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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) / New York Beef Council (NYBC)

NAMI and NYBC create a favorable marketplace for veal.

Fiscal Year 2023 initiatives include:

  • Partner with national online grocery retailers and veal suppliers to promote veal as a delicious, indulgent and versatile protein.
  • Distribute a quarterly consumer e-newsletter in conjunction with other online marketing campaigns that will feature producers and stakeholders in the industry, recipe reveals, and developed content for consumer’s consumption.
  • Develop a State Beef Council partnership to engage and co-host events for their consumer audiences.
  • Execute digital marketing campaigns utilizing the Veal – Discover Delicious brand to increase visibility, confidence, and discovery of veal with consumers.

2023 Funding (veal): $300,000

National Cattlemen’s Beef Association (NCBA)

NCBA manages the iconic Beef. It’s What’s For Dinner. brand to educate consumers and inspire them to purchase, prepare and enjoy beef.

Fiscal Year 2023 initiatives include:
  • Communicate to consumers that real beef’s great taste and nutrition can’t be replicated through digital marketing campaigns.
  • Address and correct the myths around beef and beef production to various audiences through digital campaigns and traditional media outreach.
  • Conduct a Beef. It’s What’s For Dinner. brand lift study following two media campaigns.
  • Manage the Beef. It’s What’s For Dinner. online and digital presence (Facebook, Pinterest, Instagram, Twitter and YouTube).

2023 Funding: $9,100,000

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