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

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Consumer Information Public Relations Your public relations program is the good news engine for beef. With materials such as monthly media pitches, fact sheets, delicious recipes, social media and online engagement, positive beef information is spread across the entire country. In FY 2012, the national consumer public relations program generated more than 2.7 billion media impressions — the number of times consumers may see or hear a message. Relevant Content for Media and Consumers Consumers increasingly turn to media and online resources for food inspiration and education. Through the “Beef. It’s What’s For Dinner.” social media channels — Facebook (with more than half a million fans), Twitter, Beef So Simple and blogger outreach — the checkoff drives content that helps maintain BeefItsWhatsForDinner.com as a top-ranked page on Google. From the Wall Street Journal to Food Network Magazine, there is no shortage of publications looking to the checkoff for recipe inspiration, preparation techniques and cooking tips. The checkoff held a deskside tour in New York City, meeting with more than 10 publications, including Food Network Magazine, Every Day with Rachael Ray and Family Circle, to re-emphasize the checkoff’s role as an expert resource and perform recipe demonstrations. National Beef Cook-Off The National Beef Cook-Off gained nationwide exposure with a live segment on “Good Company” featuring Chef Jason Roberts. The segment showcased four beef dishes, and Roberts spoke about why he loves beef and how to cut and prepare it. This television component of the “Fabulous Food Show” sponsorship created awareness and additional media through the Cook-Off’s endorsement by Chef Roberts. Retail recipe promotions in nearly 90 grocery stores also created awareness of the National Beef Cook-Off. And, the promotion paid off in beef sales. In HAV, Inc. stores, pound sales of top sirloin increased 65 percent during this promotion as compared to a year ago. Chef Jason Roberts David Wright Neligh Wesley Grau Grady Tamara Ogilvie Silver City Patty Bikowsky Madison E.B. Harris Warrenton Woody Barth Solen Pat Becker Selfridge Jane Clifford Starksboro, VT Pete Guglielmino Kettle Falls, WA 8 NE NM NM NY NC ND ND Northeast Northwest
Nutrition Public Relations Thanks to an educational webinar, thousands of registered dietitians and other health professionals received factual, scientifically supported nutrition information about beef in a heart-healthy diet. The webinar was based on the checkoff-funded Beef in an Optimal Lean Diet (BOLD) research study. Also, following publication of “Evolution of Lean Beef” in the journal Meat Science, more than 9,000 registered dietitians learned how changes made by the beef community in breeding, feeding and trimming practices have increased access to leaner beef choices. Two other research studies — one on protein and another on healthy aging and nutrient-rich foods — were shared with more than 4,000 subscribers of Beef Nutrition News, the beef checkoff’s e-newsletter for health professionals. Beef Gets BOLD The checkoff-funded Beef in an Optimal Lean Diet (BOLD) study has realized ongoing media attention since its publication. The BOLD study findings were included in a feature article titled “The Meat Manifesto” in Men’s Fitness as well as mentions in Shape, Reuters, FoxNews.com and WebMD. As part of an online promotion of the study’s results, five consumer nutrition blogs — She’s A Fit Chick, Sweet Tooth Sweet Life, Hungry Runner Girl, Green Lite Bites and Then Heather Said — shared with their followers the BOLD study findings through recipes, giveaways of The Healthy Beef Cookbook and how the challenge changed their preconceived notions of beef nutrition. The checkoff hosted its first Facebook Q&A and Twitter party — resulting in 647,337 impressions — to give consumers the chance to learn more about the BOLD study by interacting with nutrition expert Dr. Mike Roussell, one of the study’s lead investigators. Consumer Information Davis Denman Cortland Terry Detrick Oklahoma City Brian Healey Davis Barbara Jacques Shidler Brett Morris Ninnekah Terry Wyatt Hollister Pat Venable Klamath Falls Joyce Bupp Seven Valleys Dan Kniffen Spring Mills OH OK OK OK OK OK OR PA PA 2012 Beef Board Annual Report 9
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: Retail Food City and the beef check
Page 11 and 12: Northeast Beef Promotion Initiative
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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