Oklahoma Beef Council Launches Beef Month Campaigns Focused on Grilling, Nutrition and Consumer Outreach 

Heather Buckmaster discusses Beef Month promotions, consumer outreach and the evolving role of the Beef Checkoff. 

May Beef Month is bringing a wave of consumer outreach campaigns, nutrition education and grilling promotions from the Oklahoma Beef Council as the organization works to keep beef top of mind for consumers heading into summer. 

Heather Buckmaster, executive director of the Oklahoma Beef Council, said the organization is launching several initiatives tied to grilling season and consumer engagement. 

“We’re going to have a strong focus on summer grilling with our new national campaign targeting Oklahoma consumers in our key population centers through YouTube and connected TV,” Buckmaster said. “Our goal is going to be to keep beef top of mind as we head into the summer grilling season.” 

The campaign celebrates beef, the ranchers and farmers who raise it, and the role beef plays in meals and nutrition. Buckmaster said the effort also includes advertising during the NBA championships through connected television platforms. 

The council is also introducing a new event called Girls Who Grill on May 14 in Oklahoma City. The event is designed to bring together women ranging from micro-influencers to larger social media personalities to learn more about grilling beef and connect with others. 

More than 20 state beef councils are participating in similar grilling-season efforts in partnership with the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff. 

Buckmaster said the Oklahoma Beef Council is also investing in a six-week national e-commerce campaign with a major retailer. 

“For every dollar invested, we can say, ‘Hey, we invested this dollar and the return was $50 in incremental beef sales,’” Buckmaster said. 

She said the campaigns place beef advertisements directly in front of online grocery shoppers and help encourage new consumers to purchase beef products. 

“When we’re driving new shoppers to the category, that’s a big deal for us because that means that we’re also going into the digital carts of our consumers,” she said. 

Buckmaster, who grew up on a wheat stocker operation in Oklahoma, previously served as a Peace Corps volunteer in The Gambia, West Africa, working as an agricultural extension agent. 

“That experience means that I have far greater appreciation for the food systems that we have in the U.S. because I’ve seen the lack of it,” Buckmaster said. “I am grateful for every farmer and rancher in this country who produces food and fiber and the systems that allow us to feed ourselves and consumers around the world.” 

This year also marks the 40th anniversary of the Beef Checkoff program. 

“Our role for 40 years has been to drive and protect beef demand,” Buckmaster said. 

She pointed to Beef Checkoff-funded research projects that helped improve beef quality and tenderness, as well as export promotion efforts that continue to add value to cattle markets. 

According to Buckmaster, the industry has also dramatically changed how it reaches consumers. 

“The easiest way to explain it is that we went from a shotgun approach to a laser approach,” she said. 

She noted that fewer consumers rely on traditional cable television today, while streaming services and digital platforms now dominate consumer attention. 

“So today, I think we do a great job of meeting people where they are,” Buckmaster said. “It’s social media, it’s audio, it’s e-commerce sites.” 

The Oklahoma Beef Council has also expanded outreach to student athletes and health professionals. 

The organization recently completed its second year partnering with Oklahoma high school sports programs to promote beef as part of sports nutrition. 

“We have driven this point home through website advertising and advertising at the state high school basketball, football and softball state championships,” Buckmaster said. 

The council also works with physicians, dietitians and nurse practitioners to share research related to beef’s role in healthy diets. 

“It’s important to know nutrition science is ever-evolving,” Buckmaster said. 

She said Beef Checkoff-supported research has helped strengthen conversations around lean beef and healthy diets. 

The Oklahoma Beef Council is also participating in a new Route 66 Beef Trail campaign tied to the upcoming 100th anniversary celebration of Route 66. 

The initiative encourages travelers to visit restaurants and attractions along Route 66 while highlighting beef-centered dining experiences. 

“It follows the Mother Road from Illinois to California,” Buckmaster said. “The Beef Trail really invites folks to slow down, take the scenic route and savor a taste of beef.” 

Buckmaster said strong consumer demand continues despite higher beef prices. 

“First of all, the taste of our product means they continue to choose our product,” she said. 

She added that the Beef Checkoff continues to focus on helping consumers find beef options that fit different budgets. 

As Beef Month continues, Buckmaster encouraged producers to stay engaged with Beef Checkoff programs and outreach. 

“The Beef Checkoff is led by beef producers just like them at a state and national level,” she said. “We’re very proud and honored to serve America’s beef farmers and ranchers through the Beef Checkoff.”