National Checkoff News

June 25, 2023

Beef. It's What's For Dinner. Launches New Docuseries

The National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, has debuted the very first episode of the docuseries, “Cattle Calling.” This highly anticipated release will provide consumers with an in-depth look at the cattle farming and ranching Industry. 

The first episode of Cattle Calling focuses on Kinzie Burtrum and the Burtrum family (Burtrum Cattle, LLC of Oklahoma) as they work to ensure their ranch and their family thrives despite a complex and changing landscape.

Follow along to see how this family adapts to care for the land and the cattle, and ensure their operation can continue. Cattle Calling continues the Beef Checkoff’s ongoing emphasis on connecting with consumers and sharing the stories of beef producers. The video project aims to connect consumers with the cattlemen and women who are working to ensure they are adopting tools and technologies that help beef farmers and ranchers become more sustainable over time.  

The Heritage Fire Tour is a three hour live-fire event that centers around educational opportunities in the culinary field. The Beef. It’s What’s For Dinner. brand is excited to showcase all things beef during the event, from the video to burgers and steaks and everything in between.

For a deeper look at the series, visit