Good News + Good People = Trust

The Beef Promotion Operating Committee is reviewing the top seven planning priorities as set forth for 2011. To recap, those priorities are (in order by ranking):
1. Educate influencers on beef and beef production
Rationale: Politically and socially motivated influencers are using food to drive social change. Protect beef and modern beef production and support access to international markets through effective information flow between the policy arena and public issues management; ensure that decision makers are supported with factual information.
2. Reconnect consumers with beef production
The rationale: A lack of understanding about the beef production system leads to increasingly skeptical consumers; communicate that beef is produced responsibly and inspire pride in America’s cattlemen.
3. Develop and expand international markets
Rationale: Global demand for beef and beef variety meats continues to grow. Develop and expand exports of high-quality U.S. beef in international markets by differentiating it from international competitors through the ongoing education of targeted decision makers.
4. Make beef an easy choice
Rationale: Choosing beef is not always easy for consumers or processors, manufacturers and marketers throughout the food chain. Make it easy for consumers and the food industry to choose beef by strengthening the value proposition with tasty, nutritious and convenient beef meal solutions.
5. Demonstrate beef’s value
Rationale: Position beef to compete in a changing marketplace where consumers are becoming more thoughtful in their purchase behavior, driven by increased frugality and the desire for a good value.
6. Implement cohesive safety solutions
Rationale: Competing voices and ongoing challenges have eroded consumers’ trust in the entire beef safety system. Facilitate government and industry engagement to achieve a common vision for, and implementation of, research-driven safety solutions.
7. Capitalize on the power of lean
Rationale: Lean protein is beef’s catalyst for improving nutrition perceptions which are known to be beef’s biggest barriers to consumption. Use the power “lean” and “protein” have with consumers to showcase beef’s nutrient advantage versus competing proteins.

The Committee will provide further direction on these priorities and fine-tune the strategic focus. The work done today leads into the May planning meetings in Denver where committee leadership will review the strategies, programs and resource allocations based on these priorities.