Data and information go a long way toward helping consumers and others form opinions and make decisions about their beef purchase, preparation and consumption. Efforts here include consumer education, as well as information for health professionals, food and nutrition communicators, retailers and foodservice professionals.
As consumer adoption of online grocery buying swelled, NEBPI partnered with online retailer FreshDirect to drive beef sales and increase beef awareness leading up to the Memorial Day holiday. During the May campaign, which reached the NYC, Philadelphia and Washington DC metro areas, FreshDirect featured a seasonal Beer-Braised Beef Chuck Tacos recipe promoting a beef cut that is typically slow moving in the summer months.
The recipe helped FreshDirect sell nearly 3,000 pounds of chuck roll, tripling previous sales during this timeframe. The recipe was featured again on their home page June 17–23, and chuck roll sales doubled.
RAISING THE STEAKS
A “Raising the Steaks” video series gave consumers an up-close look at how today’s beef is raised in the Northeast. It showcased segments of the beef lifecycle and guided consumers through three Pennsylvania cattle operations. A comprehensive digital campaign accompanied the effort, reaching targeted urban audiences with positive beef messages.
In funding partnership with Kentucky Beef Council, the campaign generated more than 750,000 impressions and over 4,300 clicks to the NortheastBeef.org website.
A GROWING LIST OF PARTNERS
In FY21, expansion of its collaborative efforts with more state beef councils included Washington, New York, Oklahoma and Colorado. These growing relationships increased the reach and impact of these educational efforts. Partnerships continued to strengthen the NextGenScience team at WestEd, the team responsible for overseeing state-level implementation of the Next Generation Science Standards (NGSS). At the university level, a network of guest speakers, reviewers and collaborators also grew in 2021. Delivery of the professional learning experiences outlined in the FY21 Authorization Request continued, as did connection with several universities including Cornell University, University of Tennessee-Martin, University of California-Davis, University of Nebraska-Lincoln, California State University-Chico and the University of Florida.
Through outreach and partnerships, key areas for expansion have been identified, as have connections to State Departments of Education.
INFLUENCING HOLIDAY MEAL CHOICES
In FY21, this program worked with 15 food and culinary influencers to showcase how beef makes a holiday meal special. Some of the most popular recipes included a Low and Slow Prime Rib Roast from Chef Jet Tila, and a Pepper-Crusted Beef Tenderloin Roast — also including a recipe for leftovers to be used for Monte Cristo breakfast sandwiches — from The Daley Plate.
Combined, holiday influencer content reached 6.2 million consumers and generated 255,210 engagements.
FEEDING BEEF IN THE EARLY YEARS OF LIFE
This summer, comprehensive educational toolkits, providing authoritative guidance on feeding beef in the early years to support healthy growth and development, were delivered to over 2,300 pediatrician offices and childbirth centers in more than 20 states across the country. The toolkits included a research brief detailing beef as a complementary first food, along with a new consumer brochure, which highlights the beneficial role of beef’s nutrients in the early years.
In addition to the physician toolkits, an advertorial was created and placed in top medical publications, reaching over 350,000 physicians and pediatric professionals.
RETAIL PARTNERS DURING SUMMER GRILLING SEASON
This Checkoff program worked with four major national retailers to support online retail beef sales for the 2021 summer grilling season by exposing them to inspirational beef messaging and imagery at the digital point-of-purchase using the Beef. It’s What’s for Dinner. brand. The Checkoff worked with these retailers to strategically target message placement to those who are already shopping for beef and to those shopping for other proteins and complimentary products, like hamburger buns or condiments. Those partners included Walmart, Target, Kroger and Sam’s Club.
The Sam’s Club Partnership was able to achieve more than four million impressions, more than 1.5 million in incremental sales and a return on ad spend of $34.36. Thirteen percent of ad-exposed buyers were new to the beef category.
SATELLITE MEDIA TOURS BRING BEEF TO CONSUMERS
An opportunity to partner with the Produce for Better Health Foundation (PBH) resulted in a Satellite Media Tour (SMT) and Facebook Live beef cook-along, inspiring individuals to “beef up” their real beef burgers with fruits and vegetables.
The cook-along performed more than two times better than other PBH Facebook posts, generating nearly twice the reactions and five times more comments. The social media promotions performed exceptionally well on Facebook, Instagram and Twitter, generating more than 634,000 impressions, well above the 100,000 typically seen for similar promotions. The SMT reached nearly 29.5 million individuals throughout the country across TV, radio and web placements.
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
United States Cattlemen’s Association
United States Meat Export Federation
New York Beef Council
Figures presented within this report are based on data compiled by individual contractors. Unless indicated otherwise, results are based on October 1, 2020 to September 30, 2021 data.