Beef Checkoff Relaunching an Iconic Brand

Dan Beef

beef checkoffPromoting beef has become more complicated than it was in 1992 when the beef checkoff kicked off the “Beef. It’s What’s for Dinner.” brand. And according to a release from the National Beef Checkoff Program, that’s why “Rethink the Ranch” was born. The checkoff is re-introducing consumers to beef during this 25th anniversary of our iconic brand, we’re also introducing them to the real ranchers and farmers and their real stories about how they produce beef.

Rethink the Ranch, #RethinkTheRanch, is a campaign to highlight the humanity behind beef production and to connect consumers to the process and people in the beef industry. The beef checkoff wants consumers to rethink everything that goes into beef production. So this summer, a camera crew traveled 3,800 miles across the U.S., visiting six different cattle operations in four states. They captured more than 100 hours of video, along with images and stories about people like you.

Be sure to follow these producers’ stories from Florida, California, Iowa and Washington as the checkoff helps producers share their stories with consumers so they can meet some of today’s farmers and ranchers who bring beef from pasture to plate. They can also learn about the advanced tools and techniques that are used in beef production.

These stories can be found at This will be the first time that site will promote both the product and the people who produce it. The site tells a brand story that is focused on promoting beef’s greatest strengths: the unbeatable taste of beef, the people and production process behind beef, the variety and ease of cooking beef, and the nutritional strength that beef provides.