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.
Faces of Farming – As part of its participation in the U. S. Farmers and Ranchers Alliance, the checkoff is looking for four or five exceptional farmers and ranchers who are proud and eager to share their personal stories with others through the “Faces of Farming and Ranching” contest. Winners of this nationwide search will be announced in January 2013, putting a face on today’s agriculture through a variety of special events, media interviews, advertisements and special collateral materials. Winners will receive a $10,000 stipend and a $5,000 donation for an ag-related charity of their choosing. The checkoff has reached out to bloggers and state beef councils to share contest information through tweets, newsletters and advertisements, and is sharing information with producers this week at the 2012 Cattle Industry Summer Conference in Denver. Learn more or start your application at Faces of Farming.
Checking in on Quality – More than 200 folks at the 2012 Cattle Industry Summer Conference gathered Thursday to hear results of the checkoff’s 2011 National Beef Quality Audit (NBQA). Conducted every five years since 1991, NBQA assesses industry progress on a variety of production issues that ultimately affect consumer demand for beef. The 2011 audit is the most comprehensive survey of the beef industry ever taken. Participants received a copy of the 2011 NBQA Executive Summary, which also is available for download at www.bqa.org.
Issues and Crisis Planning – The checkoff continues to lead the industry in planning and preparing for issues or crises. In July, the checkoff fielded the annual Beef Vulnerabilities Survey, distributed for the first time to customers throughout the beef supply chain to provide a broader look at the beef-issues landscape. Producer leaders and state beef councils also were asked to take the survey, along with packers and processors, retailers, foodservice, meat scientists, veterinarians and international health experts. At this week’s summer conference, the checkoff’s issues-management team also hosted an workshop to provide state beef councils with hands-on training, counsel and resources for responding to and managing issues in their areas. For more about issues management programs and information, visit www.ExploreBeef.org or follow @BeefFacts on Twitter.
Social Responsibility Partnerships – The checkoff continues to build on the success of the social responsibility platform defined in its Cattlemen’s Stewardship Review. In July, that included arranging for Kansas rancher Debbie Lyons-Blythe to speak with in-store registered dietitians at Hy-Vee stores about the beef lifecycle and the beef community’s commitment to good food, healthy animals, healthy environment and strong communities. In August, Dr. Tom Talbot, DVM, will be part of two events with Hyatt Hotels to educate their leadership about their new global food-and-beverage philosophy: “Food. Thoughtfully Sourced, Carefully Served.” The presentation to the more than 140 executive chefs and food/beverage directors will focus on animal care and production differences in grass- versus grain-finished beef.