Texas Beef Council Announces Launch of New Campaign “BEEF Loving Texans” campaign aimed at elevating Texans’ passion for beef

Posted by Misty Martin on June 14, 2016

AUSTIN, TX – The Texas Beef Council (TBC) is proud to announce the launch of BEEF Loving Texans - a consumer-driven campaign created to share unique recipes, stories, cooking and shopping tips, and expert nutrition information. The BEEF Loving Texans campaign celebrates the pride and values deeply rooted in Texans through family, community and tradition.

BEEF Loving Texans aims to tell the story of the benefits of beef in a way that’s meaningful to Texans and connecting shared Texan values, nostalgia, and pride to the passion Texans have for beef.

“We’re exploring the special place beef has in the hearts of so many Texas families and communities and how our state’s pride shines through in so many ways,” said Linda Bebee, vice president, domestic marketing for TBC. “Texans love beef, and launching our BEEF Loving Texans campaign is a great way to connect and tell those stories. We encourage everyone throughout Texas to join our efforts and look out for the campaign online, on TV, radio, billboards, and at retail stores and events near you.”

Bringing the campaign to life, TBC will use its new interactive website BEEFLovingTexans.comto showcase families, led by older millennial parents, who strive to meet the every day challenges of getting flavorful, nutritious dinners on the table while teaching their children how to have a positive relationship with the food they eat. Dinners will focus around beef recipes passed down through generations and adapted to each family’s lifestyle, mealtime challenges and unique tastes.

"As a stakeholder in both the national and state beef checkoff programs in Texas, I'm beyond proud and excited about the BEEF Loving Texans brand and advertising launch here in Texas," said Katsy Cluck, chair of the TBC domestic marketing committee, feedyard owner and rancher from Boerne. "The checkoff programs in Texas have one clear mission in mind: to conduct demand building programs and enhance cattle producers' profitability. We believe this campaign will do just that."

Whether celebrating Texas pride through family, community or tradition, the BEEF Loving Texans campaign is designed to capture and showcase the untold stories about beef, and reach consumers with compelling information that ultimately sets the table with delicious, convenient and quality ways of life.


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.