The Raw Truth About Beef is an engaging online experience that provides a unique opportunity to go behind the scenes to learn about each stage in the beef lifecycle. This video-based experience focuses on getting to know ranchers and industry experts that can answer the questions you’ve always had about beef and beef production. Join along on the journey from pasture to plate.

Born from the need to help more people experience the Texas beef industry, Raw Truth About Beef is an online experience that mirrors the highly-rated, in-person Pasture to Plate experience Texas Beef Council offers to introduce culinary and health professionals to beef and the beef industry.


The Texas Beef Council (TBC) is a non-profit organization funded by Texas farmers and ranchers through the national Beef Checkoff program and the Texas state Beef Checkoff program. Checkoff dollars are used to increase domestic and/or international demand for beef through programs of promotion, research and education. The organization is directed by a 20-member board of cattlemen, representing the state’s 149,000 beef farmers and ranchers.

Beef Loving Texans is Texas Beef Council’s consumer brand created to share unique recipes, stories, cooking and shopping tips and expert nutrition information. The Beef Loving Texans brand celebrates the pride and values deeply rooted in Texans through family, community and tradition. More information on the mission of Beef Loving Texans can be found at BeefLovingTexans.com.

The Beef Checkoff was established as part of the 1985 Farm Bill and is a $1 per head assessment on the sale of cattle. It’s a national marketing and research program funded by America’s cattle farmers and ranchers. Cattle farmers, ranchers and importers direct the national checkoff program, which uses funds toward research and promotion efforts designed to increase domestic and/or international demand for beef. The Cattlemen’s Beef Board and USDA oversee the collection and spending of these beef checkoff funds.

Texas cattlemen and women voted in a referendum in June 2014 to establish a state-level beef checkoff program to further support Checkoff activities in Texas. The Texas Beef Checkoff program is funded through a $1 per head assessment on the sale of cattle in Texas. The funds are managed in accordance with Texas law by a council of 20 cattle producers, known as the Beef Promotion and Research Council of Texas (BPRCT). TBC serves as a contractor to the BPRCT. Collections for this program started in October of 2014.

8708 Ranch Road 620 North
Austin, TX 78726
Phone: 512-335-2333
Email: info@txbeef.org