Beef Month celebrated with Governor’s Proclamation and statewide consumer campaign
Gov. Laura Kelly proclaimed May as Beef Month in the state of Kansas on April 30, recognizing and honoring more than 22,000 beef farmers and ranchers across the state.
Paired with the announcement, the Kansas Beef Council is rolling out a statewide campaign that includes digital advertising on YouTube and streaming television, 13 billboards across the state and the launch of a refreshed website with recipes, cooking tips and more. The series of announcements represents KBC’s ongoing investment of checkoff dollars on behalf of Kansas producers, aimed at driving beef demand during one of the busiest grilling seasons of the year.
“Kansas is beef country. We rank third nationally for cattle and calves with more than 6.5 million head. The industry we love, supports thousands of jobs, drives agricultural exports. And sustains rural communities across our state,” KBC Executive Director Scott Stebner said. “Beef Month is our opportunity to honor the rich legacy of the hardworking farm and ranch families who raise high-quality, nutritious beef that feeds and fuels consumers every day. As we kick off summer, we’re proud to celebrate beef’s role in the moments that matter most, because wherever we gather, those moments are simply better when beef is on the table.”
KBC unveils new website in time for grilling season
KBC unveiled a refreshed and redesigned website, offering consumers and producers a modernized experience with improved navigation, content and resources. The site is designed to showcase the unbeatable taste and versatility of beef and the families who raise it, aimed at meeting the demand of consumers as summer grilling approaches. Check out the new website, find recipes, explore cooking tips and more at www.kansasbeef.org.
13 summer billboards placed across Kansas
As part of its statewide summer campaign, KBC has placed 13 billboards across Kansas, with the majority positioned along I-70 to maximize visibility during summer travel and grilling season. The placements are designed to reach both daily commuters and families traveling across the state. Some of the billboard creatives include headlines like “Today’s Forecast: 96 Degrees with 100% Chance of Steaks,” “Classic for a Reason” and “Kansas Beef: You’re Welcome.”
New video campaign reaches consumers on YouTube and CTV
KBC will be running two new video campaigns, created by Beef. It’s What’s For Dinner. built around the theme “Here’s to Beef, the One That Does It All.” These video campaigns will be running across YouTube and streaming platforms including Hulu, Disney Plus, Paramount Plus, HBO Max and more, extending KBC’s reach to consumers across Kansas during the summer grilling season.
This campaign aims to increase demand for beef as summer approaches and grilling becomes a staple at family gatherings and celebrations. Through engaging, educational content, the efforts highlight the versatility of beef in everyday meals and reinforce its role as a nutrient-dense source of high-quality protein, keeping Kansas beef top of mind during one of the busiest beef-buying periods of the year.
For more information and to follow along with the campaign, visit www.kansasbeef.org.
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents of each dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.
