The Nebraska Beef Council accompanied by the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, visited the Switzer Ranch near Burwell, NE to film video interviews as part of the upcoming national beef sustainability campaign being launched by the Beef Checkoff this fall. The videos will focus on sustainability practices implemented at the ranch including the use of solar & wind energy, the execution of grazing programs and the conservation of natural resources.
“We were proud to work with the Beef Checkoff to showcase the beef industry here in Nebraska,” said Sarah Sortum, co-owner of Switzer Ranch. “We have a great story to tell, and these videos will help consumers understand that we work hard to provide a safe and wholesome product using sustainable practices.”
One of the goals of the Beef Checkoff is to share the beef production story with consumers to strengthen their trust in the beef community. To accomplish this, the Beef Checkoff uses real farmers and ranchers to tell their stories through video. Adam Wegner, Director of Marketing for the Nebraska Beef Council said consumers are wanting to hear from producers.
“As more and more consumers express interest in knowing how their food is raised, it becomes increasingly important to provide transparency into the beef production system,” said Wegner. “Most of consumer concerns are based on misinformation. We hope this video series will help share facts about beef production and instill confidence that beef is a sustainable food source.”
The Switzer Ranch videos will be used in conjunction with other videos from producers across the country and will be extended to consumers on a state and national level. The full-length videos will be available on the Beef. It’s What’s For Dinner website and YouTube channels, reaching millions of consumers. Shorter forms of the videos will be used as pre-roll video ads on social media sites such as Facebook and Instagram as well as a variety of streaming television and digital radio platforms. The content will also be available to all State Beef Councils for local broadcast advertising or digital outreach.
For more information on the Beef Checkoff’s sustainability campaign, visit www.BeefItsWhatsForDinner.com
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