Flexing Their MBA Muscles
Graduates of the checkoff’s Masters of Beef Advocacy (MBA) program recently engaged in two highly influential beef-advocacy campaigns: the 30-Day Protein Challenge and Beef Quality Assurance promotion. Each campaign targeted the nearly 7,000 MBA graduates toward two separate goals: The Protein Challenge campaign encouraged MBA grads to complete the 30-Day Protein Challenge and discuss their impressions and results with their peers, colleagues and family members. The checkoff also provided them with infographics, talking points and fact sheets to share. More than 400 MBA grads signed up to complete the challenge, and a large majority reported via a post-campaign survey that they plan to keep incorporating the tenets of the challenge into their diets. The second campaign drew more than 150 MBA grads to complete Beef Quality Assurance training at no charge, thanks to a donation from Boehringer Ingelheim. Afterward, more than half of them said they shared their thoughts about the importance of BQA to the beef community online via their social networks and encouraged other producers to get certified.
Providing Perspective on Beef Safety
On Monday, Aug. 24, Consumer Reports released “How Safe is Your Ground Beef?,” According to its press release, Consumer Reports tested more than 400 pounds of conventional and “sustainable” beef (which they defined as organic, grass-fed and/or raised without antibiotics) from throughout the United States, and suggested that they found bacteria, including antibiotic-resistant bacteria, in some of the samples. The report attempted to show a link between antibiotic resistance and antibiotic use in conventionally raised cattle, and further recommended that consumers buy organic, grass-fed beef for the safest beef possible. The checkoff issued a media statement from scientists discussing beef safety, sustainability and antibiotic use in cattle to help clarify misinformation from the report, and lined up media interviews for publications including MeatingPlace.com, Drovers, the NBC Today Show, and others. And after release of the Consumer Reports study, traditional- and social-media coverage quickly leveled off, with no signs of negative consumer sentiment or reactions to date.
For additional information, check out these sites:
The beef production story is told through 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.
Foodservice professionals, including those in school foodservice, can go to www.beeffoodservice.org for with information about beef safety, cuts, facts and trends, as well as recipes and training materials.
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.
Beef retailers can turn to www.beefretail.org for beef cut and product information, marketing research, and tips, instruction and tools for merchandising beef.
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.
To address the nutrition and health challenges facing today’s youth, www.school-wellness.org provides a resource for a variety of tools to help teachers, school-wellness leaders, health professionals and families.
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.
Industry Information - Archive
- Sharing the Beef Lifecycle Experience (September)
- Getting Results from Safety Interventions (September)
- Telling Beef’s Production Story (June)
- Answering Questions about Veal (June)
- Discussing Modern Agriculture (March)
- Certifying Veal Quality (March)
- Introducing Updated Veal Website (February)
- Enrolling for MBA 2.0 (February)