Girls Who Grill Campaign Builds Beef Confidence

For many consumers, grilling beef can feel intimidating - but Girls Who Grill is helping change that. As summer grilling season heats up, the Checkoff-funded campaign is giving women hands-on opportunities to learn about beef, build confidence at the grill and share that confidence with family, friends and online audiences.

Originally developed as a national program by the National Cattlemen's Beef Association (NCBA), a contractor to the Beef Checkoff, Girls Who Grill brings together influential women to learn more about beef and how to prepare it on the grill through in-person events. The campaign was designed to reach lifestyle influencers - from travel and fashion to parenting and photography - whose audiences may not have a direct connection to cattle production but represent an opportunity for beef education and inspiration.

Why Grilling Confidence Matters

The idea came from a simple insight: grilling can be intimidating. For many consumers, especially those who have not grilled steak before, questions about cuts, grilling methods, seasoning and doneness can make beef feel less approachable. Girls Who Grill creates an open, welcoming environment where women can ask questions, learn from experts and feel more comfortable grilling for their friends and loved ones.

From a National Idea to State-Led Events

The inaugural Girls Who Grill event was held in 2024 in Texas, hosted by Pitmaster Erica Roby and Houston Chef Marcia Smart. The second event was hosted by cattle producer and recipe creator Kaylee Stevie in Washington State in 2025. Attendees at the first two events posted content on social channels that reached nearly 900,000 consumers and generated more than 27,000 engagements.

After the success of those two events the program was expanded into a larger national effort, giving state beef councils the tools to bring Girls Who Grill events to their own markets. The program includes a customizable toolkit with recipes, design templates, supply lists, media alerts and other planning resources to help states execute events while tailoring them to local audiences and priorities.

With the flexibility to customize, 26 state beef councils have been involved in planning and executing Girls Who Grill events, with 20 total events scheduled this year. Participating states for 2026 include Tennessee, Texas, Nebraska, Arizona, California, Oklahoma, Ohio, Wisconsin and many others.

Local Audiences, Local Priorities

Each event may look a little different. Some states invite social media influencers with large online followings, while others focus on college students, youth groups, extension educators, dietitians, nutritionists or retail partners. Menus, host locations and guest lists can all be adjusted to fit each state's goals.

Hands-On Beef Education

At the center of every event is practical beef education. Attendees learn how to select and prepare different cuts, which cuts are best suited for hot-and-fast grilling or low-and-slow cooking, and how simple steps like proper seasoning, resting and cutting against the grain can improve tenderness and flavor.

Popular cuts often include quicker-cooking options such as Ribeye and Strip Steak. Events may also cover direct grilling, indirect grilling, smoking and grilling safety, along with hands-on activities like creating a compound butter, chimichurri or rub.

Producer Involvement

Producers also play an important role. When included in events, they help attendees better understand the people behind beef production by sharing how they care for cattle, manage their operations and raise high-quality beef. Featuring female producers is especially meaningful, helping build connection with women in attendance while showing the leadership and expertise women bring to the beef industry.

Turning Event Experiences into Broader Reach

Beyond the event itself, attendees are encouraged to capture photos and videos on site, including Beef. It's What's For Dinner.-branded moments and beef dishes, then share those experiences with their own audiences. The long-term goal is for attendees to use what they learned to cook beef for family and friends, create new recipes, keep beef part of summer meals and talk positively about beef producers and all they do to raise high-quality beef. Attendees are not paid to attend or post; they share because they are interested in and inspired by the experience.

The Beef Checkoff is also extending the campaign's exposure through summer media outreach, including a recent satellite media tour with pitmaster Erica Roby. The tour helped bring Girls Who Grill messages to a broader audience by sharing practical grilling tips and encouraging more consumers to confidently prepare beef.

"Barbecue is for everyone - and the grill is one of the best places to build confidence," Roby said.

Building a Network of Beef Advocates

By helping more women feel confident choosing, preparing and sharing beef, Girls Who Grill is building a growing network of beef fans and advocates - from producers and pitmasters to chefs, recipe creators, healthcare professionals and moms feeding their families. For producers, that means more consumers gaining the confidence to choose beef, prepare it well and share that experience with others.