May 10, 2022

TBC Kicks Off Beef Month With Promotions & Activities

AUSTIN, Texas (May 10, 2022) – May is National Beef Month, and it marks the start of a busy summer for Texas Beef Council (TBC) and the Beef Loving Texans brand. While beef promotion is important all year round, the summer season places an even brighter spotlight on the many ways beef can be at the center of family, food and fun.

“Backyard barbecues, family reunions and holiday picnics ramp up starting in May, and TBC and Beef Loving Texans will be working hard to ensure that beef is at the center of the table at these events,” said Molly McAdams, TBC’s executive vice president. “We’ll also be out at various industry meetings and conferences all summer long, visiting with the Texas producers who fund our programs and getting their valuable feedback.”  

Here’s where producers can find TBC in action over the next few months:

May 19, Luling Foundation Field Day, Luling, TX  McAdams will present on TBC programs and how they’re driving beef demand. TBC will also host a booth where producers and their families are welcome to stop by and visit with staff one-on-one.

June 22-24, Independent Cattlemen’s Association Annual Convention and Trade Show, San Marcos, TX This event will also feature a presentation by McAdams as well as a booth where producers and their families can touch base with the TBC team.

June 23-25, Texas Cattle Feeders Association Summer Meeting, Grapevine, TX McAdams will present to TCFA membership, sharing current programs and their impact on beef demand.  

August 1-3, Beef Cattle Short Course, College Station, TX Multiple TBC staff will speak about various programs and initiatives. Producers will also get the opportunity to engage with "BBQuest", the Beef Loving Texans television series projected to launch its third season later this summer. TBC is also sponsoring the Beef Carcass Value Determination Workshop. Producers are welcome to stop by the TBC booth for more information. 

While TBC staff is out in the field talking with beef producers this summer, the following Beef Loving Texans promotions will be aimed at the consumer audience:

BBQuest Season 3: Premiering this summer, the upcoming season of “BBQuest” will delve even deeper into the world of Texas barbecue. Each episode will explore what really makes Texas barbecue so unique by visiting some of the state’s best barbecue joints and cattle ranches to highlight the beef producers who make it all possible.

Food 52 Content Partnership: Beef Loving Texans has joined forces with Food52, a large-scale food publishing company, to deliver Texas-inspired beef recipes to consumers. The partnership is being promoted by Food52, on Beef Loving Texans social media platforms and streaming TV. 

Beef Loving Texans Website Relaunch: This summer, the Beef Loving Texans website will get a refresh, offering a more personalized experience and easier access to beef recipes and cooking information. Visitors can even save, rate and review recipes for a more personalized experience. Other enhancements include a new “Raising Beef” section that explains the beef lifecycle and spotlights ranch families.

Summertime Social Media and Advertising: Beef Loving Texans will share content on its social media channels throughout the summer months designed to encourage more beef-centered meals all season long. Examples include meals that are quick and easy to grill, summer party appetizers, a Tomahawk Steak how-to session, burger recipes in honor of National Hamburger Day and a Memorial Day smoked brisket. 

“It’s going to be a busy, exciting summer for us at TBC,” said McAdams. “I’m personally looking forward to talking with the producers who make all of our programs possible. Whether you’re a farmer, rancher, or someone who simply enjoys eating beef, TBC will be engaging with you in new ways designed to keep beef in its strongest state.”

For more information about Beef Loving Texans and 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.