May is BEEF month and “BEEF It’s What’s for Dinner”!  I believe that is still the most powerful slogan our industry has come out with. It debuted on May 18, 1992, by the National Livestock and Meat Board based in Chicago. The initial campaign lasted for 17 months at a cost of million. The current slogan “I Choose Beef!” campaign is sponsored by the checkoff through the South Dakota Beef Industry Council. The SDBIC slogan encourages consumers to get out and choose BEEF during the grilling season.  May is the ideal month to start up the grill and enjoy...

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