What's Next For “Beef. It’s What’s For Dinner”?

“Beef. It’s What’s For Dinner” is a recognizable catch-phrase for the Beef Checkoff.

The music, from the Aaron Copeland ballet entitled, “Rodeo” premiered during World War II. Seventy-five years later, that music still touches the soul, especially of ranchers.

As the campaign nears its third decade, AgDay national reporter Betsy Jibben shows what’s next for the campaign and how the Beef Checkoff Board and the National Cattlemen’s Beef Association, a contractor of CBB, is moving forward and carrying on the message. She talks with Alisa Harrison, vice president of global marketing and research with NCBA and Shawn Darcy, director of market research with NCBA.