The checkoff’s “Beef. It’s What’s For Dinner.” brand recently launched a refreshed version of the “Beef. It’s What’s For Dinner” Influencer Spotlight landing page. The newest addition focuses on ‘entertaining made easy’ and features Chris Mohr – Registered Dietitian, PhD, dad and fitness enthusiast. Like previous spotlight advocate Toby Amidor, Mohr’s role in this campaign is to provide authentic, engaging beef content to consumers from someone they trust. These influencers and their families are relatable and serve as real-life examples of how a variety of meal options, including beef, can have a positive and lasting effect on families.
The Texas Beef Council (TBC) conducts the $1 per head national checkoff program for Texas beef producers and is also the contractor for the Beef Promotion Research Council of Texas (BPRCT), which administers the $1 per head Texas state checkoff program. TBC’s mission is to increase beef demand in the state through programs of beef promotion, research and education. TBC also helps fund national and international beef checkoff programs to increase marketing opportunities around the globe. The BPRCT’s mission is to improve Texas producer profitability by strengthening and expanding beef demand. The TBC and the BPRCT are directed by a 20-member board of cattlemen and women representing the state’s beef producers. For more information on this and other checkoff-funded programs, please visit TexasBeefCheckoff.com or call 800- 846-4113.