Beef. It's What's For Dinner. Debuts Virtual Reality Ranch Tours at

FOOD & WINE Classic in Aspen

DENVER, June 11, 2018 /PRNewswire-USNewswire/ -- In a first for the

FOOD & WINE Classic in Aspen, Beef. It's What's For Dinner. will offer

attendees an on-site virtual reality ranching experience. Through this

technology, attendees will have an opportunity to virtually visit a

farm or ranch where they can explore how cattle are raised to produce

high-quality beef. Following the FOOD & WINE Classic, the 360-degree

videos will be available to public to provide consumers with an

in-depth look at cattle farming and ranching.

In addition to debuting virtual reality videos, as the exclusive

protein sponsor of the 2018 FOOD & WINE Classic, the Beef Checkoff

funded Beef. It's What's For Dinner. will showcase all things beef at

the event. Attendees will have an opportunity to talk with ranchers

about what it's like to raise cattle and produce beef, watch a beef

cutting demonstration by a meat scientist, and sample on-trend beef


"We know people want to learn more about where their food comes from,

but not everyone can visit a farm or ranch," said Alisa Harrison,

senior vice president, Global Marketing and Research for the National

Cattlemen's Beef Association, a contractor to the Beef Checkoff. "Our

new 360-degree videos offer an opportunity to learn more about how

cattle are raised and become immersed in ranching experiences from

anywhere at any time."

The three 360-degree videos transport the viewer to a ranch to

experience some of the different ways cattle are raised.

-- Triple U Ranch - A look around Triple U Ranch shows a family-owned

diversified farm and ranch in Iowa where they have a cow-calf

operation, a small feedyard, and grow crops to feed to their cattle.

The ranch was started in the 1940's and has been in the family and had

cattle on it ever since. Jessica Utesch Wilson, who manages the mama

cow and calf part of the ranch, was raised there and is raising her

kids on the land.

-- Bracket Ranch - A peek into the Brackett family's life at Brackett

Ranch on the Oregon and Idaho border shows unparalleled beauty. The

Bracketts and their four kids raise cows and calves on private and

federal public lands. By ranching on public lands, the Brackett family

is helping preserve water and plants, controlling fires, and

protecting wildlife habitat.

-- Easterday Ranches - The tour of Easterday ranches takes you to a

state of the art feedyard in Washington with more than 70,000 head of

cattle and thousands of acres of onions, potatoes, corn and wheat

where they take pride in caring for their cattle and producing lean

beef in the most efficient and sustainable way possible. The Easterday

family has been in the Columbia River basin for four generations.

"We are excited to be part of the FOOD & WINE Classic in Aspen," added

Harrison. "Cattle farmers and ranchers care deeply about the beef they

produce, and it is an honor to showcase their hard work and highlight

beef, from pasture to plate, at one of the world's premier food and

wine festivals."

For a look at all things beef including the 360-degree videos,

information on cuts and cookery, a robust collection of beef recipes,

and the video that relaunched the Beef. It's What's For Dinner. brand,

visit BeefItsWhatsForDinner.com.

About the Beef Checkoff 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.

About NCBA, a Contractor to the Beef Checkoff   The National

Cattlemen's Beef Association (NCBA) is a contractor to the Beef

Checkoff Program. The Beef Checkoff Program is administered by the

Cattlemen's Beef Board, with oversight provided by the U.S. Department

of Agriculture.

Internal links within this document are funded and maintained by the

Beef Checkoff.  All other outgoing links are to websites maintained by

third parties.

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SOURCE National Cattlemen's Beef Association

-0- 06/11/2018

/CONTACT: Hillary Makens, 303-850-3383, hmakens@beef.org

/Photo: https://mma.prnewswire.com/media/703517/National—Cattlemens—Beef—Association—Logo.jpg

/Web Site: https://www.beefitswhatsfordinner.com

CO: National Cattlemen's Beef Association

ST: Colorado



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