The national beef checkoff put beef front and center during the 121st Boston Marathon held April 17. Thirty-one members of Team Beef hailing from New York, New Jersey, Virginia, Wisconsin, Missouri, Nebraska, Arizona, Illinois, Colorado and Texas started in Hopkinton, Mass., and ran along the rolling streets into downtown Boston, Mass., on Marathon Monday to celebrate Patriots' Day with more than 30,000 other runners from nearly 100 countries.
The checkoff also participated in the John Hancock Sports & Fitness Expo leading up to the race. That event brought beef's message to 100,000 runners and their families.
This year marked the largest contingent of Team Beef members participating in the Boston Marathon to date. Members of Team Beef received tips for including nutritious, lean beef in their training diet, beef recipes and cooking advice and a Team Beef running jersey to wear during the race.
During the three-day Sports & Fitness Expo, the beef checkoff partnered with Boston-based Honest Beef Co. to offer beef jerky samples to attendees. Millennial-2-Millennial collegiate advocate Olivia Richarte and Cattlemen’s Beef Board member Kristy Lage of Arthur, Neb., assisted checkoff staff at the beef booth during the expo.
“The Boston Marathon provides a unique opportunity to encounter people who are at the intersection of elite fitness and, often, urban lifestyles,” Hannah Raudsepp, owner of Honest Beef Co., noted. “This gave us the chance to spread the good word about beef as an unparalleled source of fuel for competition and helped us better understand these individuals in terms of their feelings about beef. Only when we are able to 'meet them where they are' can we begin to make headway closing the gap between urban Americans and those of us who raise their beef. We all have the ability to tell our story, but knowing how to tell it in a way that will resonate is critical to our success. The Beef Council has found powerful ways to effectively connect with consumers — and talking to them face to face at the Boston Marathon expo is a great example of this!”