By Jennifer Dorsett
Field Editor
New York strips, ribeyes and T-bones, oh my! Summer grilling season is here, and Beef. It’s What’s For Dinner, which is managed by the National Cattlemen’s Beef Association (NCBA), recently launched a new campaign to celebrate the season and promote beef as part of a tasty and healthy diet.
The campaign, “United We Steak,” includes an interactive map of the U.S. that’s made from hand-cut steaks shaped like each state. Viewers can click on each state on the map to learn fun facts about each location, along with tips and recipes for the grill. Videos also allow viewers to virtually meet the ranchers who are raising their steaks.
According to research conducted by NCBA, one-third of consumers plan to grill more this summer, giving ranchers and retailers a prime opportunity to showcase beef .
“Beef is America’s favorite protein, and there’s nothing more American than beef sizzling on the backyard grill,” Alisa Harrison, senior vice president of Global Marketing and Research at NCBA, said. “‘United We Steak’ celebrates the passion for grilling beef that unites Americans, along with the grilling traditions and recipes unique to each state. It also recognizes the beef farmers and ranchers across the country working hard to ensure that families everywhere can continue to grill up their favorite cut of beef this summer.”
Resources on the website demonstrate grilling basics and explain how rubs and marinades can elevate beef dishes. Information on the site can also help consumers learn more about different cuts of beef, as well as the ideal methods of cooking each cut.
There is also a large grilling recipe library available with a special section featuring savory, satisfying steaks for every summer cookout.
Each year, the Cattlemen’s Beef Promotion and Research Board produces an annual report detailing results of each checkoff-approved program area, including promotions. Last year, Beef. It’s What’s For Dinner reached one billion customers.
The United We Steak campaign began the week of Fourth of July.
Visit UnitedWeSteak.com to learn more about raising cattle, grilling the perfect steak and other beef facts.