National Beef Ambassador Program - Cattlemen's Beef Promotion ...

AR# II-03-2011
National Beef Ambassador
Program
American National CattleWomen,
Inc.

Overview
The National Beef Ambassador Program
has worked for twenty-two years educating
consumers about beef and building the
demand for beef. Young adults begin their
journey as State Beef Ambassadors,
moving up to National Beef Ambassadors
and becoming life long advocates for beef.

Funding Sources
• Beef Checkoff $100,000
• Partners, sponsors, grantors $ 40,000
– Farm Credit Services
– ZimmComm
– ANCW Foundation
– New York Beef Industry Council
– Certified Angus Beef
– Browning Kimball Foundation
– USDA
– Private donors
Total including implementation $140,000

Priorities Addressed For This AR
• Educate Influencers on Beef and Beef Production
• Reconnect Consumers with Beef Production
• Make Beef an Easy Choice
• Capitalize on the Power of Lean

What Are We Going To Do
Educate Consumers about the Beef
Industry through Personal
Presentations, Beef Event Promotions
and Fresh Personal Contact on
Selected Online Properties

How Are We Going To Do It
• 20 State Beef Ambassadors
– Making Youth Presentations
• In classrooms
• At After school programs
• For youth organizations
– Talking to consumers in their states at:
• Grocery stores
• Consumer expos
• Health fairs

Five National Beef Ambassadors
• Telling their beef story to consumers
through:
– Promotions in conjunction with the NEBPI and
State Beef Councils
– Online venues
• Blog
• Facebook
• Twitter
• You Tube

What Does Success Look Like
• 1,800 youth learn about beef from peers in 20 states
• 20,000 consumers receive pasture to plate message
from state beef ambassadors
• 100,000 consumers taste delicious samples and hear
beef production, nutrition message from National Team
• Blog readers up by 10%, Facebook and Twitter followers
up by 15%
• 500 video views

Checkoff Program Relationships
• MBA
– Each ambassador will complete the MBA
• Educational Materials
– Will use materials developed by other
checkoff programs
• NEBPI
– National Beef Ambassadors are experienced,
educated, booth staff at consumer promotions

Thank You
Questions