2012 Beef Board Annual Report - Cattlemen's Beef Promotion and ...
2012 Beef Board Annual Report - Cattlemen's Beef Promotion and ...
2012 Beef Board Annual Report - Cattlemen's Beef Promotion and ...
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Northeast <strong>Beef</strong> <strong>Promotion</strong> Initiative (NEBPI)<br />
<strong>Beef</strong> was present in a big way at the Boston Marathon. The beef<br />
checkoff partnered with Johnnie’s Foodmaster’s 11 retail stores for a<br />
beef promotion that included recipes <strong>and</strong> nutritional information.<br />
Additionally, 655 sweepstakes entries vied for a gr<strong>and</strong> prize of an<br />
“I Heart Lean <strong>Beef</strong>” engraved iPod <strong>and</strong> a $200 steakhouse gift card.<br />
During the three days leading up to the marathon, an estimated<br />
85,000 runners <strong>and</strong> their families came to the Sports & Fitness Expo,<br />
which provided the perfect opportunity to speak with the world’s most<br />
elite runners about lean beef as a great source of protein. The National<br />
<strong>Beef</strong> Ambassadors were on h<strong>and</strong> to talk with the runners <strong>and</strong> to serve<br />
lean beef samples to the crowd. Sixteen Team BEEF members from<br />
across the United States ran the marathon in their team jerseys.<br />
National <strong>Beef</strong> Ambassadors<br />
The National <strong>Beef</strong> Ambassador Program reached nearly<br />
295,000 consumers <strong>and</strong> 3,500 youth during beef story activities<br />
at both state <strong>and</strong> national levels, increasing the number of impressions<br />
by 19 percent above the previous year. Additionally, 70 percent of<br />
nearly 300 consumers surveyed agreed their opinions about beef<br />
improved as a result of interacting with National <strong>Beef</strong> Ambassadors.<br />
More than 6 million positive beef impressions were realized during<br />
“<strong>Beef</strong> Story” Twitter parties that featured nutrition information,<br />
recipes <strong>and</strong> production messages in <strong>2012</strong>.<br />
The National <strong>Beef</strong> Speakers Bureau exceeded its<br />
goal for consumer impressions by reaching<br />
10,141 meal-time decision makers <strong>and</strong> youth, an<br />
87.8 percent improvement over prior year results.<br />
Pre- <strong>and</strong> post-survey results indicated an 11 percent<br />
average positive shift in beef opinions.<br />
Industry Information<br />
Jimmy Maxey<br />
Fresno, CA<br />
Manuel Rodrigues<br />
Tipton, CA<br />
Annalyn Settelmeyer<br />
Gardnerville, NV<br />
Darrel Sweet<br />
Livermore, CA<br />
Rob Reviere, Jr.<br />
Ripley<br />
Ronnie Yeargin<br />
Greenfield<br />
Hughes Abell<br />
Austin<br />
Tom Alger<br />
Friona<br />
Anne Anderson<br />
Austin<br />
Southwest Southwest Southwest Southwest<br />
TN<br />
TN<br />
TX<br />
TX<br />
TX<br />
<strong>2012</strong> <strong>Beef</strong> <strong>Board</strong> <strong>Annual</strong> <strong>Report</strong> 11
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