This Week: What Has The Beef Checkoff Program's INDUSTRY INFORMATION Program Area Done For Me Lately?
INDUSTRY INFORMATION, as defined in the Beef Promotion & Research Act, means “information and programs that will lead to development of new markets, marketing strategies, increased efficiency, and activities to enhance the image of the cattle industry.” This includes programs such as issues management, public relations, and beef and veal quality assurance.
National Beef Quality Audit Under Way -- The checkoff-funded 2011 National Beef Quality Audit (NBQA), led by scientists from Colorado State University and Texas A&M University is currently underway. The NBQA is designed to collect and analyze information from cooler audits in the packing sector, face]to]face interviews with beef supply chain partners and; for the first time, surveys of cattle producers including feeders, stockers, cow]calf operators, and seedstock producers. Producer input is being sought to strengthen the measurement of quality-based practices implemented on farms and ranches that support consumer confidence in beef products and production systems. The survey can be found online at www.cattlesurvey.com or visit www.bqa.org for more information.
Sharing Cattlemen’s Vision and Values -- The checkoff’s Issues Management team recently had an opportunity to present as part of a panel discussion at the Center for Disease Control’s (CDC) 2011 National Conference on Health Communication, Marketing and Media and address some of the “social issues” the industry is addressing when it comes to raising beef, such as impact on the environment and animal health. The presentation focused on the findings from “The Cattlemen’s Stewardship Review: Connecting Our Vision and Values” and highlighted the beef industry’s positive influence on communities, the economy, public health and the environment. The nearly 100 attendees, ranging from students, academics, public health researchers to practitioners, were encouraged to visit ExploreBeef.org to read the Review, watch videos on how beef goes from pasture to plate or for more information on how beef is raised. After the presentation, the attendees engaged in a question and answer dialogue with the panelists.
On the Ranch Work Days Hits YouTube -- The checkoff recently developed a highlight video from the On the Ranch Work Day tours conducted in partnership with the Nebraska Beef Council. Experts in culinary arts, nutrition, retail, foodservice, university research, blogging and youth education put aside their daily routines and mostly urban lifestyle to learn what it takes to raise the beef that makes its way into your homes, favorite restaurants and grocery stores. The video was produced with photos and video from the influencers, and features quotes illustrating their feelings towards agriculture and how their experience “On the Ranch” positively impacted their opinions.