Building trust and demand among the next generation of consumers remains a core focus of beef promotion, and a continuing partnership in Kansas is putting beef at the center of the plate for student-athletes across the state.
The Kansas State High School Activities Association (KSHSAA) has renewed its partnership with the Kansas Beef Council (KBC), naming beef the Official Protein Sponsor of Kansas High School Athletics.
Funded by the Beef Checkoff, the partnership will reach nearly 1 million fans, parents and athletes annually across Kansas. In addition to broad state championship event exposure, KBC will serve as the presenting sponsor for the State Cross Country and State Wrestling Championships.
Targeting Athletic Performance With Science-Based Nutrition
A centerpiece of the initiative is the Sports Nutrition Game Plan, a free, science-backed digital resource created to help student-athletes, coaches and parents navigate performance nutrition. Developed by a registered dietitian, the platform delivers practical meal plans, recipes, hydration strategies and recovery tips centered on beef as an optimal, nutrient-dense protein source.
To date, more than 140 Kansas high school coaches and athletic trainers have enrolled in the program — a vital resource for rural and regional schools that lack on-staff sports dietitians.
“High school athletes work hard to improve their performance, and nutrition is an important part of that equation,” says Abby Heidari, RDN, LD, director of nutrition for the Kansas Beef Council. “The Sports Nutrition Game Plan gives athletes and coaches practical, science-based tools to help them fuel, recover and perform their best.”
Connecting Kansas Communities and Cattle Production
For cattle producers, the initiative bridges the gap between rural ranching communities and statewide school sports, reinforcing beef’s reputation as a premium whole-food protein at a time when alternative protein messaging often targets younger demographics.
“There are two pillars to the state of Kansas: a community supporting high school activities and the beef industry. For many, the two are what the town revolves around,” says Jeremy Holaday, assistant executive director of KSHSAA. “When we think of meaningful partnerships for our member schools, Kansas Beef Council is a winner on all fronts. Their ability to enhance KSHSAA championships and provide nutritional plans for our schools has been outstanding.”
Through on-site event presence, digital channels and coach education, the partnership ensures beef remains top of mind for athletic fueling and family meals statewide.
Producers and coaches interested in learning more about the program or reviewing the educational tools can visit kansasbeef.org.
