Later this month, the National Cattlemen’s Beef Association (NCBA) will head to the 2023 National Agri-Marketing Association’s conference to see if its public relations campaign about beef’s sustainability can secure the national award for campaigns directed to consumers. Earlier this year, a campaign NCBA began in 2021 called “Beefing up Sustainability,” and a corresponding campaign targeted to kids, advanced to the final round. Both were part of NCBA’s multi-pronged PR campaign about how beef is actually a climate-conscious food. The group, which is the beef industry’s largest trade association, plastered the New York Times (including its popular podcast The Daily) and the Washington Post with climate-conscious food messaging.