October 18, 2019


New campaign highlights US beef farmers best practices to produce high quality beef


The new promotion and advertising campaign by the Beef Quality Assurance (BQA) programme aims to educate consumers on how high quality US beef is produced in the country.


The campaign includes new video "Beef. It's What's for Dinner." The video highlights how farmers and ranchers under the BQA raise cattle under BQA guidelines.


Consumers will also be able to learn more about BQA through interactive "BQ&A" Instagram stories that answers common questions raised regarding how cattle are raised in the US.


Under the BQA, farmers and ranchers learn the best practises and cattle management techniques to ensure their animals and the environment are cared for.


Josh White, executive director of Producer Education at the National Cattlemen's Beef Association, a contractor to the Beef Checkoff, cites market research that reveals a majority of consumers consider how and where their food is raised when making a meal decision.

The BQA programme began 30 years ago and specifically addresses and provides training in cattle handling, health, nutrition and transportation. Today, more than 85% of US beef comes from BQA-certified farmers or ranchers.


US cattle farmers and ranchers can become BQA-certified by attending a BQA classroom course taught by state BQA coordinators or trainers, or complete BQA online courses. Awarded BQA certification lasts three years, as BQA wants farmers and ranchers to be re-certified so they have up-to-date information and are trained in the latest BQA guidelines.


More than 80% of beef produced by the US beef industry are graded the highest available USDA quality grades of Prime and Choice.


Information about the campaign can be found at www.beefitswhatsfordinner.com.


- National Cattlemen's Beef Association