BEEF Continues to Build Demand at Sturgis Rally

BEEF Continues to Build Demand at Sturgis Rally 

About half a million motorcycle enthusiasts gathered in Sturgis, S.D., for the 78th Annual Sturgis Motorcycle Rally™. While there they heard a lot about beef and beef production, thanks to the South Dakota Beef Industry Council (SDBIC) and the Beef Checkoff Program.


As the official meat of the rally, beef was prominent in signage, billboards, social media and other publicity, thanks to the SDBIC. Team Beef members and SDBIC directors participated in the annual mayor's ride and VIP event, helped with the Legendary 5K run, while a Burger Battle featured 12 teams grilling beef. SDBIC President Eric Sumption and director, Justin Tupper served as judges at that event. Supported by SDBIC and the checkoff, all sponsorship events generated additional awareness of beef and those who produce it. Rally attendees went home with a better appreciation for the importance of South Dakota beef production, as well as the value of beef to the diet, according to Suzy Geppert, SDBIC executive director.


"Motorcycle enthusiasts from across the country and around the world find great value in this iconic event," says Geppert. "These people come from all walks of life and have a passion for the celebration of this American pursuit and the image it conveys. Sending them home with the same kind of passion for beef expands and strengthens our base of beef lovers."


Two Louisiana chefs, Kevin Cote' and Wayne Cooper, were declared the 2018 Sturgis Rally "Burger Battle Champions. As winners of the all-beef Burger Battle, they will go on to compete for $100,000 in the World Food Championships in Orange Beach, Ala., in November.


For more information about the South Dakota Beef Industry Council and the Sturgis Rally partnership, follow SDBIC on Facebook or visit

Posted: August 28, 2018