Iowa Beef Checkoff Brings Consumer Insight and Market Innovation to 2025 Iowa Cattle Industry Convention

Contact: Casey Anderson, Director of Industry Relations, Iowa Beef Industry Council, 515-296-2305

The 2025 Iowa Cattle Industry Convention was held December 16 at the Prairie Meadows Convention Center in Altoona, welcoming beef producers and industry stakeholders from across the state.

During the convention, the Iowa Beef Industry Council (IBIC) held its annual meeting, conducting official business, highlighting a year-end review and recognizing retiring board members for their service to Iowa's beef industry.

Among those recognized during the annual meeting were outgoing board members Dean Black of Somers and Maggie Mueller of Griswold, who were honored for their leadership and service on behalf of Iowa's beef producers. Both contributed valuable producer insight to IBIC's decision-making, helping guide checkoff investments focused on consumer engagement, market development and long-term demand for beef. Their service underscores the importance of producer leadership in shaping effective checkoff programs.

Left to right: Jenni Birker, Iowa Beef Industry Council Board Chair; Dean Black; Maggie Mueller; and Mike Anderson, Executive Director.

As a sponsor of the convention, IBIC hosted three breakout sessions highlighting how the beef industry continues to connect with consumers, adapt through innovation, and respond to evolving demand in today's marketplace. Industry leaders, influencers and market experts shared insights focused on building trust, driving demand and positing beef for long-term success.

Influencing the Plate: Connecting Beef to Today's Consumer

Moderated by IBIC's Erin Good, this session featured Jenn Blaser, retail dietitian with Hy-Vee; Rachel Sweeney with Iowa State University Extension and Outreach; and food influencer Lauren Grant of Zestful Kitchen. Together, the panel explored how trusted voices are shaping consumer perceptions of beef across generations and demographics.

Panelists addressed how they handle common misconceptions or concerns about beef, including price, nutrition, and ease of preparation. They shared how they encourage beef consumption through grocery store engagement, cooking classes, nutritional counseling, digital content, and Extension resources. The discussion emphasized meeting consumers where they are, keeping messaging personal and authentic, and highlighting beef's nutritional value, versatility, and role in family meals. Panelists also discussed communicating beef's role in health conversations such as protein intake, GLP-1 medications, and feeding beef to children.

When asked about the value of investing checkoff dollars in dietetic initiatives, Good, IBIC's staff dietitian shared, "Beef is always evolving. Younger dietitians may not have confidence or connection to beef, while more seasoned dietitians may be offering outdated nutritional information. It's important to continue allocating resources to both audiences to reach the consumers they serve."

Beef Market Innovation: Lessons from Entrepreneurs

Moderated by IBIC's Casey Anderson, this session spotlighted how Iowa beef businesses are adding value and adapting to changing consumer demands. Panelists included Ashley Recknor of Purple Ribbon Beef, Tanner Heikens of Heikens Family Foods, and Beth Romer with Choose Iowa.

Speakers shared real-world lessons on scaling businesses, maintaining quality and consistency, building strong processing relationships, and enhancing the customer experience. Topics ranged from freezer beef and storefront retail to nationwide shipping, by-product utilization and diversified meat offerings beyond the traditional cuts.

The session also highlighted state programs such as Choose Iowa which offer grants, branding initiatives, and partnerships that support beef businesses and strengthen rural food systems. Recknor shared that during the development of Purple Ribbon Beef's storefront, the business benefited from a Choose Iowa grant to purchase freezers.

Heikens emphasized the importance of authenticity when working directly with consumers, stating, "People buy stories. They initially buy for the story of a product, then they repurchase for quality."

Behind The Buy: How Consumers Eat, Think, and Choose Beef

Rounding out the checkoff-sponsored programming was Behind the Buy, presented by David Friedlander, senior director of market research with the National Cattlemen's Beef Association, a contractor to the Beef Checkoff. The session provided an overview of current consumer demand trends, highlighting beef's continued leadership in value and preference compared to competing proteins.

Using consumer demand survey data, Friedlander shared insights into why beef consistently outperforms other proteins in eating experience, nutrition, and overall value. The presentation reinforced the importance of convenience, affordability messaging, and innovation as key drivers of future beef demand.

Together, the three Iowa Beef Checkoff-sponsored breakout sessions underscored the industry's commitment to understanding consumers, supporting innovation, and investing in strategies that keep beef relevant, trusted, and in demand.

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About the Iowa Beef Industry Council: The Iowa Beef Industry Council is funded by the $1-per-head National Beef Checkoff Program and the $0.50-per-head Iowa State Beef Checkoff. Checkoff dollars are invested in beef promotion, consumer information, research, industry information and foreign market development, all with the purpose of strengthening beef demand. For more information, visit https://www.iabeef.org.