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Helping Consumers Rethink the Ranch

New beef checkoff marketing campaign showcases the face of beef producers.

Promoting beef has become more complicated than it was in 1992 when your beef checkoff kicked off the Beef. It’s What’s for Dinner. brand. That’s why Rethink the Ranch was born.

As the checkoff is re-introducing consumers to beef during this 25th anniversary of the iconic brand, we’re also introducing them to the real ranchers and farmers and their stories about how they produce beef.

You see, sometimes people assume that their beef comes from a nameless, faceless entity. That couldn’t be further from the truth. Rethink the Ranch is a campaign to highlight the humanity behind beef production — to connect consumers to the process and the people!

We want consumers to rethink everything that goes into beef production. So, this summer, a camera crew travelled 3,800 miles across the United States, visiting six different cattle operations in four states. They captured more than 100 hours of video, along with images and stories about people like you. Take a look at how producers are showcased in the Rethink the Ranch video at

Be sure to follow these producers’ stories from Iowa, Washington, Florida and California as your checkoff helps consumers #RethinkTheRanch. (Notice that hashtag? Yep, that’s something that has changed in beef promotion since 1992!) Share their stories with consumers so they can meet some of today’s farmers and ranchers who bring beef from pasture to plate. They’ll also learn about the advanced tools and techniques that are used in beef production. These are practices and innovations that will come as a surprise to many consumers!

This will be the first time that will promote both the product and the people who produce that product. The site tells a brand story that is focused on promoting beef’s greatest strengths: the unbeatable taste of beef, the people and production process behind beef, the variety and ease of cooking beef, and the nutritional strength that beef provides.

Learn more about your beef checkoff investment at Don’t forget to check out the new

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Editor’s Note: This article is from the Cattlemen’s Beef Board.







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