Raising the Steaks

Texas Beef Council showcases beef at NASCAR Xfinity Series in Daytona.

Beef lovers, start your engines! For the first time ever, the Beef. It’s What’s For Dinner. 300 auto race served as the historic 40th season-opening race for the NASCAR Xfinity Series. Funded by the National Beef Checkoff program and managed by the National Cattlemen's Beef Association, the Beef. It’s What’s For Dinner. brand promoted the purchasing, preparation and enjoyment of all things beef from pasture to plate.


TBC Front and Center

To help promote beef as a nutritious option for any lifestyle, the Texas Beef Council (TBC) and its consumer brand, Beef Loving Texans, spotlighted beef at the Beef. It’s What’s For Dinner. 300 and the 63rd annual Daytona 500 races. Both motor races were held at the Daytona International Speedway in Daytona, Fla. on Saturday, February 13 and Sunday, February 14, and reached millions of consumers.

“We loved being a part of the very first Beef. It’s What’s For Dinner. 300,” said Brad Hastings, TBC chair. “There’s no denying the passion that race fans have for their favorite drivers – and their favorite foods. This event helped support national Checkoff efforts that celebrate beef from pasture to plate and ultimately encourage consumers to enjoy a beef meal.”


Beef-Loving Tailgaters

To encourage consumers to enjoy a delicious beef meal at the track and at home the TBC and Beef. It’s What’s For Dinner. worked with chefs to develop and promote beef recipes perfect for tailgating or homegating in the living room on race day.

Chef Robert Hale, TBC’s manager of culinary and foodservice, Chef Patrick Mitchell of Dallas, Chef Rick Neal of Denton and Chef Mark Schneider of Waco were on site to assist Levy Restaurant Group chefs and their teams. On Saturday and Sunday, the team provided a steak meal to the U.S. Air Force Thunderbirds flight demonstration squad, assisted with a beef lunch for over 120 media members on both race days and interacted with fans throughout the race.

“By participating in these events, we’re able to showcase beef’s versatility and great taste to millions of race fans worldwide,” Hale said. “While in-person attendance at both races is limited this year, TV viewership typically reaches around 10 million. We are excited to encourage more people to cook beef in a new and exciting venue.”

Beef. It’s What’s For Dinner. also partnered with Celebrity Chef and Top Chef Judge Hugh Acheson to develop six race day beef recipes for consumers.

The NASCAR Xfinity Series in Daytona is one of the nation's premier sporting events. This partnership gives the TBC an unequaled platform to promote beef on behalf of Texas beef producers.

To learn more about the Beef. It’s What’s For Dinner. 300 and the Daytona 500, visit DaytonaInternationalSpeedway.com