National Cattlemen June 2024 | Page 6

From the CEO

Colin Woodall

Ah , yes , summer is here , and like many Americans , I have had my grill out and hot for weeks . As those last few spring snowstorms came through Colorado , I was itching to pull my grill out and cook without worrying about my drink of choice turning into a popsicle . The aroma and taste of beef cooked outside is just hard to pass up . People light up when they smell a burger or steak cooking on their favorite grill , griddle or smoker . The whole backyard beef grilling experience is a quintessential part of summer . As I have said in years past , beef IS summer . Another quintessential part of our American summer experience is baseball , our national pastime . Beef and baseball are a perfect pairing , and that is why we are partnering with Little League during this year ’ s summer grilling season .

Little League was established in 1939 , and today more than 2 million boys and girls between the ages of 4 and 16 play in the world ’ s largest organized youth sports program . Yes , you read that right , the world ’ s largest . That was something I did not know until we started to explore this partnership as a way to get the Checkoff-funded Beef . It ’ s What ’ s For Dinner . brand in front of a new generation . Through this partnership , Beef . It ’ s What ’ s For Dinner . will be the official sponsor of Little League ’ s “ Perfect Home Plate .” It is a catchy tag line that allows us to show that beef hot dogs and burgers are great for that post-game meal at the ballpark and for any meal at home during the week .

We love to talk about our summer beef eating experiences , and our Little League partnership will help amplify the fun and enjoyment that comes with beef . However , it is important to remember the 2020 Dietary Guidelines for Americans highlighted many children and adolescents are not getting enough high-quality protein , iron , zinc , choline and vitamins B6 and B12 . These nutrients are essential for childhood development , and beef can deliver them all in a nutrient-dense and tasty meal .

As a contractor to the national Beef Checkoff , NCBA develops and executes marketing campaigns to drive awareness of the

Beef . It ’ s What ’ s For Dinner . brand , build loyalty to the brand and increase consumer trust in our product . This summer ’ s Little League partnership will drive mass exposure to the brand since there are 130,000 teams that play in all 50 states . In addition to the 2 million youth players , there are more than 2.2 million parents , volunteers and fans who help or watch Little League games . From Beef . It ’ s What ’ s For Dinner . signs at the ballfields to our broadcast and digital media work , we can capitalize on getting beef and the beef message in front of all the participants and fans .

Later this summer , we will host a Beef . It ’ s What ’ s For Dinner . themed meal for the more than 240 participants in the Little League Baseball World Series in Williamsport , Pennsylvania . This meal will bring players from around the world to savor and enjoy beef and the camaraderie that comes with playing baseball . Sending the international teams home with a taste of the best beef in the world is not a bad benefit , either . The Little League World Series attracts more than 330,000 attendees in Williamsport , and 151 million viewers will watch the broadcasts on ESPN and ABC . We are proud we can take two legendary American brands and bring them together this summer . Little League is about having fun while learning about teamwork , sportsmanship and competition . These are life lessons that will help each of these players better themselves . Couple that with a nutrient-packed protein that helps them develop physically and you have a winning combination to help America ’ s youth get prepared for life . Add a whole lot of fun and some great tasting beef , and we have a project we can all be proud of . So , as you enjoy your outdoor cooking experiences this summer , know that your Checkoff dollars and the Beef . It ’ s What ’ s For Dinner . brand are working to capture and develop a new generation of beef eaters who , in a few years , will also get really excited about pulling their grill out and cooking beef for their friends and families . Eat beef and play ball !

6 NATIONAL CATTLEMEN www . NCBA . org