COVID-19 Response

June 2020  |  Program Adjustments

Texas Beef Council (TBC) is aware of the current market conditions and is adjusting the short-term strategic direction of programs. The Beef Checkoff is designed to build demand for beef products, and TBC will continue to proactively and efficiently invest checkoff dollars to promote beef to consumers while the world deals with the novel coronavirus.  

We are evaluating real-time digital insights and analytics about consumer behavior and trends to efficiently and effectively adjust TBC programs to meet consumer needs and successfully continue to inspire beef meals. Below is a summary of program changes during the COVID-19 pandemic.

BLT Advertising & Content

  • The ‘All Plates of Life’ advertising campaign is still being implemented as planned through programmatic digital and streaming TV. 
  • Paid and social communication for Beef Loving Texans will focus on freezer meals, leftovers, cooking at home, and ground beef.  
  • The Texas Monthly content partnership highlighting three long-standing Texas food companies will continue as planned, but we're rewriting the text to be more mindful and relevant to our foodservice/restaurant situation. We'll encourage take out and restaurant support in the text. 
  • BBQuest Season 3 production will be delayed for 90 days. This will inevitably push production, post, and launch.
  • We're creating new topics for TV cooking segments to be more relevant to what people need like recipes with few, simple ingredients.

Nutrition & Health

  • Social media outreach to nutrition professionals has been altered to reflect the needs and opportunities that are relevant to the current situation. 
  • Staff is working to extend the Raw Truth About Beef program to nutrition professionals throughout the state. Due to the cancellation of professional meetings, such as the Texas Academy of Nutrition and Dietetics annual conference, there will be many dietitians looking for opportunities to earn continuing education credits. The Raw Truth About Beef program is approved for 7 credit hours, making it an even more relevant resource as it can be completed virtually.
  • Staff is also in contact with dietetic internship directors and in the process of sending them the Raw Truth About Beef dietetic curriculum toolkit that was recently developed. From preliminary conversations, it appears that this will be extremely valuable to those programs as they are in the midst of shifting all education to a remote learning format. This will be extended beyond Texas to a national level.


  • Most programs have been paused at the moment and the execution timing will be reevaluated as retail grocery stores begin to recover and establish a more normal pattern.
  • Programs paused until recovery begins:
    • Onpack recipe labels for Brookshire Grocery
    • St. Genevieve Wine and Fiesta spice in-store offer
    • Taco like a Texan program with iHeart and Gallo
    • Partner program with Albertsons
    • Training program with Kroger


  • Staff is continually working with Texas Restaurant Association leadership on the current climate and how we can support foodservice. We will be pushing out the National Restaurant Association's and Texas Restaurant Association's messages and activities around Support Local and Independent Restaurants.  
  • Also to keep engaged with the Texas Foodservice community, staff is working with Texas Chefs to produce chef-driven beef culinary demos and content for distribution across TBC social media channels along with distribution of new Beef Loving Chefs merchandise to chefs across the state. 
  • While being sensitive to the increase in unemployment and restaurant closers, staff will continue to push out educational opportunities for chefs in the form of Raw Truth About Beef online immersion experiences. Promotion and distribution of Raw Truth materials for culinary teachers, ag teachers, and dietetic internship coordinators will continue throughout Texas and the nation as distance learning increases. 

U.S. Meat Export Federation (USMEF) International Programs

  • USMEF works with countries worldwide to increase U.S. beef exports, and they are accustomed to the constant change in the international marketplace. The team is adjusting its messaging accordingly as the situation differs from country to country. The team has seen shifts in demand from foodservice to retail and delivery in Asia but also sees foodservice demand slowly rebounding. They continue to emphasize the integrity of U.S. beef and the reliability of the U.S. as a trading partner. Although some key international events have been canceled, USMEF’s 19 worldwide offices are conducting events as allowed in their respective countries, and if that changes, will switch to online/webinar-based conversations.

For national checkoff updates from Cattlemen's Beef Board in response to COVID-19 visit:

For more 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