National Cattlemen’s Beef Association (NCBA), a Beef Checkoff contractor, is introducing a campaign to introduce and inform consumers about the Beef Quality Assurance (BQA) program.
The goal of the campaign is to “bridge the gap between what the industry is doing to produce high-quality beef in a humane, environmentally friendly way, and what consumers know about those efforts.”
The campaign is designed to meet consumers’ desires about learning how and where beef is produced.
A series of videos from the Beef. It’s What’s for Dinner. campaign launched in October that highlighted how cattle farmers and ranchers raise cattle under BQA guidelines.
The videos will be used on platforms such as YouTube, Hulu, Pandora and Spotify, and mainstream media sources will be given BQA information.
“The campaign expands the reach of a traditionally producer-facing program,” says Josh White, executive director of producer education at NCBA.
“This new effort shares information about the program with consumers in a way that benefits both producers and those who enjoy their beef.”
