Checkoff Program Updates Provided
Convenience, Taste and Value committees host joint meeting, share updates.
by Kindra Gordon, field editor, for Angus Journal®
SAN ANTONIO, Texas (Feb. 6, 2015) — Members of beef checkoff committees convened Friday, Feb. 6, during the 2015 Cattle Industry Convention & NCBA Trade Show to gain insight into National Beef Checkoff Program efforts during fiscal year 2014 and plans for the year ahead. The Convenience, Taste and Value committees hosted a joint meeting with the following information shared:
The Northeast Beef Promotion Initiative (NEBPI), which began receiving additional beef checkoff funds in 2006, is designed to channel national beef checkoff resources to the Northeast region, where more than 70 million Americans (23% of the country’s population) live. Without the additional funds from other states, only 3% of beef checkoff dollars come from this region.
Efforts in 2014 have included identifying and connecting with influencers such as chefs, having a presence at food events and shows, and holding Twitter parties to increase people’s knowledge and understanding of beef and the industry.
Additionally, “Meet your Beef” farm tours have been hosted for chefs, beef in the classroom events have been hosted, and a booth at the New York City half marathon featured beef coupons and a create-your-own chili spice bar. For more info visit: www.nebpi.org.
Working with the North American Meat Institute, beef checkoff staff are working to promote veal, with a focus on getting veal on more restaurant menus as a means to introduce more customers to the lean product. Development of veal recipes for foodservice and home cooks, as well as retail promotions with 13 retailers representing more than 1,000 stores, was also completed in 2014.
In 2015, Kings, a small retailer in the Northeast, will work with beef checkoff staff to evaluate what methods work most effectively to market veal. A Veal Summit is planned and research on marketing veal to millennials will be conducted. For more info visit: http://vealmadeeasy.com.
The National Cattlemen’s Beef Association, a contractor to the beef checkoff, provided updates on several consumer research studies that have been conducted to monitor beef buying trends. Notably, the Consumer Beef Index has moved up 2%, indicating consumers’ positive feelings toward beef have increased. Additionally, a market-basket study found that when consumers purchase beef, it typically represents 20% of the total value of the basket — and carts with beef generate 44% more in sales of other grocery items. This research provides a basis to encourage retailers to feature quality beef in the meatcase because it is a driver of sales.
New beef products are also continuing to be tested — from soup kits and slow-cooker roasts to a cold smoked beef for the deli counter.
It was reported that beef’s digital campaign has been successful, with 1.7 million visitors to the www.BeefItsWhatsForDinner.com website in the past year — an increase in online traffic greater than 360%. On Facebook, BeefItsWhatsForDinner has more than 880,000 fans, and the industry has also had more than 5 million views on YouTube at https://www.youtube.com/user/BeefForDinner.
Read more about some of the beef research being conducted at: www.beefresearch.org/marketresearchplanning.aspx.
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