America’s cattle producers extend their day-to-day operations, despite challenges brought on by COVID-19. These producers supply grocery stores with products, which continue to fly off shelves.
A program funded by producers offers resources for consumers, who are preparing more beef at home.
The Beef Checkoff provides consumers with resources to assist them in feeding delicious, safe, nutritious beef to their families, shares Buck Wehrbein, Federation of State Beef Councils chairman.
?We have all kinds of information,” said Wehrbein. “They can see how to cook some things, the cuts of meat they need, and the way they can be the most economical and also provide a great tasting, nutricious meal for their family.”
The Beef Checkoff builds upon its successful “Beef, It’s What’s For Dinner” campaign with a unique venture, which features creative ways to incorporate beef into common dishes.
?We have some new recipes like Peking Chuck. (We are) using the old Peking Duck recipe and changing it a little bit, so you can use a chuck roast in it. We have Korean Fried Beef, KFB, with Korean fried beef in place of chicken,” said Wehrbein. “Then, the cutest one perhaps, is Cowlamari. (It?s) a way of using beef in a ?surf and turf? situation.”
The Beef Checkoff also launched its summer grilling campaign, “United We Steak.” The seasonal campaign hopes to provide consumers with a sense of belonging amid social distancing practices.
“Every state has their favorite stake, and perhaps steak that they’re known for. We can highlight the favorite steak of that state to someone wanting to try it and have some pride in their state,” said Wehrbein. “Social distancing has probably shown people the value of home. This is a way of building on that pride and affection for your state and moving that over into consuming beef.”
