May Beef Month promotions a major success |

May Beef Month promotions a major success

"Grill Once, Dine Twice," was a popular segment featuring beef on KSFY News. Pictured below is news anchor Shawn Cable, SDBIC's Holly Swee and Briana Burgers, and anchor Nancy Naeve. Courtesy photo SDBIC

May Beef Month has come and gone, but cattle producers in the area worked hard to make sure it was a success. Here is a round-up of some of the best beef promotions of the month.

The 8th annual Beef Night At The Races was held at Huset’s Speedway in Brandon, SD, on Memorial Day. The event was sponsored by the South Dakota Cattlemen’s Auxiliary and beef checkoff dollars. Race fans were treated to free burgers and beef sticks, with 600 burgers given away and 700 beef sticks offered to attendants. Kids also received race flags, pencils with cow erasers on them and burger-shaped candies. Ten Beef Bucks VISA cards were also given away through a 50-50 raffle.

Auxiliary members Sue and Mike Sibson, Julie and Greg Feldhaus, Eileen Moller, and Matt Nutter, as well as Tracey Walsh, South Dakota Beef Industry Council director of industry relations, all helped conduct the event. Jim Woster sang the Star Spangled Banner.

“The Brandon area received heavy rain over the weekend, and the track crew had lots of work to do to get the track ready for Beef Night. The rain made the track fast, and there was extremely great racing. We had a good crowd considering the cooler temperatures. The burgers and beef sticks are always a big hit.”

The South Dakota Beef Industry Council (SDBIC) had several beef promotions throughout the month. TV viewers may have seen SDBIC’s Briana Burgers and Holly Swee on KSFY News. The pair talked about how beef is a healthy and economic choice for consumers. Their segment was called, “Grill Once, Dine Twice,” and they showed viewers how to prepare a larger amount of beef, grilling it for dinner one night and changing up the recipe using the leftovers for lunch the next day.

They demonstrated this “Grill Once, Dine Twice,” concept by cooking a Tangy Lime Sirloin Steak, and then using the leftovers to make Chimichurri Steak Wraps. The recipes can be found at

SDBIC’s Team Beef, a community of runners and health enthusiasts who recognize the nutrition benefits of lean beef and the vital role it plays in their training, is growing in popularity at race events across the state, as well. Whether it’s hiking, taking a spinning class or competing in a 5K, Team Beef members are becoming a welcome site at sporting events. Interested in seeing what Team Beef members are up to? Check out the SDBIC’s Team Beef South Dakota Facebook page.

Finally, beef has been a hot topic of conversation on the radio during May Beef Month, with commercials airing on the following stations: KBHB 810 am, Sturgis; KXRB 1000 am, Sioux Falls; WNAX/ Wolf 104.1 fm, Yankton; KPLO 94.5 fm, Pierre; KGFX 1060 am, Pierre; KOKK 1210 am, Huron; KWAT 950 am, Watertown; KSLT 107.1 fm, Rapid City; Ranch Radio KJJ0 910 am, Brookings; and Dakota Broadcasting 104.5 fm, Aberdeen. The new “Beef, Above All Else,” advertisements featuring actor Garrett Hedlund also aired on KOTA 1380 am in Rapid City and Kickin Country 100.5 fm in Sioux Falls. The new advertising campaign is geared toward the Millennial generation, 18-35 year olds, who are in college, starting families and careers and making habits toward what they purchase and buy at the grocery store.

All of these promotions have been done in an effort to get consumers excited about beef again and to regain trust in farmers and ranchers, understand the health benefits of beef and answer any questions they may have about the product. This is particularly important as consumers face sticker shock at the grocery store when buying beef. As beef prices rise, consumers are looking toward cheaper protein options like chicken and pork, so the challenge is to keep beef at the center of the dinner table. May Beef Month hopefully helped in that arena.


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