranches.

Learn More

march 2021 beef insights: covid & alternative proteins

The Kansas Beef Council (KBC) hosted a “Beef Insights” Zoom webinar on March 24 for members of the beef community. This was the first in a series of educational webinars geared towards beef farmers and ranchers highlighting different aspects of food production and how they impact each other. Highlights included how domestic consumers have responded to the unprecedented events of 2020 and how Beef. It’s What’s for Dinner and other checkoff-led programs have addressed these opportunities and challenges.

rethinking methane: a path to climate neutrality

The Kansas Beef Council (KBC) hosted a virtual Consumer Trends Forum on December 8 via a Zoom Webinar. This session was held in conjunction with the annual Kansas Livestock Association Convention. Learn about greenhouse gas emissions from Dr. Frank Mitloehner, PhD, professor and air quality specialist in Cooperative Extension in the Department of Animal Science at the University of California, Davis. 

june beef insights: alternative protein research

The Kansas Beef Council (KBC) hosted a “Beef Insights” webinar on June 30 for members of the beef community. This was the second in a series of educational webinars geared towards beef farmers and ranchers highlighting different aspects of food production and how they impact each other. The virtual meeting showcased the latest findings of a beef checkoff-funded research project completed at K-State’s Department of Animal Science. Take a deep dive with Dr. Travis O’Quinn as we take a look at what research is telling us in regards to alternative proteins.

october beef insights: a nutrition update

The Kansas Beef Council (KBC) hosted a Beef Insights webinar on October 6 for members of the beef community. This was the third in a series of educational webinars geared toward beef producers that highlight checkoff research and programing. The presentation featured NCBA Director of Nutrition Shalene McNeill, a registered dietitian, who gave an update on new checkoff-funded nutrition research on the benefits of eating beef. She also emphasized the importance of connecting with health influencers and discussed checkoff efforts to keep beef at the center of the plate. 

Continuing education for cattle producers

Low-cost, High-Impact Cattle Facility Tips

Join Dr. A.J. Tarpoff, K-State beef extension veterinarian, as he highlights certain aspects of facility design that play a big impact on both animal handling and stewardship. Join us to gain a few practical, low-cost strategies that easily can be implemented on both small and large cattle operations. The Kansas Beef Council filmed and produced this video in cooperation with Kansas State University.

handling and vaccination principles

Join Dr. A.J. Tarpoff, K-State beef extension veterinarian, as he shares an in-depth look at low-stress cattle handling techniques, how to maximize the effectiveness of vaccines, proper injection site protocols and facility design. The Kansas Beef Council staff produced and filmed this virtual "chuteside demo" video that uses both GoPro and drone technology to showcase the key principles of Beef Quality Assurance (BQA) and applies them in a relatable real-world setting.

additional resources

Kansas Beef Council program updates

6,000 Miles of Kansas Beef

The Team Beef Kansas endurance team is a Checkoff-funded endurance running and biking team with over 400 members. 

Over the course of 2022, Team Beef Kansas participated in 405 races totaling over 6,046 miles covered. The half-marathon was the most popular for the year, with the 13.1-mile distance covered 159 times. Next, 5Ks were raced 97 times, and the marathon distance was covered 33 times. Finally, 100+ miles were covered on 10 different occasions. 

Despite all the different races and mileage covered, the team held strong to their unifying message: beef can be a part of and help a highly active and healthy lifestyle. 

Team Beef members wear iconic red jerseys displaying the Team Beef Kansas name. This lets other race participants know what is fueling these athletes. It also allows Team Beef members to connect with one another. 

“Being a cattle producer and an athlete, beef is not only a huge part of my lifestyle, but also the diet that fuels my body for my runs,” Janet Phillips, member of Team Beef Kansas, says. “I joined Team Beef to help promote something I love while doing something I love. Wearing my Team Beef jersey while at a race gives me the chance to promote beef as well as talk to other people about the benefits of beef in an active diet.” 

The endurance community is not known for its warmth toward beef, so Team Beef Kansas helps spread awareness about the benefits of eating America’s #1 red meat. 

Team Beef Kansas mostly ran around the Midwest, but people also were spotted in the red jerseys in London, South Africa and at the historic Boston Marathon.

Team Beef members at a race

The Kansas Beef Checkoff provides nutrition education that extends beyond state lines.

In partnership with the Nebraska Beef Council (NBC), the Kansas Beef Council (KBC) extends funding for Nutrition Outreach to beef councils in states with some of the largest populations in the country. With this support, the California, New York, and Florida Beef councils can extend nutrition programs that highlight research-based information on beef’s role in a healthy, balanced diet to healthcare professionals. 

California Beef Council 

Funding support in 2022 helped provide continuing education opportunities such as a Beef Checkoff-sponsored session, an exhibit booth, and a farm-to-table dinner for the California Academy of Nutrition and Dietetics Annual Conference. Attendees heard firsthand from a ranch family about sustainability efforts and the vital role beef farmers and ranchers provide towards supplying sustainable, and reliable beef products. Additionally, California Beef Council nutrition outreach programs in 2022 increased the visibility of the Beef Checkoff in providing science-based information on beef's role in a healthy lifestyle for all ages. A sponsored session and exhibit at the California WIC (Women, Infant, and Children) Spring Conference brought health professionals an educational program on a common micronutrient deficiency, iron. The presentation examined how introducing foods like beef as a first complementary food can help prevent iron deficiency in infancy and early childhood. 

New York Beef Council 

The New York Beef Council (NYBC) hosted two sessions for New York’s WIC Virtual Annual Conference focused on incorporating beef into baby-led weaning and beef’s positive role in improving infant and toddler acceptance of new flavors and textures. A virtual lunch-and-learn with NY WIC dietitians, nurses and nutrition educators discussed the benefits of including beef as a first complementary food and as part of younger children’s diets included in the 2020 U.S Dietary Guidelines. Nutrition Outreach extension also goes beyond continuing education opportunities as the Beef Checkoff provided patient take-home resources for clinical sites and physicians’ offices on making every bite count for their infants and toddlers. NYBC sponsored a “Build Your Base” (BYB) booth at the NYS Athletic Association Annual Meeting, which was well-attended. The BYB program highlights beef’s positive nutritional value for fueling high school and college athletes. Beef educational materials and conversation on the Build Your Base program and the benefits it can provide athletic programs were shared. NYBC also engaged with future nutrition professionals by hosting two dietetic intern farm tours at Maple Acres Black Angus and SK Hereford in September. NYBC also engages with consumers through monthly social media throwdowns that create new recipes and connections with beef and nutrition plus added engagement and outreach with foodies and dietitians. 

Florida Beef Council 

Florida Beef Council (FBC) outreach in 2022 included engaging with registered dietitians at both the national Food and Nutrition Conference and Expo (FNCE) and the Today’s Dietitian Symposium in Orlando. Additionally, FBC provided beef jerky and educational resources during a meeting of the north district of the Florida Academy of Nutrition and Dietetics. Lastly, FBC also hosted a ranch to ribeye tour with a handful of University of Central Florida football players and staff. Attendees learned about best practices in the beef industry and the leanest cuts of beef for cooking. Checkoff-funded state partnerships like these are essential to communicate accurate, science-based information about beef nutrition to key opinion influencers who live in states with high population densities.

temperature burger
Kansas Beef council runs 12 cuts of christmas campaign 

The holidays can be stressful with all the preparation that can go into planning the perfect get-togethers and presents. That is why the Kansas Beef Council created the 12 Cuts of Christmas social media campaign to give consumers creative recipes that highlight beef’s versatility and satisfy an array of people. 

 Consumers are looking for recipes where they can get amazing taste no matter what cut they select. Therefore, the campaign featured 12 Beef. It’s What’s for Dinner. recipes utilizing 12 beef cuts that vary in cost and versatility. The recipes included a cheesy beef artichoke dip and a classic rib roast. Content was distributed on Instagram and Facebook with links to the specific recipes on BeefItsWhatsforDinner.com.

the brisket day of kansas beef council 12 cuts of christmas social media campaign
KBC Partners with other state beef councils on summer grilling ecommerce campaign

A partnership between the Kansas, Oklahoma and Nebraska Beef Councils along with NCBA, a contractor to the Beef Checkoff, produced $11.6 million in beef sales across the nation through a Checkoff-funded e-commerce campaign. The campaign ran from July to September with a focus on grilling. It also produced a $49.08 return on investment. This means for every $1 spent on the campaign, there was $49.08 of beef sales produced. The Kansas Beef Council plans on repeating this campaign again in 2023.

summer grilling ecommerce results for multiple state beef councils

Kansas Beef and K-state Athletics Tailgater of the game COMPETITION and winner

The inaugural year of the Kansas Beef Council's "Tailgater of the Game" competition with K-State athletics football games showcased loyal fans and an incredibly versatile protein with unbeatable taste - beef. Weekly winning dishes highlighted this taste and versatility and included dishes like smoked brisket, steak and egg Benedict, BBQ flank steak, cowboy Philly Cheesesteaks, and an unbelievable tenderloin recipe. 

Rick Bloom of Wichita, Kansas, brought home the winning recipe by serving up an awe-inspiring, spit-roasted beef tenderloin for his tailgate party. 

The 1991 K-State graduate of the college of engineering has attended nearly every game since graduating and can be found serving food and beverages to loyal K-State fans at his RV22 parking lot. 

Bloom's hospitality and relationship with the student body has made himself somewhat of an attraction on game day, and during the K-State / OSU game, he chose to place beef center stage and won big. Rick, congratulations on winning "Tailgater of the Game"! Read more about Rick and his K-State story!

Read more about Rick and his K-State story here

KBC Sponsors Two Kansas Dietetic Intern Nutrition Communication Trainings

The Kansas Beef Council (KBC) recently hosted nutrition communications training workshops for students enrolled in dietetic internship programs at the University of Kansas Medical Center (KUMC) in Kansas City and Kansas State University in Manhattan. More than 30 dietetic interns and faculty members participated in the events. 

These checkoff-funded sessions are designed to provide accurate, peer-reviewed scientific research and practical experience with beef to aspiring professionals who will reach thousands of consumers and clients during their careers. 

The trainings started with Abby Heidari, registered dietitian and KBC Director of Nutrition, presenting about the health benefits of beef. Then, local Kansas producers shared their operations’ stories and explained the different sectors of the cattle industry. Participants at the KUMC workshop had the opportunity to learn from beef ranchers Wrenn and Arturo Pacheco while KSU interns heard from Isaac and Jill Carr, from Wabaunsee and Geary counties, respectively. 

Melissa Joy Dobbins, registered dietitian and owner of Sound Bites, taught how to effectively communicate nutrition information with media outlets. Dobbins has extensive experience in showcasing nutrition through cooking demonstrations on news stations. She also has worked to help dispel misinformation about the cattle industry within the health and nutrition arena. The participants ended the day presenting their own nutritious meals that included beef sirloin. 

These trainings allowed students to apply evidence-based guidelines as they practiced delivering science-based protein recommendations in a variety of potential settings, including one-on-one patient counseling and cooking demonstrations. 

“Dietitians are people’s go-to source for nutrition and beef production information, and we want to make sure they feel confident to answer any question,” Heidari said. “I wish I would have had these trainings when I was going through school and my internship.” 

This was the 11th year for checkoff-funded dietitian training sessions in Kansas.

Kansas Ranchers, Pachecos, share their story with UKMC dietetic interns
KBC Uses Consumer Preferences to Promote Beef

The Kansas Beef Council (KBC) is committed to reaching consumer audiences effectively and efficiently to increase beef demand in Kansas. 

To make that possible, KBC routinely collects market research throughout the state to create checkoff-funded dashboards that use the results from questionnaires various consumers complete about their protein preferences and beef perceptions. KBC’s most recent dashboards included a sample size of 150 people in Kansas and 150 people in the Kansas City area. The questionnaires were taken during the month of August, and respondents were between 18 and 65 years old. 

The results show 75% of Kansans and 72% of consumers within the Kansas City metro area have a positive perception of beef. However, those percentages drop down to only 42% and 35%, respectively, when asked about cattle raised specifically for food. 

Around 84% of Kansans and 79% of Kansas City residents eat beef weekly. Only 3% of Kansans eat beef less than weekly, but 5% of Kansas City residents never eat beef. 

There are three main considerations Kansas consumers have when selecting which protein to purchase and eat: taste, value and safety. 

Over 80% of Kansans and Kansas City residents believe beef is great tasting and good for many types of meals. Just 63% of respondents said they believe beef is safe to eat. Consumers stated in the questionnaire that access to quick, easy and healthy recipes could encourage them to increase their beef consumption. 

Product packaging is where Kansas consumers primarily get their information about beef nutrition, but Pinterest and influencers are where they look for recipes and information about how cattle are raised. Other social media sites are used to find similar information. 

“These dashboards help us understand our local Kansas consumer audiences better, so we can build beef demand,” Kevin Thielen, KBC executive director, said. “Our producers trust that we use their dollar well, and we take every opportunity to do exactly that.” 

KBC used this information when navigating their fall social media campaign. The campaign featured 10 fall soups – all featuring beef. The campaign used targeted ads on Instagram, Facebook, Pinterest and TikTok. The content was seen over 750,000 times and had over 160,000 engagements.

facebook ad for KBC 10 fall soup recipes
KBC Partners with jack bobo and don close on VIRTUAL Webinars

The Kansas Beef Council hosted two Checkoff-funded webinars during the week of October 17. The first was “Can Animal Agriculture Save the World?” with the Nature Conservancy’s Jack Bobo on October 20. Then, American AgCredit’s Don Close presented to the staff and executive committees of the Kansas, Nebraska and Texas beef councils on October 23. His presentation focused on cattle and beef industry market outlooks. 

Animal Agriculture Saves the World 

Bobo presented to 38 participants from multiple states across the nation for one hour, while White City rancher Debbie Lyons-Blythe helped moderate. Bobo is the director of global food and water policy at The Nature Conservancy. He previously served as the chief executive officer of Futurity, a food foresight company, and wrote the book, “Why Smart People Make Bad Food Choices.” 

Bobo started his presentation by highlighting the importance of investing in agriculture and how every $1 invested in the industry results in a $1.43 return on investment. 

He also posed the question that if our current food system is considered broken, then when in history has it not been. He went onto to explain that our food system is good and getting better, but it is not improving as fast as we need. 

During the presentation, Bobo discussed how producers can best connect with the general consumer audience. “Consumers have never cared more – nor known less – how their food is produced,” he said. 

Both producers and consumers are encouraged to move their language from “should” to “could” when communicating with the other. However, Bobo explained, science tells us what producers could do, but the public tells us what we should do. 

Finally, Bobo explained that producers sharing the “why” behind their operations is the most impactful when creating trusting relationships with consumer audiences. 

“Beating people up with science hardly does anything,” he said. Watch Bobo’s presentation here. 

Market Updates and Outlooks 

Don Close, began his presentation, “U.S. Beef and Cattle Outlook”, by discussing some current global agriculture and beef industry problems. Canada is starting to experience some of the drought conditions that American producers have had for the past few years. Then, India is experiencing foot-and-mouth disease and lumpy skin disease outbreaks. He emphasized every producer in a major cattle-producing country currently is experiencing something unusual. 

The main portion of Close’s presentation focus­ed on domestic supply and consumer demand. 

Herd liquidation will continue until drought conditions improve, which is not projected to happen until 2025 or later. He then went on to explain how the Angus on Holstein crossbreds have helped improve the quality of American-raised beef without increasing the number of total head. 

“We don’t have more cattle, the cattle just look different,” Close said. 

Close stated that data shows total U.S. beef exports are up 5.5 to 6% YTD. U.S. beef exports to China are up 33% from last year. However, there is some concern with relying on China as a major beef importer due to unstable economic and political conditions. Finally, Close mentioned how during the pandemic, beef retailers and processors had to pivot most of their beef supply meant for restaurants and wholesale to beef cuts suitable for the grocery store. This change allowed consumers to try high Choice and Prime beef in the convenience of their own home. Ultimately, consumer audiences now have a large demand for premium cut beef to be served at home. “This is a game changer,” Close said. 

Consumer perceptions of beef overall have been relatively positive, and they do view beef as a healthy option to include in their diets.

KBC Participates in Partnerships in Action Conference with NCBA, 30 Other State Beef Councils

Staff from the Kansas Beef Council recently attended the annual Partnerships in Action (PIA) conference, Oct. 12-14, to learn about national Beef Checkoff programs and network with different state beef councils. 

More than 80 state staff from 30 state beef councils participated in the event, which was held near Denver in the offices of the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff. Attending KBC staff was Scott Stebner, Abby Heidari and Grace Jacobson.  

Topics of discussion over the three days included 2023 program strategy, current consumer trends and preferences, and an overview of upcoming Beef. It’s What’s For Dinner. promotions. Attendees also selected from various breakout sessions to receive training in different areas more specific to their individual positions. 

“This was a great opportunity to meet with the other state beef councils and NCBA,” Abby Heidari, KBC director of nutrition, says. “PIA allows all of us to not only network but to brainstorm and discuss partnerships to help promote beef around the country.” 

 The PIA conference is Checkoff-funded and coordinated by the Federation of State Beef Councils, which is supported by, and provides support to, state beef councils across the country including the Kansas Beef Council. The Federation, which celebrates its 60th anniversary in 2023, was established by grassroots producers as a more concerted and focused effort to conduct national beef research and promotion programs.

QSBC at PIA in Centennial, Colorado

Research Shows Ending U.S. Beef Trade Could be a Catastrophe for the Industry

A recent Checkoff- funded report revealed economic disaster would be the end result if all U.S. beef trade was eliminated. The report was authored by agricultural economists Glynn Tonsor of Kansas State University and Derrell Peel from Oklahoma State University. The report was commissioned by the Kansas Beef Council, Oklahoma Beef Council and Texas Beef Council. 

According to the report, if both U.S. beef exports and imports declined by just 10%, prices and quantities of feeder cattle and fed cattle would fall significantly. Cumulatively, a 10% reduction in beef trade over 10 years would create a loss of $12.9 billion to those selling feeder cattle and $6.8 billion to fed cattle sellers. A scenario where 100% of U.S. beef trade was lost would suggest a catastrophic impact, broadly approximated in the report to cost those selling feeder cattle $129 billion and fed cattle $68 billion, leading to a significantly smaller industry. 

The authors also calculated the impact on individual states. In the case of a 10% decrease in U.S. beef trade, Kansans selling feeder cattle would experience a $611 million loss and those selling fed cattle would see a $1.22 billion loss. If completely eliminated, feeder cattle sellers in Kansas could stand to lose $9.1 billion over a 10-year period. 

Additionally, the report outlines why the U.S. exports and imports beef and provides a review of historical beef trade data. The authors highlight that implied trade prices clearly show the U.S. receives a higher dollar per pound value for exports than it pays for imports. From 2016 through 2020, the U.S. average annual unprepared beef exports were 2.05 billion pounds, which had an export value of $6.4 billion and an implied export price of $3.13/lb. Conversely, the average annual unprepared beef imports for that same time were 2.30 billion pounds, with an import value of $5.8 billion and an implied import price of $2.52/lb. The authors state in the report these statistics “clearly indicate participation in the global market provides a net economic gain.” 

 Click here to read the full report. 

USA unprepared beef exports by destination, 1967-2020

KBC and BIWFD Release Summer Campaign Results

The leaves officially have started changing colors. That means summer is over. With that, the Kansas Beef Council and Beef. It’s What’s for Dinner have released results of their summer grilling campaign on the Sam’s Club website that ran from May 25 to July 3. 

It previously was expected that the check-off funded campaign would reach 43 million impressions nationwide; however, it exceeded expectations by generating 90.4 million impressions and 71,700 clicks. In Kansas, the campaign produced 713,285 impressions, which led to a 19.5% sales lift.

Nationally, the campaign produced a 16.05% sales lift and a $27.45 return-on-ad-spend (ROAS). Kansas produced a $23.16 ROAS. 

The most popular products bought online during the campaign were ground beef variations, rib eye steak and strip steak. There was more variety with in-store purchases with tenderloin filet and beef round being two of the top five products bought.

sams club partnership

Master Food Volunteers Become Confident Cooking with Beef

The Kansas Beef Council (KBC) provided a training session titled “Confident Cooking with Beef” on September 21 for Johnson County K-State Research and Extension Master Food Volunteers at the K-State Olathe Campus. Abby Heidari, director of nutrition, focused on beef nutrition and cooking techniques. In addition to also sharing recipes, Heidari answered questions and clarified misconceptions by sharing science-based information about beef production, its role in a balanced diet and sustainability. 

Checkoff-funded resources were shared with the attendees, who will volunteer 40+ hours each during the next year through community nutrition and cooking classes that support the research-based mission of K-State Research and Extension.

Abby teaching Confident Cooking with Beef presentation
KBC Hosts Jack Bobo for Beef Insights Webinar 

Food production - especially beef production - has changed. Since 1960, beef production in the United States has increased by 53%. If we were using the same technology as used in the 1960s, producers would need an additional 2.4 billion acres of land to produce the same amount of food. While food production has changed for the better, misunderstandings remain between consumers and producers about the inherent tradeoffs in our food system. 

The Kansas Beef Council will host a Beef Insights webinar featuring Jack Bobo, director of global food and water policy at the Nature Conservancy and author of Why Smart People Make Bad Food Choices. Bobo’s presentation, titled Can Animal Agriculture Save the World? will focus on consumer attitudes and trends about food technology. This presentation will help attendees better share how advances in food technology lead to stronger animal agricultural production. 

 The virtual webinar with live Q&A will be Thursday, October 20, from 12:00 to 1:00 p.m. CDT. 

Sign up for the webinar here.

Jack Bobo Beef Insights Webinar Graphic
KBC Goes to the Association for Healthcare Foodservice Annual Conference

The Kansas Beef Council (KBC) connected with over 500 hospital and senior dining foodservice food management professionals at the Association for Healthcare Foodservice annual conference in Scottsdale, AZ on August 10. A Beef Checkoff-sponsored networking table provided the landscape to showcase beef nutrition resources and answer any questions about beef from attendees. Patti Dollarhide, KBC nutrition program consultant, bridged the gap by featuring science-based beef nutrition and production information and highlighting audience-focused beef cut and menu inspiration resources. A new foodservice webpage was made to give these foodservice decision-makers with resources to effectively build trust in beef for future menu planning. 

 Click here to view the webpage.

Patti Dollarhide interacting with foodservice providers at AHA

KBC official tailgate partner of k-State athletics 

It is time to fire up the portable grills because the Kansas Beef Council (KBC) is now the official tailgate sponsor of Kansas State Athletics. As part of the promotion, K-State Athletics and KBC will showcase beef’s versatility and unbeatable flavor to a dedicated and loyal fanbase during this football season.  

“You could already spot Eat Beef shirts around the stadium on game day, so this Checkoff-funded partnership is both natural and exciting,” Randall Debler, rancher and chairman of the KBC executive committee, said.  

Prior to each home football game, a select group of Kansas beef producers and representatives of K-State Athletics will be touring the parking lot of Bill Snyder Family Stadium looking for great-tasting beef dishes and handing out KBC and K-State promotional materials. 

The winning recipe chosen by the group will be featured on the stadium screens during the game and a gift card will be presented to the grill master.  An overall champion will be selected from previous tailgate recipe winners to receive executive suite tickets for the November 26 Sunflower Showdown rivalry game against the University of Kansas Jayhawks. 

In addition, beef will be featured in ads during the in-game radio show and the Coach Klieman Radio Show airing each week this season. K-State Athletics also will promote Kansas beef through social media, a newsletter and other K-State properties.

Learn more here

ksu partnership banner
KBC Launches back-to-school recipe campaign

School is back in session and with that come school sports, extracurricular activities and a fast-paced schedule that can make even the simplest of dinners seem daunting. To help families navigate this busy season and choose beef as their go-to protein of choice, the Kansas Beef Council (KBC) compiled a list of 27 recipes perfect for hectic weeknights and discerning taste buds.  

The Beef. It’s What’s for Dinner. recipes have big flavor and nutrition, but little prep time and include dishes such as lasagna, pot roast and BBQ mango short ribs that the whole family will love. 

The checkoff-funded back-to-school campaign is being promoted on -digital platforms commonly frequented by mothers with school-aged children, such as Instagram, Facebook and Pinterest.

Advertisements began in early August and already have sent thousands of consumers to KansasBeef.org. 

“The essential nutrients found in beef – like protein, iron, zinc and B vitamins – provide growing bodies and minds with the fuel they need to be successful in and out of the classroom,” Abby Heidari, KBC director of nutrition, said. 

All the back-to-school recipes can be viewed here.

instagram ad for back to school recipes
Get beef into your locals schools

Now that it is officially August, the back-to-school season has begun. During this time, teachers are collecting supplies to ensure a productive and fulfilling educational year. The Beef Certificate Program helps teacher bring beef into the classroom. 

The Beef Certificate Program (BCP) is a Beef Checkoff-funded reimbursement program through the Kansas Beef Council (KBC) that helps provide high-quality beef in classrooms. BCP is offered to Family and Consumer Sciences (FCS) and ProStart programs for use in classes and teaching labs. 

In the 2021-2022 academic year, 101 Kansas high schools and middle schools across 44 counties participated in BCP. This resulted in more than 15,000 students being reached through the program. 

“This program helps ensure that students learn accurate information about beef’s role in a healthy and balanced diet while providing teachers the resources they need to succeed in the classroom,” Abby Heidari, KBC director of nutrition, said. 

BCP includes multiple resources outside of beef reimbursement for teachers. These resources include lessons over the beef cycle, sustainability, beef in the diet and many more. The lessons are designed for FCS programs; however, they all include STEM ties to help teachers make connections across curriculum. 

Teachers who participate in BCP also have the potential to gain continuing education hours through the Raw Truth About Beef curriculum. 

Here is where you can find more information about BCP, and here is where more information about beef in schools can be found.

Seed to Stem Workshop, Beef Certificate Program, School, Beef in Schools
Kansas Beef Council Starts Slow Cooker Summer Campaign

Summer typically consists of block parties, family get-togethers and vacations. For consumers, this calls for easy-to-make meals for large groups. The slow cooker is seen as the perfect way to make tasty meals without spending hours in the kitchen. 

The Kansas Beef Council (KBC) has pioneered a slow cooker summer recipe campaign funded by the Beef Checkoff to meet these consumer demands and trends. This campaign is an integrated social media campaign utilizing Facebook, Instagram, Pinterest, YouTube and TikTok to reach different demographics. All content was produced by KBC staff.              

The recipes include a sweet onion pepper sandwich, whiskey molasses shredded beef sliders, BBQ brisket, tangy BBQ beef sandwiches and beef tacos. These recipes feature more affordable cuts of beef, so consumers do not have to sacrifice taste due to cost. The campaign also provides suggestions for possible cut swaps.             

Whiskey molasses shredded beef sliders was the first recipe posted at the end of June. KBC Director of Nutrition Abby Heidari kicked off the campaign with an appearance on KSNT. The campaign includes promoted posts and targeted ads. KBC targeted posts currently are performing better than industry averages.             

The remaining recipes will be posted throughout the rest of the summer months. Check out the Beef. It’s What’s for Dinner. website for the recipes. Then, find the videos on YouTube here.

sweet onion beef sandwich hero
Kansas Beef Council Showcases Summer Slow Cooker Recipes

Abby Heidari, registered dietitian and Kansas Beef Council (KBC) Director of Nutrition,appeared on KSNT’s morning segment to share a nutritious and affordable beef recipe on June 30. KSNT is an NBC affiliate based in Topeka, Kansas that covers local news in northeast Kansas. 

Heidari shared a Slow-Cooker Whiskey Molasses Shredded Beef recipe provides a delicious and economical way to feed family and friends during the Independence Day weekend. Along with being affordable, the recipe is easy to make and allows consumers more time with family and less time worrying about the food.

“This was a great way to start our summer slow cooker series,” Heidari said. “These recipes are nutritious, easy to make and most importantly delicious.” 

To address possible price changes or shortages, Heidari suggests alternative cuts consumers can use to get a similar result. For example, the top round or shoulder roast are also economical cuts of beef that can be swapped in for the same taste. 

In addition to this recipe, Heidari also shared how consumers can find lean cuts of beef at the grocery store. “Many of America’s favorite cuts of beef are considered lean and they may not even know it,” she says. “If it has the word round or loin in the cut name, it’s lean.” 

This Checkoff-funded programing is the beginning of an integrated marketing plan in effort to increase beef demand. This plan includes utilizing streaming TV, radio and social media platforms to share KBC’s messaging. 

This year KBC-created and promoted content has been viewed currently over 18 million times in 2022. 

View the Slow-Cooker Whiskey Molasses Shredded Beef Sliders recipes here.

KBC and beef. It's What's for Dinner partner with Sam's Club for Summer Grilling Season.

Summer is the time for families to come together around meals that feature beef right off the grill.            

Beef. It’s What’s for Dinner., funded by the Beef Checkoff, has partnered with Sam’s Club to build an advertising campaign that runs from March 25 until the end of June. The campaign includes interactive banners ads on the Sam’s Club app and website.            

The goal of the project was to target current and new beef shoppers as well as customers of competing proteins. This is the fourth project Beef. It’s What’s for Dinner. has done with Sam’s Club.             

Results of the campaign will be published in July, but it is estimated that the ads will have 43 million impressions nationwide and over 700,000 impressions in Kansas. The homepage banner that will run June 22 through June 28 is expected to receive 64 million impressions by itself.             

One of the data markers used to measure the success of the project is return-on-ad-spend or ROAS. This measurement helps evaluate the returns on beef sales per every checkoff dollar spent. ­­­­­Online retail projects like this one have significantly high ROAS for similar projects. Last year, there was a $34.36 ROAS, and a recent holiday campaign ended with $41.72 ROAS. 

Data that is also expected to be collected is the percentage of Sam’s Club membership that interacted with the banner ads, number of sales and number of customers who were new to the beef category. Last year, 13% of buyers during the campaign were new to the beef category.              

“Our beef producer’s checkoff investment puts Kansas beef on dinner tables next door and across the world,” Randall Debler, the Kansas Beef Council Executive chair, said.             

Kroger and Walmart are also partnering with Beef. It’s What’s for Dinner. to promote and increase beef demand during this summer grilling season. 

sams club partnership
KBC promotes beef's unique nutrient profile to health professionals

The Kansas Beef Council (KBC) recently partnered with the Kansas Nutrition Council (KNC) to provide a presentation that reached 60 registered dietitians and public health nutritionists at their Annual Conference in Manhattan, KS. The checkoff-sponsored session titled “School-aged Child Nutrition Guidelines: Broad Implications from Small Changes” was presented by Texas-based registered dietitian Hawley Poinsett. As a weight management dietitian, and founder CEO of Let’s Love Food Again®, Poinsett discussed the new 2020-2025 dietary guidelines, their impact on school-aged children and how to identify nutrients of concern. While many children do not have access to nutritious meals at home, it’s critical for school lunches to provide enough nutrients to support their growing brains and bodies. Poinsett noted that adolescents are often under-consuming many nutrients found in beef, such as high-quality protein, iron, zinc, choline and vitamins B6 and B12. Poinsett encouraged attendees to make menu-planning decisions grounded in science and the well-established nutritional needs of youth. During the conference, KBC staff provided attendees with Beef Checkoff resources including six standardized beef school recipes. Including lean meats, like beef, within school meals ensures kids get the nutrients they need during critical stages of growth and development.

Kansas Nutrition council
Kansas beef council showcases "beef in the early years" at pediatrician conference

Kansas Beef Council (KBC) director of nutrition, Abby Heidari, connected with pediatricians at the Kansas Chapter of the American Academy of Pediatrics spring conference in Overland Park, Kansas. The outreach, funded by the Beef Checkoff, advanced awareness that beef is a nutritious, complementary first food for babies starting at around six months of age and continuing throughout childhood. Physicians attending the conference learned about beef’s role in early child development and how parents can include beef as a first complementary food. Essential programming like this is part of a broader effort by KBC to offer health professionals science-based resources demonstrating how beef can be part of a healthy, balanced diet.  

In addition to this in-conference event, KBC has collaborated with several states to produce short informational videos educating parents about the benefits of beef as a first complimentary food.

Learn more about the checkoff-funded Beef in the Early Years program

pediatrician outreach beef hub
Short Nutrition Videos reach consumers in multiple states

The Kansas Beef Council (KBC) collaborated with the Nebraska, Oklahoma and California beef councils to create over 40 nutrition videos to publish on YouTube, social media and other video-centric platforms reaching urban consumers. The videos highlight the health benefits of including beef in the diet, show parents how beef complements a balanced diet for growing children, and provide adults with

These KBC-produced videos will allow other states, especially ones with high urban populations, to push out content effectively without the large costs associated with producing video content. Within Kansas, the videos are already performing well as they are advertised on YouTube and social media platforms like TikTok.

KBC advertisements showcase beef during olympic programming

While winter athletes from around the globe converge onto the slopes and ice rinks of Beijing to compete for the podium at the 2022 Winter Olympics, consumers back in Kansas are seeing over 80 checkoff-funded television advertisements featuring the King of Protein, beef.    

The programming, which airs from February 4 to February 20, features Kansas Beef Council’s (KBC) “One Simple Ingredient” campaign. The 30-second advertisement showcases youth athletes fueling their potential with beef, a delicious protein with 10 essential nutrients and just one simple ingredient, something alternative proteins simply cannot provide.    

The campaign is estimated to generate over one million views through popular daytime, Olympic Zone, and PrimeTime Olympic coverage on NBC and affiliate stations throughout Kansas.    

In addition to these broadcast segments, KBC has started the year advocating for the benefits of including beef in a healthy and active lifestyle and providing simple and delicious recipes for consumers. Content produced and disseminated by KBC has been seen over 3 million times in the first 5 weeks of 2022.

olympic games
University of Kansas Medical Center in Kansas City and Kansas State University Dietetic Intern Nutrition Communications Trainings

The Kansas Beef Council (KBC) recently hosted nutrition communications training workshops for students enrolled in dietetic internship programs at the University of Kansas Medical Center in Kansas City and Kansas State University in Manhattan. More than 30 dietetic interns and faculty members participated in the events. Sessions with Abby Heidari, registered dietitian and Director of Nutrition for the KBC; Donald K. Layman, PhD, protein research expert; and Melissa Joy Dobbins, registered dietitian, allowed students to apply evidence-based guidelines as they practiced delivering science-based protein recommendations in a variety of potential settings, including one-on-one patient counseling and recorded top sirloin steak cooking demonstrations.  

These checkoff-funded sessions are designed to provide accurate, peer-reviewed information and practical experience with beef to aspiring professionals who will reach thousands of consumers and clients with dietary advice during their careers. Participants at the KU workshop also had the opportunity to learn from Wabaunsee County ranchers Wrenn and Arturo Pacheco while KSU interns heard from Isaac and Jill Carr. 

This was the tenth year for checkoff-funded dietitian training sessions in Kansas. 

abby dietetic intern training
Master Food Volunteers Become Confident Cooking with Beef 

The Kansas Beef Council (KBC) recently provided a training session for Johnson County K-State Research and Extension Master Food Volunteers titled “Confident Cooking with Beef” at the K-State Olathe Campus. Abby Heidari, director of nutrition, presented the session focused on beef nutrition and cooking techniques. In addition to sharing recipes and tips for preparing beef, Heidari also answered questions and clarified misconceptions with science-based information about beef production and beef’s role in a healthy, balanced diet and sustainable food system. Checkoff-funded resources were shared with the attendees who will volunteer at least 40 hours each during this next year by providing or assisting with community nutrition and cooking classes that support the research-based mission of K-State Research and Extension.  

Abby Beef Master
Beef Nutrition Cafeteria Posters Go Up Across the State 

Funded by the Beef Checkoff, almost 400 beef nutrition posters are being displayed in school cafeterias across Kansas. Kansas Beef Council (KBC) nutrition programming connects with school foodservice directors through yearly professional development conferences and online webinars. As a continuous source of science-based information and resources, the beef checkoff posters showcase how kids can fuel their fun with beef! Resources like this educate the younger generation on beef’s importance as part of a healthy, balanced diet and that no other protein source offers the same mix of essential nutrients.   

KBC’s nutrition programming provides school food service resources and resources for family and consumer sciences teachers. 

School Food Service Poster
KBC Partnership Provides recipes to combat food waste

With fall fast approaching, consumers are turning to their keyboards to search for easy, seasonal recipes. Thanks to a checkoff-funded partnership between the Kansas Beef Council (KBC) and Meal Prep on Fleek (MPOF), a national food and health influencer, consumers are finding a delicious and nutritious beef recipe that also addresses food waste, a significant issue in the U.S. 

The recipe for Slow Cooker Asian Beef Stew provides a set-it-and-forget-it solution that allows busy families to create a meal with all the nutritious benefits beef offers, while using veggies they have on hand to reduce waste. The article that appears alongside the recipe highlights the fact that Americans throw away 30% to 40% of their food supply and food is the single largest category of material placed in landfills, which contribute about 15% of U.S. greenhouse gas (GHG) emissions. It also reminds consumers beef cattle only represent 2% of GHG emissions in the U.S. 

Despite calls for reducing carbon emissions through Meatless Mondays, reducing food waste is a much more effective, meal-centric avenue for impacting domestic emissions,” said Stacy McClintock, a rancher and KBC board member from Soldier.  

This is the third year KBC has partnered with MPOF, which has reached millions of millennial and Gen-Z consumers with science-based information about beef nutrition and production.

Click HERE to read the full article

meal prep on fleek asian stew
checkoff-funded team beef program reaches familiar summit

More than 15 Kansas Team Beef members raced against over 2,000 athletes from across the world in the oldest, and arguably one of the most difficult, continually held marathons in the United States, the Pikes Peak Marathon and Ascent.  

Since 1956, runners have been summiting one of Colorado’s most famous mountains in what is now known as the Pikes Peak Marathon and Ascent, a competition that brings athletes from around the globe and packs streets with spectators cheering on the brave and dedicated runners in their grueling, hours-long quest for the top. While traditional half and full marathons are held on relatively flat courses, Pikes Ascent competitors endure a relentless 7,800 foot climb over 13.3 miles and 26.2 arduous miles and 7,800 feet of climbing for the marathon. A few brave individuals compete in what locals dub the Double Ascent, running both races for a total of 39.9 miles and 15,000 feet of climbing in two days.  

Amidst a field of elite, world-class runners, Kansas Team Beef members held their own. Elliot Rodda, a physical therapist out of Winfield, Kansas, placed third in his age division while Ronald LaPoint of Wichita placed 7th in his division. Michelle Hedges of Grenola and Melissa Bailey of Douglass completed their third successful Double Ascent.  

 The checkoff-funded Kansas Beef Endurance Team has over 900 members who compete in anything from the local 5K to international races like the Boston Marathon. Members fuel their training with lean beef and pass a knowledge quiz about beef nutrition and production. The team has grown significantly over the last three years and is now an established program with incredible brand recognition for runners and cyclists in Kansas.  

“We respect and trust our peers,” says Jake Pannbacker, a Team Beef member and rancher from Washington, Kansas. “It’s one thing to say beef is nutritious, but it’s an entirely different thing to actually show people relying on that nutrition to do truly exceptional things. That makes the checkoff-funded Team Beef program one of the best tools we have to demonstrate that beef can definitely be part of a healthy and active lifestyle, whether you’re trying to be the best version of yourself or literally running up the side of a mountain.” 

kansas team beef pikes peak
KBC Continues to Reach Urban Consumers through Chef Collaborations

Kansas City chef and recipe developer Ashley Bare and the Kansas Beef Council (KBC) have teamed up to present a new video that shows beef lovers everywhere how to cook up a delicious chicken-fried steak banh mi slider. The recipe, influenced by Bare’s KC roots and her love for travel, combines a traditional chicken-fried steak with authentic Vietnamese flavors in the form of an approachable and fun slider.    

“This recipe is super easy to make for weeknight meals,” says Bare. The recipe utilizes a tenderized cube steak which is an economical and very forgiving cut of beef. Overall, the recipe takes under an hour to prepare, making it perfect for busy families or entertaining guests with minimal effort.    

Bare’s collaboration with KBC is one part of the greater “Recipes from the Heartland” series that was filmed and produced by KBC staff and showcases easy-to-make comfort food creations from local culinary experts. Bare joines other notable KC chefs who have collaborated on the series, including Alex Pope of the Local Pig, Anakaren Ibarra and Kara Anderson, whose recipes have been seen almost one million times in the last two years. In addition to Bare, Hell’s Kitchen contestant Chef J. and KC restaurateur and chef Chad Tillman also developed recipes for the series that will be released later in 2021.    

Get the recipe by clicking HERE

Ashley Barre Kansas City Chef
Kansas Beef Community Donates 2,500 Beef Sticks to Food-Insecure Students   

Food insecurity, or not knowing where your next meal may come from, impacts more than 129,000 children in Kansas. Through checkoff-funded programming, members of the Kansas beef community donated 2,500 beef sticks to Olathe Public Schools throughout the month of June. The child-friendly, nutritious beef snack came at a key time when students are not in school yet continue to deal with food insecurity in the home.   

To meet a summer nutrition need, the beef sticks were distributed to students qualifying for summer academic progress and to homeless and migrant youth weekly during enrichment programming. Children living in food-insecure households without access to quality nutritious food may be malnourished and often go to school hungry. This often leads to a disproportionate number of food-insecure children with cognitive deficits, poor performance in school, and absenteeism. Charitable contributions are common for the Kansas beef community. Surveys show more than 50% of U.S. farmers and ranchers routinely give back to their state and local communities through some form of service or charitable giving, compared to the national average of 7% for the general public.(1)    

1. USDA National Agricultural Statistics Service, 2012, Producer Profile Survey, 2017, Aspen Media, and U.S. Census Bureau, 2015, Current Population Survey   

school backpack program
KBC partners with kc chef to serve up classic comfort food

Kansas City chef and restaurateur Chad Tillman knows a thing or two about serving up comfort food. As a master butcher with over 20 years of experience, he’s no stranger to beef, either. The KC local recently partnered with the Kansas Beef Council to create a recipe and cooking video that shows how to serve up a delicious and easy Philly cheesesteak using an economical flat iron steak.    

“One of my favorite cuts of beef is the flat iron steak”, says Tillman. “It’s fast, tender and delicious. It just needs a little salt, pepper and some time to really create an amazing meal.” Tillman tops a hoagie roll with tender strips of flat iron steak, sautéd vegetables, cheese, and a simple homemade au jus to create a dine-out experience in the comfort of your own home.    

The recipe was custom-designed for the Kansas Beef Council’s Recipes from the Heartland series that showcases easy-to-make comfort food creations from local culinary experts. Tillman joins other notable KC chefs who have collaborated on the series, including Alex Pope of the Local Pig, Anakaren Ibarra and Kara Anderson, whose recipes have been seen almost one million times in the last two years. In addition to Tillman, Ashley Barre and Jayuan Smith (Chef J) also developed recipes for the series that will be released later in 2021.    

Watch Chef Chad’s video and get his recipe HERE

Chef Chad Tillman

Multi-State Immersion Experience Engages Nutrition Professionals  

Beef councils from Kansas, Missouri, Nebraska and Oklahoma hosted a select group of 17 registered dietitians from 12 states for a three-day, virtual Nutrition Adventure 2021. The checkoff-funded event emphasized beef’s nutritional profile and culinary versatility through practical applications and interactive presenters and activities.  The attendees were selected given their high level of involvement on social media, blog platforms and within university dietetic programs.  

Attendees of the checkoff-funded event learned about beef nutrition, including lean cuts of beef, and emerging human nutrition research from leading experts. As the attendees acquired new information about beef nutrition, interactive culinary experiences provided these health professionals with the tools to share their newfound knowledge with clients and patients. Improving attendees’ skills in preparing beef enhances their effectiveness as they share new cooking skills with clients and patients in-person and on social media.   

Nutrition Adventure professional development sessions also focused on key areas such as sustainability, animal handling and animal health and welfare through virtual ranch tours and a panel discussion with experts in the beef community. Attendees explored the beef lifecycle with ranchers Dirck and Natalie Hoagland, J&N Ranch in Leavenworth, KS; Isaac Carr, 8bros Land & Cattle outside of Junction City, KS; and Shawn Tiffany, Tiffany Cattle Co. in Herington, KS. The ranchers shared their operations with attendees through virtual ranch tours and connected with attendees as they answered questions about beef production. A high point for many participants was mingling virtually with beef community experts while putting together a beef charcuterie board and then transitioning into the expert panel discussion. The panel was made up of Wrenn and Arturo Pacheco, ranchers in the Flint Hills of KS; Dr. Dan Thomson, a veterinarian and Chair of the Department of Animal Science Department at Iowa State University; Dr. Angie Siemens, Vice President of Food Safety, Quality & Regulatory for Cargill in Wichita, Kansas; and Dr. Frank Mitloehner, professor and air quality specialist in cooperative extension in the Department of Animal Science at UC Davis. The panel discussion had many takeaways and sound bites for the dietitian attendees to use with clients that are confused about beef production. Topics varied from humane animal handling practices to growth hormones.  

nutrition adventure virtual

Kansas beef council partners with national food influencer

Burger bowls are trending across the country with consumers enticed by the unique ways to enjoy a combination of burger, vegetables, whole grains and sauces. A recent partnership between the Kansas Beef Council (KBC) and national food influencer Meal Prep on Fleek (MPOF) provides recipes touting the benefits of including real, lean beef in burger bowls.   

The recipes include four variations on the real beef burger bowl: a teriyaki version full of tropical Asian flavors; a Mediterranean-style bowl with farro, herbs and Greek yogurt; a burrito bowl with smoky Mexican flavor, pico de gallo and guacamole, and a deconstructed cheeseburger bowl. Each recipe includes information about how beef offers a robust nutritional package to provide a well-rounded, delicious meal.    

Specifically, the checkoff-funded content educates consumers about how a 3 oz cooked portion of lean beef contains 10 essential nutrients and just 170 calories. In addition, MPOF also includes that many of America’s favorite cuts for grilling are also lean, including the top sirloin, strip steak, and tenderloin.   

In the post, MPOF states, “When you go bold and make recipes like these burger bowls that contain lean beef and several plants, you are getting the health benefits from both! You’re getting the 10 essential nutrients, including protein, zinc, iron, and B vitamins that support a heart-healthy lifestyle from the beef, plus fiber, vitamins, minerals, antioxidants, and lots of textures from the fruits and veggies! It’s a combination that wins every time!”   

This is the third consecutive year KBC has partnered with influencer MPOF, a collaboration that has yielded millions of impressions to mostly Gen Z and millennials. “Consumers are looking for new and unique recipes to enjoy some of their favorite proteins,” said Scott Stebner, KBC director of communications. “Partnerships like these leverage the reach, trust and audience of influencers to share science-based information demonstrating beef definitely can be part of an active and healthy lifestyle, and doing so in ways that align with current consumer trends.   

Get the Recipe

burger bowls
KBC continues to engage health professionals 

 The Kansas Beef Council (KBC) recently partnered with the Kansas Nutrition Council to provide a presentation to registered dietitians and public health nutritionists at their virtual annual conference in April. The checkoff sponsored session titled “Make Every Bite Count: The New Dietary Guidelines from Birth to 24 Months” was presented by registered dietitian Jill Castle. As a pediatric dietitian, author, and founder of The Nourished Child®, Castle discussed the updated 2020 dietary guidelines and research that support's beef's nutrient package of protein, iron, zinc and choline for healthy, growing bodies and brains. Starting with beef as a complimentary first food for babies can ensure they get the nutrients they need during this critical stage of growth and development.      

Additionally, continued concerns about climate change and the desire to protect our natural resources have people all over the globe looking for ways to be more environmentally friendly. Recognizing the need to be more involved in these conversations, KBC partnered with the Arkansas, Texas, and Wyoming state beef councils to present a checkoff-sponsored session on sustainability at the virtual Annual Nutrition and Dietetics Conference that was held jointly between the Arkansas, Kansas, Texas, and Wyoming academies of nutrition and dietetics organizations. The checkoff-sponsored presentation by registered dietitian and PhD Jennifer Otten titled, “Your Plate. Our Planet. Sustainable, Resilient Food Systems for Healthy Diets.” provided research and context related to food systems and encouraged attendees to critically consider benefits and trade-offs in terms of nutritious and sustainable diets with a focus on the beef industry. The presentation provided practical recommendations for over 270 dietitians who work in a variety of settings.      

Checkoff-funded sessions like these are essential to communicate accurate, science-based information about beef nutrition to key opinion influencers that can be conveyed to the large consumer audience these dietitians reach through daily nutrition advice and recommendations. 

protein shaker meme
checkoff provides resources for school cooking labs

High school students across Kansas and Kansas City are encountering science-based facts about beef production in their classroom thanks to the checkoff-funded Beef Certificate Program. The initiative equips Family and Consumer Science (FCS) food classes and ProStart programs with funds to purchase beef to use in classrooms and lesson plans to guide teachers and students through discussions on all facets of beef production.     

Despite the closure of schools across the state during the 4th quarter of last year (2019-2020), the Beef Certificate Program reached over 12,000 secondary level students. Students at 102 Kansas middle and high schools are participating in the program this academic year. The Beef Certificate Program has traditionally been offered to only FCS food classes. However,   with additional funding allocated to ProStart programs this school year, the program will reach additional students who have expressed strong interest in the restaurant and foodservice industry.    

 “The Beef Certificate Program is an invaluable resource for educators and students alike,” says Abby Heidari, director of nutrition for the Kansas Beef Council. “Educators and consumers often turn to Netflix documentaries to learn about beef production. Thanks to this checkoff-funded resource, students and educators are receiving the true story about beef production while also learning how to prepare beef at home.”  

kbc educates KC chefs

The Kansas Beef Council (KBC) was invited to be part of the educational session at the April Greater Kansas City Chef’s Association meeting. This was the first in-person meeting in over a year due to COVID-19 restrictions.  

 The session focused on cooking with outdoor commercial smokers, which many chefs use this time of year to add variety to their menus. Oftentimes, brisket is the go-to when using a smoker. However, KBC Director of Marketing Sharla Huseman highlighted for the chefs several other beef cuts that perform extremely well with this cooking application, including the tri tip, sirloin cap/coulotte, chuck flap, shoulder clod heart and chuck short ribs. To demonstrate this, meeting host Chef Tito of American Fusion Café, located in north Kansas City, prepared smoked chuck short ribs as the dinner entrée for attendees to enjoy. 

 “As restaurant operators start preparing menus for the summer months and look to smoked meats as part of their daily mix, many chefs can experience challenges such as pricing and sourcing the cuts they are looking for,” Huseman said. “One of the great things about beef is there are many cuts suitable for smoking. Having the opportunity to share this information and help chefs think beyond brisket is a win not only for the operator but, also for the beef community.”

kbc educates chefs
Webinars Build Relationships Between Consumers and Producers

The Kansas Beef Council (KBC) recently highlighted checkoff-funded beef resources at a webinar series titled “Clearing the Confusion: Meat Marketing Consumer Basics,” hosted by the Kansas Department of Agriculture. KBC’s presentation at the virtual event focused on clarifying misconceptions and answering questions consumer have about purchasing beef directly from producers. 

Abby Heidari, director of nutrition, also shared how consumers can utilize cuts they may not be used to cooking, but often come with the purchase of a side of beef. In addition to sharing recipes and tips for preparing these cuts, Heidari also shared information about the checkoff-funded Kansas beef listing site that connects consumers looking to purchase beef to producers who desire to sell beef in this way. The beef listing site is available to the public and allows beef producers to share their contact information, website and social media platforms with consumers who visit the site. Over 7,500 consumers have visited the listing since it was created. The listing is free to Kansas beef producers and strategically targets consumers through Google ad campaigns to consumers searching for direct sale and online beef sources. 

meat marketing graphic
Checkoff Showcases Beef's Value, Flexibility to Kansas City Chefs

The Kansas Beef Council (KBC) hosted an educational session for the Greater Kansas City Chef’s Association virtual meeting held last week. Despite not being able to meet in person, 50 chefs tuned in to watch NCBA’s Senior Executive Director of Product Research and Education, a contractor to the Beef Checkoff, Bridget Wasser conduct a cutting demonstration of the top sirloin. The presentation showcased how to remove the sirloin cap to make Culotte steaks, also known as Picanha steaks. Picanha steak is a specialty served in Brazilian steakhouse settings, where the cut is skewered, grilled and sliced tableside.  

 The remainder of the top sirloin can be roasted whole, cut into thirds and roasted or cut into portioned steak filets to be highlighted under the steak section on a menu. Top sirloin roasts and steaks also can be utilized in a banquet or catering application. The extreme versatility, coupled with it being more economical when compared to other middle meats, makes the top sirloin an excellent menu option for chefs to consider.  

 Along with the cutting demonstration, KBC Director of Marketing Sharla Huseman shared available Beef Checkoff funded, beef foodservice resources such as cutting videos, cutting guides, cut posters, menu concepts and diner insights with attendees. With dining restrictions starting to relax, now is the ideal time to showcase beef’s value and flexibility on the menu to culinary decision makers.

KBC Launches New TV Campaign

Thanks to a new and innovative campaign launched by the Kansas Beef Council (KBC), consumers are encountering checkoff-funded advertising on television networks like Food Network, ESPN, Fox, CBS and more via their connected TV (CTV) devices. The campaign features the checkoff-funded and Kansas-produced   “One Simple Ingredient” commercial that promotes how nutrients found in beef fuel student success and highlights that, unlike alternative proteins, beef has just one ingredient – beef.  

The CTV platform was chosen because research shows an increasing number of consumers are shying away from cable and satellite television packages, opting instead for streaming services that can be accessed through smart TVs or internet-connected devices like ROKU, Chromecast, Xbox, Apple TV, PlayStation and others. While such devices have increased in popularity among  all demographics across the U.S. in recent years, the preference  of shunning cable and satellite subscriptions is stark in the 18-29 age demographic, where fewer than 33% have a cable or satellite subscription. In addition to reaching a key target audience, CTV is much more cost-effective than traditional television advertising, which means the checkoff investment can reach consumers more efficiently.  

An added benefit is that CTV advertising allows the checkoff  to better target consumers by location, age and other vital demographics. KBC also can track, in real time, how many consumers have watched the commercials, on what devices and in what cities. The campaign has been running for almost two weeks thus far and has been seen by more than 20,000 households throughout Kansas and the Kansas City metro area.  

KBC Shows How to Beef Up Valentine’s Day

The Kansas Beef Council recently appeared on WIBW Channel 13 to share how consumers can make a restaurant-quality beef dish for Valentine’s Day while in the comfort of their own home.  

Abby Heidari, RDN, LD, and director of nutrition for KBC, joined morning anchor Alyssa Willetts via Zoom to show consumers how to cook an economical, yet tender sirloin filet via the skillet-to-oven method of cooking, which involves searing both sides of a steak on the stovetop to produce a beautiful crust and finishing it in the oven. 

This reliable method of cooking works best for thicker cuts of beef, like the sirloin filet, which need a little more time to reach the desired doneness.  In addition to the filet, Heidari shared a quick and easy sheet pan vegetable medley that is cooked in the oven alongside the steaks for a no-hassle, romantic meal that won’t take all day.  Appearances like this one are just one aspect of the a larger nutrition programming outreach that also includes educating prominent dietitians, teachers and influencers about the positive nutritional attributes of beef. 

Air Fryer beef recipes on the rise

The hot new trend in countertop cooking is the air fryer, and the Kansas Beef Council (KBC) has a new recipe series seeking to elevate beef within the hottest cooking genre of 2021. KBC-produced and -photographed air fryer recipes have been seen over one million times in the first six weeks of the new year.   

Air fryer appliances are top of mind for consumers and have skyrocketed in popularity during the end of 2020 and the start of 2021. According to market research conducted by NDP Group, nearly 40% of U.S. homes have an air fryer. Not only have consumers purchased air fryers, they also are actively searching for recipes on Google, social media and the ever-so-popular recipe collection site, Pinterest.    

Regarding the need for beef content in this genre, KBC chairman Tracy Thomas said, “Our staff noticed a dramatic uptick in search volume and the sheer amount of content being shared on social networks related to the air fryer. They also noticed beef was underrepresented in this space. KBC worked diligently to develop beef recipes that taste great and capitalized on the search trends.”   

The recipe collections were published in mid-January of 2021 and, in approximately five weeks, have been seen over one million times and generated tens of thousands of website visits to bookmark the recipes. 

 “We’re pleased with how well consumers are engaging with this checkoff-funded content and the efficiency in which it is getting in front of them,” said Scott Stebner, KBC communications director. “We’re also excited to see that other states have leveraged assets produced here in Kansas to reach consumers beyond our state line, which maximizes the investment in demand-building activities.    

The recipes can be seen on the Kansas Beef Council Facebook page at the link below.

See the Recipe Collection 

air fryer nacho meatball hero horizontal

The Kansas Beef Council (KBC) hosted a virtual Consumer Trends Forum on December 8 via a Zoom Webinar. This session was held in conjunction with the annual Kansas Livestock Association Convention. Twelve years ago, the first Consumer Trends Forum was held giving producers a glimpse into current consumer insights while highlight checkoff activities.  

Now more than ever, consumers want to know how their food is being produced. This year’s Consumer Trends Forum focused on the topic of sustainability. Frank Mitloehner, PhD, professor and air quality specialist in Cooperative Extension in the Department of Animal Science at the University of California Davis, spoke on the topic of, “Rethinking Methane: The Path to Climate Neutrality.” Throughout the session, Dr. Mitloehner shared his knowledge and research on mitigating air emissions from livestock operations and the global food production challenges producers will face as the world’s population grows to nearly 10 billion people by 2050. The presentation showcased the U.S. beef industry’s shared commitment to raising cattle in a safe, humane and environmentally sustainable way by using the latest technology and resources.   

KBC thanks the Kansas Soybean Commission for being a participating sponsor of the Consumer Trends Forum and supporting this educational opportunity for beef producers across the state.    

Your checkoff provides Beef Resources for High School and Middle School Cooking Labs

Through the Kansas Beef Council’s checkoff-funded Beef Certificate Program, Kansas beef producers offer beef education resources and reimbursement for beef purchased and used for teaching about beef and nutrition in Family and Consumer Science (FCS) foods classes and ProStart programs. Program funds provide financial support for the purchase of beef for use in classroom lessons about lean beef selection, storage, preparation and nutrition.   

In addition to monetary assistance, the program also provides standards-based lesson plans, educational videos and other resources used to engage students in the learning process. Recently created curriculums aim to offer secondary level students a greater understanding of beef production and include interactive, in-person and virtual learning options about the beef lifecycle and the role of beef in a healthy and sustainable diet. Checkoff-funded curriculums like these create greater beef literacy leading to more in-depth investigations and activities helping guide the conversation about the journey of beef from pasture to plate.  

To date, 117 Kansas middle and high schools were approved for the 2019-2020 school year which reached 12,478 students across the state in 41 different counties. Programs such as these are made possible through the investment of beef producers. 

beef certificate program

your checkoff puts pro-beef content on popular health blog

The Kansas Beef Council’s (KBC) partnership with a national food and fitness blog, Meal Prep on Fleek, continues to disseminate accurate and science-based beef nutrition information to millennial and Gen-Z consumers in predominantly urban areas. This month, the checkoff-funded partnership features an Easy Steak and Potato Bites recipe that shares nutrition information about sirloin steak, including that it is both a nutritional powerhouse and a lean option that will fit anyone’s macros. In addition, the post directs consumers to the Beef. It’s What’s for Dinner. website to learn more about how lean cuts of beef, like top sirloin, offer unbeatable taste and balanced nutrition. 

Content created through this partnership has been seen more than 1.2 million times in the first three quarters of 2020. Topics have included easy-to-make beef recipes, how beef is an optimal protein for workout recovery and ideal cuts of beef for grilling and roasting. Collaborating with influencers like Meal Prep on Fleek is just one aspect of a larger, integrated strategy to impact beef demand.  Checkoff-funded content produced and disseminated by KBC has been seen more than 12 million times in 2020, while nutrition and culinary programs get pro-beef information in front of numerous professionals and influential decision makers.  

See the Recipe

steak and potato bites

your checkoff educates future dietitians

The Kansas Beef Council (KBC) recently hosted virtual Nutrition Communications trainings for students enrolled in dietetic internship programs at the University of Kansas Medical Center and Kansas State University. 

Thirty-four dietetic interns and faculty members attended these checkoff-funded trainings designed to provide accurate information and practical experience with beef to aspiring professionals who will reach thousands of patients and clients with dietary advice during their future careers. Sessions with Abby Heidari, registered dietitian and Director of Nutrition for the KBC; Donald K. Layman, PhD, protein research expert; and Hawley Poinsett, registered dietitian, allowed students to apply evidence-based guidelines as they practiced delivering science-based protein recommendations in a variety of potential settings, including one-on-one patient counseling, and recorded mock cooking demonstrations. 

Pre- and post surveys showed positive shifts in students’ overall perception of beef. This was the ninth year for these beef checkoff-funded trainings that are part of KBC’s greater nutrition outreach program that aims to dispel common beef myths and demonstrates how beef can fit in a healthy and balanced lifestyle.

Dietetic internet training

Beef commercial featured during wildcats football game

The Kansas Beef Council’s (KBC) newly released “One Simple Ingredient” commercial was televised in select markets during  the highly competitive Kansas State University Wildcats vs. Texas Christian University Big-12 conference game on October 10. The  30-second commercial highlights the positive nutritional attributes of beef and one key area where alternatives cannot compete - beef has one ingredient, beef. With the combined reach of the broadcast markets and highly targeted advertising on digital sites like YouTube, the campaign has been seen more than 350,000 times since October 1.  

“This checkoff-funded beef promotion highlights how the protein provided by beef can help fuel student-athletes to reach their full potential. This broadcast opportunity allowed us to take this message to sports-loving families across Kansas,” said KBC Director of Communications Scott Stebner.  

To date, the One Simple Ingredient campaign, which encompasses two video spots, has been seen more than 2.5 million times by consumers in Kansas and the Kansas City metro area. Other states also are sharing the campaign, which has increased the overall reach by almost 10 million. 

footbal OSI

KBC Launches New beef promotion video

The Kansas Beef Council (KBC) recently debuted a new video that promotes beef as the go-to protein source to fuel student success. The new campaign is part of the One Simple Ingredient promotion that highlights the positive nutritional attributes of beef and one key area where alternatives cannot compete: beef has one ingredient, beef. 

The commercial will target millennial parents in Kansas and Kansas City metro using a variety of social media and digital streaming services. In addition to 15-second and 30-second videos, consumers will be directed to www.kansasbeef.org for information on beef nutrition and recipes that are tailored to student athletes. The previous campaign, launched in January, has been seen over 2 million times. 

The One Simple Ingredient campaign is just one part of a larger effort. For example, KBC sponsors STEM classroom breakout boxes that educate students and teachers about the beef life cycle and how beef can be part of a healthy and sustainable diet

View the consumer-facing page HERE

your checkoff dollars are educating influential dietitians

The Kansas Beef Council (KBC) recently hosted virtual Nutrition Communications trainings for students enrolled in dietetic internship programs at the University of Kansas Medical Center in Kansas City and Kansas State University. Thirty-four dietetic interns and faculty members attended these checkoff-funded trainings designed to provide accurate information and practical experience with beef to aspiring professionals who will reach thousands of patients and clients with dietary advice during their future careers. Sessions with Abby Heidari, registered dietitian and Director of Nutrition for the KBC;Donald K. Layman, PhD, protein research expert; and Hawley Poinsett, registered dietitian, allowed students to apply evidence-based guidelines as they practiced delivering science-based protein recommendations in a variety of potential settings, including one-on-one patient counseling, and recorded mock cooking demonstrations. This was the ninth year for these beef checkoff-funded trainings that are part of KBC’s greater nutrition outreach program that aims to dispel common beef myths and demonstrates how beef can fit in a healthy and balanced lifestyle.

billboards promote beef to urban kansans

The Kansas Beef Council (KBC) recently placed billboards in the Wichita metro area featuring the checkoff-funded “Nicely Done, Beef” campaign. Consumers are encountering messages highlighting beef’s unbeatable taste and its status as the “king of proteins” as they travel through busy highways and intersections. The billboard outreach is bolstered by a targeted digital strategy leveraging the checkoff-funded “Nicely Done, Beef” audio advertisements on Spotify, a streaming radio station  popular with millennial and Generation Z consumers. This campaign is one part of the demand-building strategy carried out by KBC that includes targeted digital ads, educating health professionals and networking with key culinary influencers throughout Kansas.

billboard update

Checkoff-Funded Presentation Reaches  Health and Fitness Professionals 

The Kansas and Nebraska beef councils joined together to sponsor a checkoff-funded session at the American College of Sports Medicine (ACSM) Health and Fitness Summit. The session sought to provide health and fitness professionals science-based information that can lead to a greater understanding of beef’s nutrients and the role beef plays in a balanced diet and active lifestyle. Originally scheduled as an in-person conference in Atlanta, GA, the event was pivoted into a virtual webinar available to ACSM members over the next three years. After being launched in mid-July, the webinar was viewed 110 times within the first two weeks. 

Registered dietitian Jessica Crandall Snyder was the featured speaker. Her presentation was titled “Fueling Women’s Health At the Critical Stages of Life.” Throughout the seminar, Snyder took a decade-by-decade approach to help  attendees uncover the strengths and challenges of healthy eating for female athletes at every age. Content focused on the nutrients found in beef that help women build strong muscles and bones, maintain a good immune system and keep their energy levels and brain function high. 

Sponsored webinars like this are just one aspect of the Kansas Beef Council’s overall nutrition program that aims to dispel common misinformation and educate health and fitness influencers with peer-reviewed research that demonstrates how beef can fit in an active and healthy lifestyle. 

beef checkoff engages with chefs

Like many events in 2020, the American Culinary Federation (ACF) National Convention went virtual August 3-5. The beef checkoff was represented through a partnership of state beef councils, including Kansas Beef Council, that pool their dollars to annually have a presence at both regional and national ACF events. The checkoff sponsored an educational seminar titled “Navigating the Beef Supply Chain & the New Foodservice Environment.” It featured Texas A&M University extension meat specialist Davey Griffen and Chef Kelly Cook, the executive chef at Presbyterian Village in Dallas. During the presentation, Griffen explained what happened to the beef supply chain this spring and outlined steps taken to help ensure it stays up and running moving forward. Chef Cook addressed how he kept beef on his menu by using alternative cuts when those he typically used were temporarily unavailable. The session was virtually attended by 235 participants. 



In response to a growing number of people searching for local and online meat sales, the Kansas Beef Council created a digital platform to directly connect consumers looking to purchase beef with those who produce it. The online Kansas beef listing site also provides factual information on how cattle are raised. The new portal is available to the public and allows beef producers to share their contact information, including a website and social media platforms. The listing is free to Kansas beef producers and strategically targets consumers through Google ad campaigns to consumers searching for direct sale and online beef sources. "Not all consumers will have the available cash or freezer space to purchase a bundle, quarter, side or whole beef," said KBC Director of Communications Scott Stebner. "However, for consumers who are actively researching the option of purchasing their beef in this way, we want to be a science-based and convenient resource for them." KBC is still accepting submissions to be included in the directory. Kansas beef producers looking to add their operation to the listing can do so by clicking here.

One Simple Ingredient

get beef promotional materials for your next event

Are you holding an event with your local cattlemans group, at a county fair or a health and wellness event? The Kansas Beef Council can provide you with beef sticks, recipe books and brochures, hats and other items both consumers and fellow producers will be sure to enjoy. 

Email [email protected] 

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