Van has delivered checkoff information in nearly 20 states

Colorado Springs, Colo. (July 14, 2004)-During the first five months the beef checkoff-funded Beefmobile has been on the road, the van emblazoned with beef art has delivered information to producers at more than 75 livestock marketing facilities and provided consumers with beef safety and nutrition information at more than 80 retail stops in nearly 20 states.

Funding for the promotional vehicle comes from the Cattlemen’s Beef Board, the 108 producers who oversee the $1-per-head Beef Checkoff Program. Checkoff funding approved for fiscal 2004 covers Beefmobile visits to 100 livestock marketing facilities and 100 consumer sites through Sept. 30, 2004.

The more than 23,000 miles that the Beefmobile has traveled to date along the nation’s highways and roads actually offer a program bonus by way of service as a "traveling billboard," of sorts - providing additional exposure to promote the beef checkoff and beef with its eye-catching graphics.

"The Beefmobile is accomplishing its mission," states Nelson Curry, chairman of the Cattlemen’s Beef Board. "It is augmenting state beef council efforts on regional bases and is helping them make a connection between producers and their national Beef Checkoff Program. Producers are telling us that they like this direct link to the national beef checkoff."

RaeMarie Gordon, the Beefmobile "wrangler," who drives the van and interacts with producers at livestock marketing facilities and consumer stops, echoes Curry. Gordon said producers generally appreciate the Beefmobile coming to their areas, informing them how their national checkoff dollars are being invested and gathering their input for future checkoff programs.

"The Beefmobile also provides the checkoff with an avenue to correct misperceptions about how checkoff dollars can and cannot be used," Gordon states. "Many producers believe that checkoff dollars can be used toward the establishment of industry policies, and that misperception is being corrected. Checkoff dollars can only be used for research and promotion that have the ultimate goal of increasing beef demand."

Scott Stuart, president and CEO of the National Livestock Producers Association, the organization contracted to manage the Beefmobile on behalf of the Cattlemen’s Beef Board, acknowledges state beef councils for the important role they play in the success of the Beefmobile.

"State beef councils often pave the way for visits to various livestock marketing facilities and retail stores," Stuart states. "Plus, they often provide staff members and producers from the area to accompany RaeMarie during her livestock marketing facility and retail stops."

Stuart explains that the Beefmobile idea began as an outreach program to grassroots producers - those who contribute to the beef checkoff but may not be fully aware of how their checkoff dollars are used. The role of the Beefmobile also includes a consumer component to help promote beef consumption at the retail level.

"It maximizes the checkoff investment by including stops at retail stores, food festivals and state fairs, while the Beefmobile is in a particular area," Stuart states. "After all, the more information producers provide to consumers about beef safety, nutrition and value for their food dollar, the more likely consumers are to purchase beef."

To date, the Beefmobile has made producer and consumer stops in 19 states: Alabama, Arkansas, California, Colorado, Florida, Illinois, Indiana, Iowa, Kentucky, Louisiana, Minnesota, Mississippi, Missouri, Montana, Nebraska, North Dakota, Oklahoma, South Dakota and Wyoming. Additional stops are scheduled through the summer and early fall in several more states.

"The Beefmobile is booked through Sept. 30," Stuart points out. "It’s been so popular that we have had to turn down opportunities in some states due to already scheduled stops in other states. As the saying goes, so many places, so little time."

Dave Maples, executive vice president of the Kentucky Beef Council, traveled with the Beefmobile during its five-day visit in Kentucky. The Beefmobile, Maples said, "definitely worked in our state."

"The Beefmobile gave us the opportunity to talk with producers as well as industry influencers at auction markets," Maples states. "It’s a tool that makes it easier to reach and help build positive relationships with this segment of the industry."