Hi everybody it’s time for your Land and Livestock Report here on the Ag Information Network of the West-I’m Russell Nemetz.

A new generation of consumers is getting to know beef through the new beef checkoff-funded Beef. It’s What’s For Dinner. campaign, launched in October. To celebrate the 25th anniversary of its introduction, the iconic brand has been refreshed, celebrating its reintroduction to a variety of today’s consumers, channel partners and food influencers.

State beef councils are beginning to extend the campaign’s content and features, educating and exciting their states’ consumers about the many benefits beef provides to their lives.

Of special interest to state councils has been the campaign’s “Rethink the Ranch” anthem video and related video spots, showcasing real, hard-working farmers and ranchers from around the country. Nationally, the videos have generated more than 765,000 video views to date, and reached more than 3.5 million consumers. State beef councils have downloaded various Rethink the Ranch content for use on their own social media properties and through other consumer and thought leader outreach.

You can always learn more about your beef checkoff program by visiting www.mybeefcheckoff.com.

That’s your Land and Livestock Report-I’m Russell Nemetz.