It’s been close to a year since the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, relaunched the “Beef. It’s What’s For Dinner.” brand and a new Web site serving as one comprehensive location for all things beef. Since BeefItsWhatsForDinner.com launched, it has attracted more than 8 million views. These metrics demonstrate consumer interest in learning more about beef and where it comes from. This is good news as the cattle herd grows.
This growth in the global and domestic beef cattle herd also means supply is on the upswing and the beef industry is gaining momentum through cattle prices. Coupled with the reemergence of the iconic “Beef. It’s What’s For Dinner.” brand, these industry indicators are reason for continued optimism.