Relationships Drive Success in the Beef Industry

NCBA Links Retailers and Restaurants with Beef Producers Nationwide

The beef industry depends on strong relationships across the supply chain. That’s the focus of the NCBA Channel Marketing team, working on behalf of the Beef Checkoff to connect producers with key decision-makers in foodservice and retail.

With over $80 billion in beef sales annually, this collaboration ensures that beef remains a top choice for consumers. Beef makes up 55% of the retail meat case value, and more than 88% of restaurant menus feature beef.

To strengthen these ties, NCBA hosted the Beef Business Summit in Colorado, where guests toured ranches, met producers, and explored beef’s sustainability. The hands-on experience inspired new strategies and strengthened trust between retailers and the beef community.

“This type of work can be difficult to explain because the people are the program,” said Jill Rittenberg, senior executive director of channel marketing at NCBA.

The event led to follow-up meetings and training sessions, helping foodservice teams better understand how to promote beef products effectively.

NCBA also collaborates with state beef councils to host ranch tours nationwide. Recent visits in California, Wisconsin, and Florida helped corporate teams learn about beef production from farm to fork.

These efforts allow industry partners to share accurate beef information with consumers and strengthen their commitment to quality, sustainability, and education.

As Rittenberg noted, “When they win with beef, it’s a win for the beef industry.” By maintaining these partnerships, the beef industry can continue building consumer confidence and growing beef’s presence across markets.