Smoky Sirloin Steak with Tomato Hummus


K.Swope | March 24, 2022

The Northeast Beef Promotion Initiative (NEBPI), a subcontractor to the Beef Checkoff, ensure that beef’s taste, versatility, and nutrient profile was well-represented throughout the 50th running of the Shamrock Marathon. The race’s sports and fitness expo was hosted Friday, March 18 – Saturday, March 19, 2022, with the race events (8K, Half Marathon and Marathon) were hosted on Saturday, March 19, 2022, and Sunday, March 20, 2022 in Virginia Beach, VA.  

Through various avenues, including on-site activation at the expo, virtual goodie bag interaction with race participants, Northeast Team Beef participation in the race, and more, the reach and visibility of Checkoff messaging and content was increased. Outreach focused on connecting with active millennial athletes and their families, while encouraging incorporation of beef, as part of a healthy diet and lifestyle.

Race participants that stopped by the Beef Booth during the sports and fitness expo received a Beef Jerky Trail Mix sample, a quick, easy and portable protein packed snack, ideal for athletes. Expo attendees also had the opportunity to engage with members of Northeast Team Beef, which is made up of over 40 athletes and fitness enthusiasts from across the Northeast region. Team Beef is a diverse community of runners, triathletes, farmers, moms, dad, college students and professionals that rely upon the health benefits of lean beef to fuel their healthy and active lifestyles. 

Northeast Team Beef member Billie Jo Kiel shared,

"I love being part of Team Beef, I’ve been participating on the team for the last 6 years. This team has helped me grow stronger, both mentally and physically, with beef as my main protein source. The Shamrock Half Marathon was my first ever half marathon distance and I would not have been able to complete those miles without the support of fellow team members, beef’s nutritional benefits and tips from seasoned team members."

For more information about beef promotion in the Northeast region, visit

Stay connected with the Northeast Beef Promotion Initiative Facebook and Instagram pages to catch up on how the Northeast region is actively seeking to promote beef.  

For more information, visit or 

Media Contact:   Kaitlyn Swope, [email protected] or visit the NEBPI website. 


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