Promotion

Includes advertising, merchandising and new product development as well as training and promotional partnerships with dietitians, restaurants and supermarkets that stimulate sales of beef and veal products.

About the Promotion Program

In order to position beef as the number one protein, the Promotion program area focuses on broadcasting beef’s unique and core attributes. The program works to showcase the powerhouse nutrients beef provides, remind consumers of the unbeatable pleasure that beef brings to meals and bring attention to the men and women who raise beef for the world.

The Promotion program area continues to seek out new approaches to connect directly with consumers in meaningful ways so they can feel confident purchasing the beef and veal products they enjoy. Specifically, leveraging the vast, science-based nutritional information, supported by the U.S. Department of Agriculture (USDA) and the Dietary Guidelines for Americans, to showcase how processed beef products are nutrient-dense foods that can be part of a healthful, balanced dietary pattern keeping fat and sodium limits in mind.

The Promotion program area also continues to revolutionize and innovate veal marketing by communicating veal’s nutritional benefits and versatility. This includes connecting and inspiring consumers, channel marketers and foodservice operators with innovative veal recipes and menu solutions that align with today’s global trends.

Contractors With Projects Funded Under Promotion

North American Meat Institute (NAMI)

NAMI logoNAMI highlights the positive attributes of processed beef products to showcase the product choices in the marketplace. Fiscal Year 2019 initiatives include:

  • Partnering with registered dietitians like Holley Grainger to build in a number of lunchable processed meat items into their next round of healthy lunchbox ideas.
  • Working with well-established media dietitians to drive positive processed beef messaging on local morning, afternoon and early evening television shows.
  • Exhibiting at the Great American Beer Festival in partnership with National Hot Dog and Sausage Council.

2019 Funding (Beef): $682,200

NAMI creates a favorable marketplace for veal. Fiscal Year 2019 initiatives include:

  • Creating 10 new global trending recipes.
  • Coordinating a blogger/culinary student/chef tour of a veal farm.
  • Building email outreach to educate registered dietitians and consumers to demonstrate veal’s versatility, nutritional benefits and globally inspired veal recipes.

2019 Funding (Veal): $300,000

The Consumer Trust Committee, the Innovation Committee and the Nutrition and Health Committee were identified in the Long Range Plan to oversee projects for this program.


National Cattlemen’s Beef Association (NCBA)

NCBA manages the iconic “Beef. It’s What’s For Dinner.” campaign in an effort to educate consumers and inspire them to purchase, prepare and enjoy beef. Fiscal Year 2019 initiatives include:

  • Reaching millions of consumers through cutting edge artificial intelligence tools, like “Chuck Knows Beef,” to help revolutionize the meat shopping experience.
  • Managing the “Beef. It’s What’s For Dinner.” online and digital presence (Facebook, Pinterest, Instagram, Twitter and YouTube).

2019 Funding: $9,600,000

The Consumer Trust Committee, the Innovation Committee and the Nutrition and Health Committee were identified in the Long Range Plan to oversee projects for this program.

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