Beef continues as official meat of the 78th Sturgis Motorcycle Rally

South Dakota Beef Industry Council
Farm Forum

Beef continues to be celebrated by thousands of consumers as they head to the 78th Sturgis Motorcycle Rally. The South Dakota Beef Industry Council (SDBIC) team and the beef checkoff are once again partnering with the City of Sturgis as the official meat of the Sturgis Motorcycle Rally.

“Sturgis Motorcycle Rally is proud to continue its partnership with the South Dakota Beef Industry Council,” said Jerry Cole, director of Sturgis Rally and events. Hundreds of thousands of South Dakota-bound rally-goers will be sitting down to great barbeque and other beef meals made from the best quality beef in the world.”

Beef will also continue to be recognized as the premiere protein at the rally, with the city of Sturgis promoting beef on promotional materials, billboards, social media, the annual mayor’s ride and numerous other events, including a 5K in which you may see some of our own Team Beef SD members participating. New to the rally this year is the all-beef Burger Battle, a burger cookoff featuring 12 incredible teams competing for a chance to be in the Grand Finale Burger Cookoff at the Sturgis Motorcycle Rally. The overall winner will move on to compete in the World Food Championships in November.

Cole said that because the Burger Battle competition has been elevated to Preferred Qualifier status, the winner will battle against the World Food Championships roster of Golden Ticket contestants in Orange Beach, Alabama. The battle at the rally will begin Aug. 7 with the championship selection taking place Friday, Aug. 10, with television crews capturing the action.

The SDBIC beef team will be on hand to answer questions and provide beef nutritional information and recipes to attendees throughout the week. In addition, the South Dakota Cattle Industry will be represented, with a local rancher serving on the burger battle judging line-up. SDBIC Executive Director Suzy Geppert said, “The rally is iconic and draws thousands of consumers nationwide. It is a great opportunity for us to build on our consumer base and answer questions about modern beef production.”

What else can rally-goers expect to see this year? “You will continue to see tradition as a common theme coming through in this promotional campaign,” Geppert said. “Both the Sturgis Rally and the beef community have long traditions that continue to influence consumer trends and activities. We want to instill in attendees that although times may change, our traditions endure. Ranching continues to be a family business involving passion, commitment, and a calling to feed the world. Above all else, rally-goers will be reminded: Beef It’s What’s For Dinner.”

For more information on the South Dakota Beef Industry Council and the Sturgis Motorcycle Rally partnership, contact Suzy Geppert at or call (605) 224-4722.