2026-2031 Long Range Plan

GOAL: Ensure strong public trust and choice in high-quality, safe, and nutrient-dense beef. 

• Grow consumers’ knowledge of and affinity for beef.
• Increase knowledge and positive perceptions of beef among health professionals.
• Empower a diverse network of consumer influencers and educators to serve as credible advocates for beef.

GOAL: Empower the supply chain—from producer to point of purchase—with the technical expertise needed to meet consumer demands.

• Increase beef knowledge and confidence among retail and foodservice professionals. 
• Leverage strategic partnerships to provide timely, factual information about beef that facilitates conditions for industry success.
• Support International marketing efforts to build demand for beef around the world.  

GOAL: Support research and continuous improvement to keep beef as the top protein choice in an ever changing market.

• Support and leverage beef safety, nutrition, sustainability, product quality, and market research.
• Support BQA training on standards for cattle wellbeing, food safety, and product quality.
• Communicate the outcomes of Beef Checkoff-funded programs and demonstrate their impact on beef demand.