With beef prices high, restaurants and retailers face increased pressure to balance costs with consumer demand. Beef Checkoff-funded Channel Marketing efforts help these businesses find practical ways to keep beef competitive on menus and in meat cases.
DENVER, Sept. 24, 2026 /PRNewswire-PRWeb/ -- With beef prices high, restaurants and retailers face increased pressure to offer the products consumers want. These businesses are weighing supply, margins, menu trends and what will ultimately drive purchases.
"Their ultimate decisions should matter to cattle producers because they determine whether they even present beef as an option to their customers," said Melissa Daniels, owner/operator of Cow Track Ranch in Nicasio, California and a member of the Cattlemen's Beef Board. "We can raise an exceptional product, but if beef isn't featured on the menu or in the meat case, we lose an opportunity to connect with consumers."
That's why the Beef Checkoff funds the Channel Marketing program, carried out by one of its contractors, the National Cattlemen's Beef Association (NCBA). The Channel Marketing team works directly with restaurants, retailers, distributors, manufacturers and e-commerce platforms, including companies such as Walmart, Sysco, Costco and McDonald's. Together, these businesses help determine the beef products consumers ultimately see and have the opportunity to choose.
In fiscal year 2025, Channel Marketing reached more than 250 restaurant, retail and foodservice decision-makers through six beef production tours, four culinary ideation sessions and 10 educational sessions and trainings.
Channel Marketing uses market research, beef expertise and marketing resources to help partners better understand, market and sell beef, keeping it visible in the marketplace. Sometimes the Checkoff's work involves solving a business problem—beef costs are high, so what other cuts or applications could work? Sometimes it's creating new opportunities—what new beef menu items could appeal to this restaurant's customers?
For example, a burger chain recently wanted to expand its offerings and introduce new, high-quality menu items. The chain wasn't sure what to offer and how to make it fit with their its current menu. The Channel Marketing team developed six new menu concepts during an on-site culinary ideation session, drawing on emerging trends, consumer preferences and relevant cuts that made sense for the chain.
"These partnerships go beyond simply 'promoting beef,'" said Daniels. "They're about understanding a partner's business, customers and challenges and finding beef solutions that make sense."
That can mean helping a partner overcome a barrier that could otherwise result in fewer beef offerings. When one foodservice partner faced higher beef costs, the Channel Marketing team helped identify alternative cuts that could work in existing dishes while addressing cost concerns.
"Right now, that kind of problem solving is especially important," said Daniels. "Whether it's a producer like me selling beef direct to a consumer or the Beef Checkoff working with restaurants and retailers nationwide, introducing lesser-known cuts and demonstrating beef's versatility is a great way to showcase its value."
The Beef Checkoff isn't just marketing beef to consumers. Through efforts like Channel Marketing, it's also working with the businesses that determine if and how beef shows up in front of them.
"I think my fellow cattle producers might be surprised at just how much work goes into connecting beef with the decision-makers at the diner down the street or the grocery store in the next town," said Daniels. "As producers, our job starts with raising great beef. But creating demand also requires making sure consumers continue having compelling opportunities to choose it."
Media Contact
Lynette Von Minden, Swanson Russell for the Cattlemen's Beef Board, 1 402-437-6457, [email protected], https://www.beefboard.org/
SOURCE Cattlemen's Beef Board
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