The beef industry thrives on teamwork among producers, researchers and stakeholders to deliver high-quality U.S. beef. Many state beef councils, including the Kansas Beef Council (KBC), embody this same spirit through joint efforts aimed at enhancing beef’s reputation and nutritional advocacy.
Recently, KBC worked with the Arizona Beef Council (ABC) to leverage checkoff dollars and create opportunities to address misconceptions about beef and highlight its dietary importance. ABC was able to “put the promotion where the people are” by hosting the Nutrition Gate to Plate Tour in the Phoenix area for 19 dietetic interns from the University of Arizona. Phoenix is the fifth most populated city in the U.S.
The immersive event offered participants a firsthand look into cattle ranching, advanced genetics, animal welfare, sustainability efforts and innovative technologies such as virtual fencing. Emma Mortensen, a registered dietitian with NCBA, also provided an insightful presentation on beef nutrition. Her session addressed common nutritional misconceptions surrounding beef, significantly impacting attendees’ perspectives.
After hearing presentations from local ranchers and nutrition experts, surveys showed a significant perception shift. In the pre-tour survey, 46.2% of participants said they would recommend beef as often as other proteins, while 53.8% said they would recommend it less often.
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