The Texas Beef Council spreads the word about great, wholesome American beef!
Story and Photos by Emily McCartney
Some may refer to the Texas Beef Council as our industry’s “best kept secret”, but this organization, and the many programs they conduct, are rapidly igniting a passion for beef across the Lone Star State.
WR Editor Tim O’Byrne asked me to represent the magazine at TBC’s second annual “Media Day” held at their headquarters in Austin, TX. It was an outstanding event hosted for agriculture media members to get a look at the Texas Beef Council’s mission and how they have put it to work.
Inside their picturesque, white rock office we started off the morning by viewing the latest commercials and video content from their Beef Loving Texans initiative.
Rachel Chou, senior manager and head of consumer communications, said, “These videos give us and the ranchers so much more credibility among the influencers that we have.”
Their video campaigns are outstanding and have definitely given Texas Beef Council an upper hand in media communication.
For the rest of the day we rotated to breakout sessions where industry experts educated us on their Texas Beef Council sponsored programs and the impact it has made thus far. We covered beef nutrition, proper cooking techniques, health professional outreach, direct to consumer, retail and foodservice, and international marketing.
One of the neatest programs I learned of was the Checkoff-funded Texas BEEF Team. The Texas BEEF Team has over 1,200 zealous members that represent the beef community at runs, triathlons, and cycling events. These members passionately spread the facts about beef’s nutritional value to athletes.
To not only understand where the majority of the world’s beef comes from, but also to see how it goes forth to play such huge roles in outside industries was incredible knowledge. I was enlightened, as well as encouraged. The American cattle rancher and the quality beef they produce are incredibly valuable; thank you Texas Beef Council for spreading that awareness.
Visit texasbeef.org for more information.
