The Beef Checkoffs “Beef, It’s What’s for Dinner” brand will launch the second annual 30 Day Protein Challenge this month. Americans consume nearly two-thirds of their daily protein intake at dinner, which the checkoff says does not leave room for protein in other meals or snacks. The 30 Day Protein Challenge provides a step-by-step plan to get an optimal amount of protein throughout the day. Beef Board member Chuck Kiker, Co-Chair of the Beef Checkoff’s Consumer Trust Committee said researchers have known for some time that there are health benefits to consuming protein in balanced amounts in each meal. Kiker, from Beaumont, Texas, said “significant research shows some people can lose and maintain a healthy weight and support a healthy metabolism when they consume high-quality protein within calorie goals.” To sign up for the challenge, check out Beef-Its-What’s-For-Dinner dot com. (www.beefitswhatsfordinner.com)