b'Monitoring Meat: How the Digital Command Center is Beefs Most Vigilant Watch Dog Beef is the Continued From Previous Page Meet the New Board Members Protein of ChoiceThe Cattlemens Beef Board welcomed 40 new or reappointed elected AHEAD OF THE MEDIA CURVEBALL the team issued a media statement aboutmembers this spring. These leaders have deep roots in the cattle the sustainability of U.S. beef productionindustry and volunteer their time to the board. Members are individually Digital CommandIn addition to developing targetedand the minimal impact of reducing meatnominated by certi ed organizations and appointed by the Secretary of Center running messaging to address consumer concerns,consumption. The statement was pickedAgriculture to serve a three-year term.the team also enacts reactive issuesup by 24 editorial and broadcast media response. In other words, when a new studyoutlets, such as Bloomberg, Yahoo! Finance,Amy LangvardtDaphne R.Marty Stingley features false or misinterpreted data placingHollywood Reporter and Drovers. TheseAlta Vista, KS HoltermanEllensburg, WA, beef in a negative light, the team works withmedia e orts resulted in a total reach of third party and in-house experts to issue amore than 105 million consumers 6 . Anne Ilse AndersonWatertown, WI Northwest Unitresponse to media and other stakeholdersConsumer demand is perhaps the beef with accurate fact- and science-basedThese reactive responses ensureAustin, TX Debbie GillMary J. Granerindustrys most important driver. Beef information. When a popular mainstreamconsumers are receiving correctCollege Station, TX Hu , NDTOP-OF-MIND ISSUES MANAGEMENT publications article includes incorrectinformation while also helping the teamBill LipscombCheckoresearch shows that consumers data about the beef industrys impact onbuild relationships with reporters thatPrattville, AL,Diane M. HooverMike Echeverriacontinue to reach for beef at the meat counter NCBA uses a proactive messaging strategygreenhouse gases, the team reaches out tocould potentially lead to a follow-up storySoutheast Unit Lebanon, PA Bakers eld, CA, and eat it as their protein of choice.to stay ahead of issues that could potentiallythe reporter to clear up the misinformationabout beef. The next time reporters Southwest Unitimpact consumer perceptions about theand provides scienti c resources to helpare writing a story about beef or climateBill McLarenDwain JohnsonNorman D. Voyles Jr.54 of consumers beef industry. For example, according tothem understand the facts. The team alsochange, they know that they can comePaci c, MO Archer, FL Martinsville, IN 54 say they eat beef market research insights, many consumerso ers to participate in an interview withto our team for information and expertBrian MalaerHerbert B. RhodesRich Brown%are concerned about animal welfarethird party or in-house experts in theeldsresources, Tilliss says. Harwood, TX Omaha, NE % because they during the beef production process. Toof nutrition, sustainability, safety, productNCBAs checko -funded IssuesMaryland, NYanswer those concerns, the NCBA teamquality and culinary if the reporter would likeManagement and Media Relations team isByron Lehmanenjoy the taste.shared the formerly producer-facing Beefto learn more about beef industry topics. dedicated to protecting beefs image andNewton, KS Jason HitchRoss Havens Quality Assurance (BQA) campaign withSince the beginning of the 2020scal year,those involved in the beef industry. Cathy JauchGuymon, OK Wiota, IA 33 say it is their consumers, supply chain, in uencers andthe team has sent 50 such responses 5 , oneWere really grateful to farmers andPlymouth, CA,Jean LamSeth A. Denbow33 protein of choice.media for therst time. of which was in reply to the Golden Globeranchers for continuing to support thisSouthwest Unit Pauls Valley, OK Weatherford, TX %Launched in October 2019, the campaignAwards Goes Meatless announcement.important work that were doing on%was a success with 50 percent of consumersThe Hollywood Foreign Press Associationtheir behalf, Tilliss says. We appreciateJenni Peters saying that simply knowing about the(HFPA) announced a plant-based menueverything they do, and from our side,Celeste D. BlackburnBellevue, IA Shane Wiseman program was enough to alleviate theirwould be served at the Golden GlobesJe erson City, TN Winchester, KYconcerns about beef production 3 . Aawards event. The decision, accordingwere trying to create an environmentCheryl DeVuystJeri L. HansonTammy69 of consumers nationally distributed press release aboutto HFPA, was made to raise awarenesswhere they can do even more of their workMorrison, OKComfrey, MN Bartholomew69 eat beef the BQA program was published in 146about how the food systemspeci callyand be even more successful.(1-year term) Jody RogersArchie, MO %outlets, reaching an audience of more thananimal agriculturecontributes to climate16Jenn Tilliss, Issues Management and Media Relations team% at least once information, personal communication to Swanson Russell 78 million consumers. Josh White, executivechange. In response to the HFPAs decision,producer communications team, February 17, 2020.director of producer education at NCBA,Claudia Scott WrightYuma, CO Torri Ortizeach week.participated in 16 consumer-facing radioRichmond, TX Justin RahnLienemann interviews, which were aired 700 times andPrinceton, NE Source: https://www.beefresearch.org/marketresearchplanning.aspx4 ActivelyGolden GlobeCory EichMount Carroll, ILreached more than 22 million consumers .monitoring Canova, SD Trish Dowton The BQA program was also brought toAwards Goes MeatlessKatharine JacksonEllis, IDdigital platforms like YouTube, Hulu,response reachesDana EhrlichMyrtle Creek, ORSpotify, Facebook, Instagram and Twitter.Newton, MA,William AubreyBeef: More Sustainable By introducing consumers to BQA and thebeef-related105 million Importer Kathryn SautterBlackmonThan Everbeef industrys science-based animal care105 million Danny C. BentleyTiro, OH Houston, ARstandards, the NCBA Issues Management and Media Relations team is providingtopics Thomaston, GA,Lynda Joyce GrandeWilliam H. McDonald1977 VS. NOWconsumers with a reason to feel good aboutSoutheast Unit Columbus, MT Blacksburg, VApurchasing and consuming beef.Nicely done, beef.Through its promotional and research e orts, the Beef Checko Cattle producers are continuously improving works to improve consumer con dence in beef and help drivethe way they raise cattle to ensure a demand. One way the checkois connecting with the urbansustainable supply of beef. Compared to 1977, consumer audience is by addressing common questions and hottodays ranchers produce the same amount of topics in the industry through the Nicely done, beef. campaign. This robust digital media plan directly addresses misinformationbeef with 36 percent fewer cattle. The industry and highlights beefs strongest attributes. The snarky and funnyhas accomplished this by improving animal approach appeals to todays consumers and can be seen duringhealth and handling, animal nutrition and Hulu premiere programming like This Is Us, Modern Familyanimal genetics.and Black-ish, and on publisher sites such as People.com, FoodNetwork.com and MensHealth.com.Source: USDA NASS Quickstats Data calculated using data as of January 1, 2018'