The Pennsylvania Beef Council is encouraging consumers, especially millennials, to peruse their new Pinterest page to “Discover Beef PINspiration and Win.” Participants will be challenged to follow the beef council’s new collection of recipe boards for the chance to score a free grocery gift card.

Beginning this week through October 20, consumers can enter to win by visiting the Beef Council’s Facebook page. After browsing the new Pinterest page and answering a brief survey question, participants will be eligible to win $500 in free groceries from their local retailer.

Thanks to checkoff-funded market research efforts, we know that our target consumer base, of 80 million millennials, overwhelmingly gets their information about beef and beef production through online and social media channels. More than 90 percent of Americans eat beef at least monthly, and 35 percent have more than three servings of beef a week, with similar numbers for millennials.

“Our research has shown the millennial generation is extremely tech-savvy and more inclined to use technology to seek, find and share information,” noted Pennsylvania Beef Council Executive Director Bridget Bingham. “Our new Pinterest page will serve as another social media tool to help connect millennials with additional resources related to beef, especially when it comes to cooking and recipe selection.”