U.S. beef promotion has gone virtual as the iconic â€œBeef. It's What's For Dinner.” brand launched this week the knowledge of a rancher, the expertise of a chef, and the humor of a dad into the kitchen with the official launch of Chuck Knows Beef, a new beef virtual assistant. Powered by Google Artificial Intelligence and developed in partnership with VMLY&R, a leading digital marketing agency, Chuck is the new virtual go-to expert on all things beef.

Chuck can be easily accessed at ChuckKnowsBeef.com or by simply enabling Chuck Knows Beef with Amazon Alexa or Google Home Assistant devices.

Funded by beef farmers and ranchers and designed to be a go-to consumer resource for beef knowledge and recipe inspiration, Chuck provides instant access to recipes, cuts and nutrition information and cooking tips– plus a whole lot more. Consumers can ask Chuck questions like:

Chuck can also be of help to the 70% of consumers who agree that technical support would be helpful when shopping for beef by texting recipe shopping lists directly to users. He is also great company in the kitchen, with a fun personality and a good dad joke from time to thyme, the Beef Checkoff noted.

"We were inspired to develop a tool that empowers shoppers to feel more confident when approaching the meat case and purchasing and cooking beef for their families" said Season Solorio, executive director of brand marketing and communications at the National Cattlemen's Beef Association (NCBA), a contractor to the Beef Checkoff. "Chuck is an ideal solution for bridging the gap between consumers' love of beef and increasing use of technology in the kitchen."

Chuck is the latest example of the many ways the â€œBeef. It's What's for Dinner.” brand is embracing technology to reach today's tech savvy families. In 2017, 25 years after â€œBeef. It's What's for Dinner.” first became a household slogan, the iconic brand was relaunched with a new website designed to be a complete source for beef inspiration and information, including offering a look at the farmers and ranchers across the country who work hard every day to raise beef. Since the brand's relaunch, BeefItsWhatsForDinner.com has attracted more than 15 million visitors by keeping pace with today's consumers and blending innovation with the time-honored tradition and rich heritage of raising beef.