Posted by Diane – September 19th, 2012
In light of consumers’ intense and growing interest in the safety of the beef they eat, the National Livestock Producers Association (NLPA) is proposing a symposium to develop communications initiatives that improve consumers understanding of beef and beef production.
In the end, the goal is to increase consumer confidence in the safety of beef. The proposal builds on the first such symposium that the checkoff helped fund in the current fiscal year, with the FY2013 program aimed at messages about antibiotics and cattle, titled “A One Health Approach to Antimicrobial Use & Resistance: A Dialogue for a Common Purpose.”
NLPA CEO Scott Stuart also presented a second Authorization Request to the Operating Committee this morning, mapping out a partnership with the Emmy award-winning America’s Heartland television program to reach consumer influencers with important information to help them tell the beef story nationwide. The program reaches more than 1 million viewers on more than 240 PBS stations across the country, comprising primarily urban consumers, in addition to the more rural audience of RFD-TV. The program also includes social-media elements, a website, a blog and other message-delivery methods, such as YouTube, which has garnered 5.4 million views in its first eight years.
Food safety, animal welfare and modern beef production are among topics the program can address with these viewers. The messages will be delivered by way of personal stories and anecdotes directly from cattle farmers and ranchers. The proposal calls for producing and distributing up to 10 new episodes of America’s Heartland focused on beef, beef producers and beef production; producing and distributing 20 special segments highlighting beef cooking tips and recipes; achieving up to a combined 1 million television impressions per month; creating an additional dedicated full half-hour program about beef to air on RFD-TV; and creating up to four customized video presentations for the beef checkoff, using America’s Heartland’s vast library of high-definition footage of beef producers and production.