2012 Beef Board Annual Report - Cattlemen's Beef Promotion and ...

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Industry Information Issues and Reputation Management A hub that addresses top beef myths, FactsAboutBeef.com launched in July with more than 10 myths posted, including one about “Meatless Mondays.” Along with the new site, a new Twitter handle — @BeefFacts — was created to help drive users to answers for their beef questions. In August, the site received 2,250 views, compared to 1,997 for the top page on ExploreBeef.org during the same time period. This year, 26 influencers — major retailers, foodservice operators, conservationists, chefs and health professionals — participated in farm/ranch tours. Prior to the tour, only 42 percent of attendees gave producers top marks on animal care; post-tour that number more than doubled. Kansas rancher Debbie Lyons-Blythe was featured in a Girl Scouts of the USA video series about women entrepreneurs, created by a past tour attendee. Beef Quality Assurance (BQA) The 2011 National Beef Quality Audit (NBQA) had extensive enhancements made to its design to provide the industry with direction on factors beyond the physical characteristics of beef, including food safety, sustainability and animal well-being. To roll out audit results, the NBQA Executive Summary was published, a 10-minute video created and placed on YouTube, and social media messages developed for Facebook and Twitter. Ongoing communications efforts include audit webinars for specific industry sectors and the release of 12 fact sheets outlining opportunities and challenges within the sectors. The BQA Facilities Design video was created to help farmers, ranchers and cattle feeders better understand how to properly design and build facilities for specific needs. Experts such as Curt Pate and Dr. Temple Grandin shared tips to enhance an operator’s ability to work cattle in a low-stress environment and in a timely manner to improve the overall experience for the cattle and the handler. The second video, entitled BQA Cattle Handling Tips for Cow/Calf Producers, features Dr. Ron Gill, Curt Pate and Dr. John Maas discussing various production settings and cycles of a cattle operation to better understand how the handler and the cattle react to these differing situations. Danni Beer Keldron Linda Gilbert Buffalo Vaughn Meyer Reva Gary Sharp Bath Linda Crumley Winder, GA Craig Kesler Newberry, SC Eric Smith Reform, AL Willie Bylsma Oakdale, CA Ted Greidanus Tipton, CA 10 SD SD SD SD Southeast Southeast Southeast Southwest Southwest
Northeast Beef Promotion Initiative (NEBPI) Beef was present in a big way at the Boston Marathon. The beef checkoff partnered with Johnnie’s Foodmaster’s 11 retail stores for a beef promotion that included recipes and nutritional information. Additionally, 655 sweepstakes entries vied for a grand prize of an “I Heart Lean Beef” engraved iPod and a $200 steakhouse gift card. During the three days leading up to the marathon, an estimated 85,000 runners and their families came to the Sports & Fitness Expo, which provided the perfect opportunity to speak with the world’s most elite runners about lean beef as a great source of protein. The National Beef Ambassadors were on hand to talk with the runners and to serve lean beef samples to the crowd. Sixteen Team BEEF members from across the United States ran the marathon in their team jerseys. National Beef Ambassadors The National Beef Ambassador Program reached nearly 295,000 consumers and 3,500 youth during beef story activities at both state and national levels, increasing the number of impressions by 19 percent above the previous year. Additionally, 70 percent of nearly 300 consumers surveyed agreed their opinions about beef improved as a result of interacting with National Beef Ambassadors. More than 6 million positive beef impressions were realized during “Beef Story” Twitter parties that featured nutrition information, recipes and production messages in 2012. The National Beef Speakers Bureau exceeded its goal for consumer impressions by reaching 10,141 meal-time decision makers and youth, an 87.8 percent improvement over prior year results. Pre- and post-survey results indicated an 11 percent average positive shift in beef opinions. Industry Information Jimmy Maxey Fresno, CA Manuel Rodrigues Tipton, CA Annalyn Settelmeyer Gardnerville, NV Darrel Sweet Livermore, CA Rob Reviere, Jr. Ripley Ronnie Yeargin Greenfield Hughes Abell Austin Tom Alger Friona Anne Anderson Austin Southwest Southwest Southwest Southwest TN TN TX TX TX 2012 Beef Board Annual Report 11
Page 1 and 2: Funded by the Beef Checkoff. Workin
Page 3 and 4: 2012 Cattlemen’s Beef Board Leade
Page 5 and 6: Nutrition Research The “Beef in a
Page 7 and 8: Retail Food City and the beef check
Page 9: Nutrition Public Relations Thanks t
Page 13 and 14: “My beef checkoff can help raise
Page 15 and 16: Statements of Assets, Liabilities a
Page 17 and 18: September 30, 2012: Demand Deposit
Page 19 and 20: Independent Auditors’ Report on I

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