b'BEEF CHECKOFF From an idea to an AR A ROUND-UPH I G H L I G H T SEvery year, eligible Beef Checkoff contractors submit program funding requests, calledOF RESULTS ESPN TailgateTour Campaign Authorization Requests or ARs, to the Beef Promotion Operating Committee (BPOC). But long before things get to that stage, they put on their thinking caps, brainstorm ways to drive demandConsumer Information Beef is now the official protein of the 2021 for beef and prepare their fledgling AR for the ride of its life. Oh, and heres an interesting tidbit:The Beef Checkoff Summer campaign, Rethink TheESPN Events Tailgate Tour. The event, if the contractor is already conducting a current-year AR, the proposal prep work and existingRanch, was seen by consumers 83.7 million times throughwhich will stop at more than 20 college football games between now and the AR work happen at the same time as planning for next year. Its a whole lot to juggle and showsbroadcast, social media, digital and traditional print efforts. 1 end of 2021, is an opportunity to share contractors true dedication to producers and the industry! beefs sustainability message with a broad Industry Informationconsumer audience. Beef will be served at every event, and sustainability messaging 011: IDEAS & PROPOSALS 02 2: INPUT & SCORING The Beef Checkoff sustainability education campaignwill be showcased. In addition, cattle videos showcasing real beef farmers and ranchers wereproducers serving as beef ambassadors watched 12.6 million times online via YouTube, socialwill also be on hand at select events. This will serve as another opportunity for media and digital platforms. 2 consumers to interact with farmers and STEP STEPranchers and learn important information Based on the current state of the beef industry,Contractors present draft ARs to the six Beef Checkoffabout beef nutrition and sustainability in a contractors create promotion, research or educationproducer committees, which, in turn, determine whetherPromotion proposals (ARs) to drive demand for beef. the ARs are aligned with strategies in the current Beefmore connected and comprehensive way.Five U.S. Olympic athletes endorsed beef through the Industry Long Range Plan (LRP). The committees also offer feedback and score the ARs, giving contractors theSouth Dakota Beef Industry Councils Build Your Base chance to do some tweaking before their final submissions. with Beefcomprehensive sports nutrition program. 3Late Night! with Jimmy 033: REVIEW & APPROVAL 04 4: WORK & RESULTS Foreign Marketing s totaled rom a year ago. 4 FallonCites ResultsJune U.S. beef export from a Co-Funded Beef 112,249 metric tons (mt), up 42% f Checkoff Study. STEP STEP Comprised of producers with national and stateEnsuring each AR program is effective happens through perspectives10 from the Cattlemens Beef Board and 10evaluation reporting throughout the year. Results andConsumer Information from the Federation of State Beef Councilsthe influentialfeedback are communicated to producer committees toArticles reaching 352,000 physicians were placed in BPOC reviews each finalized AR to determine how it willguarantee dollars are being spent efficiently and lawfully.impact demand. Then, it decides which ARs to approve, howmedical journals over the summer to educate physicians much funding to grant and submits a final budget to USDA. on the American Academy of Pediatrics and the Dietary Guidelines for Americansrecommendation to introduceTo celebrate summer grilling and National iron-rich meats, like beef, starting at six months of age. 5 Hot Dog Month, Jimmy Fallon highlighted the importance of hot dogs at a cookout, 1,2,5 citing results from a survey commissioned Data provided by the National Cattlemens Beef Association. See the new Beef Checkoff committees and their efforts to drive demand for beef at: 3 Data provided by the South Dakota Beef Industry Council.BeefBoard.org/Checkoff/Committees 4 by the National Hot Dog and Sausage Data provided by the U.S. Meat Export Federation. Council and the Beef Checkoff.'