Sure the chef- and store-focused promotion events are still an important part of getting the beef story into the field. Consumers have their sources when it comes to good beef information and checkoff dollars are used to promote the nation's top quality beef to those areas. But consumers are turning to new areas to get their information from Facebook to Twitter and even to the photo site Flickr.
For example, consumers can be informed about beef facts - from how it's raised to how it's best prepared by becoming a fan of the "Beef It's What's for Dinner" Facebook page. The page has 41,000-plus fans and is chock full of helpful links.
The checkoff-supported social media effort also includes a Twitter account. You can follow hot beef ideas at @BeefForDinner on this short-message system too.
The latest new tool is video. Three young filmmakers were tapped to make videos to show different aspects of the beef industry. The Close-up on Modern Beef Production program aims to provide consumers a behind-the-scenes five of how beef moves from pasture to plate using three different films.
You can check out the three films - each about 20 minutes long - by visiting Videos.