Throughout the month of August beef was showcased in the media through TV newscasts and online news outlets in Houston, Beaumont, Tyler, Lubbock and Amarillo. The stories featured delicious beef recipes and offered cooking tips and beef nutrition information to consumers. Monthly audience impressions totaled more than 3.6 million. The Texas Beef Council works throughout the year to ensure positive beef stories reach consumers in Texas.
The Texas Beef Council (TBC) conducts the $1 per head national checkoff program for Texas beef producers and is also the contractor for the Beef Promotion Research Council of Texas (BPRCT), which administers the $1 per head Texas state checkoff program. TBC’s mission is to increase beef demand in the state through programs of beef promotion, research and education. TBC also helps fund national and international beef checkoff programs to increase marketing opportunities around the globe. The BPRCT’s mission is to improve Texas producer profitability by strengthening and expanding beef demand. The TBC and the BPRCT are directed by a 20-member board of cattlemen and women representing the state’s beef producers. For more information on this and other checkoff-funded programs, please visit www.TexasBeef.org or call (800) 846.4113.