Beef Briefs: January 2011
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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 news items 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…
…Secretary Vilsack Announces Cattlemen's Beef Board Appointments
… U.S. beef going fast at Japanese Shabu-Shabu restaurants.
… Find out how checkoff dollars are invested on Facebook, YouTube and Twitter.
New marketing trends, value-added U.S. beef cuts and programs designed to build buyer loyalty were the themes of a recent two-day seminar for more than 90 Taiwanese importers and distributors.
The program featured independent experts, including the dean of Taiwan's National Ilan University's College of Bioresource, who talked about U.S. beef production, while several Taiwanese marketing experts delivered programs about marketing innovation and creative ways to position U.S. beef through expanded use of value-added products. The program was supported by the Beef Checkoff Program and USDA's Market Access Program.
The seminar received an endorsement from the president of Taiwan's largest American beef importer, Shuh-Sen Co., which purchases an estimated 30 percent of U.S. beef exported to Taiwan. Ming-Chao Chou spoke very positively about the program and indicated that he wished to send additional staff members to attend similar programs in the future.
Through the first 10 months of 2010, exports of U.S. beef to Taiwan had already shattered the previous full-year record. They are up 42 percent in volume and 51 percent in value versus 2009, reaching 69.5 million pounds valued at $172.4 million.
New Year’s Resolution?
The beef checkoff is helping consumers plan how to keep their New Year’s resolution, knowing that nutrition is going to be top of mind as they try to be healthy and lose weight. Consumers often crave beef, but they need information to make informed beef purchases they can feel good about.
Research performed during the development of the latest consumer "Profiles" ad campaign revealed that consumers crave beef, but concerns about nutrition often cause them to buy other proteins they think are better for them. Consumers are looking for "permission" from a health perspective to allow them to act on their desire for beef.
There are 29 cuts of lean beef in the meat case. The checkoff-funded Beef Alternative Merchandising (BAM) Slimdown program also has a consumer brochure with information showing how the BAM cuts can be part of a healthy, balanced diet.
And, the nutrition central section on BeefRetail.org has several resources to help show consumers that beef is a nutrient powerhouse: Beef is an excellent source of protein and is important for muscle development, healthy bones, normal metabolism and balanced blood sugar.
Homegating Headquarters
Homegating (hóm gât ing) verb;
- the act of hanging out with friends while watching favorite sport;
- to sit on comfy couches; to eat, to drink, and to make fun of people who sit in parking lots.
The beef checkoff has teamed with Wholly Guacamole and Wholly Salsa to share the best beef recipes and preparation tips for game day celebrations.
Hut Hut Hike ... someone has to lead the team to a great party and we all know who the coach is -- YOU! So we put our best players in a huddle and came up with a Party Playbook for everything you need to have a great party. You will find our ideas simple, fun and easy to execute. A party is about having fun and catching up with friends not cleaning the house or cooking for hours. Checkout our Playbook to find great plays like: Menu Planning, Decorating Ideas, Kid’s Korner, Bar Tricks, and even a Homegating Kit to get you started!
So, encourage consumers to visit the website, and make sure YOU are ready for the SuperBowl game -- Feb. 6, 2011.
Down-Home Beef Tests
The checkoff recently tested five new beef products in homes representing more than 65 families. Results from in-home tests are extremely valuable for new product developers because they produce more realistic outcomes on product satisfaction and usage than research conducted in an artificial test environment. That includes: how easy or difficult the product is to prepare; whether the instructions are clear and easy to follow; how people might use the product - e.g. for a meal or a snack; how families feel about the product; whether they intend to purchase it again; other uses for the product; and usefulness of the packaging. The new products tested in late October were from five different companies and ranged from snacks to entrees. Results from the checkoff-funded tests will serve as a catalyst for these companies to invest in refining, improving and launching their new beef products with the greatest possible success. For more about new beef products, visit BIG.
MBA Online Application Makes Enrolling Easy!
More than 1,800 "students" have completed the beef checkoff-funded Masters of Beef Advocacy (MBA) program, and the new online application makes it easier than ever to enroll. Please send all prospective students to www.beef.org/MBA for more information about the MBA program and a link to the online application.
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.
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