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A Matter of Taste

The National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, kicks off summer grilling season and National BBQ Month in May by showcasing regional BBQ styles through Beef. It’s What’s For Dinner. social media channels. The cross-country odyssey features beef-centric BBQ in North Carolina, Kansas City and Santa Maria, three unique destinations with styles all their own. While flavors and styles may differ, one thing they all have in common is that beef is at the heart of BBQ.

“Our goal is to celebrate the groundbreaking pitmasters, history and flavors that make each BBQ style unique,” said NCBA Senior Director of Social Media, Becca Watters. “People travel great distances to savor the flavor of the best BBQ in the country, and we are glad that beef plays a starring role.”

Celebrity pitmaster Erica Roby serves as the Regional BBQ Tour series host. Roby walks Instagram and Facebook audiences through a series of interviews with restaurateurs/pitmasters and cooking demonstrations, all while highlighting the unique flavors and specific beef cuts of different BBQ styles.

The tour series highlights three regions known for BBQ:

North Carolina
While not often associated with beef, North Carolina’s BBQ scene is evolving, and beef has arrived. With new pitmasters introducing brisket and other beef cuts to consumers, North Carolina BBQ has changed in a big way and is making headlines on a national level.

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