NCBA Partnership has allowed Beef Checkoff to jump into the world of ecommerce and encourage consumers to cook with beef. Jan 14, 2021 Chicory, the leading digital shopper marketing platform, and the National Cattlemen's Beef Association (NCBA), a contractor to the Beef Checkoff program and manager of the Beef. It's What's for Dinner. brand, are partnering to raise the profile of beef to American consumers and accelerate ecommerce growth of beef products at Kroger and Kroger banners, Walmart Grocery and Albertson/Safeway banners. To accomplish both goals, Beef. It's What's For Dinner. leveraged Chicory's Digital Shopping Aisle experience for two media campaigns, as well as shoppable recipes on BeefItsWhatsforDinner.com.