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MyBeefCheckoffNews
Your weekly report of checkoff activities and outcomes.

October 6, 2017

CONSUMER INFORMATION

Hello Fresh Beef Tour

New Balance Falmouth Road Race

Educating Influencers Change Perspective About Beef

True Beef Educator Guide Gains Momentum

Doctors Learn about Beef Production and Heart Health

Riding the Beef Price Volatility Wave

CONSUMER INFORMATION, as defined in the Beef Promotion & Research Act, means “nutritional data and other information that will assist consumers and other persons in making evaluations and decisions regarding the purchasing, preparing and use of beef and beef products.” This includes programs such as consumer education and information, communications with health professionals, food and nutrition communicators, retailers and foodservice professionals.
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Hello Fresh Beef Tour

The consumer’s path to purchase beef is looking more and more diverse every day. Not only can consumers choose to shop at their traditional grocery store, they can also opt for complete dinner solutions at companies like Hello Fresh, an online meal kit delivery service.  On August 25, 2017, the Northeast Beef Promotion Initiative, through a grant from the CO Beef Council, hosted a group from the Hello Fresh corporate office for a full-day beef immersion experience at Thunder View Farms in Grahamsville, New York. 
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New Balance Falmouth Road Race

Beef has an impressive presence during the 45th New Balance Falmouth Road Race on August 20. Four Team Beef members started in Woods Hole, MA and ran along the beautiful coast of Cape Cod into Falmouth Heights. Leading up to the race, the checkoff participated in the annual Falmouth Road Race Health & Fitness Expo which was visited by approximately 75,000 runners and their families. Visitors at the beef checkoff booth enjoyed beef jerky samples and learned about beef’s versatility and value as part of an athlete’s diet and lifestyle. The checkoff partnered with Chrissy Carroll, Registered Dietitian, USAT Level 1 Triathlon Coach and blogger at Snacking in Sneakers to share “3 Reasons Why Runners Should Eat Beef” leading up to the race. Participation in this event was made possible by the Kentucky Beef Council.

The above two stores are funded by AR #1717-CI.
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Educating Influencers Change Perspective About Beef

A total of 75 influencers in STEM (science, technology, engineering and math) education participated in on the farm STEM events facilitated by the American Farm Bureau Foundation this year. The events focused on equipping educators with examples of how STEM principles are applied in the beef industry. Research conducted during the events shows that participants were influenced by the experience. Post assessments indicated the following:

48% increase in participants responding that the “positives of beef strongly outweighing negatives”

51% increase in participants responding that the “positives of how cattle are raised in US strongly outweigh negatives”

41% increase in participants responding that the “beef industry is transparent”

43% decrease in concern regarding antibiotics

27% decrease in concern regarding food safety

The Foundation will host three additional on the farm educator events in 2018.

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True Beef Educator Guide Gains Momentum

The newly launched “True Beef: Pasture to Plate” educator’s guide has been downloaded nearly 200 times with equivalent distribution of the True Beef documentary, produced by Pflugerville Independent School District (TX).  Engagement from Masters of Beef Advocacy graduates have helped increase the distribution of this resource nationwide.

The above two stories are funded by AR #1708-CI.
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Doctors Learn about Beef Production and Heart Health

In conjunction with the American Academy of Family Physicians annual conference in San Antonio, TX, the beef checkoff provided family doctors with a closer look at beef production by visiting a nearby cattle ranch and learned about antibiotic stewardship. More than 50 doctors participated and event surveys revealed remarkably positive shifts in attitudes regarding positives of beef outweighing the negatives of beef. Multiple doctors reported there was “much more science involved in raising cattle than I knew.” In addition, the beef checkoff’s research on beef and heart health was chosen to represent innovative research relevant to family medicine
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Riding the Beef Price Volatility Wave

The transition between summer and early fall is typically a low-sales period for retailers. However, this year grocers face a unique set of challenges in retailing fresh meat, especially beef, due to the rise in wholesale beef prices. CattleFax protein research and analysis lead Lance Zimmerman recently penned an editorial for Supermarket News where he shared his analysis of the seasonal variations in beef supply and demand. He also provided insights into how retailers can ride the wave of volatility and improve margins during the post-summer grilling slump.

The above three stories are funded through AR #1706 CI