I’m a strong proponent of the Beef Checkoff program. It’s a great way to collectively leverage our dollar to promote beef, educate consumers, address misconceptions and advance beef nutrition and cattle production research.

Yet, it seems like many of our dollars must be spent promoting the program to our ranching peers or fighting off a lawsuit that seeks to dismantle the checkoff entirely. It’s frustrating, to say the least, but I’ll continue to celebrate the wins our investments in the checkoff have accomplished.

One of the key ways we can be effective in promoting beef is to get our product in front of consumers in relevant ways through popular culture.

We’ve seen this theory at work with the American Ninja Warrior, Team Beef and Chuck Knows Beef, just to name a few.

This week, beef will have a prime-time spot on FOX in a new MasterChef challenge. Tune into MasterChef Season 10 on July 18 at 7:00 p.m. CST to see how chefs use various popular beef cuts.

Given that it’s National Grilling Month, this is a timely promotion that targets a specific demographic of folks who watch this show for cooking ideas and inspiration. It’s great to know that beef will be front and center on MasterChef, and in countless other ways this summer.

Cheers to the Beef Checkoff for this partnership. I look forward to tuning into the episode. How about you?

Related:Meat & the military — enhancing troop performance with beef

The opinions of Amanda Radke are not necessarily those of beefmagazine.com or Farm Progress.