CBB Cattlemen Beef Promotion and Research Boar : Beef On Hand at NBC4 Health & Fitness Expo

Checkoff staff was on hand during the nation's largest, best-attended health & fitness expo in Washington D.C., Jan. 7-8.

Hundreds of consumers from the Northeast started the New Year on a healthful note, thanks to a partnership between the national beef checkoff and the Kentucky and Virginia beef councils.

Those attending the 24 NBC4 Health & Fitness Expo were invited to participate in a variety of activities in the beef checkoff booth. Participants captured fun memories at the #BeefHealthy photo booth and tested their beef-nutrition knowledge with Beef Spin Wheel Trivia, and were awarded beef jerky for participating.

Beef Checkoff Executive Chef Dave Zino demonstrated the checkoff's 'Four-Way Slow Cooker Shredded Beef' recipe on the Healthy Cooking 4 You Stage. Chef Zino talked about beef's versatility in batch cooking, which is of interest to many millennial consumers. Nearly 100 participants watched the demo and taste-tested the results.

While visiting the booth, consumers had the chance to enter to win a steakhouse gift card by participating in an educational survey. Of those polled, 95 percent said they were 'more likely' or 'just as likely' to serve beef over other proteins after interacting with the checkoff; 88 percent of survey entrants also had a favorable opinion about beef.

Events such as this allow the checkoff to engage directly with consumers, including millennials, to highlight beef's taste and nutritional benefits, as well as cooking techniques. Checkoff-funded research in the Northeast shows that consumers are not confident in their abilities to pair the correct cut of beef with the appropriate cooking method. Interacting face-to-face with them helps get their cooking questions answered.

For more information, go to upcoming consumer events in the Northeast and MyBeefCheckoff.com.

Media Contact: Kaitlyn Carey; [e-mail]