Cattlemen’s Beef Board (CBB):
During the Summer Business Meeting, Checkoff committee members from the Cattlemen’s Beef Board and Federation of State Beef Councils in each of the five different program committees – Safety, Nutrition and Health, Innovation, Consumer Trust and Export Growth – heard presentations from Checkoff contractors. These presentations explained how programs, research and education have creatively changed to drive beef demand over the past six months. Watch the contractor video presentations. In September, cattlemen and women on the Cattlemen’s Beef Board Operating Committee are meeting in Denver to review and approve upcoming proposals for the next fiscal year. Exciting new Checkoff efforts to come.
American Farm Bureau Federation for Agriculture (AFBFA):
AFBFA continues to find new ways to promote and support agricultural literacy. Two recent livestream events about “anchoring phenomena” and “investigative phenomena” that reached nearly 1,000 participants are now available for viewing at onthefarmstem.com. Additional courses supporting teachers getting started in science education are also now available. Currently, the postponed On the Farm Immersive event is still planned for mid-September. Get more information.
Foundation for Meat and Poultry Research & Education (FMPRE)/North American Meat Institute (NAMI):
#WienerWednesday Campaign Declared Most Viral Beef Campaign on TikTok. Learn how the popularity of hot dogs got millions of views and advocated for beef.
Meat Importers Council of America (MICA)/Northeast Beef Promotion Initiative (NEBPI):
NEBPI continues to actively promote beef in the Northeastern U.S. through numerous innovative tactics. Summer grilling campaigns with online grocers, more family-focused educational resources, a Radio.com sponsorship, social media takeovers and much more are encouraging beef purchases and enhancing consumer trust in beef throughout this very important market. Find out how these programs are engaging with consumers throughout the region.
National Cattlemen’s Beef Association (NCBA):
NCBA and the Beef. It’s What’s For Dinner. brand are bringing chefs and beef producers together for an upcoming video series campaign. The videos will showcase the immersion experiences of chefs as they tour cattle operations for a first-hand look at the care that goes into creating high-quality beef, and conversely, the experiences of producers as they tour the chef’s restaurants to see the complexity of how some of their most popular beef dishes are made. Learn more about this upcoming effort and more.
United States Meat Export Federation (USMEF):
The U.S. Meat Export Federation (USMEF), a subcontractor to the Beef Checkoff, reports that U.S. beef export levels are beginning to recover from declines in May and June. Weekly export data suggests an upward demand trend in several markets, and with production recovering, the U.S. is regaining its supply advantage. USMEF expects U.S. beef exports to regain momentum in the second half of the year. See the USMEF’s current efforts around the world.
Programming Updates
July 28, 2020
Cattlemen’s Beef Board (CBB):
The Drive reaches new heights. The June issue of The Drive e-newsletter was the best performing issue to date with the most people opening any issue ever. The new “Summer Campaign Puts Beef On The Grill” article was highly read with more clicks by far than any other article. The Drive has grown to approximately 16,000 e-newsletter subscribers and 80,000 printed subscribers, with the July print issue including 16 state inserts. The Beef Checkoff also launched another installment of the Your Dollar Does campaign, highlighting the progress and wins from each of the Checkoff’s program areas. This installment focuses on the Checkoff’s promotional power and their efforts to efficiently reach urban consumers in innovative ways.
American Farm Bureau Federation for Agriculture (AFBFA):
AFBFA continues to find new ways to promote and support agricultural literacy. Two recent livestream events about “anchoring phenomena” and “investigative phenomena” that reached nearly 1,000 participants are now available for viewing at onthefarmstem.com. Additional courses supporting teachers getting started in science education are also now available. Currently, the postponed On the Farm Immersive event is still planned for mid-September.
Foundation for Meat and Poultry Research & Education (FMPRE)/North American Meat Institute (NAMI):
A social media Beefshi promotion with Registered Dietitian Nutritionists, the Veal Stay Home Grill Out summer grilling promotion and research priorities to ensure safe, nutritious beef are among the highlights from NAMI and FMPRE. Learn more about these promotion and research activities.
Meat Importers Council of America (MICA)/Northeast Beef Promotion Initiative (NEBPI):
NEBPI continues to actively promote beef in the Northeastern U.S. through numerous innovative tactics. Summer grilling campaigns with online grocers, more family-focused educational resources, a Radio.com sponsorship, social media takeovers and much more are encouraging beef purchases and enhancing consumer trust in beef throughout this very important market. Find out how these programs are engaging with consumers throughout the region.
National Cattlemen’s Beef Association (NCBA):
NCBA and the Beef. It’s What’s For Dinner. brand have been very busy this summer, getting as much positive press for beef as possible. Their recent efforts include a burger-cooking demo on Good Morning America, releasing the “Real Facts about Real Beef” video series, hosting virtual “Meat Ups” with nutritionists and other thought leaders, and continuing to promote the United We Steak summer grilling campaign. Check out these efforts and much more.
National Livestock Producers Association (NLPA)/National Institute for Animal Agriculture (NIAA):
The recent webinar Improving Communication About Antibiotic Stewardship for Producers and Stakeholders sponsored by the Beef Checkoff, Kentucky Beef Council and NLPA is now ready for distribution and can be found on the CBB website, Kybeef.com and NLPA.org. This video will also be distributed to all of the state beef councils. Videos about antimicrobial stewardship and a webinar with the Centers for Disease Control and Prevention are coming in August.
North American Meat Institute (NAMI) Veal Program:
The Veal Quality Assurance (VQA) program has experienced a high level of recertification, with various new tools encouraging veal growers to follow the program’s best management practices. Other highlights included a column about bull calves published in numerous industry publications as well as new blog posts and videos on VealFarm.com. Sign up is also going on now for an August 4 Veal Farm-to-Fork webinar. Learn more about the webinar and all these veal-focused efforts.
United States Cattlemen’s Association (USCA)/Kansas State University (KSU)
The Meat Demand Monitor (MDM) issued its first multi-month report, leveraging over 10,000 survey responses spanning from February to June 2020. This period coincides with nearly the beginning of the U.S. coronavirus pandemic, providing valuable insight into consumer purchasing behaviors during a national health crisis. Learn more and read the report here.
United States Meat Export Federation (USMEF):
The U.S. Meat Export Federation (USMEF), a subcontractor to the Beef Checkoff, data indicates sustained demand for U.S. beef amid economic slowdowns. Economic and sales statistics are now documenting COVID-19’s impact in the Asia-Pacific region, where the pandemic began. E-commerce is emerging as a lifeline for traditional offline models, providing much-needed help during the pandemic. Having “omni-channel” capability is becoming critical for success in a world that is structurally, and rapidly, shifting from offline to online shopping and purchasing. Discover how USMEF is encouraging beef sales in numerous countries worldwide.
Programming Updates
July 2, 2020
The Beef Checkoff works to stimulate beef demand through promotional, research and educational efforts, initiatives and programs, all executed by Checkoff contractors and subcontractors. Even in a changing climate, these contractors update their plans in real-time to ensure beef demand remains strong.
Cattlemen’s Beef Board (CBB):
The Checkoff’s Producer Communications team continues to gather and share Checkoff contractor updates via social media, trade media interviews, and website updates. See their recent efforts.
American Farm Bureau Foundation for Agriculture (AFBFA):
The American Farm Bureau Foundation for Agriculture (AFBFA) strives to help learners of all ages understand agriculture and the vital role it plays in day-to-day life. Even with social distancing, AFBFA is working diligently to provide excellent experiences where participants can engage, learn and continue to grow as professionals. Get the program updates.
National Cattlemen’s Beef Association (NCBA):
The Beef Checkoff-funded Beef. It’s What’s For Dinner. brand managed by the National Cattlemen’s Beef Association (NCBA) is executing an exciting new summer grilling campaign to keep beef top of mind with consumers. Learn more about their efforts.
Foundation for Meat and Poultry Research & Education (FMPRE)/North American Meat Institute (NAMI):
The North American Meat Institute (NAMI) will continue to build trust in prepared beef products and veal, and the Foundation for Meat and Poultry Research and Education (FMPRE) will continue education and research efforts during these unprecedented times. Learn more about program adjustments and new virtual events they hosted.
Meat Importers Council of America (MICA)/Northeast Beef Promotion Initiative (NEBPI):
The Northeast Beef Promotion Initiative builds beef consumption in Northeast metropolitan areas. The team is implementing new outreach efforts and digital campaigns to target a home-based lifestyle consumer. Also new is fun and educational beef-related activities to help engage kids at home. See the new initiatives.
National Livestock Producers Association (NLPA)/National Institute for Animal Agriculture (NIAA):
NLPA will be hosting a 60-minute free webinar titled: Improving Communication about Antibiotic Stewardship for Producers and Stakeholders on Wednesday, July 22, 2020 at 7pm Central time.
This webinar will be facilitated by Andy J. King, Ph.D., Assistant Professor with the Greenlee School of Journalism and Communication at Iowa State University as a follow up to the NIAA Antibiotic Symposium held last Fall. He will be joined by Mr. Andy Bishop, Fairfield Farms and Ms. Niki Ellis, Director of Education with the Kentucky Cattlemen’s Association. Topics include:
- The challenges of communicating science to varied audiences
- Ideas for developing communication strategies for stakeholders
- Link strategic communication plans to desired outcomes
United States Cattlemen’s Association (USCA)/Kansas State University (KSU):
In cooperation with Kansas State University, the Meat Demand Monitor project provides timely research on U.S. meat demand trends, especially relating to COVID-19. Parallel producer and consumer engagement occurs with each research report update. This is evolving into a multi-month project and Dr. Glynn Tonsor with Kansas State University, will take a deeper dive in the five months of data collected so far.
United States Meat Export Federation (USMEF):
The U.S. Meat Export Federation is accustomed to change in the international marketplace. With the COVID-19 situation varying from country to country, see how the team is adjusting its messaging accordingly by country to continue emphasizing the integrity of U.S. beef.
Programming Updates
May 18, 2020
Cattlemen’s Beef Board (CBB):
The Checkoff’s Producer Communications team continues to gather and share Checkoff contractor updates via social media, trade media interviews, and website updates. In addition, the PC team has reached out to state beef councils, who have been asked to connect with producers in their state about what is happening locally to help drive beef demand. Updates to these efforts will be posted onto DrivingDemandForBeef.com under the COVID-19 Response page.
American Farm Bureau Foundation for Agriculture (AFBFA):
The American Farm Bureau Foundation for Agriculture (AFBFA) strives to help learners of all ages understand agriculture and the vital role it plays in day-to-day life. Even with social distancing, AFBFA is working diligently to provide excellent experiences where participants can engage, learn and continue to grow as professionals. Get the program updates.
National Cattlemen’s Beef Association (NCBA):
The Beef Checkoff-funded Beef. It’s What’s For Dinner. brand managed by the National Cattlemen’s Beef Association (NCBA) is executing an exciting new campaign showcasing how beef farmers and ranchers are helping keep beef on the grill during summer grilling season.
Foundation for Meat and Poultry Research & Education (FMPRE)/North American Meat Institute (NAMI):
The North American Meat Institute (NAMI) will continue to build trust in prepared beef products and veal, and the Foundation for Meat and Poultry Research and Education (FMPRE) will continue education and research efforts during these unprecedented times. Learn more about program adjustments and new virtual events they hosted.
Meat Importers Council of America (MICA)/Northeast Beef Promotion Initiative (NEBPI):
The Northeast Beef Promotion Initiative builds beef consumption in Northeast metropolitan areas. The team is implementing new outreach efforts and digital campaigns to target a home-based lifestyle consumer. Also new is fun and educational beef-related activities to help engage kids at home. See the new initiatives.
National Livestock Producers Association (NLPA)/National Institute for Animal Agriculture (NIAA):
Three new short videos will be released beginning in June through August featuring Andy Bishop, Dr. Dave Williams and Danielle Harmon – all from Kentucky. The videos demonstrate examples and tools learned from the 2019 Antibiotic Symposium. They share how to communicate their values and practices effectively, so consumers know they are getting a safe, healthy and wholesome product. Videos will be available on the National Livestock Producer website: https://nlpa.wildapricot.org/ state beef councils and many other communication channels. Watch for the announcement coming soon!
United States Meat Export Federation (USMEF):
The U.S. Meat Export Federation is accustomed to change in the international marketplace. With the COVID-19 situation varying from country to country, see how the team is adjusting its messaging accordingly by country to continue emphasizing the integrity of U.S. beef.
United States Cattlemen’s Association (USCA)/Kansas State University (KSU):
In cooperation with Kansas State University, the Meat Demand Monitor project provides timely research on U.S. meat demand trends, especially relating to COVID-19. Parallel producer and consumer engagement occurs with each research report update.
Driving Demand for Beef Amidst Supply Chain Challenges
April 27, 2020
Jared Brackett
Cattle prices have plummeted in recent weeks due to supply chain disruptions from the coronavirus pandemic. Despite the current challenges, Cattlemen’s Beef Board Chair Jared Brackett says the checkoff program continues to drive demand for beef. The mandatory Beef Checkoff is $1 per head collected each time cattle are sold. Brackett, who is a cow/calf producer and cattle feeder in southern Idaho, says it is bothersome when prices are not profitable. “It does bother me when I get $1.09 for a pen of cattle I trade three weeks ago that graded 42 percent prime and 58 percent choice,” says Brackett. “That’s $20 under what I got last year at this time. I tell my fellow producers keep doing what you do best; that’s producing safe, nutritious beef.” The full RRFN interview with Brackett is available here.
Programming Updates
April 6, 2020
Cattlemen’s Beef Board (CBB):
The Checkoff’s Producer Communications team continues to gather and share Checkoff contractor updates via social media, trade media interviews, and website updates. In addition, the PC team has reached out to state beef councils, who have been asked connect with producers in their state about what is happening locally to help drive beef demand. Updates to these efforts will be posted onto DrivingDemandForBeef.com under the COVID-19 Response page.
American Farm Bureau Foundation for Agriculture (AFBFA):
The American Farm Bureau Foundation for Agriculture (AFBFA) strives to help learners of all ages understand agriculture and the vital role it plays in day-to-day life. Even with social distancing, AFBFA is working diligently to provide excellent experiences where participants can engage, learn and continue to grow as professionals. Get the program updates.
Meat Importers Council of America (MICA)/Northeast Beef Promotion Initiative (NEBPI):
The Northeast Beef Promotion Initiative builds beef consumption in Northeast metropolitan areas. The team is implementing new outreach efforts and digital campaigns to target a home-based lifestyle consumer. Also new is fun and educational beef-related activities to help engage kids at home. See the new initiatives.
National Cattlemen’s Beef Association (NCBA):
The Beef Checkoff-funded Beef. It’s What’s For Dinner. brand managed by the National Cattlemen’s Beef Association (NCBA) is executing an exciting new campaign aimed at beefing up consumers at home dishes. See how this campaign is encouraging consumers to make beef their “meat substitute” of choice.
National Livestock Producers Association (NLPA)/National Institute for Animal Agriculture (NIAA):
Cattle producers from Kentucky have made substantial progress in rethinking how to use antibiotics in animal care. A short video is now available on the National Livestock Producer Association (NLPA) website: https://nlpa.wildapricot.org/ NLPA supported the efforts of a recent symposium on antibiotic use. A large part of the program focused on how producers can better communicate their own stories. The goal is to help offset the misinformation consumers are bombarded with every day from oftentimes unreliable sources.
North American Meat Institute (NAMI):
The North American Meat Institute (NAMI) will continue to build trust in prepared beef products and veal, and the Foundation for Meat and Poultry Research and Education (FMPRE) will continue education and research efforts during these unprecedented times. Learn more about program adjustments and new virtual objectives.
United States Cattlemen’s Association (USCA):
The Monthly Meat Demand Monitor project continues following its full initiation in February. In March, two base reports, along with a focused assessment of early trends tied to COVID-19, have been posted here: https://www.agmanager.info/livestock-meat/meat-demand/monthly-meat-demand-monitor-survey-data. Twitter coverage followed each post too.
United States Meat Export Federation (USMEF):
The U.S. Meat Export Federation (USMEF) is accustomed to change in the international marketplace. With the COVID-19 situation varying from country to country, see how the team is adjusting its messaging accordingly to continue emphasizing the integrity of U.S. beef.
Contractor Update
March 23, 2020
Cattlemen’s Beef Board (CBB):
The CBB’s producer communications office is utilizing all available channels to provide checkoff stakeholders with up-to-date information regarding changes during the COVID-19 pandemic. Checkoff updates may be found on DrivingDemandForBeef.com. In addition, producers who have signed up for The Drive, the Checkoff’s newsletter, will receive ongoing email updates as needed. State Beef Councils and trade media will receive updates as well, in an effort to reach as many producers as possible.
American Farm Bureau Foundation for Agriculture (AFBFA):
The AFBFA builds consumer trust in the beef industry by engaging with education leaders. While their messages to educators have not changed, the way they are delivering those messages will. The team is replacing cancelled in-person events by providing information and educational resources to the National Science Teaching Association (NSTA) and switching a Summer Professional Development series with virtual workshops. They’ll also share information via emails, social media and through the On The Farm STEM website.
Meat Importers Council of America (MICA)/Northeast Beef Promotion Initiative (NEBPI):
NEBPI, a subcontractor to the Beef Checkoff through MICA, builds beef consumption in populous Northeast metropolitan areas. While COVID-19 has impacted NEBPI’s attendance at multiple events and conferences, their team is working with event coordinators to determine the possibility rescheduling these events or conducting them online. NEBPI will remain present with Northeastern consumers and influencers by emphasizing digital and social media campaigns. They are changing their outreach efforts and messaging to fit with a more home-based lifestyle, and they’re assessing future campaigns to ensure they also match this focus.
National Cattlemen’s Beef Association (NCBA):
NCBA and State Beef Councils throughout the country will leverage their extensive content library, including ads, recipes, cooking videos and educational materials about beef nutrition and proper handling practices to help consumers safely prepare beef at home. NCBA staff will also provide this information to influencers, supply chain partners and the media to support their consumer education efforts. Other plans include the release of three new videos using beef in place of other proteins in popular dishes and a summer grilling promotion set to begin Memorial Day weekend.
National Livestock Producers Association (NLPA)/National Institute for Animal Agriculture (NIAA):
NLPA, in conjunction with NIAA, organizes the annual Antibiotic Symposium as a part of the checkoff’s Industry Information program. A visit to the Centers for Disease Control with the Kentucky Beef Council scheduled for mid-March has been postponed to late summer or possibly early October. The team will continue to work on producer videos as the year progresses, with an anticipated completion date of September 30. A follow-up communication webinar planned with Iowa State University has also been postponed until later this year since the university has closed indefinitely.
North American Meat Institute (NAMI):
NAMI will continue to focus on its dual responsibilities of building trust in prepared beef products and promoting veal prepared at home in the weeks and months ahead. The organization has already completed numerous conferences and expos for FY2020, and staff are currently assessing future events to determine whether they will need to transition from in-person gatherings to virtual, online tactics. Other initiatives may become content marketing opportunities sharing recipes and at-home healthy living tips via webinars, newsletter and other online resources.
United States Cattlemen’s Association (USCA):
The Meat Demand Monitor, a research tool developed by the USCA and its subcontractor, Kansas State University (KSU), continues forward, comparing beef’s retail and foodservice trends over time. March data collection is nearing completion, and April data collection will likely begin on April 2 or 3. Dr. Glynn Tonser, professor of agricultural economics at KSU, is collecting data and developing reports from his home office, and he expects to see some eye-opening trends emerge due to COVID-19’s impact on consumer demand.
United States Meat Export Federation (USMEF):
USMEF works with countries worldwide to increase U.S. beef exports, and they are accustomed to constant change in the international marketplace. The team is adjusting its messaging accordingly as the situation differs from country to country. The team has seen shifts in demand from foodservice to retail and delivery in Asia, but also sees foodservice demand slowly rebounding. They continue to emphasize the integrity of U.S. beef and the reliability of the U.S. as a trading partner. Some key international events have been cancelled, and USMEF has rescheduled the annual Beef Leadership Development Team trip from April to June. If travel restrictions are still happening in June, they plan to move the trip to September. USMEF’s 19 worldwide offices are conducting events as allowed in their respective countries, and if that changes, they will switch to phone, Skype and webinar-based conversations.
Update From Jared Brackett
March 23, 2020
As I watch television news reports from my ranch and listen to radio broadcasts in my truck while checking on cattle, I see the impact that COVID-19 is having on our economy, including the stock market and cattle markets. And, as a beef producer, I know firsthand how frustrating this situation is for cattlemen and women across the country. Certainly, none of us could’ve anticipated the circumstances we’re currently facing on top of other issues that have impacted the entire beef industry over the past few years.
Jared Brackett
While I’m a beef producer first and foremost, I’m also the 2020 chair of the Cattlemen’s Beef Board (CBB). Our 99-member board – consisting primarily of domestic beef, veal and dairy producers – oversees the collection and spending of Beef Checkoff dollars. Our goal is to promote beef and increase demand, and in these uncertain times, I want to assure you that the Beef Checkoff and its contractors continue to work toward that very important goal.
We know that we must quickly reassess our 2020 plans in all checkoff program areas – promotion, research, foreign marketing, industry information, consumer information and producer communications. And, that’s exactly what we’re doing. Our contractors are pivoting as we speak, changing their strategies and tactics to better address the current and future effects of the COVID-19 pandemic.
Over the past few days, we contacted each Beef Checkoff contractor to ask for updates in light of the rapidly evolving world situation. Here, we’ve summarized some ways several of our contractors and subcontractors are responding to ensure beef demand remains stronger than ever.
Most are emphasizing strategies and tactics intended to encourage beef consumption at home rather than in restaurants as more areas mandate social distancing and quarantining. They’re providing influencers, supply chain partners and the media with recipes, videos and other educational materials to support these efforts. Contractors and subcontractors are turning more to social media, digital marketing, updated website content, newsletters, emails and other online tools to continue delivering positive messages about beef to their intended audiences. Many are transitioning scheduled in-person conferences and expos to virtual events or rescheduling them for later this year. More detailed information on specific contractors, programs, events and initiatives is available from our new “COVID-19 Response” page at DrivingDemandForBeef.com.
The COVID-19 situation is extremely fluid, and none of us can know what next month, next week or even tomorrow may bring. That’s why Beef Checkoff contractors will continue adjusting their plans over the next few weeks and months. As chairman of the CBB, I will work with our team to continue providing regular updates at DrivingDemandForBeef.com. Knowledge is power, and it’s our job to make sure you are aware of how your checkoff dollars are being spent to help the beef industry adapt to this changing world.
We are all in this together, and we will rise to meet this new challenge. Please know that the Beef Checkoff and its contractors will be working diligently on your behalf to keep driving beef demand so that you can focus on what you do best: producing high-quality beef for consumers worldwide. My thoughts are with all of you, and my hope is that someday soon, we’ll be able to look back and see how our combined efforts made a positive difference during this difficult time.
Guidance that may be helpful for ranchers in addressing operational issues
March 23, 2020
Memorandum on Identification of Essential Critical Infrastructure Workers During COVID-19 Response
Overall, beef demand is up 15 percent since 2012
For the beef industry to remain successful, it must recognize what consumers want. They hold the purchasing power; therefore, it is essential the beef industry responds to their requests and decision-making patterns. The NCBA monitors and measures consumer attitudes on a monthly basis. The Beef. It’s What’s For Dinner. brand has had an extremely positive impact on consumers’ perception of beef. According to the checkoff-funded Consumer Beef Tracker, people are more likely to feel positive about beef and more likely to eat beef more often when they are aware of the Beef. It’s What’s For Dinner. brand.
