Former NFL QB, CBS Analyst Romo Says, ‘Beef. It’s What’s For Dinner.’

“Beef. It’s what’s for dinner.”

When you read that line, you might have read it in the voice of Robert Mitchum (heard above), the first voice of the iconic Beef. It’s What’s For Dinner. brand managed by the National Cattlemen’s Beef Association (NCBA) and funded by the Beef Checkoff. Or maybe it was actor Sam Elliott’s voice that came to mind. Either way, those commercials began in the early 90s and have withstood the test of time, promoting beef to audiences all over the world. Now, Beef has a new spokesperson carrying the torch.

“A little hamburger action tonight, steaks on different nights, but here in the Romo household, we love beef. It’s what’s for dinner,” says Tony Romo, former Dallas Cowboys quarterback and current lead analyst for the NFL on CBS, during his introductory video at the 2022 Cattle Industry Convention this week in Houston.

“I’m really excited to be your new spokesperson. Me, my wife and the kids eat beef all the time and I think we’re going to eat it even more if that’s even possible at this point. Thank you, guys, so much. I used to be part of America’s team, but hearty, healthy, and sustainable beef is my new team.”

NCBA Senior VP of Global Marketing and Research Jennifer Nealson says they’re excited about Romo joining their team. The partnership will last one year and tap into Romo’s vast fanbase, over 500,000 followers on Twitter and over 700,000 on Instagram. Nealson says he’ll promote all things beef.

“As it relates to nutrition, and eating experience, and even how our beef is raised and grown. So, we’re very excited about that announcement and all it will do for us in this coming year.”

During the convention, NCBA also approved the organization’s 2022 policy priorities with an emphasis on strengthening the economic, environmental, and social sustainability of the cattle industry.

NCBA’s policy priorities include:

  • Improving market leverage and opportunities through increased access to market data and risk management tools for producers.
  • Securing the future of the beef industry by protecting crucial tax provisions, limiting regulatory burdens on farms and ranches, and leveling the playing field for producers.
  • Boosting the resiliency of the beef supply chain by addressing labor shortages, improving processing capacity, expanding technology, and strengthening transportation.
  • Achieving key cattle industry priorities in the 2023 Farm Bill.


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