Highlighting successful programs of NCBA as a contractor to the Beef Checkoff .

Producers are the backbone of the beef industry . No one is more dedicated to raising healthy cattle and stewarding the land than a farmer or rancher . To help producers share their stories and promote beef to their customers , NCBA , a contractor to the Beef Checkoff , created a new portal on the www . BeefItsWhatsForDinner . com website that provides access to a variety of assets and resources .

“ We are here to serve producers , and we want resources to be readily available to make it easy for them to share information ,” said Rashanda Cobbins , NCBA ’ s director of content strategy . “ These materials will help drive a consistent message as well as drive demand for beef .”

An extensive library of Beef Checkoff-funded images , media , recipes and infographics are accessible by beef producers and stakeholders to assist in marketing and promoting beef . These resources , including beef cut and recipe imagery , lifestyle photography , how-to videos , fact sheets and more are available for free through the Producer Resource portal . Whether directmarketing beef , educating consumers at an event or networking with fellow producers , the Producer Resource portal is the one place to go for materials .

Content will be updated regularly , highlighting beef throughout the seasons , from summer grilling to holiday feasts . Additional resources will be added based on producer feedback and requests . Accessing assets is free and easy , simply visit the website ( beefitswhatsfordinner . org / resources / producerresources ) to complete a short form .

Two years ago the Masters of Beef Advocacy ( MBA ) program , managed by the National Cattlemen ’ s Beef Association , a contractor to the Beef Checkoff , hit 20,000 graduates . Earlier this year , the program celebrated an additional 5,000 graduates — reaching a new milestone for advocacy in the beef industry .

“ It feels like yesterday that we were celebrating 20,000 graduates ,” said Paul Dybedahl-West , associate director of communications for the MBA program . “ Just two years later , it ’ s incredible to see an additional 5,000 graduates , all willing to dedicate their time to learn more about , and advocate for , the beef industry .”

Created in 2009 , the MBA program is a free , self-guided online course that provides members of the beef community — from farmers and ranchers to students , supply chain members and consumers — with the tools and resources needed to become a strong advocate for the beef community .

In 2021 , the MBA program launched MBA Nextgen which updated training modules , splitting the course into five online lessons :

• The Beef Community — context of raising beef from pasture to plate with a focus on the community of people involved throughout the beef lifecycle .

• Raising Cattle on Grass — an introduction to the first step in the beef lifecycle and the many benefits of raising cattle on our country ’ s vast grass pasture resources .

• Life in the Feedyard — a discussion on the role of feedyards , including animal care , nutrition and environmental stewardship at this important step in the beef lifecycle .

• From Cattle to Beef — an in-depth look at the slaughter process and the humane handling and safety measures in place at today ’ s beef processing facilities .

• Beef . It ’ s What ’ s for Dinner . — a primer on choosing and cooking the right cuts of beef and the important role of beef in a healthy diet .

After completing Nextgen , MBA graduates can enroll in MBA continuing education where graduates can continue their education with more lessons on beef ’ s nutrition , sustainability and animal welfare . Graduates can also access monthly newsletters and join the program ’ s Facebook community where updates are given on the latest consumer trends .

Anyone interested in learning about beef ’ s journey from pasture to plate is invited to enroll today at mba . beeflearningcenter . org .

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