conference recently held in Dallas. Dr. Mike Roussell, Checkoff-funded speaker, shared research and in- sights about the benefi ts of high quality protein, like lean beef, in the diet. Roussell is a well-known expert
contributor to both national print publications and leading online fi t- ness outlets. The TBC also partici- pated in the conference expo shar- ing with attendees how beef plays a role in maintaining a healthy body.
Consumer Outreach: Texas Beef Checkoff unveils new website The checkoff also has a fresh
animal handling, animal health and animal welfare. Beef Production Boot Camp is presented in cooperation with Texas A&M AgriLife Extension.
Continuing chef education Ten chefs and culinary instructors visited the South
Plains for a pasture-to-plate tour of the beef industry. Attendees visited Texas Tech University, Lubbock Feed- ers and Cargill processing plant in Friona. Following beef from farm to fork while learning the purpose of man- agement decisions along the process proves to be an in- valuable tool in educating in- fl uencers. Providing pasture- to-plate experiences remains a focus for the Texas Beef Checkoff.
Fitness professionals learn about protein Fitness professionals,
nutritionists and gym own- ers learned about the im- portance of protein in the diet and optimal distribu- tion throughout the day at MANIA®, a fi tness education
new look with a new consumer website complete with eye-catching food photography, mouth-watering
recipes and a section dedicated to Texas stories. The Texas Beef Checkoff has refreshed the consumer-
facing website to reach audiences with renewed Texas- specifi c content and inspiring stories about Texans. “The new website design and content was driven by consumer research and web user trends,” says
A new website offers recipes, health information and inspiring stories about Texas beef. 86 The Cattleman December 2015
thecattlemanmagazine.com
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