Serving Up Beef Across Screens

The Missouri Beef Industry Council (MBIC) continues to find innovative ways to connect with consumers where they are at. One notable outreach effort to-date is a long-standing partnership with KY3 News, a trusted news leader in southwest Missouri. Through a series of engaging, food-focused media features - namely the weekly Beef Bites segments and monthly informative interviews (The Place) - MBIC promotes beef education, culinary inspiration, and awareness of Missouri’s cattle industry both on-air and across digital streaming platforms. 

 The weekly Beef Bites segments are designed for consistency and visibility during KY3’s regular newscasts, while the monthly informative interviews offer deeper insight into beef-related topics, spotlighting local nutritionists, farmers, and food professionals who help connect viewers to the broader story of Missouri beef. 

In addition to strong regional broadcast placement, the campaign extends to streaming platforms to meet audiences where they consume content most - on demand. MBIC’s strategic inclusion in streaming television has significantly amplified visibility. Over the course of the campaign, segments have appeared on major streaming services including Roku, Tubi, Pluto TV, and Sling. 

From December 2024 through March 2025 alone, the campaign delivered over 143,000 total streaming impressions, with a monthly high of 42,874 impressions in January 2025. Notably, services like Roku and Sling TV contributed consistently strong numbers, reflecting their popularity among target demographics. This digital extension ensures that MBIC’s messaging is not only consistent but also scalable, reaching thousands of households across Missouri each month. 

Looking ahead, MBIC is turning up the heat with an exciting new Summer Grilling Series that will run from May through August. Integrated across both Beef Bites and monthly interviews, this seasonal campaign will showcase summer grilling recipes, and techniques to inspire viewers during peak outdoor cooking months. Whether it’s highlighting a new spin on burgers or sharing tips for a perfectly grilled steak, the summer series aims to celebrate beef’s versatility and bring even more value to consumers' mealtime routines. 

This multi-platform strategy - leveraging the trusted voice of local television with the expansive reach of digital streaming - demonstrates how MBIC is evolving to meet the demands in a modern media environment. By combining frequent, relatable content with strategic digital placements, MBIC is strengthening beef’s relevance, increasing consumer awareness, and reinforcing beef’s role as a nutritious, and sustainable protein option. 

The KY3 partnership is more than just media - it’s meaningful communication with real results. Through compelling content, broad distribution, and timely seasonal campaigns, the Missouri Beef Industry Council continues to put beef at the center of the conversation and, more importantly, at the center of the plate.