Beef Bruschetta with Roasted Garlic-Feta Spread

Promoting Beef in Foreign Markets

Ann Marie Bosshamer, Executive Director of Nebraska Beef Council | April 13, 2020

The opportunity to promote beef in the foreign marketplace has been an emphasis for the Nebraska Beef Council (NBC) for decades. The beef raised here in Nebraska is well-known across the globe and consumers love the high-quality product. By working with the Nebraska Department of Agriculture and the US Meat Export Federation, the NBC facilitates promotions and educational events to help promote beef.

Steve Wellman, Director of Agriculture for the State of Nebraska, says, “beef from Nebraska is known throughout the globe for its commitment to quality. Behind that commitment are our farmers and ranchers, the families that for generations have displayed the best of Nebraska – integrity, grit and determination. Our ability as a state to continue finding markets abroad helps to add value for our beef producers and ensure their ability to preserve and solidify their operations for future generations.”

Another facet to the promotions is sending beef producers abroad so they can be the face of our industry and meet with buyers and consumers alike. Rosemary Anderson, NBC board member from Whitman, NE participated in the USMEF Heartland Tour to Japan. “It was interesting to learn about the differences between our nations’ industries and witness firsthand the enthusiasm for American beef. I also had a crash course in communicating with Japanese meat buyers, retailers, consumers and media about our product as well as my ranch and cattle.  Without a doubt, our checkoff investment in foreign marketing is vital to our industry and its growth,” said Anderson.

The NBC Board will continue to prioritize foreign marketing efforts into the 2020-2021 fiscal year as part of their strategic plan. Fostering new markets, building relationships and strengthening beef demand in the global marketplace is always an opportunity and investment for our future.


The Nebraska Beef Council is a non-profit organization served by a nine-member board of directors. The volunteers oversee Nebraska’s beef checkoff and checkoff-funded programs. Programs for marketing and promotion are funded by the $1 beef checkoff.