This looks like it could be what’s for dinner tonight. The Beef Board’s new advertising campaign is premiering this month with a tagline of “29 Lean Cuts. One Powerful Protein.” Print ads like this one include recipes. The recipe for the meal in the photo is posted after the break below.

“This campaign reinforces consumers’ passion for the great flavor beef provides, while helping consumers identify the variety of lean options beef offers,” said Weldon Wynn, rancher from Star City, Arkansas, and vice chair of the industry’s Joint Advertising Committee. Beef farmers and ranchers from across the country direct the Beef Checkoff-funded “Beef. It’s What’s For Dinner.” campaign. “I’m proud to be part of this exciting venture in helping Americans get to know the many great tasting lean beef cuts available,” said Wynn.

The print advertisements will appear in monthly national magazines with an emphasis on food, health/fitness, parenting, lifestyle and men’s sports. Radio spots on nationally syndicated radio shows and satellite radio, combined with an outdoor advertising campaign in select markets, will follow shortly after the print ads launch. Public relations, health professional outreach, social media and retail promotional efforts round out this integrated effort.

Tender Pepper-Rubbed Strip Steaks with Grilled Vegetable Trio

Total Recipe Time: 40 to 45 minutes

2 boneless beef top loin (strip) steaks, cut 1 inch thick (about 10 ounces each)
1 pound baby red-skinned potatoes, cut in half
3-1/2 ounces fresh pearl onions, unpeeled, cut in half
1 pound asparagus, trimmed
2 tablespoons fresh lemon juice
1 tablespoon olive oil
Salt

Rub:
3 cloves garlic, minced
2 teaspoons chopped fresh thyme
1 teaspoon chopped fresh oregano
1 teaspoon chopped fresh parsley
1/2 teaspoon lemon peel
1/2 teaspoon coarsely ground mixed peppercorns (black, white, green and pink)

1. Place potatoes in microwave-safe dish. Cover and microwave on HIGH 2-1/2 to 3 minutes or until crisp-tender. Let stand 5 minutes to cool slightly. Thread potato halves onto 10 to 12-inch metal skewers. Thread onion halves onto separate metal skewers.
2. Combine Rub ingredients; reserve 2 teaspoons for garnish. Press remaining herb mixture evenly onto beef steaks.
3. Place steaks in center of grid over medium, ash-covered coals; arrange potatoes, onions and asparagus around steaks. Grill steaks, uncovered, 15 to 18 minutes (over medium heat on preheated gas grill, covered, 11 to 15 minutes) for medium rare (145°F) to medium (160°F) doneness, turning occasionally. Grill potatoes and onions 5 to 10 minutes (gas grill times remain the same) or until golden brown and tender; grill asparagus 6 to 10 minutes (covered, 8 to 12 minutes on gas grill) or until crisp-tender, turning occasionally.
4. Remove potatoes and onions from skewers; peel onions. Combine potatoes, onions, lemon juice, oil and lemon peel in large bowl. Toss to coat. Season with salt, as desired.
5. Carve steaks into slices. Season with salt, as desired; sprinkle with reserved herb mixture. Serve steaks with grilled vegetables.

Makes 4 servings

Cook’s Tip: To make asparagus spears easier to turn on the grill, thread them ladder-style onto two 10 to 12-inch metal skewers. Insert a skewer about 1 inch from each end of spear, leaving small space between spears. Use tongs to turn entire asparagus “ladder” for even cooking.

Nutrition information per serving: 219 calories; 9 g fat (3 g saturated fat; 4 g monounsaturated fat); 84 mg cholesterol; 64 mg sodium; 1 g carbohydrate; 0.4 g fiber; 31 g protein; 8.9 mg niacin; 0.7 mg vitamin B6; 1.8 mcg vitamin B12; 2.2 mg iron; 36.2 mcg selenium; 5.8 mg zinc.

This recipe is an excellent source of protein, niacin, vitamin B6, vitamin B12, selenium and zinc; and a good source of iron.