Beef Council Building National Partnership

State Beef Councils from across the country gathered in Denver, October 11-13, for the annual
Partnerships in Action (PIA) conference. PIA brings state beef councils together to build a stronger state and national partnership. The theme of “Superheroes in Action” packed a powerful punch as attendees
learned about national Beef Checkoff programs and discussed ways those efforts could be expanded in

More than 80 state staff from 32 state beef councils participated in the event, including Tammy Vaassen,
executive director; Angie Horkan, director of marketing; Kaitlyn Kesler, director of communications and
outreach; and Grace Link, director of compliance and producer outreach from the Wisconsin Beef

Topics discussed during the event highlighted how the “dynamic duo” of the Beef Checkoff and state
beef councils work together to drive demand for beef. Attendees learned about program strategy,
current consumer trends and preferences, and upcoming Beef. It’s What’s For Dinner. promotions.

“Connecting with other state beef councils and learning what national programs we can implement in
our state is essential,” Vaassen said. “These partnerships help us effectively leverage Beef Checkoff
funds and create programs that have the greatest impact to our producers.”

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