The Beef. It’s What’s For Dinner. brand, funded by beef farmers and ranchers through the Beef Checkoff, has launched a back-to-school recipe campaign positioning beef as the answer to families’ protein needs during the school year. The push comes as protein continues to drive basket growth across the store, giving meat departments a seasonal merchandising hook heading into fall.
The campaign centers on three high-protein recipes featured in a recent satellite media tour with registered dietitian Amy Goodson, who discussed how families can keep nutrition top of mind this season. According to the brand, new federal guidance suggests many Americans, including kids and teens, may need nearly twice as much protein as previously recommended, citing the 2025-2030 Dietary Guidelines for Americans.
“The 2025-2030 Dietary Guidelines for Americans encourage people to prioritize whole, nutrient-rich foods, including high-quality protein foods like lean beef at every meal,” Goodson said. “This reflects growing evidence that protein needs are higher than previously recognized to support growth and development for kids, muscle maintenance, satiety, and recovery from physical activity.”
The recipes
The three kid-friendly dishes target different points in the school day:
- Shredded Beef & Egg Quesadillas: A warm, handheld breakfast combining shredded beef, scrambled eggs and melted cheese in a crisp tortilla, with make-ahead potential for busy mornings.
- Roast Beef Bistro Sliders: Thinly sliced roast beef layered on slider rolls with fresh toppings and a flavorful spread, sized for lunchboxes or quick dinners.
- Beef & Vegetable Fried Rice: A one-pan dinner of ground beef, mixed vegetables and rice tossed in a savory sauce, adding protein while working in more vegetables.
Goodson noted during the tour that busy schedules often lead to meals and snacks that fall short on high-quality protein, making strategic choices more important during the school year.
The Beef Checkoff Program was established as part of the 1985 Farm Bill and assesses $1 per head on the sale of live domestic and imported cattle. The National Cattlemen’s Beef Association serves as a contractor to the program, which is administered by the Cattlemen’s Beef Board with oversight from the USDA.