By Jamie Martin
The U.S. beef industry is built on relationships—from producers to retailers to consumers. The National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, works to strengthen these connections through its Channel Marketing team.
“Our work is focused on building lasting relationships that result in more beef being sold at restaurants and grocery stores across the country,” said Jill Rittenberg, senior executive director of channel marketing at NCBA.
With over $80 billion in annual beef sales, the team engages national retailers, restaurant chains, foodservice distributors, and manufacturers. More than 88% of restaurant menus include beef, and at retail, beef represents 55% of meat case value.
During the pandemic, the team shifted to virtual meetings but is now reconnecting through in-person events.
One highlight was the Beef Business Summit in Colorado, where retail and foodservice professionals met producers, toured ranches, and learned about beef’s sustainability and quality.
This event led to further training sessions, strategic planning, and creative programs aimed at increasing beef’s presence in stores and restaurants.
“This type of work can be difficult to explain because the people are the program,” Rittenberg explained. “We are demonstrating to influential partners how beef is an important part of any menu and any meat case.”
NCBA also partners with state beef councils to offer ranch tours in states like California, Wisconsin, and Florida. These experiences allow teams from major foodservice and retail companies to understand beef production firsthand.
These efforts create a two-way conversation, helping companies better communicate beef’s value while learning from the producers themselves. As Rittenberg concluded, “When they win with beef, it’s a win for the beef industry.”
Photo Credit: istock-123ducu
Categories: National