The Texas BEEF Team participated in runs, triathlons and cycling events across Texas.
Rachel Chou, TBC senior manager of consumer com- munications. “We have a unique opportunity here in Texas to proudly defi ne our identity and own powerful Texas-specifi c content that resonates with our target Texas consumer. We believe we can foster a great relationship with those who are purchasing beef and cooking it for their families by having a strong online presence, providing relevant content and evolving with the digital world.” The ”Texas Stories” section gives visitors an inside
look into the lives of Texas ranchers, athletes and restaurateurs, including Tom Perini and the historic R.A. Brown Ranch. Three documentary-style videos featuring Texas ranching families anchor the page, followed by true tales of beef-loving folks from across the Lone Star State.
BEEF Team More than 475 Texas BEEF Team members repre-
sented the powerful protein they love at runs, triathlons and cycling events in Wimberley, Austin, Lubbock, Katy, Cedar Park and Pfl ugerville. Team members were seen wearing their “Fueled by Beef” gear and showcas- ing how beef can fi t into a healthy diet and lifestyle. The Texas BEEF Team is a grassroots checkoff-funded program with more than 1,000 passionate members
tscra.org representing the beef community.
More to Come: The Texas Beef Checkoff has helped move Texas
beef into the minds and onto the plates of consum- ers across the state, nation and world. They plan to match the strides made in their fi rst year and expand on promoting Texas beef, informing consumers and investing in the future of the industry. The TBC conducts the $1 per head national checkoff
program for Texas beef producers and is the contrac- tor for the Beef Promotion Research Council of Texas (BPRCT), which administers the $1 per head Texas state checkoff program. The mission of TBC is to increase beef demand in
the state through programs of beef promotion, research and education. TBC also helps fund national and inter- national beef checkoff programs to increase marketing opportunities around the globe. The mission of BPRCT is to improve Texas producer
profi tability by strengthening and expanding beef de- mand. A 20-member board of cattlemen and women representing the states beef producers directs the TBC and the BPRCT. For more information on this and other checkoff-funded programs, please visit TexasBeefCheck-
off.com or call 800-846-4113.
December 2015 The Cattleman 87
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