Richmond Raceway (Richmond) and the Virginia Beef Council (VBC) announce a multifaceted partnership to share awareness and the health benefits of beef at Richmond Raceway Complex events in 2020. As part of the agreement, the VBC will have a presence in the Midway for both NASCAR race weekends, Virginia Credit Union LIVE!, a fall 10K running event, and a dedicated digital campaign for National Beef Month in May.
“We welcome the Virginia Beef Council and their commitment to supporting families who raise cattle in Virginia as a partner at Richmond Raceway,” said Richmond President Dennis Bickmeier. “The organization has a positive impact across the Commonwealth as they raise awareness and share the health benefits of beef. We look forward to working together on events at the Richmond Raceway Complex this year.”
The VBC was founded in 1985 with the mission to enhance consumer preference for beef to strengthen Virginia families. By enhancing consumer preference for beef, the VBC keeps beef demand high which helps families who raise cattle in the state. Through their efforts, they strengthen beef-eating Virginia families by providing a delicious, nutrient-dense protein. The VBC is dedicated to the power of choice as the public selects their favorite lean protein as part of their regular diet.
“The Virginia Beef Council, representing all cattle producers in Virginia, is excited to partner with Richmond Raceway and inspire their diverse fan base, event participants and digital media followers to think of beef in new ways as a wholesome food and important industry,” states Hank Maxey, Virginia cattle producer and chair of Virginia Beef Council. “This partnership will allow the Virginia Beef Council to communicate with urban consumers about how safe, nutritious, sustainable and convenient beef is. We hope they consider adding it to the top of their list in protein choices for their family.”
The VBC is funded through the Beef Checkoff program, which is made up of the cattlemen and women of Virginia. The Commonwealth boasts over 18,000 farms who have beef cattle. 91% of these cattle are raised on family farms with less than 99 head of cattle. Virginia cattle producers care about the quality of food they provide for their families table as well as the world. Virginia cattle producers work hard to provide safe, sustainable, and nutritious beef. Consumers can have confidence in any cut of beef they choose at the meat counter whether it is organic, conventional or grass fed.
The Beef. It’s What’s for Dinner national campaign will have a presence across the Richmond Raceway Complex for 2020 events. The VBC will be the presenting sponsor for the entertainment stage in the Midway for the Toyota Spring Race Weekend on April 18-19 and NASCAR Playoff Race Weekend on Sept. 11-12.
The VBC will be the naming rights sponsor of the lawn at the Virginia Credit Union LIVE! that is available for general admission to concerts. The location has become a popular area for concert goers to congregate and socialize. The branding for the section will be introduced prior to the start of the Virginia Lottery Concert Series at Virginia Credit Union LIVE!.
As the VBC encourages consumption of beef as part of a healthy diet, the organization will sponsor a fall 10K running event at Richmond. The running event date, along with race name and branding, will be announced at a later date.
In May, Richmond and the VBC will launch a digital campaign to support National Beef Month. It will highlight the health benefits of beef through recipes, food safety, and other content associated with the Beef. It’s What’s for Dinner national campaign.
To learn more about the VBC, visit vabeef.org.
Richmond Raceway 2020 Season
Richmond will host the Toyota Spring Race Weekend on April 18-19. The NASCAR Gander RV & Outdoors Truck Series returns to America’s Premier Short Track for the ToyotaCare 250 “under the lights” on Saturday, April 18. This will be the first Gander Outdoors Truck race at Richmond since 2005. NASCAR’s best will compete in the TOYOTA OWNERS 400 NASCAR Cup Series race on Sunday, April 19.
For the first time in 11 years, the NTT IndyCar Series will race at Richmond “under the lights” on Saturday, June 27. Richmond will host a festival headlined by the NTT IndyCar Series, welcoming fans to engage in a speed-themed weekend event on June 26-27.
The road to the 2020 NASCAR Cup Series championship will once again lead through Richmond on Sept. 11-12. The Action Track will be the second race of the first round of the NASCAR Cup Series Playoffs for the ninth annual Federated Auto Parts 400 on Saturday, Sept. 12. Richmond will also host the Go Bowling 250 NASCAR Xfinity Series Regular Season Championship race on Friday, Sept. 11. This will be the 29th consecutive year the fall race weekend is “under the lights” at Richmond.
NASCAR and INDYCAR tickets are available for purchase in-person at the Richmond Ticket Office, via phone at 866-455-7223, or online at richmondraceway.com.
Stay connected to Richmond Raceway on Facebook, GIPHY, Instagram, LinkedIn, Reddit, Snapchat, TikTok, Twitter, YouTube, and by downloading the Richmond Raceway mobile app for Apple or Android.
About Richmond Raceway
Richmond Raceway is America’s Premier Short Track annually hosting two NASCAR race weekends, featuring the NASCAR Cup Series and either NASCAR Xfinity Series or NASCAR Gander RV & Outdoors Truck Series, and an NTT IndyCar Series race weekend on the iconic ¾-mile D-shaped oval. Richmond Raceway is a regional leader for events including sports, live music and consumer trade shows. The Richmond Raceway Complex’s 1,100 plus acre multipurpose facility hosts more than 200 live events over 280 event days annually including concerts with top national recording artists at Virginia Credit Union LIVE!, the region’s only covered amphitheater. For more information, visit richmondraceway.com, richmondracewaycomplex.com, or vaculive.com.
About Virginia Beef Council
The Virginia Beef Council (VBC) was established under the Beef Checkoff Program as part of the 1985 Farm Bill. The VBC administers the Beef Checkoff Program in Virginia, which assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. Half of the Checkoff remains in Virginia and half subsidizes national promotional efforts coordinated through the Cattlemen’s Beef Board where all Checkoff collections, state and national, are utilized to build demand for beef and beef products through promotion, education and research.
The Virginia Beef Council is directed by a board of volunteer cattle producers from across the state. The Virginia Beef Council’s mission is to enhance consumer preference for beef to strengthen Virginia families and accomplishes this through traditional and innovative programs that enhance consumer preference and knowledge of beef. It is our goal to represent all Virginia cattlemen and women fairly and responsibly to keep beef demand high so they can continue to labor in the industry they love by raising cattle to feed the world.
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