Beef Experts Dish Out Real Facts About Real Beef
Beef. It’s What’s For Dinner. releases new videos to address common misconceptions about the beef industry
DENVER – March 30, 2020 – In the latest effort to address myths about beef production and nutrition, Beef. It’s What’s For Dinner., managed by the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, has released a new video series, ‘Real Facts About Real Beef.’ The videos highlight real farmers and ranchers and other beef experts candidly addressing some of the most common misconceptions and questions about cattle and beef.
According to market research, 52 percent of people agree that they trust the people who raise cattle[i]; however, only 27 percent of people say they are knowledgeable about how cattle are raised. [ii] In a time when consumers are more removed from food production than ever, these videos deliver facts directly from the source - beef farmers and ranchers, as well as credentialed experts in the fields of sustainability, human nutrition, and more.
The videos in this series include:
- Real Facts About Real Beef: Red Meat and Health – Cattle rancher and life coach, Kiah Twisselman, takes on the myth that “red meat is bad for your health” in this video. She highlights that, while there are many mixed messages on the internet about certain foods being bad or good for your health, it is ultimately important that people are eating a well-balanced diet with nutrient dense foods like lean beef.
- Real Facts About Real Beef: Cattle Production and Climate Change – In this video, Carlyn Petersen, an animal biology doctoral student, is tasked with addressing the myth that “methane from cattle is the leading cause of climate change.” She tackles this myth head on with the real fact that cattle only contribute about two percent of greenhouse gas emissions in the U.S. and that the leading contributor of greenhouse gas is actually the burning of fossil fuels.
- Real Facts About Real Beef: Grazing Cattle vs. Crops – Mike Williams, a cattle rancher and owner of Diamond W Cattle Company, addresses the myth that “instead of letting cattle graze all over, we could be using that land to grow crops for humans.” As a rancher in the western U.S., Williams knows best and shares how cattle largely graze on land that isn’t suitable for growing crops, and that this land actually thrives when grazed properly.
- Real Facts About Real Beef: Cattle Production and the Environment - For this video, Dr. Frank Mitloehner, a leading expert on cattle and sustainability, debunks the myth that “cattle production and farming is harmful to the environment, creating soil erosion, water pollution and poor air quality.” Dr. Mitloehner explains that, as an animal science researcher, he has found the exact opposite to be true, and that, in fact, a properly run ranch or farm will sequester carbon and promote biodiversity.
“’Real Facts About Real Beef’ is one more way Beef. It’s What’s For Dinner. is working to help ensure consumers are informed when it comes to how beef is produced and the nutrients it delivers,” said Buck Wehrbein, federation division chair at NCBA. “These videos are a powerful way we’re able to share fact- and science-based information about beef production and nutrition with these important audiences.”
The ‘Real Facts About Real Beef’ videos will be promoted on social media platforms, such as Facebook and Twitter, to help address misinformation about beef production and its role in a healthy, sustainable diet. In addition to addressing the myths head on, the videos direct consumers to BeefItsWhatsForDinner.com for additional information.
This video series is just the latest from Beef. It’s What’s For Dinner. in an effort to debunk myths about the beef industry. In mid-January, new ads, complete with the brand’s unique personality and swagger, were rolled out addressing the topics of health, sustainability and meat substitutes. The initial six-week digital media flight generated more than 35 million consumer touchpoints, reaching more than 11.6 million consumers multiple times.
In addition to these myth busting efforts, Beef. It’s What’s For Dinner. is giving consumers a behind-the-scenes look at beef production with 360° virtual ranch tours. The videos take consumers on an educational journey to farms and ranches across the United States to learn how beef farmers and ranchers raise cattle to produce high-quality beef.
“As a contractor to the Beef Checkoff, we are committed to ensuring consumers, media, chefs, dietitians foodservice, retail partners and other stakeholders have the facts and information they need when it comes to the beef industry,” said Alisa Harrison, senior vice president of global marketing and research at NCBA, a contractor to the Beef Checkoff.
For more facts about real beef, visit www.BeefItWhatsForDinner.com.
About the Beef Checkoff
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen's Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.
About NCBA, a Contractor to the Beef Checkoff
The National Cattlemen’s Beef Association (NCBA) is a contractor to the Beef Checkoff Program. The Beef Checkoff Program is administered by the Cattlemen’s Beef Board, with oversight provided by the U.S. Department of Agriculture.