Who We Are

Beef Loving Texans

Beef Loving Texans celebrates one of the most delicious aspects of being Texan -- our unequivocal love for beef. Whether it's in our rustic cattle heritage or our love for the perfectly smoked brisket, Texans are proud and we're here to help all Texans, near or far, 4th generation or brand new, tout their love for beef. Beef Loving Texans is the consumer-facing brand of the Texas Beef Council, which supports the state’s beef industry by increasing beef demand through promotion, research and education.

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.