Your Federation at Work Research State Beef Councils Supplement: $ 947,800

Through the partnership of national funding and state investments in the Federation, and to specific projects, the foundation of research provides insights for other Checkoff programs and contractors as well as insights for industry action.

■ Product Quality: Research is designed to improve beef quality, consistency, value and demand. One area of research is expanding the scientific foundation for quality grading and more accurately quantifying red meat yield of today’ s cattle.

■ Beef Safety: Research focused on providing evidence to evolve how cattle are raised to reduce the likelihood of cattle bringing chemical, physical or biological hazards into the post-harvest production environment. One example is evaluating opportunities to identify preharvest foreign objects in real time to reduce and manage the risk of these objects in the supply chain.

■ Human Nutrition: Beef farmers and ranchers continue to support nutrition research to advance the understanding of beef’ s role in a healthy diet. One example is research evaluating beef-rich, higher protein diets and effects on metabolic health such as their ability to balance blood sugars, improve cholesterol levels and support weight management.

■ Sustainability: Research contributes to the scientific data showing beef impacts all three pillars of sustainability( economic, environmental and social). Example projects address the unintended consequences of increased cattle size on animal welfare and the trade-offs of alternative packaging on environmental and economic sustainability.

■ Market Research: By monitoring consumer purchasing behaviors, and what drives and limits beef demand, these insights better inform national and state Checkoff marketing programs to consumers. Additionally, message and asset testing validate the most effective ways to communicate with consumers through Beef. It’ s What’ s For Dinner. properties and through media for proactive and issues response.

Industry Information State Beef Councils Supplement: $ 721,100

Providing information and resources to the industry remains a critical component of the Federation budget. Funding develops resources to assist with crises such as Highly Pathogenic Avian Influenza and New World Screwworm( NWS) and supports the Beef Quality Assurance program with training, advertising and updating materials.

Promotion State Beef Councils Supplement: $ 540,000

The Federation supports Beef. It ' s What’ s For Dinner. marketing and advertising efforts to educate and inspire consumers nationally. The Beef. It ' s What’ s For Dinner. brand was launched in 1992, and it continues to be the foundation of NCBA’ s promotion efforts. The Federation investment supplements media buys including cable television advertising and content partnerships focused on nutrition and wellness. NCBA-led national advertising reached consumers roughly 920 million times annually, through a variety of platforms.

Content is also developed using trusted influencers and chefs and placed on BeefItsWhatsForDinner. com and across media channels to drive brand affinity, increase credibility and attract new consumers.

DIRECTIONS 2026 NATIONAL CATTLEMEN 29