Consumer Marketing

June 09, 2022


AUSTIN, Texas (June 09, 2022) – The Texas Beef Council (TBC) has refreshed with stories, recipes, cooking tips and more information about how producers raise beef sustainably, from pasture to plate.

“In the five years since we last updated, recipe site design has changed and evolved,” said Rachel Chou, director of consumer marketing for TBC. “We wanted to give visitors a better, more customized experience while optimizing screen space and load times. User data also indicated that we needed a more mobile-friendly design for viewing on the go, like when people are at the grocery store and need recipes for a particular beef cut.”

Visitors to can now register for their own user accounts to receive personalized recipes, rate recipes, save their favorite recipes and find meal inspirations. The expanded nutrition section offers insight about various beef cuts and their unique nutritional profiles, while additional information about appropriate cooking methods ensures visitors choose the best beef cuts for a tasty dining experience. Avid beef fans can also purchase Beef Loving Texans branded merchandise, including apparel, cutting boards, tumblers and more.

“Users who create an account and list their interests will be served content that is relevant to them each time they visit,” Chou said.  “We’ve also integrated ‘popular’ and ‘featured’ recipe functionality to ensure our most-viewed content is being served up with every visit.”

The website’s new “Raising Beef” section provides new content about local ranch families – including TBC board directors – and their efforts to provide consumers with delicious, high-quality beef. This section also explores the beef lifecycle, animal care best practices, the Beef Quality Assurance (BQA) program and beef’s role in a healthy, sustainable diet. is one of the primary ways we reach consumers with positive beef messaging,” Chou said. “In 2021, 1.4 million people visited the website, and we expect those numbers to continue rising. That’s why it’s so important that we deliver the best possible user experience, from recipes and nutritional information to the many ways Texas producers take such care in raising quality beef.”

Check out the updated website and enhanced user experience at For more information about the Texas Beef Council, visit

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The Texas Beef Council (TBC) conducts the $1 per head national checkoff program for Texas beef producers and is also the contractor for the Beef Promotion Research Council of Texas (BPRCT), which administers the $1 per head Texas state checkoff program. TBC’s mission is to increase beef demand in the state through programs of beef promotion, research and education. TBC also helps fund national and international beef checkoff programs to increase marketing opportunities around the globe.  The BPRCT’s mission is to improve Texas producer profitability by strengthening and expanding beef demand. The TBC and the BPRCT are directed by a 20-member board of cattlemen and women representing the state’s beef producers.