friday april 25, 2025, 10:00 am - 2:00 PM

Next board meeting

Our next board meeting will be at our office in Albuquerque. Please RSVP to [email protected] if you plan on attending or join us the day of if you have time. Meetings are open to the public.

New mexico beef council collects $2 Per animal sold**

**The New Mexico Beef Council collects $1 per animal sold pursuant to the Beef Promotion and Research Act of 1985, known as the Federal Beef Checkoff, and $1 per animal sold pursuant to the State Assessment as passed in 2019 with state law. The Federal Beef Checkoff is split between the Cattlemen's Beef Board ($0.50) and the New Mexico Beef Council ($0.50). Combining both the state and federal dollars, the New Mexico Beef Council works to increase and protect the demand for beef with promotion, research, advertising, education and more. 

For more information on the State Assessment and Federal Checkoff visit this page linked here.

Here are some of my favorite current examples of how we spend our budget:

1. Visiting high schools throughout the state to bring a message about ranching, nutrition and cooking beef. The access to the classroom we have gained through our Beef Grant Program is really exciting. We have visited quite a few schools in the Albuquerque metro area and beyond and the students have been very receptive to the message and excited to learn how to cook beef and add it into their healthy diet.

2. Partnered with @TwoForTasting, an Albuquerque couple that posts restaurant review videos, on a restaurant review and behind the scenes video. We are excited for how that turned out and hopeful for more partnerships with them moving forward.

3. New Mexico Athletics Association - State High School Basketball Championship tournament at The Pit. We had a booth at The Pit during the basketball tournament and passed out beef jerky as a reminder that beef is a delicious and healthy snack and answered questions about beef and ranching with a variety of attendees. Also did a fun social media promotion with the Roy Mesquero High School Girls Basketball team that won their division.

4. New Mexico Strength and Conditioning Coaches - Spoke to a group of about 100 strength and conditioning coaches at an event at UNM and discussed the health benefits of beef being their number one source for protein.

5. Grassfed Smackdown - Attended an event in Santa Fe that was focused on grassfed meats and promoted beef. A local beef producer was paired with a chef and we were excited to see beef won that day. The NM Cowbelles' Beef Ambassadors joined us to work the booth.

6. Upcoming - In the month of May, be on the look out for a billboard advertising campaign on major highways throughout the state!

Here are some of my favorite current examples of how we spend our budget:

1. Santa Fe Restaurant Week - We have created a $5 coupon for customers to use if they choose a beef entree or appetizer during Santa Fe Restaurant Week February 17-26, 2025.

2. Partnering with @TheFeastKings on Instagram and TikTok for some new video content coming soon.

3. Local Beef Directory - Our website hosts a Local Beef Directory for producers and privately owned businesses that are selling beef in our state.

4. Look for a social media giveaway with a Sweetheart theme from February 1-14th encouraging people to share beef food pictures and tag us to increase our following and reach. Participating in this contest and interacting with our posts is a great way to support our efforts.

5. Digital Out of Home advertising results: With a total spend of $10,000, ads throughout this campaign were shown to consumers across New Mexico over 900,000 times. Throughout the flight, this campaign generated 60 QR code scans which directed interested consumers to BIWFD.com, allowing for easy access to recipe content. 

Here are some of my favorite current examples of how we spend our budget:

1. Isleta New Mexico Bowl - We have sponsored this nationally televised bowl game on December 28, 2024. Look for our Beef It's What's For Dinner signs and messaging at the game and during the broadcast. We also have New Mexico Beef Council co-branded beef jerky  with The Daily Jerky going to all of the players and coaches. The labels for the jerky included a QR code to the app Sports Nutrition Game Plan that helps student athletes plan for their nutrition needs.

2. Digital Ads in Grocery Stores, Gyms, Gas Stations, etc. - These digital ads (pictured below) are promoting beef and hoping to remind people to choose beef throughout the holiday season.

3. Hosted a "Beef Class" for NMSU Culinary and Dietitian Students - We taught students about beef from pasture to plate and had speakers including NMSU Animal and Meat Science professors, student ranchers, our Dietitian Kate Schulz and Chef Jon Young. At the end of the class the students showed in a survey that their confidence and familiarity with the topic had increased significantly.

4. Social Media - Increasing our social media presence by adding TikTok and Twitter to our suite of accounts.

Here are some of my favorite current examples of how we spend our budget:

1. Beef Grant Program for Teachers – Teachers can apply for up to $1,000 for beef to provide a lesson for students in cooking, ranching, nutrition, etc. We have 52 schools already applied for this grant for the 2024-2025 school year spread out throughout the state, the majority are high school and one elementary teacher has a full ranching curriculum planned. We believe getting beef in front of young people is a great way to help grow future beef eaters and even beef advocates. 

2. Nutrition Programs for Student Athletes – We have partnered with UNM and NMSU athletics as well as New Mexico Activities Association (high school sports) to get access to student athletes and parents and talk to them about how to include beef in a healthy diet. We also have “Sports Nutrition Game Plan” an app for student athletes to use for free to plan their meals and nutrition guidelines that encourage and promote beef at the center of a healthy diet. 

3. Billboards – For the month of October we ran billboards throughout Albuquerque while the city had inflated population for Balloon Fiesta promoting beef options. 

4. Social Media - We reached one million impressions/views on our September social media campaign that shared recipes, meal prep tips and encouraged users to post their own photos of cooking beef for their families for September as we celebrated Family Meals Month.