Research provides science-based information in beef nutrition, beef safety and pathogen resistance. It grows consumer confidence in beef through strong and effective communication, and is used to respond to industry, media and regulatory inquiries, as well as influencer and consumer concerns.
NEW STUDIES BEGIN AROUND SALMONELLA CONTROL
The expedited beef safety RFP was a key accomplishment to address the data gaps in Salmonella control. The Foundation for Meat and Poultry Research and Education worked collaboratively with fellow Checkoff contractor National Cattlemen’s Beef Association, and were able to solicit Salmonella research proposals across the pre- and post-harvest safety continuum.
The request generated three high-priority, post-harvest research projects that are expected to provide great insights for Salmonella control and risk. These projects were also showcased at the Meat Industry Food Safety Conference, which was sponsored by the Beef Checkoff. The presentations on the three projects were unplanned and outside the scope of the sponsorship making this event more impactful than expected.
CHECKOFF-FUNDED BEEF INDUSTRY SAFETY SUMMIT GOES VIRTUAL
This past year, the 19th annual Beef Industry Safety Summit was held virtually due to COVID-19 restrictions. However, this event attracted even more first-time attendees than events in recent history — ensuring the transfer of beef safety insights to the next generation of industry safety decision makers.
The Beef Industry Safety Summit gathered more than 240 beef safety industry professionals and research scientists, 10 research abstracts and 11 sessions which shared insights into Salmonella and other pathogen challenges. As well, one research project has been accepted for peer-reviewed publication in Journal of Food Protection, entitled, “A Comparative Quantitative Assessment of Human Exposure to Various Antimicrobial-Resistant Bacteria among U.S. Ground Beef Consumers."
TRACKING CONSUMER BEHAVIORS AND BEEF PURCHASE INTENT
The Beef Checkoff commissions an annual demand-driver analysis to understand which consumer attributes are driving the most influence across the three key performance indicators for consumers: consumption, protein preference and good value. The market research team then uses these indicators to effectively monitor consumer behaviors and beef purchase intent throughout the year. This information is then shared with state beef council partners, key beef industry stakeholders and other Checkoff program managers to help ensure priority decisions in Checkoff dollar allocation in program areas are data driven.
Dissemination of this information to these partners included posting on relevant websites
(such as BeefResearch.org) and presentations of key findings (both through webinars and in-person meetings). In addition, monthly state-specific dashboards of consumer preferences were shared with state beef councils.
American Farm Bureau Foundation for Agriculture
Cattlemen's Beef Board
Foundation for Meat and Poultry Research and Education
Kansas State University
Meat Import Council of America
North American Meat Institute
National Cattlemen’s Beef Association
Northeast Beef Promotion Initiative
National Institute for Animal Agriculture
National Livestock Producers Association
United States Cattlemen’s Association
United States Meat Export Federation
Figures presented within this report are based on data compiled by individual contractors. Unless indicated otherwise, results are based on October 1, 2019 to September 30, 2020 data.