The checkoff-funded Beef. It’s What’s For Dinner. brand, managed by NCBA, and Chef’s Roll, a global culinary community, partnered to develop a unique new video series to bring beef producers and chefs together. The series takes chefs directly to the ranch, teaching them about cattle’s life cycle and the process from pasture to plate. These chefs get a firsthand look at the care producers who follow the checkoff-funded Beef Quality Assurance program put into producing high-quality beef. This series then shows the producers’ experiences as they tour the chefs’ restaurants to see how some of their most popular and complex beef dishes are made.
The three videos were shared with the Chef’s Roll culinary community through multiple social and digital channels, with their Instagram posts reaching nearly 800,000 culinary professionals. Through this video effort, thousands of chefs across the country now are enlightened on environmental stewardship, cattle-handling techniques, quality control and animal welfare priorities. To view the videos, click here.