Among the many effective activities that beef checkoff funds pay for is direct contact with chefs and foodservice professionals who prepare and serve beef. This direct contact not only provides the chefs with hands-on knowledge, but it builds relationships between the beef industry and its end users. The 2014 Pasture to Plate tour, sponsored by the Kansas Beef Copuncil, did just that, while helping the chefs lern how to capitalize on beef's umami as they develop recipes and prepare and serve beef to their customers.
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