New Report Shows Texas Beef Checkoff Dollars at Work
March 11, 2026 | 4 min to read
AUSTIN, Texas – The Texas Beef Council (TBC) has released its 2025 Annual Report, detailing how Beef Checkoff dollars were invested to defend demand and deliver measurable impact for Texas beef producers.
Inside the report, producers will find a clear breakdown of where Beef Checkoff dollars were invested and the results, from advertising that reached millions of Texans to sharing beef’s nutritional value directly with doctors and coaches.
Highlights from the report include:
- Inspiring More Beef Meals: Advertising campaigns kept beef at the forefront of Texas culture, reaching consumers over 165 million times.
- Reaching Medical Professionals: Through targeted nutrition outreach, 93% of medical providers visited by TBC reps were found more likely to share recommendations in favor of beef.
- Fueling Athletic Performance: TBC’s beef-focused sports nutrition program has been adopted by over 10,000 coaches, athletic directors and trainers to support young athletes.
- Encouraging Beef Purchases: The Ultimate Beef Trail digital pass was downloaded over 8,700 times, generating over 2,700 restaurant check-ins at participating locations.
“The results in this report show where Beef Checkoff dollars were invested and practical examples of the impact in Texas and beyond,” said Brandalyn Richards, TBC chairman. “For cattle producers, sustained consumer confidence in beef is critical. This report provides a transparent look at the programs working to support that demand.”
The report also includes a financial overview, breaking down investments across each outreach area. Visit TexasBeefCheckoff.com/Annual-Reports to view the complete report.
About Texas Beef Council
The Texas Beef Council (TBC) is a non-profit organization funded by Texas beef producers through the state and national Beef Checkoff programs. Beef Checkoff dollars are used to increase domestic and international demand for beef through programs of promotion, research, and education. The organization is directed by a 20-member board representing the state’s beef producers. For more on how TBC helps keep beef in its strongest state, visit TexasBeefCheckoff.com.