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Operating Committee Selects Programs for FY2015

for press releaseThe Operating Committee wrapped up its meeting on Wednesday, Sept. 17 by finalizing a plan of work for the FY15 Cattlemen’s Beef Board budget.

With a budget of $39 million for “Authorization Requests” for checkoff funding through the Beef Board in the coming year, the Operating Committee approved a total of 18 proposals from eight different beef-industry contractors: American Farm Bureau Foundation for Agriculture; American National CattleWomen; Cattlemen’s Beef Board; Meat Import Council of America; National Cattlemen’s Beef Association; National Livestock Producers Association; North American Meat Association; and the U.S. Meat Export Federation.

See reports below for specifics about individual proposals, and get the full report about what was approved at FY15 Plan of Work.

If you have any questions, feel free to contact the Beef Board at beefboard@beefboard.org.

Gearing Up on Decision Day

Kim2 091714Members of the Operating are kicking off day No. 2 of their meeting to decide how to invest funds from the Beef Checkoff Program in fiscal 2015. On the agenda today is discussion of presentations made yesterday (see below) for proposed checkoff programs, followed by decisions about what tactics will be employed to continue building demand for beef in the coming year.

At this point, the Committee – under the direction of CBB Chairman Kim Brackett (pictured) — will have to cut more than $2 million from proposals overall to achieve the required budget balance.

It won’t really be until the end of the meeting, midday today, when decisions are final, so we’ll be back after that to share the results!

CBB Presents Plan for Producer Communications

Lynn CBB PCCattlemen’s Beef Board Vice President of Communications Lynn Heinze brought a producer-communications proposal for checkoff funding before the Operating Committee today to map out plans for talking with beef producers and importers who pay the checkoff with results of their checkoff investments in the coming year.sta

The producer communications proposal includes four key tactics to reach checkoff payers with the information they say they want to have about their investments. Tactics include national communications, which comprises earned media and paid media to demonstrate results of beef checkoff programs, leadership efforts, compliance, and other processes to help beef and dairy producers and beef importers better understand checkoff roles and responsibilities.

Other tactics include development and utilization of information conduits, among them checkoff leaders, other beef producers and importers and state beef councils, to help share beef messages. In addition, this tactic includes maintenance of the MyBeefCheckoff.com website, as well as social-media outlets used by beef producers and importers, plus development of talking points, presentations and speeches for Beef Board members, state beef councils and other beef producers and importers, upon request.

The final two tactics include creation and maintenance of a seamless partnership with state producer-communications efforts and two independent producer attitude surveys in fiscal 2015.

Read the full proposal at CBB Producer Communications.

Stay tuned tomorrow for the Operating Committee’s discussion of proposal and approval of specific programs to fund in the coming year!

NAMA Presents Veal Quality Assurance Plan

Michele - II NAMAIn its final presentation of the day to the Operating Committee, the North American Meat Association presented a proposal for operation of the beef checkoff’s Veal Quality Assurance programs in FY 2015.

Speaking once again for NAMA, Michelle Rossman mapped out a proposed plan to proactively promote the positive story of today’s veal in a way that maintains consumer trust and confidence in veal products and production practices among key beef-industry stakeholders.

Along with veal issues management, veal quality assurance is a primary tactics used to maintain a positive industry reputation and share industry best practies, as well as producer education and stakeholder outreach necessary to strengthen the image of beef and veal products and industry practices, at the same time supporting veal marketing and promotion efforts.

View the full proposal at NAMA Industry Information.

NLPA Proposes National Antibiotics Symposium

Katie AmbroseTurning to proposals for FY 2015 funding through the Beef Board’s Industry Information budget category, the National Livestock Producers Association (NLPA) today presented a proposal for funding to help continue an ongoing dialogue through a national symposium focused on use of antibiotics in food animals, the science surrounding the antibiotic and antimicrobial resistance issue, and development of information for use in communicating both with beef producers and consumers on the topic.

Representing the National Institute for Animal Agriculture (NIAA), a managing subcontractor on the proposal, Katie Ambrose (pictured) said the funding requested would help facilitate the fourth annual national symposium for focused discussion about antibiotic use and increase producer understanding through resulting simplified scientific messages.

Based on the first three of these symposiums (all of which included checkoff funding), this is recognized as a forum where divergent opinions are openly expressed and areas of consensus and solutions developed. In addition, the symposium is recognized for the programs and educational materials that come from it.

“We need to make sure that consumers have a high degree of confidence in their beef and understand that these key tools are used responsibly,” said NLPA President and CEO Scott Stuart…. “We make audio/visual available to anyone over the Internet after the symposium and produce a white paper that is reviewed and approved by the speakers and USDA before being distributed.”

Get details in the full proposal at NLPA/NIAA Symposium.

NCBA Presents Consumer, Industry Proposals

Season SolorioNCBA staff representatives Michele Peterson Murray and Season Solorio (pictured) presented Operating Committee members with a proposal focused on strategies and tactics that would be funded through the Beef Board’s Consumer Information budget category in fiscal 2015.

The proposal includes a Consumer Influencer Program that would create shareable content focused on the right beef target, with the right beef messages, and at the right time. It mobilizes parenting bloggers and health professionals to advocate for beef. The goals are to build the case that beef improves health and wellness; illustrate that beef fulfills the desire for a better food and health experiences; increase acceptance and accessibility for beef’s role in improving health; enhance abilities in beef selection and preparation; make beef simpler and faster; and capitalize on beef’s variety and versatility by providing creative beef solutions.

Other tactics in the NCBA Consumer Information proposal include leveraging checkoff-funded nutrition research; providing social-media listening tools; food and health professionals’ outreach; extending beef’s reach through partnerships; and partnering with state beef councils to extend these national checkoff tools to them for state and regional extensions.

In addition, AR#1510-CI includes a retail and foodservice marketing and communications program; direct-to-consumer merchandising; and a variety of training programs for retailers, chefs and other restaurant personnel and beef producers; participation in the U.S. Farmers and Ranchers Alliance; continuation of the Masters of Beef Advocacy Program to help beef producers and importers engage with consumers about beef and the beef industry; and Beef Quality Assurance.

Read the full proposal at NCBA Consumer Information and NCBA CI Implementation.

Solorio also presented an Industry Information proposal from NCBA, mapping out a strategic issues and crisis preparedness plan that aims to head off crisis issues and potential issues by providing solid, scientific science and facts to consumers worldwide.

On a daily basis, this proposal would allow the checkoff to keep real-time  monitoring of beef issues that could or have bubbled up, then provide the facts to consumers through a full slate of communications platforms, including the checkoff’s www.FactsAboutBeef.com website.

See NCBA’s proposal for issues and crisis preparedness in FY15 at Safeguarding the Beef Industry and NCBA II Implementation.

Farm Bureau Foundation Proposes Beef Education Plan

Angela AFBFA2The American Farm Bureau Foundation for Agriculture (AFBFA), the 501-C3 nonprofit foundation of the American Farm Bureau, is proposing a program for checkoff funding in fiscal 2015 that focuses on educating millennial parents and their children about modern beef production and assisting them with beef purchasing and preparation.

AFBFA Education Director Angela Mayfield (pictured), explained to Operating Committee members that the goal of the proposal is to improve the image of beef and the beef industry through development and implementation of two online beef games targeting millennial parents and their children, in addition to launching targeted urban outreach efforts featuring beef products and information. Beef games would be launched on the successful “My American Farm” website at www.myamericanfarm.org, which is a learning platform that is already home to nearly 20 games and more than 100 educational resources — and has reached more than 14 million consumers since its launch in 2011.

AFBFA proposes development of a standards-aligned lesson plan for classroom integration of beef-heritage concepts conveyed via the two online games. In addition, the plan includes development of an eComic (online and print) related to beef and the beef industry, for use in after-school programs and in consumers’ homes, as well as a printable activity sheet for use at home, in the classroom, and in after-school programs to engage students in beef-food preparation.

As part of the checkoff proposal, Mayfield said AFBFA also would develop a mobile application for smartphones and tablets that would include the two games and reinforce key messaging related to beef heritage, nutrition and health.

Read the full request at AFBFA Checkoff Proposal.


MICA Proposes NE Beef Promotion Initiative

Christie MICA CIWith the goal of extending national beef checkoff messages in the highly populated Northeast corridor of the country, representatives for the Meat Import Council of America (MICA) presented a proposal this afternoon for continued checkoff funding of the Northeast Beef Promotion Initiative (NEBPI) in FY 2015.

Through a subcontract with the Pennsylvania Beef Council, the MICA proposal supports the vision and mission of the Beef Industry Long Range Plan by reaching the millennial audience in the region and focusing on messages associated with taste, value, and health-and-nutrition beef-demand drivers, while also enhancing the industry’s transparency and consumer trust.

MICA representative Christie Brown (pictured), who has worked on the NEBPI initiative since its inception, presented a proposal to the Operating Committee that includes influencer outreach and consumer education leveraging nationally developed checkoff resources, tools and online content. In addition, it maps out a strategic approach to identify key consumer influencers in the Northeast, including fitness professionals, nurse practitioners, dietetic interns, and school foodservice professionals. The NEBPI would share research, recipe inspiration and nutrition research, building relationships with these nutrition influencers.

For these and other tactics and goals included in the project, visit NEBPI Consumer Information.

Moms, Millennials and More

Sarah CIThe American National CattleWomen (ANCW) are presenting a proposal for funding a second year of the checkoff’s “Moms, Millennials and More” (M3) program to continue leveraging the knowledge and talents of CattleWomen in volunteering to share positive beef messages with consumers, including millennials and youth.

ANCW Executive Director Sarah Bohnenkamp (pictured) presented the proposal to members of the Operating Committee at their meeting in Denver today. She said M3 aims to help engage consumers in conversation about beef, including face-to-face demonstrations and education opportunities by CattleWomen who volunteer for the project. Targeted face-to-face beef promotion events proposed include ones on college campuses, grocery stores, food-focused consumer shows in highly populated metropolitan cities, and in K-12 classrooms.

The plan calls for CattleWomen completing beef demonstrations in a minimum of 150 stores and tracking of beef purchases via retailer sales reports, with the aim of increasing year-on-year beef sales on demonstration days of at least 50 percent in volume. In addition, it proposes completion of at least five campus events, focusing on face-to-face interaction with millennials about where their food comes from; and engaging consumers in beef discussions through social-media platforms.

To see the details of these and other tactics included in the ANCW request for funding from the Beef Board’s Consumer Information budget component, go to Moms, Millennials and More.


NCBA Presents FY15 Beef Promotion Proposal

Michele P-M - promoThis afternoon, the Operating Committee continues to hear from potential checkoff contractors, including a presentation by NCBA staff representative Michele Peterson Murray (pictured). Authorization Request #1502-P maps out a proposed beef-promotion campaign in FY2015 that includes direct-to-consumer marketing and an extensive digital-marketing campaign.

Goals of the plan include maintaining or improving perceptions about beef among consumers; increasing beef’s online visibility and reach; generating consumer engagement and involvement with beef checkoff advertising-campaign efforts; and increasing beef-recipe dissemination, to name a few.

The extensive digital plan presented includes geo-targeting of the media plan to concentrate beef messages and efforts on those consumers who say they want the information and are searching for it. Markets under consideration include more emphasis on older millennial parents in high-population areas by focusing in on Top 20 U.S. media markets with high-population areas that comprise more than 115 million consumers — possibly including New York City, Los Angeles, Chicago, Dallas, Philadelphia, Houston, Washington, D.C., Atlanta and Boston.

Murray noted other inclusions such as banner ads, telecontext, videos, social media, strategic advertising partnership, and radio advertising for use by state beef councils, among other tactics.

See the full proposal at NCBA Promotion Request and NCBA Promotion Implementation.

NAMA Proposes Safety Research, Veal Promotion

Michelle - ResearchThe beef industry must continue research in the areas of beef safety to remain viable long-term. So said Michelle Rossman of the North American Meat Association (NAMA) in presenting a research proposal to the Beef Promotion Operating Committee for checkoff funding in fiscal 2015.

The Authorization Request that Rossman presented to the committee focuses on fundamental beef-safety research and outreach initiatives designed to enhance beef-processing systems and ensure safe and wholesome beef producers for consumers worldwide. The plan will address immediate safety threats, including Salmonella and Shiga toxigenic Escherichia Coli, as well as emerging threats.

NAMA’s proposal includes completion of two research projects, launch of a beefsafetyresource.com website; creation of two new resources to post online and introduce during two key industry food-safety meetings to catalyze use by food-safety educators and influencers; and dissemination and sharing of research results and safety information during three food-safety-focused events reaching more than 500 researchers and industry representatives.

See the NAMA proposal and Post-Harvest Research.

In addition to the research proposal, Rossman presented NAMA’s proposal for checkoff funding of veal-promotion programs aimed at targeting the millennial demographic in addressing veal value, taste, image, nutrition and convenience, while enhancing industry transparency and consumer trust. The proposal aims to build on the successes of FY14 promotions, while emphasizing digital communications, promotion and education with restaurant and foodservice operators and millennial consumers.

The full NAMA promotion program is available at Veal Promotion.

NCBA Presents Beef Research Proposals

Mandy - NCBA researchFollowing USMEF’s presentation of foreign-marketing proposals to the Beef Promotion Operating Committee (see below), representatives of the National Cattlemen’s Beef Association presented beef-research proposals for checkoff funding in fiscal 2015, which begins Oct. 1, 2014.

Dr. Mandy Carr (pictured) kicked off the research presentations from NCBA, followed by other members of the organization’s research staff. NCBA proposals for the coming year include research in the following areas: pre-harvest beef safety and science-based outreach; nutrition research and scientific affairs; product research and technical services; beef innovation; culinary innovations; market intelligence; foundational demand tracking; millennial listening panel; and convenience, taste, value, nutrition and beef-image research.

Research is at the base of virtually all checkoff-funded programs, as it identifies where we are, what consumers want, and where we need to get to if we want to continue to maintain strong consumer preference for beef over other proteins. From farm to fork, including menu and recipe development, research helps keep the checkoff on the right track.

Read NCBA research proposals at Checkoff Research and Research Implementation.


USMEF Seeks Checkoff Funding for FY15

Greg Hanes for postingDramatic increases in exports of U.S. beef and opportunities for continued growth in international markets are at the core of a proposal from the U.S. Meat Export Federation (USMEF) to manage investment of checkoff funds from the Cattlemen’s Beef Board budget for international marketing in fiscal 2015.

Speaking to the Operating Committee this morning, USMEF President and CEO Philip Seng highlighted record value from the total U.S. beef-animal price and continued increases in exports of U.S. beef. With work in about 100 countries, checkoff funding of international marketing of U.S. beef is truly making a difference, he said.

Included in the proposal are a combination of marketing, education and market-access activities in 13 countries and regions of the world, including: ASEAN, Caribbean; Central America; China/Hong Kong; Europe; Japan; Korea; Mexico; Middle East; Russia; South America; Taiwan; and other new-market research and development.

USMEF staff Greg Hanes (pictured) and Dan Halstrom presented the approach for marketing in these locations, including market-access efforts, growth of developed markets, such as Japan, South Korea and Mexico, as well as developing countries that hold future promise for U.S. beef.

See the full proposal at Foreign Marketing.

Operating Committee Meeting Kicks Off

startThe Beef Promotion Operating Committee’s two-day meeting to determine how to spend checkoff funds in the Cattlemen’s Beef Board budget in the coming fiscal year now is underway.

With full attendance of the 20-member committee, representatives of eight potential contracting organizations will present proposals, or “Authorization Requests” (ARs) for funding in FY 2015, which begins Oct. 1, 2014.

The meeting started with some housekeeping items, followed by a progress report from CBB Member Ted Greidanus, chairman of the checkoff’s Joint Evaluation Committee of evaluation efforts — including the recent Return on Investment study — and ratification by the Operating Committee of the Evaluation Committee’s latest meeting minutes.

Stay tuned for reports from each contractor presentation as the morning moves along…

Operating Committee Reviews Proposals for FY15

my_beef_can_logoMembers of the Beef Promotion Operating Committee will meet in Denver Sept. 16-17 to review requests and proposals for checkoff funding in fiscal year 2015, which begins Oct. 1, 2014.

The Operating Committee comprises 10 members of the Cattlemen’s Beef Board and 10 directors of the Federation of State Beef Councils and makes decisions about how dollars from the Cattlemen’s Beef Board budget are invested. The committee reviews recommendations made by individual checkoff committees and subcommittees during their meetings at the recent Cattle Industry Summer Conference, and hears presentations of proposals from potential contracting organizations.

Included in the review this year are proposals from eight different industry organizations, including: the American Farm Bureau Foundation for Agriculture; American National CattleWomen; Cattlemen’s Beef Board; Meat Import Council of America, National Cattlemen’s Beef Association, National Livestock Producers Association; North American Meat Association; and the U.S. Meat Export Federation.

Meeting materials, including the meeting agenda and all proposals, or “Authorization Requests,” for 2015 are available at September Operating Committee.

2014 Summer Conference a Huge Success

samples2The 2014 Cattle Industry Summer Conference wrapped up Saturday, Aug. 2, with checkoff leaders celebrating results of a Return on Investment study of checkoff programs and tremendous success with the checkoff’s improved committee process.

The revised committee structure keeps efforts focused directly upon growing beef demand by meeting goals of the Beef Industry Long Range Plan. It assures that the committee efforts are run and accomplished directly by beef producers and importers who sit on the Cattlemen’s Beef Board and the Federation of State Beef Councils. Staff liaisons to the committees now are limited strictly to providing process information so as not to suggest which programs they believe committees should favor or not.

In the hallways after checkoff committee meetings, you could hear comments like “Everyone felt like they had an opportunity to share their ideas” and “That was the best committee meeting I’ve ever been to” or “The new scoring process really lets every committee member have his or her say, and we really got a lot accomplished….” The discussions were right on target with the purpose of the committee restructure, so leadership was pleased, too.

Meanwhile, the Return on Investment (ROI) study results announced by Cornell University’s Dr. Harry Kaiser on Thursday were uplifting, as they demonstrated that that every dollar invested into programs funded by the Cattlemen’s Beef Board budget returns $11.20 to the industry.  If you haven’t had a chance to review this comprehensive research, be sure to check it out on www.MyBeefCheckoff.com. It’s definitely worth your time!

Well, another summer conference wrapped up. This one is on the books. Check back for the Operating Committee actions on FY15 proposals for checkoff funding at its meeting in Denver Sept. 16-17. In the meantime, always remember that BEEF is definitely WHAT’S FOR DINNER!

Export Market Important to U.S. Producers

Global Growth post 2aThe checkoff’s Global Growth Committee helps develop strategies and recommendations for checkoff funding of programs aimed at educating consumers and promoting U.S. beef in the global marketplace.

About 96 percent of the global population lives outside the U.S., so U.S. beef exports are critical to the long-term sustainability of the American beef industry. The U.S. Meat Export Federation (USMEF) is the sole beef organization that has implemented foreign-marketing programs for the checkoff to date, and the only one proposing programs for fiscal 2015.

Under review by the Global Growth committee today and tomorrow is a proposal that addresses targeted market access and marketing of U.S. beef in the following countries or regions: ASEAN; Caribbean; Central America/Dominican Republic; China/Hong Kong; Europe; Japan; Korea; Mexico; the Middle East; Russia/Greater Russian Region; South America; and Taiwan.

Listen to the introduction from USMEF President and CEO Philip Seng, at BEEF EXPORTS.

See the complete USMEF proposal at GLOBAL GROWTH.

Domestic Consumer Preference Committee

DCP blogThe checkoff’s Domestic Consumer Preference Committee helps develop and recommend beef checkoff programs in the domestic market that are aligned with the consumer beef demand drivers of convenience, safety, value, nutrition and health, and taste. The goal of the committee is to help increase consumer demand for beef by addressing these specific consumer demands through its associated subcommittees.

In its meeting today, this committee is reviewing a total of 10 proposals for checkoff funding from potential contractors, including the American Farm Bureau Foundation for Agriculture; American National CattleWomen; Meat Import Council of America; National Cattlemen’s Beef Association; National Livestock Producers Association; and the North American Meat Association.

Learn more about this committee and its subcommittees, and view the proposals it is reviewing today at DOMESTIC CONSUMER PREFERENCE.

Safeguarding the Beef Industry’s Image

Beef's Image blogThe Beef’s Image Committee develops strategies for beef checkoff-funded programs to strengthen the image of beef and the beef industry. Its goal is aligned to the Beef Industry Long Range Plan strategy to increase consumers’ preference for beef by strengthening the image of the beef industry and telling the true story of how beef is raised, from pasture to plate.

In Denver for the 2014 Cattle Industry Summer Conference today, this committee is reviewing a total of 10 proposals from beef organizations seeking funding in fiscal 2015 toward this committee’s goal. Contractors presenting to this committee today include: American National CattleWomen; Meat Import Council of America; National Cattlemen’s Beef Association; National Livestock Producers Association; and the North American Meat Association.

Learn more about this committee and review proposals that it is considering today at BEEF’S IMAGE.

Freedom to Operate Committee

FTO for blogCheckoff program committees are in session this afternoon at the 2014 Cattle Industry Summer Conference. The committees, made up entirely of beef producers and importers who pay the checkoff, are hearing presentations from contractors proposing to manage national checkoff programs in fiscal 2015, which begins Oct. 1, 2014.

The Freedom to Operate Committee, pictured here, is chaired by CBB Member Kent Pruismann of Iowa, with Federation of State Beef Councils Director Steve Hanson of Nebraska serving as vice chair.  This committee is charged with developing strategies for beef checkoff programs that protect and enhance beef producers’ freedom to operate and align with the strategies of the Beef Industry Long Range Plan.

On this committee’s agenda today is review of four program proposals, including three from the National Cattlemen’s Beef Association and one from the North American Meat Association. See the proposals and more about this committee at Freedom to Operate.


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