Building a Runner's Love for Beef

In an effort to bring beef nutrition to the forefront and cultivate a healthy relationship with the benefits of fitness and exercise, Northeast consumers were encouraged to participate in a virtual 5K training program through the spring and summer months.

The Beef Checkoff’s Northeast Beef Promotion Initiative (NEBPI) partnered with beef advocate Chrissy Carroll, RD of Snacking In Sneakers and triathlon coach, to host the Body by Beef 5K Training Program. The 8-week program launched late April through a Facebook group, with the objective to engage consumers in a virtual fitness program that helps them stay active during these challenging times. Carroll’s plan included three runs per week with alternating run/walking intervals, helping new runners build up stamina to finish a 5K at the end of the program. All fitness levels were encouraged to join as a simplified ‘Walkers Plan’ was also outlined each week. The online group had nearly 140 participants joining us on this journey.

Along the way, Carroll and the NEBPI provided motivational support, running tips, workout videos and delicious recipes highlighting beef’s nutritional benefits and encouraging beef consumption as part of a runner’s diet. Participants also used the platform to share their running successes, questions, or their own running tips, as they moved through the program. The virtual format allowed the checkoff many opportunities to be a resource to this new group of engaged consumers, while cultivating relationships with new social influencers. View a few of those educational videos the checkoff created with Carroll, below: 

Beef for Runners
Running Form 
Stretching 
Lean Beef 101

While many in-person races were cancelled this year, that did not stop our running enthusiasts! Through the virtual platform, all participants had access to an official BEEF racing bib they could wear while running their race at home. All twenty-seven finishers received a beef prize pack to help keep beef top of mind, and all surveyed participants had a positive opinion of beef following the program. Overall, the program enabled us to reach a new group of consumers and influencers, solidifying a love and desire for beef in a runner’s diet.

Program facilitation was made possible through partnership with the Kentucky Beef Council and the Beef Checkoff’s NEBPI. For more information on the Checkoff’s involvement and ongoing programs, visit the NEBPI website or contact Jennifer Orr [email protected]. 

Internal links within this document are funded and maintained by the Beef Checkoff. All other outgoing links are to websites maintained by third parties.     

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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.