NBC Annual Report
2023/2024
Advertising & Promotion
Nebraska's roadmap to great beef
The 4th annual Nebraska Beef Passport showcased over 50 locations across the state where consumers could enjoy great tasting beef featuring 19 meat processors and 32 restaurants. The top prize winners were BettyLou Lang from Lincoln and Sharron Chard from Columbus each receiving a $250 beef bundle. Additional highlights:
- More than 1,300 digital passports activated
- Participation in 140+ Nebraska communities
- Nearly 2,000 check-ins (beef purchases) recorded
- Over 140 individual prizes awarded
- 18 Hall of Fame members reaching 30+ check-ins
reaching consumers through connected tv
Nebraska’s Connected TV (CTV) campaign reached streaming television viewers with message campaigns targeting general beef consumers, live sports audiences, and consumers interested in beef production. The goal of this strategy was to reach engaged consumers with relevant and motivating ads designed to encourage beef purchases while they are watching streamed content on their favorite platforms. CTV ads ran across a variety of premium networks including ESPN, Hulu, Max (HBO), Peacock, Disney+, Fox and more. The five-month campaign achieved over 464K video views at a completion rate of 98%.
Total number of impressions achieved through billboard campaigns in Lincoln & Omaha.
Number of visits to the Nebraska Beef Council website from digital ad campaigns.
Number of times Beef Checkoff funded content was shown to Nebraska consumers in 2024.Foreign Marketing
EXPANDING GLOBAL HORIZONS AND MARKETS
Nebraska Beef Council board members June Loseke, Mark Goes, Doug Temme, Jim Ramm, and Michele Cutler represented the U.S. beef industry in separate international trade missions in 2024, spotlighting beef in key foreign markets. Through partnerships with the U.S. Meat Export Federation (USMEF) & the Nebraska Department of Agriculture, these producers visited markets in South Korea, Japan, Indonesia, Germany, the Czech Republic, and Mexico to promote U.S. beef and strengthen trade relationships.
Loseke, representing District 7, observed changing dietary trends in Seoul and Tokyo and highlighted U.S. beef's growing role in local supermarkets.
“It was interesting to see a culture shift toward a meat-based diet,” Loseke noted. Her visit included promotional events and meetings with U.S. Embassy USDA representatives, providing insight into consumer preferences.
Goes and Temme explored opportunities in Japan and Indonesia, respectively. Goes emphasized Japan’s interest in unique cuts, like beef tongue, while Temme saw potential in Indonesia despite existing trade barriers.
“Indonesia’s favorable view of U.S. products is encouraging for future growth,” Temme said.
Jim Ramm, board member from Atkinson, joined the Nebraska Governor’s Trade Mission to the Czech Republic and Germany where he proudly represented Nebraska and beef on a global stage. The mission aimed to strengthen agricultural and trade ties, showcasing the quality of beef from Nebraska and other sustainable farming practices. Ramm highlighted Nebraska’s dedication to animal welfare, emphasizing how cattle are cared for in all conditions.
“The demand for our beef is strong, especially for the higher-end cuts,” said Ramm, “It’s a testament to the quality of our products and the care we put into raising our cattle.”
Cutler attended Mexico’s first Red Meat Symposium, gaining insights into the country's retail and wet markets.
“It was eye-opening to see how thoroughly every part of the animal is utilized,” Cutler observed.
All five board members returned eager to share their experiences, underscoring the importance of expanding U.S. beef's presence worldwide and enhancing Nebraska’s impact on global food security.
Education
student & educator tours
Two immersive beef farm tours in 2024 offered valuable insights into the beef industry for Family and Consumer Science and Agricultural teachers, as well as dietetic intern students. These tours provided participants with a deeper understanding of cattle care, beef production, and the agricultural systems that contribute to a sustainable food supply.
The first tour, specifically designed for FCS and Ag teachers, was a collaborative effort between Nebraska Ag in the Classroom and Nebraska Beef Council. The tour included a visit to the Eastern Nebraska Research, Extension and Education Center, where beef system experts discussed the unique ability of ruminants to "upcycle" grass into high-quality, complete protein. After the farm tour, teachers created a hands-on lesson plan, designed to help them bring these concepts back to their classrooms.
A second farm tour, specifically for dietetic intern students, was organized in collaboration with Midwest Dairy and featured 18 dietetic interns and staff from the University of Nebraska–Lincoln (UNL). This group visited Briggs Feedyard in Seward, Nebraska, where the students explored feed components, animal handling facilities, and discussed the importance of cattle care, showcasing how animal comfort and welfare are prioritized in modern beef production systems. Throughout both tours, there was a genuine interest in understanding how cattle are responsibly raised for food production. These immersive experiences allow students and teachers to gain a deeper appreciation for agriculture and also to develop an understanding of the food systems that support the nutrition and health of communities.
Building tomorrow's ag leaders
In 2024, the Nebraska Beef Council sponsored several impactful youth outreach programs to foster agricultural education and leadership. The second annual Nebraska Beef Leadership Experience provided six University of Nebraska-Lincoln animal science students with hands-on exposure to the entire beef supply chain, from touring feedlots to shopping grocery shelves, preparing them for future careers in the industry.
The Nebraska Youth Leadership Beef Symposium (NYBLS), long supported by the Beef Council, continues to be essential in recruiting and educating students about beef. Additionally, the Ag in the Classroom and Ag Sack Lunch programs reached thousands of elementary students statewide. The Nebraska Agricultural Youth Institute (NAYI) offered a weeklong immersive experience for high school juniors and seniors to explore agricultural career opportunities and participate in workshops. Collectively, these programs demonstrate the Nebraska Beef Council’s commitment to cultivating the next generation of agricultural and beef industry leaders.
2024 Board of Directors
Ivan Rush - Scottsbluff
Rosemary Anderson - Whitman
Doug Temme - Wayne
Jim Ramm - Atkinson
George Cooksley - Anselmo
Michele Cutler - Elsie
June Loseke - Columbus
Mark Goes - Odell
Jeff Rudolph - Gothenburg
Beef Checkoff CONTRACTORS
*Funding for contractor programming is approved by the NBC Board of Directors at the allocation request meeting in July.
Nebraska Cattlewomen
Consumer Outreach
Nebraska Farm Bureau Foundation
Ag in the Classroom
Ag Sack Lunch Program
Youth Education
Nebraska LEAD
Industry Information
Nebraska BQA
Producer Education
Nebraska Youth Beef Leadership Symposium
Youth Education
Nebraska Agriculture Youth Institute
Youth Education
University of Nebraska-Lincoln
Beef Research
Nebraska Department of Agriculture
Foreign Marketing
CA/NV, NY, AZ, TN/KY Beef Councils
Dietitian Programs
Message from the chariman
"The Nebraska Beef Council Board strives to make the best decisions each year with our Beef Checkoff funding, and we take the task very seriously. The contractors and staff who develop programs, promotions and research projects do an excellent job on our behalf to create and stimulate beef demand for consumers across the globe."
- Jeff Rudolph, NBC Chairman, Gothenburg
NBC 2023/24 Financials
Total Collections – $9,803,134
State of Origin – $2,828,402
Cattlemen’s Beef Board – $3,487,725
Nebraska's $.50 – $3,487,007
Domestic & Foreign
Investments – $2,052,985
Promotion – $301,312
Consumer Information – $321,807
Industry Information – $95,739
Producer Communications – $82,224
Research – $188,725
Foreign Marketing – $64,805
Collections – $108,635
Administration – $205,277
For more than 60 years, producers have engaged at the grassroots level to drive the demand for beef through the Federation of State Beef Councils. States voluntarily invest in the Federation to build beef demand by inspiring, unifying and supporting an effective and coordinated state and national Checkoff partnership.
