CENTENNIAL, COLO. — A cellular-phone-based version of BeefItsWhatsForDinner.com has been created by the beef checkoff to allow consumers access to recipes and beef cut information.

Recognizing that mobile phone usage in the U.S. is widespread, checkoff dollars were invested into the mobile realm by giving consumers access to beef recipes and cut information — all from their phones. Many consumers are now using mobile phones for information they typically would gather from a computer — including product reviews, checking product prices, watching "how to" product videos and more. Now they can visit the Beef For Dinner site to access recipes and shopping tips during meal planning, at the meal case and while cooking at home. Beef nutritional information and shopping tips are also provided on this mobile site.

"As producers making decisions where checkoff dollars are invested in an effort to drive demand for our product, we recognize today’s consumer is demanding more information about the nutritional value of beef, and they want that information now," says Glenda Flora, dairy producer from Quinter, Kan., and chair of the industry’s Advertising Committee. "We’re all busy. Maybe we didn’t make the shopping list before we left the house. Maybe we just need inspiration by seeing a new beef recipe. Whatever the situation, the checkoff has a mobile solution to help consumers make that mealtime decision."