Fueling Performance with Beef

Every edge counts when student-athletes step onto the field, court, or track. From speed and strength to recovery, what they eat can make the difference between performing well and performing at their best. 

Understanding the critical role of nutrition, especially protein like beef, in a high-performance diet, Texas Beef Council (TBC) created a solution to give athletes what they need to excel. The Beef Checkoff-funded Sports Nutrition Game Plan program was designed to equip athletes, coaches, and families with practical, science-backed tools to fuel performance — aiming to ultimately build healthier athletes and lifelong beef consumers.

Since its launch in 2024, Sports Nutrition Game Plan has reached 8,000 users across 44 states. The resources are also reaching the next generation outside Texas, with 15 other state beef councils actively using them. 

George Harrison, who ranches in Bay City, Texas, and serves on the TBC board of directors, has heard about the program firsthand and encourages all producers to check out the resources that are strengthening beef’s role in healthy diets.

This program is about showing the next generation how beef directly fuels their success, both on and off the field. As someone who pays into the Beef Checkoff, I am proud of the impact this program is making in Texas and beyond.

George Harrison, TBC Director & Bay City Rancher

Beef at the Center of the Plate

Picture a high school football player heading into an intense week of practices and games. With guidance from the Sports Nutrition Game Plan, they know how to balance meals and snacks to sustain energy, build strength, and recover quickly.

Sports Nutrition Game Plan provides free, easy-to-access resources, including videos, tip sheets, meal plans, recipes, and team challenges. Amy Foster, nutrition and health manager for TBC, set out to create the program after recognizing the needs of coaches and how beef could lead the conversation. 

“The goal is to make beef’s powerful nutrition part of sports culture, and we’re off to an amazing start,” said Foster. “Resources like this are so needed, and participants appreciated that TBC is addressing the importance of nutrition on behalf of beef producers.”

The program’s digital-first approach ensures resources are accessible anytime, anywhere, giving schools and teams the flexibility to implement nutrition strategies effectively. To help formulate the nutrition aspect of the program, TBC enlisted Amy Goodson, a registered dietitian with an emphasis on sports nutrition and a 20-year-long-standing history ranging from Little League to the NFL. 

“We are trying to show how beef plays a role in a nutrient-rich diet that includes all foods - providing the nutrients and protein that athletes need to perform their best,” said Goodson.

These efforts are timely, as many adolescents and young adults fall short on essential nutrients like protein, iron, zinc, and B vitamins — all vital for muscle growth, cognitive function, and immune health.1-3 A 3-ounce serving of cooked beef is a powerful source, providing over 10% of the Daily Value for these, and other, key nutrients 4

Investing in the Next Generation

For beef producers, the connection is clear: the program helps shape dietary habits at a critical age, introducing young athletes and their families to the benefits of high-quality protein from beef.

“It’s about connecting our product to real-life performance benefits,” says Harrison. “When young athletes understand how beef supports strength and recovery, that’s a win for everyone in the beef community.”

New resources have been added on navigating school nutrition programs and tips for working with booster clubs. Looking ahead, TBC is piloting the Sports Nutrition Game Plan with Alvin Independent School District in the Texas Gulf Coast region for a closer look at how the resources benefit local student-athletes.

“The Sports Nutrition Game Plan has really helped our athletes understand how to fuel their bodies for peak performance and recovery, giving them practical tools that make a difference every day,” said Roderick Williams, head athletic trainer at Iowa Colony High School. “We are beyond thankful for the help transforming nutrition knowledge and game for our student athletes.

Your Role in the Game

The Sports Nutrition Game Plan positions beef as a cornerstone of performance nutrition by helping athletes understand how it contributes to strength, endurance, and recovery. Beyond the short-term athletic gains, this work is cultivating the next generation of beef advocates. 

Producers can follow the program’s growth, encourage participation in schools they support, and take pride knowing Beef Checkoff programs are helping young athletes thrive. Visit SportsNutritionGamePlan.com for more.

Sources:

1. U.S. Department of Agriculture and U.S. Department of Health and Human Services. Dietary Guidelines for Americans, 2020-2025. 9th Edition. Available at https://www.dietaryguidelines.gov/. 2. Lassi Z, Moin A, Bhutta Z. Nutrition in Middle Childhood and Adolescence. In: Bundy DAP, Silva Nd, Horton S, et al., editors. Child and Adolescent Health and Development. 3rd edition. Washington(DC): The International Bank for Reconstruction and Development / The World Bank; 2017 Nov 20. Chapter 11. Available from: https://www.ncbi.nlm.nih.gov/books/NBK525242/ 3. Norris SA, Frongillo EA, Black MM, Dong Y, FallC, Lampl M, Liese AD, Naguib M, Prentice A, Rochat T, et al. Nutrition in adolescent growth and development. Lancet 2022;399(10320):172-84. 4. U.S.Department of Agriculture, Agricultural Research Service, Nutrient Data Laboratory. FoodData Central. Available at fdc.nal.usda.gov (Beef composite, cooked - NDB Number: 13364).