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Wisconsin Beef Council staff recently attended the annual Partnerships in Action (PIA) conference to learn about national Beef Checkoff programs and discuss ways those efforts could be expanded in the state.

More than 80 state employees from 30 state beef councils participated in the event, which was held near Denver in the offices of the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff. Attending from Wisconsin were Wisconsin Beef Council Executive Director Tammy Vaassen, Director of Marketing Angie Horkan, Director of Communications and Outreach Kaitlyn Riley, Director of Compliance and Producer Outreach Grace Link, and Consulting Dietitian Sarah Agena.

“This event gives state beef councils the opportunity to share ideas and learn about national programs that can be extended in our state,” Vaassen said. “We are always looking for new ways to effectively and efficiently reach consumers with information about beef’s nutrition, versatility and taste.”

Topics of discussion over the three days included 2023 program strategy, current consumer trends and preferences, and an overview of upcoming Beef. It’s What’s For Dinner. promotions. Attendees also received hands-on training related to advocacy, communications, video and audio content creation and more.

Wisconsin staff lead multiple conversations. Link delivered a food service presentation to showcase how the Wisconsin Beef Council is working with the Wisconsin Department of Agriculture, Trade and Consumer Protection (DATCP) to create a resource guide for School Food Service Professionals. This includes developing or remaking beef recipes conducive for schools as well as sharing resources for preparation and food safety.

Horkan shared how to connect and build relationships with television affiliates as well as the value of long-term relationships in the area. The Wisconsin Beef Council is the most active qualified state beef council with in-state television stations, completing 15 beef cooking segments on eight stations within six markets each month.

The PIA conference is coordinated by the Federation of State Beef Councils, which is supported by, and provides support to, state beef councils across the country. The Federation, which celebrates its 60th anniversary in 2023, was established by grassroots producers as a more concerted and focused effort to conduct national beef research and promotion programs.

For more information about how the Wisconsin Beef Council is driving the demand for beef, visit