After North Dakota Gov. Doug Burgum declared May as “Beef Month,” the North Dakota Beef Commission set up events to promote beef, and the farmers and ranchers that make it possible.

Nicole Wardner, consumer marketing and industry relations specialist for the commission, says 2021 is the first year the commission has celebrated beef month. “What we want to do is celebrate the producers that are out there working hard every day, especially through a drought this year, making sure that they have the support that they need.” The commission also wishes to celebrate the consumer, “because without them, we wouldn't have an industry.”

The commission kicked off its activities in May by sampling beef cuts at local grocery stores in Fargo, N.D. Through a partnership with Cash Wise Foods stores, the commission will be offering samples of beef to consumers from Fargo to Watford City.

“We want to make sure that everybody understands that North Dakota is a beef-loving state, with 83% of North Dakotans eating beef on a weekly basis. With demand like that, there's not much more that we can do to increase demand here in North Dakota. As a result, our efforts are also hitting those urban areas like Los Angeles, Dallas, Chicago, New York City, places like that,” Wardner says.

Advocating for understanding

Wardner says the commission is trying to educate consumers that “beef is beef.” “The companies have those labels like grain-fed, grass-fed, all-natural, organic — we have some work to do helping consumers understand what the label is telling them.”

As a rancher, Wardner works to ensure consumers understand all that beef has to offer. “It’s juicy and flavorful, and people can find a really affordable option, versus just looking at the premium products like a strip steak or ribeye,” she explains.

Beef demand continued throughout the COVID-19 pandemic in 2020, and Wardner says a change is people are now preparing beef at home instead of eating out at a restaurant. “Everybody had to stay home and learn how to cook, and what we’re seeing is they’re staying at home and now know what to do with beef  for their meals,” she says.

The North Dakota Beef Commission has multiple resources available for consumers, including recipes, and how to cook different beef cuts.

The commission is advocating for beef across the state. “We’re assisting the North Dakota CattleWomen with a virtual 5K, which currently has over 150 participants from five states,” Wardner says.

A new event this year is the “North Dakota Best Burger” virtual competition, where consumers can go online and nominate the restaurant serving their favorite beef burger. Beef will also be at the ballpark this summer through a partnership with the Fargo-Moorhead Red Hawks and the Bismarck Larks baseball teams.