According to National Cattlemen’s Beef Association Federation Division Vice-Chair Clay Burtrum, a rancher from Oklahoma. This sponsorship celebrates all that ranchers have overcome in the last year. 2020 was a historic year for beef which demonstrated Americans continue to choose beef as their preferred protein. With production support from NCBA, this historic partnership provides an opportunity for the "Beef. It’s What’s For Dinner." brand to return to broadcast television for the second time since 2003. In December "Beef. It’s What’s For Dinner." returned to television after 17 years airing a limited number of ads on the Hallmark Channel during the holidays. In addition to production support, NCBA will be hosting a satellite media tour featuring celebrity chef, Hugh Acheson. Chef Acheson will be interviewed by television and radio stations across the country to talk about the "Beef. It’s What’s For Dinner 300." and share delicious beef recipes.