ANNCR:
Since 2001, beef checkoff foodservice partners have chipped in more than $138 million for beef promotions – that’s $57 for every one checkoff dollar invested, says Brian Healey, an Oklahoma producer and vice chairman of the joint foodservice committee.
When it comes to leveraging checkoff dollars, partnerships can be powerful.
HEALEY:
“Our dollar can only go so far, and when we can create these partnerships and increase the value of our checkoff dollars by maybe 10-or-20-fold, we’re doing a good job.”
Cut #1 :12 Outcue: "...doing a good job.”
ANNCR:
In 2006, U.S. restaurants sold nearly 8.4 billion pounds of beef. Because of the enormous influence of foodservice on beef sales, this channel can help bump sales at retail, too, as consumers strive to re-create great steak-eating experiences at home.
HEALEY:
“People are going to want to go home and start grilling the Flat Iron at home. You’re going to start seeing – and you are starting to see it –show up in the grocery stores.”
Cut #2 :15 Outcue: “…in the grocery stores.”
ANNCR:
In fact, in 2006, nearly 10,000 U.S. supermarkets carried cuts like the Flat Iron Steak – created through checkoff-funded research – compared to just 321 in 2004.
_______