State beef councils across the country gathered in Denver, Colorado, Oct. 15-18, for the annual
Partnerships in Action (PIA) conference to learn about national Beef Checkoff programs and discuss
ways those efforts can be expanded in Wisconsin. Coordinated by the Federation of State Beef Councils
and funded by the Beef Checkoff, PIA brings state beef councils together to build a stronger state and
national partnership.
Topics discussed during the event highlighted how the National Cattlemen’s Beef Association, a
contractor to 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. Nearly 80 staff from 32 state beef councils participated in the
event, including Wisconsin Beef Council Executive Director Tammy Vaassen, Director of Marketing Angie
Horkan, Director of Communications and Outreach Kaitlyn Kesler, and Director of Compliance and
Producer Outreach Grace Link.
“This event consistently proves invaluable for our team, offering the chance to collaborate with other
states and share best practices in consumer education and beef promotion,” Vaassen said. “The insights
we gain allow us to bring innovative ideas back to Wisconsin and put them into action.”
The Wisconsin Beef Council is part of the Federation of State Beef Councils and voluntarily invests in the
Federation to enhance the national Checkoff and leverage producer dollars through a coordinated
partnership. The Federation was established in 1963 by grassroots producers as a more concerted and
focused effort to conduct national beef research and promotion programs.
