From the CEO
Colin Woodall
BEEF AND RFK, JR.
U. S. Secretary of Health and Human Services( HHS) Robert F. Kennedy, Jr. was one of our surprise guests at CattleCon last month in Nashville, but his presence was far more than a headline moment. It was a clear signal that the tide has turned for beef in the national nutrition conversation, and the decades of effort we’ ve poured into Checkoff-funded beef nutrition research paid off in a historic way. RFK, Jr. was there to tout the new Dietary Guidelines for Americans and the powerful role beef plays in the redesigned food pyramid and in his own personal life. This wasn’ t a request coordinated months in advance, nor was it a political courtesy call. It was his idea, and he asked to attend CattleCon because he wanted to stand with us, America’ s cattle producers.
The fact that the nation’ s top public health official asked to speak to us is significant for three reasons. The first is he wants the celebration of these guidelines to continue and not just be a fleeting January headline. When he arrived at HHS, he inherited a draft of the Dietary Guidelines from the Biden administration that replaced beef with beans, peas and lentils. Secretary Kennedy understands beans, peas and lentils are side dishes, not the main event. His Make America Healthy Again platform recognized that beef is nutrient-dense and a cornerstone of healthy dietary patterns.
His enthusiasm for beef predates his role as Secretary. RFK, Jr. often talks about beef as his protein of choice, even telling us he sometimes eats it twice a day. On social media he has promoted beef, beef jerky, and even a Thanksgiving turkey fried in beef tallow. This isn’ t political theater for him. It reflects genuine belief and consistent behavior. He knows the Dietary Guidelines are a win for him, President Trump and us as cattle producers. Watching him on stage at CattleCon, you could see he was relishing every moment talking to the very people who produce the real food he wants more Americans eating.
The second reason his request is so important is because it validates all the Checkoff-funded research work done on nutrition. While RFK, Jr. has plenty of detractors who question his policy positions, it became clear his focus on real and whole foods was supported by our research. NCBA has been the primary contractor on Checkoff-funded beef nutrition research for decades. Our work built a solid foundation of sound, peer-reviewed science supporting beef’ s role in the
diet. There’ s not a much more real and whole food than beef, and having the Dietary Guidelines for Americans recognize that validates all the Checkoff-funded research we’ ve done. The Secretary clearly announced in Nashville that the“ war on protein” is over.
Third, his presence reinforced NCBA’ s standing as the trusted leader and definitive voice of the U. S. cattle and beef business. There were countless venues he could have chosen to have this discussion, but he chose NCBA. He chose CattleCon. He chose to have a real conversation with then NCBA President Buck Wehrbein instead of simply delivering a prepared speech. He even took a selfie with Buck onstage with thousands of cattle producers in the background. He made it real and did so because he recognizes the disciplined, science-driven and professional work NCBA conducts each day. He recognizes how grassroots cattle producers lead and direct this association. RFK, Jr. understood that if he wanted to speak directly to cattle producers— the people who feed this nation— there was only one place to be … CattleCon.
NCBA’ s work on the Dietary Guidelines for Americans is something we’ ve talked about as being“ generational” because it’ s the result of long-term Checkoff investment in rigorous scientific research, relationship building and steadfast advocacy. It demonstrated how all the work of NCBA comes together to protect and promote our business. The Checkofffunded research NCBA conducts as a contractor delivered the scientific foundation. The Federation of State Beef Councils supported, funded and amplified our voice. The dues-funded policy team kept the process grounded in facts rather than being derailed by agenda-driven narratives.
Thanks to this combined effort, the nation’ s nutrition policy recognizes and promotes what we’ ve always known; beef belongs in the center of American’ s plates. This win isn’ t simply about the new guidelines. It builds momentum for the future by strengthening the role of science and putting real, whole food like beef back into the spotlight. It also ensures that when this process begins again in five years, under a different presidential administration, we enter the debate from a position of undeniable strength. This is a win for NCBA and the Checkoff, but more importantly, it is YOUR win because you’ ve never stopped believing in the power of this association and the national Beef Checkoff.
It was a clear signal that the tide has turned for beef in the national nutrition conversation, and the decades of effort we’ ve poured into Checkoff-funded beef nutrition research paid off in a historic way.
6 MARCH 2026 www. NCBA. org