July 2009
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Look for Beef Briefs to be delivered the first of each month -- your snapshot of beef checkoff news affecting the dairy and beef industries. Editor’s note: please feel free to use these beef “blurbs” as space allows in your publication or online content. If you would like to expand on a certain topic, please e-mail Melissa Slagle at mslagle@beefboard.org.
In case you missed it…
… Dairy producers participate in DairyLine radio interviews
… Middle meats are helping push retail sales
… One bright spot in the economy are beef exports
Veal Has A Winner!
The Veal Retail Marketing initiative just concluded its first consumer promotion, a “Free Groceries for a Year” sweepstakes which drew over 350,000 entries nationwide. The winner, Kathy Coons of Ohio, will receive $5,000 worth of Free Groceries Gift Cards from her local Kroger supermarkets. This promotion is just one of several key marketing efforts launched this year to entice home cooks to prepare veal in their kitchens. A new Veal Summer Grilling Program kicks off this month to continue the success of the veal retail initiative, developed by the Veal Go to Market Strategy Team and funded by the beef checkoff. VealMadeEasy.com, the new consumer Web site, will feature easy summer grilling recipes and a consumer contest to win a second $5,000 in free groceries.
MBA In The News
Have you heard of the Masters of Beef Advocacy Program? This program is an e-learning opportunity developed to assist producers across the country in becoming effective spokespersons for the industry. The program consists of six, 1-hour core courses for the 2009 fiscal year: beef safety, beef nutrition, animal care, environmental stewardship, modern beef production and the beef checkoff. Throughout the summer months, BEEF magazine editor Amanda Nolz will be highlighting some of the dynamic people involved in the MBA Alumni Program.
Taiwanese Cowboys
The beef checkoff-funded a “2009 Hottest Little U.S. Cowboy Competition” that promoted U.S. beef and taught some young Taiwanese “cowboys” and “cowgirls” about the importance of beef in a balanced diet. The contest was a big hit with the little ones, who really threw themselves into their cowboy roles. Click here for a photo and more about the contest.
Build Another Better Burger
This summer, the beef checkoff is again teaming up with Sutter Home® on their Build a Better Burger® promotion! Now through July 29, consumers can enter their original burger recipes for a chance to win $50,000. Retailers are aiming to increase ground beef sales through this popular contest. Creativity is encouraged by using unique cheeses, spices like chili powder or cumin and distinctive bakery breads and rolls in the ground beef culinary creations.
Quality Is Job One
Industry leaders representing 40 state Beef Quality Assurance (BQA) programs participated in the checkoff’s 19th Annual BQA State Coordinators Seminar June 11-12 in Denver. Participants benefited from a wide array of seminar topics, including the “Total Quality Management (TQM) Approach to Managing Beef Quality” presented by Daryl Tatum, PhD, professor in animal science at Colorado State University. Gary Smith, PhD, professor in animal science at Colorado State University, provided information on the “Hazard Analysis and Critical Control Point (HACCP) Approach to Beef Safety." Representatives from Cargill Meat Solutions said the results of these BQA efforts help improve the quality of the beef products distributed at retail. Other topics presented and discussed included antibiotic use, animal welfare, vaccine efficacy and older refrigerators, dairy animal care, transportation BQA certification, dairy/Spanish BQA, and veterinarian collaboration. For more information about checkoff-funded BQA efforts, visit www.bqa.org. Also, producers are encouraged to nominate a fellow rancher for the 2010 National BQA award (beef and dairy).
Revamped Beef. It’s What’s For Dinner
In an effort to drive consumer traffic to steakhouses, restaurant operators are taking advantage of an exciting new online offer from the beef checkoff. A special "Community - Deals for Dining Out" section of the checkoff-funded beefitswhatsfordinner.com Web site highlights beef and veal menu items of four restaurants – Golden Corral; The Rex of Billings; Logan’s Roadhouse; and Meriman’s of Kamuela. A special section in the checkoff’s Beef So Simple newsletter will help drive trade representatives to the offer, as the “Deals for Dining Out “section continues nationwide. The revamped site also boasts online how-to videos.
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.
Funded by the Beef Checkoff.