Joint Health Professional Influencers Subcommittee

2007 Cattle Industry Summer Conference, July 2007 – Committee Agenda 

2007 Cattle Industry Annual Convention, Feb 2007 – Committee Minutes 

2007 Cattle Industry Annual Convention, Feb 2007 -Committee Agenda 

2006 Cattle Industry Summer Conference, July 12, 2006 – Joint Health Professional Influencers Subcommittee Meeting Report:

Pat Blum, Chairman
Leo Vermedahl, Vice Chairman

The Joint Health Professional Influencers Subcommittee met this afternoon following our meeting with the Joint Human Nutrition Research Committee. That meeting was important to our committee, as we will be communicating the science to health professionals to help position beef as the premier protein moving forward to 2010.

Leo briefly went over our Subcommittee’s mission and responsibilities, and that the committe’s staff liaison, Caroline Margolis, gave an update on NCBA-managed FY06 checkoff-funded programs in this area. She highlighted results from The Healthy Beef Cookbook outreach, and two successful influencer events – the Nutrition News Forecast, which reached out to American Dietetic Association spokespeople, and the Live Well influencer event, which reached out to credentialed health professionals. Both established important relationships critical to protecting beef’s place on the plate.

Based on our Long Range Plan priority of “Creating Growth through Consumer Markets, as established at winter convention in February, a FY2007 program recommendation and ”Authorization Request” (AR), or proposal for checkoff funding, was developed and presented by NCBA. This program focuses on building relationships with key health professional influencers and organizations that influence consumer thoughts of beef and are critical in strengthening beef’s position in the 2010 dietary guidelines, as well as protecting against the impact of issues such as an upcoming cancer report. The program will cover this by establishing health professional partnerships and conducting spokesperson outreach, hosting educational seminars, and developing educational tools.

The Subcommittee recommended approval of the Nutrition Influencer Authorization Request, at $1,115,000.

We also discussed possible ”Attachment As,” or programs that could extend the reach of this proposal if additional funding is available for them. Those include funding for efforts to extend our current assets, such as the Live Well Toolkit, the cookbook, partnerships, issues management making sure we communicate positive beef messages to influencers in response to cancer reports, educational symposia, and online enhancement.

The Subcommittee then discussed the Market Research Authorization Request, also submitted by NCBA for nutrition market research. Nutrition market research is integral moving forward, to develop the right messages and understand the health/nutrition challenges and opportunities for beef. It will also be integral in developing the right materials and messages for the Meat Case of the Future, including beef nutrient/health claims. The Subcommittee also recommended approval of this AR. 

2006 Cattle Industry Summer Conference, July 2006 – Committee Meeting Agenda 

2006 Cattle Industry Annual Convention, February 2006 – Committee Meeting Minutes 

2006 Cattle Industry Annual Convention, Feb. 3, 2006 – Joint Health Professional Influencers Subcommittee Meeting Report: 

I. Reviewed Subcommittee mission and responsibilities
II. Caroline Margolis went over program update, including
  a. Healthy Beef Cookbook outreach
  b. Influencer education and events
  c. Influencer partnerships and coalitions

III. Reviewed Long Range Plan to see where the opportunities and priorities are that can be supported by the Joint Health Professional Influencers Subcommittee’s work:

They are:
     • Priority: Creating Value
       o Givens: None
       o New Frontiers:
           Critical links in the chain
           Increase beef’s presence at point of sale.

     • Priority: Creating Growth
       o Givens: Demand growth; public opinion; point-of-consumer contact.
       o New Frontiers: Beef’s uniqueness; consumer trends

     • Priority: Creating Sustainability
       o Given: Proactive government outreach; subcommittee educates influencers.
       o Crisis Preparedness and Management: Provide science-based information to influencers in light of nutrition crisis.

The Subcommittee’s leadership priority is Creating Growth through Consumer Markets. 

2005 Cattle Industry Summer Conference - Committee Meeting Minutes