New Beef Promotion

Video Series Ties Producers and Consumers Together

Chefs and local ranchers are featured in a video series highlighting Beef Quality Assurance (BQA) programs and their impact on meat quality. (Progressive Farmer photo by Jim Patrico)

A partnership between the National Cattlemen's Beef Association (NCBA) and Chef's Roll Inc. seems like a pretty natural combination. The two recently developed and released a series of videos featuring global chefs and hospitality professionals visiting cattle operations. NCBA reported the videos reached more than 1.3 million in their initial release, with 658,790 views to date at the time this article was posted.

The focus of these videos goes beyond recipes and the health positives of beef, instead featuring conversations between cattle producers and chefs about Beef Quality Assurance (BQA) practices and how their use is a key in sustainability and quality. To put a twist on the idea, after the chef visits the cattle operation, the producer goes to the chef's kitchen to watch as he or she prepares a signature dish featuring beef.

Sarah Reece, NCBA senior director of influencer engagement, said, "Whether a consumer is enjoying beef in a burger, as a steak, or with pasta, our hope is that by sharing what goes into how beef is raised, consumers continue to demand the amazing flavor of beef, and the nutrients it provides."

The operations and chefs featured in the series were geographically diverse, including farms and restaurants in Arizona, California, Georgia, Idaho and Oklahoma.

In Arizona, ranch manager Dean Fish was featured discussing environmental stewardship and proper cattle-handling techniques with Executive Chef Ryan Clark of Casino Del Sol. In California, rancher Jamie Mickelson spoke on the importance of quality of life for cattle with Chef Bob Simontacchi of Gravenstein Grill. Georgia cow-calf producer Kristy Arnold discussed being a third-generation farmer with Executive Chef Mark Keiser of Oak Steakhouse. Idaho rancher Kim Brackett explained about prioritizing animal welfare and the way it ties to quality beef with Executive Chef Shawn Smith of Coynes Restaurant. Lastly, Oklahoma feedyard manager Tom Fanning discussed how the fourth-generation operation is all about quality control with Executive Chef Kathryn Mathis.

To see the videos, go to:….