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Dr. Billy Powell of Washington County, Alabama was presented with the Cattlemen’s Beef Board’s second annual Beef Checkoff Visionary Award during the General Session of the 2022 Cattle Industry Summer Business Meeting in Reno, Nevada. This honor recognizes an individual in the beef industry who has demonstrated exemplary support of and commitment to the Checkoff’s goals and vision.

“Dr. Powell has been deeply involved with the Beef Checkoff since it was passed back in 1985,” said Norman Voyles, Jr., 2022 chair of the Cattlemen’s Beef Board (CBB). “His knowledge of the beef industry goes back decades, and his leadership and ingenuity helped smooth out many of the bumps in the road that the Checkoff experienced, especially in those early years. Dr. Powell is truly deserving of this Visionary Award.”

A native of Leroy, Alabama., Powell grew up on a farm, receiving his first cow when he was just two years old. Over the years, Powell’s family raised timber, along with commercial and registered cattle, primarily the Red Angus breed. He attended Auburn University’s College of Agriculture where he earned his bachelor’s degree in animal sciences in 1966, going on to earn his Ph.D. in meat science in 1970. Powell then became a food science specialist for the Alabama Cooperative Extension service at Auburn University from 1971-1975. He eventually took a position closer to home with Lapeyrouse Grain Company, and when his father passed away shortly thereafter, Powell and his mother co-managed the family’s cattle herd.

Powell served in various cattle industry leadership positions at both the state and national levels over the next few decades. He served as president of the Red Angus Association of America in 1974-75. In 1982, Powell became the president of the Alabama Cattlemen’s Association (ACA). In 1985, he took on the executive vice president role with ACA, retiring in 2017 after an incredible 32 years with the organization. Around that same time, Jo Ann Smith, then president of the National Cattlemen’s Association, appointed Powell to a committee tasked with developing the Beef Checkoff Order that still helps guide the program today.

Under Powell’s leadership and vision, the State Beef Councils organized to have a collective voice in the national Beef Checkoff program. After the Beef Industry Council and the National Cattlemen’s Association merged to become the National Cattlemen’s Beef Association (NCBA), Powell was instrumental in getting the Federation of State Beef Councils to meet independently, strengthening their efforts to promote beef. Powell also worked with others to develop the concept of a State Marketing Plan template that ensured state efforts would complement the national Checkoff’s efforts rather than dilute them. As the purchasing power of the national Beef Checkoff decreased over the years, Powell’s forward thinking spurred Alabama and other states to pass their own $1-per-head checkoffs, providing additional funding for their promotional programs.

One of Powell’s proudest achievements was the establishment of The MOOseum at the Alabama Cattlemen’s Association. Opened in 1995 under his guidance, The MOOseum became the premier venue for children and adults to learn more about Alabama’s beef cattle industry.

“Being named the 2022 Beef Checkoff Visionary Award recipient is a tremendous honor, and I appreciate it very much,” Dr. Powell said. “It’s icing on the cake for a South Alabama country boy who spent a lifetime working in the cattle industry. There are many individuals I’d like to thank for nominating me and working with me throughout the years, because if I’ve accomplished anything, it’s been with the help of others. I still truly believe the Checkoff dollar is the best investment that a producer can make.”

“Dr. Powell’s tireless efforts over the years shaped the Beef Checkoff as we know it today,” said Greg Hanes, CEO of the Cattlemen’s Beef Board. “Furthermore, his knowledge and vision helped create mutually beneficial relationships between the national program and the State Beef Councils. Dr. Powell has always had faith in the power of the Beef Checkoff. He’s worked hard for what he believes is right, and we are all the better for it. All of us at the CBB congratulate Dr. Powell on receiving this very well-deserved Visionary Award.”

Frequently Asked Questions

The Drive In Five is a video series that gives you a round-up on how your Beef Checkoff dollars are being used to drive beef demand. In this episode, see how beef exports have positively left a lasting impact and how U.S. beef is utilized worldwide.

 

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

It’s time to fire up the grill and prepare for a sizzling summer full of beef! Launched over Memorial Day weekend, a brand-new Checkoff-funded Beef. It’s What’s For Dinner. grilling campaign is reaching consumers in new ways and encouraging them to add some spice to their summer recipes. From a partnership with NFL superstar Tony Romo, promotions with Kroger and Sam’s Club, and new radio and TV ads, inspired consumers will be served up delicious beef grilling recipes with tips and tricks for the barbeque, along with nutritional info. See what’s cookin’ and how it will come to life across all types of media, including print, digital, social, radio and TV.

Beefing Up Summer

Over the next few months, consumers will gather around the grill with family, friends and good food, and the Beef Checkoff is determined to ensure beef is on the menu. Consumers are likely to grill twice a week or more, and the average American grills an impressive 9.55 times per month1. Here are all the ways the Checkoff’s summer grilling campaign will keep beef top of mind.

  • Partnership with NFL superstar Tony Romo: Because he’s a “Cowboy” at heart, Tony Romo is out promoting beef and the cowboy way of life. This summer, Romo will urge consumers to “make the right call” with beef – a new tagline he will be using in his efforts. He will help consumers pick the right recipes and beef cuts and provide tips and tricks for gathering around the grill. Romo will be featured across all media platforms, from TV advertising to Facebook, Instagram and Twitter. You can expect to see him sharing his favorite recipes, grilling tips and even a behind-the-scenes look into his personal passion for beef. Watch Tony’s beef ads.
  • Influencer Partnerships: Beef. It’s What’s For Dinner. will execute influencer campaigns with individuals in the food, culinary and nutrition spaces. Influencers will connect with their audiences through social media posts and videos to promote beef as the protein of choice. Learn more about the Beef Checkoff’s influencer marketing program.
  • Paid advertising on TV, radio and digital platforms: Consumers will see beef-focused videos and messaging through Connected TV like Hulu, Apple TV and YouTube; audio ads on Spotify and SiriusXM; Google Search and digital ads. Articles and recipes will also be placed on websites and in outdoor ads. In addition, the Checkoff will partner with ESPN and The Food Network to feature digital advertising and broadcast TV spots.
  • Promotions with Kroger and Sam’s Club: These promotions will target consumers where they are shopping, whether on the app, online or in-store with coupons and deals.
  • Press releases and media pitches: Articles will be sent out to consumer-focused publications and magazines on beef summer content. A satellite media tour – a series of TV, radio and online interviews conducted in a single day— will focus on sharing tips for the perfect summer cookout. Editors, reporters, broadcasters and TV hosts will attend the satellite media tour and craft their own stories based on the information shared.
  • Social media efforts: Beef. It’s What’s For Dinner. social media channels (Facebook, Instagram, Pinterest and Twitter) will feature Tony Romo posts, a Father’s Day sweepstakes and Grilling 101 videos.

All these efforts will drive people to Beef. It’s What’s For Dinner’s. website for all things grilling, including Tony Romo’s Playbook, which will feature recipes, grilling tips, quotes from Romo and summer grilling videos.

Smoking-Hot Results

For years Beef. It’s What’s For Dinner. has promoted a summer grilling campaign, and it’s expected to only get better and better. Last year, paid advertising generated more than 84 million video views, 230,000 social media likes, shares and comments, 369,000 clicks to Beef. It’s What’s For Dinner. articles and recipes, 315,071 BeefItsWhatsForDinner.com pageviews and nearly 50,000 audio ad listens.

This year with a larger presence on Food Network, a brand-new partnership with ESPN digital and Tony Romo headlining as beef’s spokesperson, Beef. It’s What’s For Dinner. expects to see performance numbers increase.

Through amusing and engaging campaigns, like these summer grilling promotions, the Beef Checkoff works to position beef as the number one protein of choice. The promotion program broadcasts beef’s unique and core attributes and works to showcase the powerhouse nutrients beef provides while reminding consumers of the unbeatable pleasure that beef brings to meals. By doing all of this, the Beef Checkoff ultimately drives demand for beef and brings attention to the men and women who raise beef and feed the world.

Frequently Asked Questions

As I’m writing this, we’re witnessing another potential “black swan” chain of events. The war in Ukraine, too much moisture in the Eastern Corn Belt, and too little in the Western Corn Belt have significantly delayed spring planting.

These events have led to grain prices rising to near historical highs and contributed to high energy prices. According to the USDA, corn is $1.67 per bushel higher than last March. Diesel fuel is now an incredible $2.26 higher here in the Midwest than it was a year ago – and it’s gone up by even more on the East and West Coasts. Fertilizer has more than doubled its 2021 prices. Prices on inputs such as seeds and pesticides are also higher.

Yet, somehow, beef demand remains high. How is that possible with near-record retail beef prices and the numerous transportation issues we face? The Beef Checkoff has been working to consistently build beef demand over the past 36 years. And, that success is due in large part to the dedication of Cattlemen’s Beef Board (CBB) members and our contractor partners.

By working together to develop and fund innovative promotion, education and research programs, the CBB and its contractors have used Checkoff dollars to:

  • Improve beef quality through BQA training for our producers and transport drivers
  • Directly educate consumers about the safety and sustainability of our beef supply
  • Inform and partner with key opinion leaders such as STEM educators
  • Conduct research to learn about consumer preferences and buying habits for all protein sources, including animal, plant, insect or lab culture
  • Identify tender and flavorful new beef cuts such as Flat Iron and Tri Tip through muscle profiling
  • Create value in export markets for beef and beef variety meats

To continue doing this important work, we need more involved, dedicated individuals to join the CBB.

The USDA is currently seeking nominees for the Beef Board, and a list of certified producer organizations, nomination form and information about the CBB are available on the AMS-CBB webpage. Throughout the full nomination process, the industry must conduct extensive outreach, paying particular attention to reaching underserved communities, and consider the diversity of the population served and the knowledge, skills, and abilities of the members to serve a diverse population. A total of 39 three-year term seats must be filled next February (38 producers and 1 importer). Of those, 21 seats are occupied by members eligible for an additional three-year term; the remaining 18 have served two consecutive terms and will be termed out.

As a producer and Beef Checkoff investor, I am extremely proud of the work our contractor partners are doing, and I’m excited to see the proposals they’ll bring forward for FY23. If you know someone with a passion for the beef industry and a unique perspective to share, I encourage you to nominate them for one of our open seats. Fresh ideas and enthusiasm are essential to continue building beef demand, not just for today or even tomorrow, but well into the future.

Frequently Asked Questions

With the eruptive growth of social media across audiences of all ages, influencer marketing has become an increasingly popular way to promote products and services. But what makes an influencer?

Influencers are individuals with perceived expertise or knowledge about niche topics and a significant online following. Their followers view them as trustworthy experts in their fields, and they can hold significant influence over their audiences’ purchasing decisions. Their recommendations can help brands expand their reach and message – and that’s precisely why the Beef Checkoff utilizes influencer marketing to help drive beef demand.

Beef Expert Network

In total, 22 individuals are part of the Beef Checkoff’s Beef Expert Network of influencers who are all passionate about sharing beef’s story and connecting with their audiences to promote beef as the protein of choice. The Beef Checkoff-funded brand Beef. It’s What’s For Dinner. works with three types of influencers within the Beef Expert Network:

The Food Influencer

These are food lovers who center their content around recipes, cooking advice and entertaining tips and tricks. They share most of their food experiences on blogs and social media channels to loyal audiences interested in learning about new recipes.

The Culinary Influencer

These are trusted culinary professionals to whom consumers and other culinarians look for guidance. Many of these professionals own restaurants or culinary consulting companies; some are even TV personalities. Beef. It’s What’s For Dinner. has worked with numerous celebrity chefs, with two being Hugh Acheson, judge on the popular TV show Top Chef, and Josh Capon, chef and TV personality on the show Frankenfood.

The Ag Influencer

These influencers are members of the beef industry who run their own cattle operations and want to share their beef stories with consumers. These advocates engage with audiences and the media to ensure accurate information about the beef industry is heard.

The Nutrition Influencer

These are trusted and established nutrition, health and fitness experts who maintain professional credentials such as Registered Dietitian (RD), Medical Doctor (MD) or Certified Personal Trainer (CPT). They are considered thought leaders in their field and provide evidence-based, diet-related health and wellness recommendations to consumers and other health professional peers.

Influencer Criteria

Beef. It’s What’s For Dinner. works to create long-term relationships with these individuals, and all must be a natural fit for the brand. To create authentic content, influencers must meet a certain set of criteria:

  • Express passion about beef and have already shared beef content with their audience.
  • Possess credibility in their field.
  • Create visually appealing content.
  • Have a highly engaged audience.
  • Have a national audience of older millennial parents (Beef. It’s What’s For Dinner’s. main target audience).
  • Have a successful presence on multiple social media platforms.

Growing Relationships

Most importantly, influencer marketing is a partnership, and the Beef Checkoff strives to build solid, productive relationships with these individuals.

The Beef Checkoff creates educational opportunities so its influencers can have the most up-to-date, beef-focused nutrition, research, culinary and production content. This information is delivered through webinars, conference session support, events, digital communications and hosted experiences.

This collaboration ensures influencer content supports Beef Checkoff campaigns and promotes beef efficiently and effectively. Once influencers create the content, they share it with their audiences across digital and social media platforms, but Beef. It’s What’s For Dinner. also utilizes their content in its own marketing efforts. To further extend the reach of influencer-curated messaging, Beef. It’s What’s For Dinner. spotlights this content on its social media platforms to reach new audiences. This strategy is especially beneficial with the Ag Influencer group because it helps consumer audiences meet beef farmers and ranchers and learn about beef production right from the source.

Beyond Social Media

The Beef Expert Network contributes to paid digital content, including blogs and articles authored by influencers and hosted in urban news publications like LA Weekly and The New York Times.

Also, Beef. It’s What’s For Dinner. takes advantage of the popularity of their celebrity chefs and TV personalities and hosts media tours featuring these influencers. These media tours allow TV and radio stations across the country to interview the influencers about beef recipes and nutrition. In fiscal year 2021, Beef. It’s What’s For Dinner. hosted four satellite media tours, each resulting in an average of 20 interviews that aired more than 500 times.

It’s All in the Results

For Beef. It’s What’s For Dinner., engagement is key. The goal is to have consumers click on the recipe and beef messaging links to learn more about beef and how to cook with it. Here are successes from recent influencer campaigns:

Summer Grilling Campaign

Fourteen food and culinary influencers posted beef summer grilling recipes on their social media channels in June, July and August.

Total Reach: 372,592

Total Engagement: 60,028

Celebrating National Ag Day

Five ag influencers shared their beef stories to celebrate National Ag Day. These social media posts received paid amplification to increase their reach and carry the agriculture message to new consumer audiences.

Total Reach: 490,867

Total Engagement: 5,027

“Tailgating with Rasheed Philips” YouTube Campaign

Philips starred in a long-form YouTube campaign to develop videos on beef recipes for tailgating.

Video Views: 158,956

Total Reach: 275,526

Beef in the Early Years Campaign

Seven nutrition influencers shared social media posts to highlight beef in the early years and encourage parents, caregivers and doctors to make every bite count.

Total Reach: 232,139

Total Engagement: 80,876

 

Measurement cheat sheet:

Reach: The number of unique users who were shown a post during its lifetime.

Engagement: The total number of times that users reacted to, commented on, shared or clicked on a post during its lifetime.

Frequently Asked Questions