… The checkoff featured BQA information, direct from World Dairy Expo!

 

… 2011 National Beef Ambassador Team was announced.

 

… August was a solid month for U.S. beef exports.

Social media is emerging rapidly as the primary way consumers share their opinion with the world around them. While consumers are interacting with their real-world friends they’re also soliciting opinions from companies and brands. Social media users aren’t held to any ethical standards, which is why it’s crucial for America’s farmers and ranchers to have a strong, truthful and trusted online voice.

Food is a favorite topic online, which is one of the reasons why the beef checkoff has been creating an integrated online web of tools to engage consumers and work to build demand for beef. The checkoff-funded BeefItsWhatsForDinner.com offers many ways for consumers to engage with each other and learn about beef. Users are invited to rate and review recipes as well as discuss changes they made to the recipe.

The "Beef. It's What's For Dinner." Facebook page, @BeefForDinner Twitter account, "Beef. It's What's For Dinner." Flickr group and YouTube channel provide a more relaxed interaction with consumers, where they are encouraged to share favorite beef dishes, cooking methods, ask questions and celebrate their passion for beef.

Farmers and ranchers have a role to play online, by getting involved in the online conversations that take place every day by leaving comments when appropriate, and adding opinions and experiences to the conversation. Sharing details about raising cattle and the commitment to raising a wholesome, delicious product allows consumers to get to know the people behind the meal on their table.

In mid-June, 13 food and nutrition researchers and experts released the draft Report of the Dietary Guidelines Advisory Committee (DGAC) on the Dietary Guidelines for Americans, 2010, which will serve as the basis for the new government-issued nutrition guidelines due out later this year. The draft DGAC Report recognizes that Americans are overweight yet undernourished; and therefore, emphasizes the need to reduce calories, solid fat, added sugars, refined grains and sodium, and to choose nutrient-dense foods in the American diet. To achieve a healthier diet, the Committee recommends that the public "shift food intake patterns to a plant-based diet" and "consume only moderate amounts of lean meat, poultry and eggs."

 

Lean beef is a nutrient-rich food, providing, on average, only 154 calories per 3-ounce cooked serving and is a good-to-excellent source of 10 essential nutrients. There is a need and an opportunity for the beef industry to take an active role in educating consumers, as well as food, nutrition and culinary thought-leaders, about lean beef’s nutrient advantage in a diet that is also balanced with fruits, vegetables, whole grains and low-fat dairy.

 

The conclusion? In order for the Dietary Guidelines to be effective, consumers must follow them. Given current consumption patterns, it is clear Americans need specific, positive guidance on how to eat from each food group – including how to enjoy lean beef as part of a healthy and balanced diet. Americans have a passion for beef and they place high value in lean beef. This provides the beef industry tremendous opportunity to continue to promote the role of lean beef in a healthy optimal diet and to discuss the nutrient advantage that beef provides.

 

To read the full story, subscribe to the checkoff-funded Beef Issues Quarterly newsletter.

It has become a welcome tradition for many Russian chefs and foodservice professionals to attend spring and autumn master classes in St. Petersburg. With support from the Beef Checkoff Program and the USDA Market Access Program, the classes are organized in conjunction with the Russian Academy of Hospitality.

 

This year's autumn series of master classes is supervised by chef Serge Fery of the Emerald Hotel, one of the best-known chefs in St. Petersburg. U.S. beef is featured prominently in many of the dishes prepared in the classes.

 

The emphasis for U.S. beef dishes this year shifted from premium cuts to alternative cuts such as eye of round, top blade and sirloin. This presented an opportunity to demonstrate to the audience that marbled U.S. beef can be economically priced. With proper technique, these beef cuts can be an excellent addition to a restaurant menu at a price that is very competitive with Brazilian beef.

 

Through August, U.S. beef exports to Russia (including variety meat) totaled 37,101 metric tons (81.8 million pounds) and have already set a new calendar-year value record of $104.5 million. This is an increase of 139 percent in volume and nearly 500 percent in value over the same period in 2009.

 

Learn more here about your checkoff investment in foreign marketing programs.

The beef checkoff conducts periodic surveys to monitor consumer confidence in the safety of beef. These studies provide measures of the effects on consumers of issues in the marketing environment and support a strategic foundation for consumer and influencer programs in issues management and communications.

 

To this end, the checkoff recently compiled a comprehensive research report on consumer perceptions of beef safety, including a  trend analysis of consumer confidence in ground beef and steak, effects of the Hallmark recall on consumer confidence, safety concerns related to factory farming and the effects of beef production methods on safety perceptions.

Once again, the beef checkoff has teamed up with Sutter Home to bring you the latest tips for the ultimate tailgating party! This partnership offered consumers a chance to win a trip to Napa valley (offer expired Oct. 31), features checkoff-funded recipes and grilling party tips. Be sure to check the calendar for partnerships throughout the coming year.

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