BEEF Daily

Consumers Face Sticker Shock At Meat Case This Summer


An updated Beef It’s What’s For Dinner website hopes to help consumers have a better beef-eating experience.

While you’re spending time in the tractor baling hay this summer, you’ll likely hear the new beef campaign, “Beef, Above All Else,” featuring the voice of actor Garrett Hedlund. Ahead of that, however, the Beef It’s What’s For Dinner website has just been revamped, and the change can’t come soon enough.

As you likely know, beef prices have skyrocketed recently, causing some sticker shock for consumers at the meat case. Check out some of these headlines:

• From the NPR blog: “Why You’ll Be Paying More For Beef All This Year.”

• From NBC News: “Bad News At The Grill As Beef Prices Hit All-Time High.”

• From “Just In Time For Grilling Season: Beef Prices Reach All-Time High.”

• From The Wall Street Journal: "Retail Beef Prices Expected To Rise."

This is gloomy news, indeed, for folks who want to enjoy beef on the grill during these prime grilling months. Did you know it’s National Steakhouse Month, as well? Jaws might drop as the price of a steak at a restaurant reaches lobster-like highs.

So, what’s the beef industry to do? Twiddle our thumbs and eat pork and chicken instead? Not so fast. A newly revised Beef It’s What’s For Dinner website will hopefully amp up consumer excitement about beef even in a time where folks are watching their pocketbooks more closely. From a new website to new advertisement, there’s a fresh take on beef these days for consumers to consider.

Producer Cevin Jones explains the new ad campaign in this video.

Learn more about the new campaign here.

Personally, I still miss the original “Beef It’s What’s For Dinner” commercials. Is there anything more recognizable than Sam Elliot’s deep, booming voice or that all-too familiar jingle? Here is one of those classics from the “good old days.”

The revamped Beef It’s What’s For Dinner website features an interactive meat case that visually explains the cuts of beef and how to prepare them. It also provides a visual layout of the quality cuts and different cooking methods. Of course, it’s full of information such as grilling tips, recipes and nutritional information, all presented in a fun, graphic way that will hopefully entice consumers to enjoy beef.

What do you think about the new website and ad campaign? Share your thoughts in the comments section below.


You Might Also Like:

3 Beef Industry Challenges That Wont Go Away Soon

Beef Packers Stymied By Shortage Of Working Capital

Readers Share Their Best Of The Worst Ranch Moments

7 Ranching Operations Personify Environmental Stewardship

Researchers Mobilize To Whip Summer Pneumonia In Calves


Discuss this Blog Entry 7

Anonymous (not verified)
on Jun 18, 2013

I don't care how many tips you give me for preparation; when hamburger is costing me twice what boneless skinless chicken breasts costs - I'm grilling chicken; not beef. Beef - above all else in price. That's what jingles in my head.

Anonymous (not verified)
on Jun 18, 2013

i agree, we need to focus more on the nutrition of beef and how it is nutrient dense plus good tasting..a lot of people think they are being healthier by not eating beef and it just isn't true and I speak as person who was a vegetarian for about 7 years back in my 20's. I started reading books on nutrition and realized what I was missing(besides the taste) by not eating meat but most people won't take the time to read up on having that info right on the packaging is beneficial to everyone. BTW, that didn't sound like Sam Elliotts voice on the "vintage" beef commercial...his is much deeper.

RODNEY ECKHARDT (not verified)
on Jun 18, 2013

Along with the high price of beef we have another new problem. I saw on the news last night that some doctors claim that eating red meat contributes to diabetes. What next?

W.E. (not verified)
on Jun 21, 2013

Look up conjugated linoleic acid, which is available only from the meat and milk of grass-fed ruminants like cattle. CLA, discovered by accident in 1987 when scientists were looking for a link between red meat and cancer, offers a wealth of health benefits that can prevent problems like diabetes, obesity, cancers and tumors. It is a fatty acid that satisfies our appetites while ensuring better health. The kicker is that ruminant animals like cattle, goats and sheep must be raised on their natural diet of green grasses, legumes, forbs and browse in order for their meat to provide us with CLA.

Tom Bosse (not verified)
on Jun 18, 2013

I also liked the old ads, especially with a celebrity in the ad.
But, It is alright to try something new. I just hope we have someway to monitor it so that if it is not working, we can change quickly.

Ailyshah (not verified)
on Jun 18, 2013

Garrett's voice is great for this, and it's time for a change. The old was nice, but let's move on. Plus, I think they needed to do something different since they raised the prices of beef so high. In this economy, they shouldn't be raising the prices of beef to lobster and other seafood.

Diane Henderson (not verified)
on Jun 20, 2013

Amanda, listen to this new ad.... I think you'll find similarities and like it just as much as the one from the "good old days" classic with Robert Mitchum that you linked to above:

Please or Register to post comments.

What's BEEF Daily?

BEEF Daily Blog is produced by rancher Amanda Radke, one of the U.S. beef industry’s top social media “agvocates.”


Amanda Radke

Amanda Radke is a fifth generation rancher from Mitchell, S.D., who has dedicated her career to serving as a voice for the nation’s beef producers. A 2009 graduate of South Dakota State...

Sponsored Introduction Continue on to (or wait seconds) ×