Annual Report

Fiscal Year 2019

A summary of state and national beef education, promotion and research programs funded by the $1 per head national beef checkoff program and the $1 per head state beef checkoff program. Access the complete report here: 2019 Annual Report.

2019 Highlights


"For All Plates of Life" Campaign

On March 1, 2019, Texas Beef Council (TBC) launched the "For All Plates of Life" advertising campaign. The campaign, which ran through September 30, celebrated the versatility of beef and the diversity in Texan families. Advertisements were seen across digital mediums through programmatic buys, internet radio, streaming TV and paid search. In total, the paid media campaign resulted in 291.1 million impressions statewide.

Digital Marketing

TBC continued to strengthen the Beef Loving Texans brand through social media outreach via Facebook, Instagram, Pinterest, Twitter and YouTube. Social media totals include more than 31.6 million impressions, 981,000 engagements, 2.6 million video views and 4.4 million minutes of video watched.

Physician Outreach Program 

The Physician Outreach Program educated medical doctors - many of whom recommend limiting beef consumption to their patients diagnosed with high cholesterol. The program reached over 6,500 physicians in Houston, Dallas, San Antonio and Austin. Physicians were given patient education materials highlighting the nutritional value of beef in a heart-healthy diet.

Information Sharing

TBC distributed more than 658,000 beef-centric resources in FY19. This is 43% higher than in FY18 which indicates that partners are using these resources and extending them beyond TBC's direct reach. 

International Marketing - U.S. Meat Export Federation (USMEF)

Chefs, importers and meat buyers from Central and South America and the Caribbean visited Texas in FY19 to learn about the U.S. beef industry. Attendees were educated on the advantages of U.S. beef and trained to cook and promote underutilized cuts at their restaurants and retail businesses. On behalf of TBC, the USMEF also conducted training seminars and retail and foodservice promotions in Japan, Korea, Taiwan, Hong Kong/China, the Middle East, Central and South America and the Caribbean. 


 To access previous annual reports visit, Previous Annual Reports.

For an audited financial statement or Beef Checkoff information, contact the Texas Beef Council at or call 1-800-846-4113. To see how we're connecting with consumers, visit us at