Immersing Influencers in Beef Community
The checkoff recently hosted a Children’s Literature Author Training in Orlando designed especially for authors from an urban or non-farm background. Meet the 12 authors who participated in this year’s event here, including a tour of Buckhead Beef, an afternoon at Country Oaks Angus Ranch, “discovery sessions” to address misconceptions about the beef industry in literature, and one-on-one lunch and panel discussion with beef producers. The checkoff paid for participation of 10 of the authors, and the American Farm Bureau Foundation for Agriculture paid for two additional ones.
Exploring New Digital Platforms
In fall 2015, the checkoff partnered with Snap by Groupon to test opportunities to engage millennial parents at the pre-purchase stage to influence their beef purchases. Snap is an offer-driven application created by Groupon that gets consumers cash back on groceries – no matter where they shop. Consumers download the Snap app to their mobile device to search for cash-back offers on grocery items. Campaign elements included mobile offers on ground beef, strip steak, chuck roast and beef ribs, promoted through email blasts, push notifications, social-media posts and blogger content. Results? The campaign resulted in an increase in beef purchases: Out of the 14,013 unique purchasers, only 11,651 had purchased beef items through Snap before, implying a 17% increase over the life of the offers. The checkoff also discovered that beef redeemers took more trips to the grocery store, with frequency of trips up 23 percent – putting the beef campaign in the top 5 percent of all offers ever featured on Snap.
For additional information, check out these sites:
The beef production story is told through www.factsaboutbeef.com, a site which offers information, photos, graphics, facts and figures, personal accounts and other resources that combine to tell the story of how beef gets from producers pastures to consumers’ plates.
Professionals in foodservice, retail and manufacturing industries can go to www.beefinnovationsgroup.com to find beef product ideas and tools to make new products successful in the market.
Consumers can go to www.BeefItsWhatsforDinner.com for beef tips, facts, nutrition information, recipes, contests, cookbook ordering information and the “Beef So Simple” newsletter.
Consumers looking for nutrition and dietary information about beef can go to www.beefnutrition.org to order or download materials and research information, or find a schedule of nutrition events and seminars.
Bovine Spongiform Encephalopathy (BSE) is a misunderstood but potentially serious animal disease. For the most accurate information, turn to www.bseinfo.org, an informational site housing current information regarding for consumers, producers and beef industry representatives.
A Web site with simple, creative resources for new and exciting ways to not only enjoy meals as a family, but also engage in some good, old-fashioned fun together! We hope you find it useful and encourage you to come back often for fresh ideas can be found at www.family-mealtimes.org.
Bilingual consumers can turn to http://www.lacarnederes.com/, a consumer site in Spanish and English, for quick-and-easy beef recipes, nutrition information, and beef shopping, storage and cooking guides.
Addressing beef nutrition with a focus on the classroom, www.teachfree.com offer materials to order or download; serves as a resource for teachers with a large selection of free posters, brochures, and teaching kits about beef and human nutrition.
Consumer Information - Archive
- Inspiring Operators to Menu More Beef (November)
- Connecting with Millennial Parents (November)
- Educating Elementary Students (September)
- Experiencing Beef (September)
- Engaging with Retail and Foodservice in Real Time (June)
- Teaching Youth About Beef Nutrition (June)
- Making Beef Education Fun (April)
- Briefing Top-Tier Nutrition Communicators (April)
- Connecting with Retailers (March)
- Extending More Beef Across More Menus (March)