A New Look for the Northeast Beef Promotion Initiative, Yet the Same Loyal Brand

Bedford – The Northeast Beef Promotion Initiative (NEBPI), a contractor to the Beef Checkoff, tasked with the education and promotion of beef and beef products in the Northeast region, is pleased to unveil an updated website.

The NEBPI works on behalf of beef, dairy and veal producers across the country within the heavily populated Northeast region – Maine to Virginia. The Northeast is home to 72 million consumers, yet only 3% of Beef Checkoff dollars are collected within the region. This gap between limited Checkoff dollar resources and a growing population of residents in the Northeast creates a clear opportunity to channel nationally collected Checkoff dollars into the region. Each year, staff with the NEBPI strategically allocate these dollars into programs, promotions and events within the region to help strengthen the demand for beef and veal.

The NEBPI’s ultimate goal is that the reintroduced brand will connect Northeast checkoff efforts and programming to the widely recognized national Beef. It’s What’s For Dinner campaign. Twenty-five years after the original beef campaign was created, beef farmers and ranchers are leveraging the equity of Beef. It’s What’s For Dinner to reintroduce the popular brand to a new generation of consumers. 

The new NEBPI website is a great resource for all things beef and is visually appealing and easy to navigate. Find regional beef producers featured on the Northeast Beef Directory, beef nutritional information, delicious recipes and more at www.nebpi.org.  


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.