Texas Beef Industry Council

What Texas Beef Industry Council does

Texas Beef Council is a Texas non-profit corporation that administers the Beef Checkoff program for Texas beef producers. The organization was established through the 1985 Beef Promotion and Research Act and took on its current mandatory character when 79% of producers approved the assessment in a 1988 national referendum. It collects a combined $2 per head on cattle sold ($1 national non-refundable, of which 50¢ flows to the Cattlemen's Beef Board for national programs; $1 Texas state, refundable within 60 days), and is directed by a 20-member board representing nine Texas industry organizations plus two at-large directors. The organization is headquartered in Austin, TX and operates with approximately 15 staff organized across Executive, Marketing, Beef Resources, and Administration functions.

TBC's operating surface consists of a portfolio of producer-funded programs rather than discrete products sold to end customers. Consumer-facing activity centers on the "Beef Loving Texans" brand, supported by a website (beeflovingtexans.com) with 1.6M+ recipe views, 165M+ ad impressions, and 6,000+ merchandise orders, plus the BBQuest video series (4M+ views) and the Smoke Lab hands-on barbecue education experience. Producer-facing programs include the Cattle Talk newsletter and BQA certification (492 Texas producers certified last year; 85% of U.S. beef is from BQA-certified operations). Health and education channels include the Medical Office Outreach program (5,900 touchpoints with providers; 90% of visited physicians more likely to recommend beef) and the Sports Nutrition Game Plan (10,000+ users across 44 states).

The business model is a statutory transaction-fee assessment on cattle at each ownership transfer, not a discretionary purchase. Programs span consumer marketing, retail and foodservice partnerships (Brookshire Brothers, Kroger, Dion's, iHeartMedia, Food52), youth education (Hank the Cowdog curriculum reaching 250,000 teachers since 2016), and applied research (muscle profiling yielding 14 new whole-muscle cuts). There is no parent company, no equity instrument, and no external funding round; financial scale is bounded by the size of Texas cattle marketings rather than competitive market share.

Name

Texas Beef Industry Council

Legal name

Texas Beef Council

Website

https://texasbeefcheckoff.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Texas Beef Council is a Texas non-profit corporation that administers the Beef Checkoff program for Texas beef producers, conducting consumer marketing, nutrition research, and education programs funded by mandatory per-head cattle assessments at point of ownership transfer.

Ownership category

akta.pro rank

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Marketing or Sales, Personnel, Operations, Technology or R&D, Others

Revenue model

1. Beef Checkoff Assessments: Mandatory $1 per head national Beef Checkoff on sale of live domestic and imported cattle plus comparable assessment on imported beef products. Additional $1 per head Texas state Beef Checkoff on cattle at each point of ownership transfer in Texas (refundable). Combined $2 per head assessment.
2. Producer-Funded Programs: All programs are funded by producers through Beef Checkoff dollars. No direct consumer revenue. Organization conducts promotion, marketing, research, and education programs for beef and beef products.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Texas Beef Council administers the mandatory Beef Checkoff program in Texas, collecting a combined $2 per head assessment ($1 national plus $1 Texas state) on cattle at each ownership transfer to fund beef promotion, marketing, research, and education programs. It delivers consumer-facing marketing campaigns through the Beef Loving Texans brand, runs health professional outreach (Medical Office Outreach), youth sports nutrition (Sports Nutrition Game Plan), retail training (Beef Boot Camps), and producer education (Masters of Beef Advocacy), and operates an e-commerce merchandise store.

Product overview

Texas Beef Council operates a portfolio of consumer and producer-focused programs funded by Beef Checkoff dollars. The consumer-facing brand centers on Beef Loving Texans, which includes the BBQuest video series, Smoke Lab experience, and recipe resources. Producer programs include Cattle Talk newsletter and Beef Quality Assurance training. Health-focused initiatives feature Medical Office Outreach (MOO) and Sports Nutrition Game Plan. Marketing campaigns like Taco Like a Texan and Tailgate Like a Texan drive consumer engagement, while Beef Boot Camps train retail partners. The organization also manages checkoff remittance processing and offers an e-commerce merchandise store.

Differentiator

Problem solved

Functional benefit

Brands

• Beef Loving Texans (BLT): Consumer-facing brand of Texas Beef Council that brings Texans together through authentic recipes, expert nutrition resources, and innovative campaigns.
• BBQuest
• Smoke Lab
• Sports Nutrition Game Plan
• Medical Office Outreach (MOO)

Products and services

• Beef Loving Texans Primary consumer-facing brand community featuring recipes, cooking tips, nutrition resources, and beef advocacy content targeting Texas consumers. Built around a registered trademark (Beef Loving Texans / BLT) and includes the Shop.BeefLovingTexans.com merchandise store.
• Sports Nutrition Game Plan Premier sports nutrition program designed for Texas high schools offering science-backed beef nutrition resources for athletes, coaches, and trainers, delivered through a dedicated website with videos, tip sheets, meal plans, recipes, and team challenges.
• Medical Office Outreach (MOO) Field-based program sharing beef nutrition research directly with medical professionals in Texas's four largest metros, using experienced pharmaceutical representatives to deliver science-based information and complementary patient educational materials positioning beef in healthy diets.
• Smoke Lab Immersive hands-on barbecue experience teaching consumers smoking techniques, beef cuts, quality grades, and wood/flavor profiles, hosted at the TBC office by expert pit master Jerry McPherson with sold-out summer training sessions.
• BBQuest Award-winning online video series showcasing Texas barbecue culture, stories, and beef producers, distributed across YouTube and digital platforms to drive consumer engagement with beef.
• Masters of Beef Advocacy Producer training program that graduates beef advocates equipped to share beef industry knowledge with consumers and community audiences.
• Cattle Talk Newsletter publication delivering news, insights, and transparent Checkoff program results to Texas cattle producers through email subscription.
• Beef Loving Texans Merchandise Store Online e-commerce store offering apparel and accessories with beef-centric Beef Loving Texans designs, sold directly to consumers and at GO TEXAN pavilions at major Texas events including State Fair of Texas, Fort Worth Stock Show & Rodeo, and Houston Livestock Show & Rodeo.
• Beef Boot Camps Hands-on training program for retail meat market managers and employees delivering beef cutting demonstrations, merchandising training, cooking sessions, and consumer engagement education, delivered in partnership with retail chains and Nolan Ryan Brands.
• Beef Loving Texans Brisket Pizza Promotion Limited-time foodservice menu collaboration with Dion's featuring a Brisket Pizza topped with chopped smoked brisket at Lubbock and El Paso restaurant locations, with plans for expansion, showcasing beef's versatility in a craveable restaurant format.

Quantifiable outcome

• 90% of physicians visited by TBC Medical Office Outreach reps are more likely to recommend beef
• +4 more outcomes

Named customers7 records

Segments1 record

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and minor.

• Dion'scoreGTM or Marketing PartnerFunded by producers through the Beef Checkoff, Beef Loving Texans partnered with Dion's to launch a limited-time Brisket Pizza at restaurant locations in Lubbock and El Paso, with plans for expansion. The pizza features chopped smoked brisket paired with onions, peppers, and jalapeños on Dion's signature crust, showcasing beef's versatility in a craveable format.
• Brookshire BrotherscoreGTM or Marketing PartnerPartnership featuring Beef Loving Texans labels with recipes and cooking instructions at 120 Brookshire Brothers stores throughout Texas. Labels encourage beef purchases with meal solutions for busy families and feature QR codes to additional recipes.
• KrogercoreGTM or Marketing PartnerBeef Boot Camps training program for Kroger meat market managers and employees in Dallas and Houston. Program includes beef cutting demonstrations, merchandising training, cooking sessions, and consumer engagement education.
• iHeartMediacoreGTM or Marketing PartnerRadio commercials and geo-fenced mobile advertising across stations in major Texas markets (Austin, Houston, Dallas, San Antonio) promoting beef recipes and sweepstakes to grocery shoppers.
• Arriba! SalsaminorGTM or Marketing PartnerOne-dollar-off coupon partnership where consumers buying Arriba! Salsa get discount on beef purchases, driving cross-category sales.
• Gallo Wine BrandsminorGTM or Marketing PartnerIn-store case displays featuring Taco Like a Texan messaging with photos and recipes at Gallo Wine product locations in grocery stores.
• Food52coreGTM or Marketing PartnerFirst-time partnership with large-scale food media company delivering Texas-inspired beef recipes through Chef Rick Martinez's Sweet Heat video series, reaching 13 million food enthusiasts.
• Texas Department of Agriculture GO TEXAN ProgramcoreGTM or Marketing PartnerPartnership showcasing Beef Loving Texans merchandise at GO TEXAN pavilions at major Texas events including State Fair of Texas, Fort Worth Stock Show & Rodeo, and Houston Livestock Show & Rodeo.
• Texas A&M AgriLife ExtensioncoreStrategic or Co-development PartnerPartnership for Grilling Games 4-H competition in Lubbock and other youth education programs. TBC provides Beef Loving Texans bags with branded items and cooking tools to young grill masters.
• National Ranching Heritage Center (NRHC)coreStrategic or Co-development PartnerPartnership creating Ranch Life Learning curriculum using Hank the Cowdog book series for elementary school beef education. TBC promotes activity guides and curriculum to educators statewide.
• High School BBQ, Inc. (HSBBQ)coreStrategic or Co-development PartnerPartnership supporting high school culinary and agriculture students through barbecue cooking competitions. TBC provides sponsorship, leadership, education resources, and $65,000 in scholarships to top teams.
• Family, Career and Community Leaders of America (FCCLA)minorGTM or Marketing PartnerYouth organization partnership providing hands-on beef education to young culinarians.
• Texas ProStartminorGTM or Marketing PartnerCulinary education partnership engaging young culinarians with beef cooking skills and education.
• Nolan Ryan BrandsminorGTM or Marketing PartnerPartnership with Nolan Ryan Brands for Kroger Beef Boot Camps, providing brand credibility and resources for meat market training.
• Cattlemen's Beef BoardcoreOthersNational Beef Checkoff oversight board that receives 50 cents of every dollar collected and administers national Checkoff programs subject to USDA approval.

Scale indicators24 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• National Cattlemen's Beef Association: National trade association for the U.S. cattle industry that executes the majority of national Beef Checkoff-funded programs on behalf of the Cattlemen's Beef Board. Directly comparable as the primary national-level body performing beef promotion, research, and education that complements Texas Beef Council's state-level work.
• National Pork Board: National commodity checkoff organization for pork that operates under the same USDA-overseen mandatory producer assessment model as the Beef Checkoff. Closest cross-protein comparable in structure, governance, and consumer marketing mandate.
• Oklahoma Beef Council: Oklahoma's state beef checkoff organization administering Beef Checkoff programs for Oklahoma producers. Direct regional peer with similar cattle-industry context to Texas.
• Cattlemen's Beef Board: The national oversight body for the Beef Checkoff that receives 50 cents of every dollar collected and administers national Checkoff programs. Direct counterpart to TBC at the federal level, governing the same producer-funded mandate structure.
• Iowa Beef Industry Council: Iowa's state beef checkoff organization that funds beef promotion, research, and education programs for Iowa cattle producers. Comparable in funding mechanism, board governance, and program portfolio.
• National Dairy Council: National non-profit organization funded by dairy farmers that conducts nutrition research, education, and consumer marketing under a similar checkoff-style funding model. Analogous in operating a single category promotion mandate with producer oversight.
• Nebraska Beef Council: State-level beef checkoff council administering Beef Checkoff programs in Nebraska. Operates an analogous producer-funded model with consumer marketing, nutrition outreach, and producer education programs at similar scale to TBC.
• Colorado Beef Council Authority: Colorado's state-level beef checkoff organization operating under the same mandatory $1/head national and refundable state assessment model. Functionally analogous to TBC in promoting Colorado beef demand.
• Kansas Beef Council: State-level beef checkoff council administering the Kansas state and national Beef Checkoff programs for Kansas cattle producers. Directly comparable in structure, funding model ($1/head state + $1/head national), and program scope.

Regional players

• Texas & Southwestern Cattle Raisers Association: Largest livestock trade association in Texas and the Southwest, representing cattle producers on policy, property rights, and industry issues. While not a checkoff body, it is closely intertwined with TBC through shared producer leadership and a complementary mandate in the same Texas cattle ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/TexasBeefCouncil
• Instagraminstagram.com/beeflovingtexans
• TikToktiktok.com/@beeflovingtexans
• Xx.com/beeflovingtx
• Facebookfacebook.com/BeefLovingTexans

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Texas Beef Industry Council