The course objective: get more beef on more menus. The Beef Checkoff Program launched “Beef University“, earlier this year to offer the food service industry more education on beef. Beef Checkoff has partnered with Taco Bell, Boston Market and Quizno’s in the program to promote beef in food options outside the home. “Beef University” is a two cd set that contains information on the history of beef, beef cookery, beef flavor and much more. Food service operators are an important audience for Beef Checkoff as more than half of consumer food dollars are spent away from the home.