Promotion programs being managed by the National Cattlemen’s Beef Association (NCBA) as a contractor to the Beef Checkoff have shifted and grown in response to the worldwide coronavirus pandemic. These efforts reflect a consumer population that is concerned for their day-to-day health and the availability of delicious, safe and wholesome food products, like beef.

“It was only two months ago that Beef Checkoff committees got together in San Antonio at the Cattle Industry Convention to work collectively to develop plans to improve beef demand,” says Buck Wehrbein, a feedlot manager from Nebraska and chairman of the Federation of State Beef Councils. “In a few short weeks our entire world and the way we engage with each other and our communities have changed, and our response through the Beef Checkoff has had to change with it.”

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