Matthew McConaughey Beefs Up His Resume

07/17/2008 at 01:45 PM EDT

Matthew McConaughey has gone from Sexiest Man Alive to barbe-cutie.

The 38-year-old actor – and new dad – is extolling the virtues of red meat as the new spokesman for the National Cattleman's Beef Association's "Powerful Beefscapes" campaign.

"Discover the power of protein in the land of lean beef," McConaughey says in new radio spots that end with the familiar tagline, "Beef: It's what's for dinner."

In another spot, he says, "You see those hickory smoke signals? That's a sure sign it's grilling season."

Why McConaughey? Megan Pusey of the beef association tells PEOPLE that he embodies the meat's best qualities: "Passion, protein, strength."