May is Beef Month

Our favorite month is officially here, Beef Month. The Missouri Beef Industry Council (MBIC) has been hard at work preparing for a full lineup of month-long activations, in-person events, and statewide advocacy efforts designed to celebrate beef and connect consumers to the people and practices behind it. From classrooms to ballparks, this year’s Beef Month is shaping up to be one of the most engaging yet.  

We kicked off the celebration a little early on April 23 at the American Royal Spring Field Trip. This event provides a unique opportunity to connect with inner-city students and introduce them to the story of beef production. Through hands-on learning and direct interaction, students gained a better understanding of where their food comes from, how cattle are raised, and the role beef plays in a healthy diet. These early conversations are key to building lasting knowledge and trust with the next generation of consumers. 

Momentum continued to build as, on Tuesday, April 28, Governor Kehoe officially recognized May as Beef Month through a signed proclamation. This annual tradition highlights the importance of the beef industry across the state, from farm families to processors to retailers, and reinforces beef’s role in Missouri’s economy and culture. 

Local celebrations were also in full swing. Right here in Columbia, MO, Five Guys on Stadium Shoppes hosted a special Beef VIP Day on May 1 to kick off the month. Guests enjoyed 50 percent off their entire purchase when it included beef, making it a great opportunity for the community to come together and celebrate. A huge thank you goes out to Lisa Stockhorst with the Missouri Cattlemen’s Association for helping make this event possible. 

Rounding out a very busy first week, MBIC staff and supporters headed east to Busch Stadium, where they took over Ford Plaza through a partnership with Missouri Farmers Care and the St. Louis Cardinals. Connecting with the Cardinals fanbase, as well as visiting fans, allowed us to share beef’s story on a larger stage. Whether it is answering questions, sharing recipes, or simply starting conversations, this setting provided a strong platform to promote beef and spark a few light bulbs. 

In addition to these in-person efforts, MBIC will be running targeted, beef-focused advertising campaigns throughout the month. With summer right around the corner, these campaigns will emphasize grilling season by highlighting recipe inspiration and nutritional benefits. By meeting consumers where they are, both online and in their daily routines, these efforts help keep beef top of mind as families plan meals and gatherings. 

Community involvement remains a cornerstone of Beef Month. Through MBIC’s beef education and promotion grants, several organizations across the state will host their own celebrations. These grassroots efforts include beef sampling, education, and local advertising campaigns, extending Beef Month outreach into communities of all sizes. By empowering local partners, MBIC ensures that the message of beef is shared in meaningful and relevant ways. 

While May serves as the centerpiece of the celebration, the momentum does not stop there. In early June, MBIC will host a Farm to Fork Camp for youth in partnership with the Presser Arts Center in Mexico, MO. This immersive camp teaches participants about cattle production, nutrition, and basic cooking skills, giving them a hands-on look at how beef goes from pasture to plate. 

Beef Month is more than a celebration. It is an opportunity to tell the story of beef in a way that resonates with today’s consumers. Each event, conversation, and partnership helps bridge the gap between producers and the public, building trust and understanding along the way. As we celebrate throughout May, we are reminded that the strength of the beef industry lies not only in the product itself, but in the people, passion, and purpose behind it. 

To stay up to date on all MBIC activities, checkout our Upcoming Events. 

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About the Beef Checkoff

The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen's Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.