According to a Beef Checkoff news release, this will be the first time that BeefItsWhatsForDinner.com will promote both the product and give consumers a glimpse of the people behind the product.

Six ranches from states scattered throughout the U.S. are spotlighted in the checkoff’s new campaign. A camera crew visited six different operations in Iowa, Tennessee, Florida, Idaho, Washington and California to get their stories and share them with consumers. For more videos and information about the campaign visit the checkoff website.