Joint Retail Committee

2010 Cattle Industry Summer Conference – Joint Retail Committee Meeting Presentation (ppt) (pdf)

2010 Cattle Industry Summer Conference – Joint Retail Committee Meeting Report:

Helen Wiese, Chairman

FY 2010 AR Program Area Updates

Jim Henger, executive director marketing, updated the committee on the changes to the retail marketing team and changes to the team structure, including new retail and foodservice account responsibilities.  Jim explained the channel marketing team works with eight different groups including: supermarket retailers, state beef councils, packers and processors, wholesale distributors, other trade organizations, other checkoff program areas, industry partners and channel media. 

Penny Nau, director of promotions, shared highlights from the retail promotional partnerships conducted in 2010 under Tactic 1A. Social media promotional elements on Facebook and Twitter have also been added to many of the national retail promotions for the first time.  ROI for these national promotions was also discussed.  At present, the checkoff is achieving a partner investment–to–checkoff investment ratio that exceeds the goal of 10:1.  

Wendy Timmerman, channel marketing manager, shared team results for Tactic 1B:  Retail Channel Outreach.  Staff attended both AMC & NGA conventions this year.   Partnerships were developed with targeted retailers and a new BAM promotion with HAC (retailer) was initiated as a result of this meeting.  The Retail Beef Backer Awards were also discussed and results from a recent survey about this retail recognition program were extremely positive.  It was felt this program should continue and a few suggestions for improvement were discussed.  Two joint meetings with SBC members were also held this year.  Meetings were conducted in NC and AZ.  US Foods Stockyards facilities were toured at each location and regional updates discussed.  

Trevor Amen, channel marketing manager, discussed Tactic 1C:  Trade Marketing & Communications. Eight conference calls and 40 weekly pricing charts have been completed to date.  URMIS was explained.  We have completed fifteen (15) press releases and thirteen (13) trade press interviews YTD.  Four (4) issues of Beef Fast Facts and ten (10) Retail Beef Blasts (RBB) have been completed YTD.  The RBB audience includes retailers, packers, SBC and suppliers, and the RBB newsletters drive customers to the website.  How to sign up for the RBB newsletter was also explained.  Wholesale pricing update is sent weekly and people are using our site for reference.  Foodservice accounts are also interested in this information.  Trevor reviewed retail sales data that is posted on the website and reported the monthly, quarterly and yearly numbers.  Trevor also explained how PromoData captures feature ad and circular data for the entire US.  Once reviewed, the top line data is reported on the website monthly. 

Steve Leigh, director of marketing, discussed Tactic 1D: Retail Education and Meat Case Programs.  Slice & Save program includes brochures, videos and labels.  Pilot studies conducted at SaveMart and Smart & Final were reviewed. Program results for both were extremely positive.  The BAM is supported by a large quantity of POS material, including a YouTube video.  A radio ad promoting these checkoff-funded programs was played for the committee.  We are seeing increases in the test stores. Concerns about cannibalizing other beef categories have not resulted.  The Hispanic program has been presented to over 10 key retailers, with another pilot test underway with a retailer in OK. Additional programs funded with supplemental checkoff dollars such as the Meat Case Innovation Initiative (MCII), Middle Meat Retailer promotions, and Hispanic test pilot with Dillon’s, a Kroger retailer in KS were also discussed. 

The topic of discussion then moved to the 2011 retail AR. Jim Henger discussed retail marketing budget reductions that will result in decreases in all program tactics next fiscal year.  Jerry Effertz asked if the 11% program reduction was the standard deduction across the NCBA programs.  Jim then discussed plans for 2011 and highlighted a few areas including a new Lean Beef Focus, a new Beef Training Camp Module, and a potential partnership with the American Heart Association.  Key 2011 goals for each retail tactic were also discussed.  Action:  Jerry Effertz motioned to accept the 2011 budget as proposed, but noted an expression of disappointment of the budget reduction.  Brett Morris seconded the motion.  Motion carried.   

Penny Nau presented an Attachment A for retail to fund four additional national promotions in fiscal 2011.  Action:  Krisy Lage motioned to recommend approval of Attachment A for retail promotions.  Roy Copelan seconded.  Vote – motion passed by all.  Motion carried. 

Jim Henger presented  an Attachment A to fund an additional Hispanic marketing program pilot test.  Action:  Motion from Roy Copelan to accept Attachment A for  additional Hispanic Marketing as presented.  Margie Hande seconded.  Motion carried. 

Paul Slayton, executive director, Pennsylvania Beef Council, gave an update on the NE Beef Promotion Retail Initiative for 2010.  Paul discussed each tactic , highlighting the expansion of the electronic database which has increased by more than 25%. He then discussed Retail Channel Initiatives, and how working with retailers who can move the needle on events.  In addition, four regional chain promotions were discussed, all resulted in increased beef sales.  

Paul Slayton then presented his proposed 2011 AR for the NE initiative, requesting funding at the $250,000 level.  Action:  Kristy Lage motioned to approve the NEBPI AR request of $250,000.  Brett Morris seconded.  Motion carried.

2010 Cattle Industry Summer Conference – Joint Retail Committee Agenda

2010 Cattle Industry Convention – Joint Retail Committee Minutes

2010 Cattle Industry Convention – Joint Retail Committee meeting report

2010 Cattle Industry Convention – Joint Retail Committee Agenda

2009 Cattle Industry Summer Conference – Joint Retail Committee Minutes

2009 Cattle Industry Summer Conference – Joint Retail Committee Presentations (For quicker downloads, use the pdf versions to view presentation):

• Hispanic marketing pilot & meat-case innovation – Iowa (ppt) (pdf)
• FY2009 retail promotions & partnerships (ppt) (pdf)
• State and retailer outreach (ppt) (pdf)
• Retail channel marketing (pdf) (If you need this one in PowerPoint format, contact dhenderson@beefboard.org as the file is too large for reasonable download from this site.)
• FY2010 retail priorities, Authorization Request (ppt) (pdf)
• Northeast Beef Promotion Initiative – 2009 retail update and 2010 Authorization Request (ppt) (pdf)

2009 Cattle Industry Summer Conference – Joint Retail Committee Meeting Report:

July 17, 2009

Helen Wiese, Chairman
Margie Hande, Vice Chairman

• Jim Henger reviewed the recently updated evaluation matrix.
• Ann Ocana presented the 2009 Northeast Beef Promotion Initiative audit. Both positive comments and additional suggestions were given.
• Randy Irion presented retail promotions including Kraft A.1. in-store displays with beef coupons, Anheuser Busch, Sutter Home Build A Better Burger contest involvement, along with other national partnerships. Randy also discussed retailer initiated promotions with retailers upcoming this summer. He explained that next year will include more focus more on trade industry organization partnerships.
• Wendy Timmerman reported on state beef council outreach including the 2009 regional state beef council meetings in Sherman, Texas, and provided details about State Beef Council Webinars held so far this year. Wendy then reported on the 2009 National Grocers Association (NGA) meetings, Annual Meat Conference (AMC), Beef Information and Knowledge Exchange (BIKE) meetings and the 2009 Beef Backer Award program.
• Randy discussed trade communications and beef intelligence, including sharing sales and featuring data gathered throughout the fiscal year and addressed retail communications and the efforts being made in this area such as the retail website, Beef Fast Facts, Retail Beef Blast, Beef Backer and press releases. The Middle Meat Mania campaign was discussed and successes highlighted.
• Steve Leigh reported on the retail education and meat case programs tactic. He discussed the Retail Pricing Matrix (RPM), Slice n’ Save (SAS) program, Beef Bargain Bundle (BBB) program, Nutrition Labeling and Beef Alternative Merchandising (BAM).

FY 2010 NCBA Retail Authorization Request (AR) Review
Helen Wiese and Margie Hande discussed committee priorities for 2010.
Jim Henger presented the FY 2010 draft AR. He outlined proposed changes from 2009 to 2010. Proposed 2010 budget is $2.6 million. The committee voted to recommend that the Beef Promomtion Operating Committee approve the AR for checkoff funding.

FY 2009 NEBPI Retail AR update & FY 2010 Draft AR
Emilie Miller presented a summary on the FY 09 AR, and the draft retail AR for FY 2010. After discussion, the committee voted to recommend that the Operating Committee approve the AR, as presented, for funding.

2009 Cattle Industry Summer Conference – Joint Retail Committee Meeting Agenda

2009 Cattle Industry Convention – Joint Retail Committee Meeting Minutes

2009 Cattle Industry Convention – Joint Retail Committee Presentations:

• Checkoff Retail Program Update (ppt) (pdf) (For quicker download, use the pdf version to view presentation)
   
• Northeast Beef Promotion Initiative – Retail Update (pdf)

2009 Cattle Industry Convention – Joint Retail Committee Meeting Report:
January 30, 2009

Donald Stewart, Chairman
Helen Wiese, Vice Chairman

FY 2008 AR Summary and FY 2009 AR Progress Report

Jim Henger, Executive Director Channel Marketing, updated the committee on the 2009 Economic Response Plan that was created in response to the current economic conditions. Trevor Amen introduced three new programs within the Retail Education and Meat Case Programs tactic. Randy Irion updated the committee on the organization and execution of the FY 2008 promotions including Holiday Roast, Summer Grilling, Tailgating and Retail Specific promotions. Steve Leigh updated the committee on the Fresh Meat On-Pack Nutrition Labeling Implementation Guide, on the October 2008 Launch of the new Beef Training Camp program, and on the Beef Alternative Merchandising program and research. Allison Wenther reported on category sales; Total Meat category sales increased 6.4%. Beef Category sales showed an increase of 1.8% vs. a year ago and a 14.3% increase in total ground beef sales. Total Meat ad features increased 3.71%, and total beef ad features grew by 6.6%.

FY 2008 and FY 2009 AR Progress Report – North East Beef Promotion Initiative

Emilie Miller, Northeast Beef Promotion Initiative, provided a wrap up of FY 2008:

NEBPI was approached by the New England Dairy Promotion Board to work together on a Fall Tailgating toolkit/promotion. The NEBPI is currently partnering with seven regional retailers for a ‘New Year, New You’ promotion focusing on incorporating and keeping lean beef in New Year’s resolution diets. To extend the promotion, the NEBPI and Balducci’s participated in the D.C. Health and Fitness Expo with chef demos and party planner handouts.

FY 2009 Strategy Discussion Implications

Don Stewart introduced the planning factors and strategy implications, and Jim Henger described the voting process. The committee discussed the designated retail factors. Each of the 10 factors was discussed, and six topics were voted upon. The committee voted their top priority to be ‘Make mealtime for Americans easier by being convenient, a terrific value and great tasting’ (18 votes); ‘Directly associate with a healthy lifestyle (16 votes); ‘Own protein in the minds of consumers’ (14 votes) and ‘Aggressively share environmental practices and animal welfare efforts (6 votes).

Retail Marketing Projects presented to the Iowa Beef Industry Council (IBIC)

The IBIC decided to contribute $100,000 to the Hispanic program and to invest $150,000 in the Meat Case Innovation program. Helen asked for the committee’s input on the use of these funds to build beef demand. Jim Henger presented the Hispanic Marketing and Meat Case Innovation Initiative proposals that were presented to the IBIC a few weeks ago. The committee voted to support the two additional projects.

2009 Cattle Industry Convention – Jan. 30, 2009 Joint Retail Committee Agenda

2008 Cattle Industry Summer Conference, July 2008 – Committee Minutes

2008 Cattle Industry Summer Conference – Joint Retail Committee Meeting Report:
Donald Stewart, Chairman
Helen Weise, Vice Chairman

The meeting was called to order and the agenda and minutes were approved.

Evolution of a Successful Retail Checkoff Program

Jim Henger explained the extensive steps that are taken to complete a successful retail Checkoff program from acknowledging a need to the launch of a program.

FY 2008 AR Review and Progress Report

Randy Irion began by talking through Retail Promotions which included Kraft A1 FSI information, Anheuser Busch, Radio support, Sutter Home Build Better Burger contest involvement. Questions were asked regarding redemption rates and Randy addressed the group that A1 has been a great partner who has continued to provide results to the Checkoff in return. Randy also talked about Retailer Initiated Promotions including work done with Safeway, Food Maxx, HyVee and SuperValu, Food Lion and Harris Teeter.

Randy discussed trade communications and beef intelligence including sharing sales and featuring data gathered throughout the fiscal year and spoke to Retail Communications and the efforts being made in this area such as Retail website, Beef Fast Facts, Beef Blast, Beef Backer and press releases.

Shelley Bradway talked about the New Chuck Roll cuts and efforts being made at a test store in the mid-west. Discussion regarding the potential of the new chuck cuts followed. Shelley also touched on nutritional information/lean beef section being promoted at retail and what research is being done in that arena.

Allison Wenther talked about retail work being done in Beef Safety and the retail participation in the Beef Safety Summit. Allison also discussed the new version of the Retail Tour, termed Beef Information & Knowledge Exchange meetings that were conducted with Costco and Delhaize as well as upcoming meetings with Cargill, Tyson and JBS-Swift.

Susan Puentes talked through the second annual State Beef Council meetings held at JBS Swift and Tyson this spring. Susan spoke to the committee about the rollout of the Hispanic Marketing pilot test including webinars to both retailers and State Beef Councils as well as winning an Effie Award awarded in New York in June.

Wendy Smith discussed the updating of Beef Training Camp going to an online version as well as new product launch work with a major US retailer.

Steve Leigh talked through the Primal Optimization Program, the focus groups conducted for this program and next steps. Steve then conducted a cutting demo of the Top Sirloin for the committee.

Emilie Miller wrapped up retail reports with an overview of programs and promotions for the North East Beef Promotion Initiative.

FY09 Strategy Discussion

Donald Steward & Helen Weise discussed the outcome of the planning factors rated at the annual convention in Reno and discussed the Meat Case of the Future concept.

FY 09 Retail Draft Authorization Request

The retail committee reviewed the FY 2009 Retail Draft Authorization Requests and all were approved as presented with a request for more detailed measurement.

The retail committee reviewed the North East Beef Promotion Initiative for FY 2009 Retail Draft Authorization Requests and all were approved as presented.

Chairman Donald Stewart adjourned the meeting.

2008 Cattle Industry Summer Conference – Committee Agenda 

2008 Cattle Industry Convention – Joint Retail Committee Report:

February 8, 2008

Donald Stewart, Chairman
Helen Wiese, Vice Chairman

Call to Order
Chairman Donald Stewart called the meeting to order at 12:30 p.m. Introductions of committee members, staff and guests followed.

Agenda
The agenda was reviewed. Action: Ed Bick moved and Kristy Lage seconded to approve the agenda as presented. Motion carried.

Minutes
The committee reviewed the 2007 summer meeting minutes provided in the committee notebooks. Action: Kristy Lage moved and Loretta Broderick seconded to approve the winter meeting minutes as presented. Motion carried.

Review of Joint Retail Committee Purpose and Guidelines
Jim Henger reviewed the committee purpose and guidelines.

FY 2007 AR Summary and FY 2008 AR Progress Report
Randy Irion, Director Retail Marketing, reported on the progress made in the organization and execution of the FY2008 promotions including Holiday Roast, Summer Grilling, and Tailgating. For the holiday roast program, 1,629 posters and 1,158 iron man signs were printed and distributed to retail partners. Summer Grilling 2007 was another success, even with a reduced beef supply. Beef dollar sales grew 1.1% to $5.3 billion with an average price of $3.82 per pound (up 8.5% from 2006). For the 2008 Summer Grilling program Beef will once again partner with Kraft A.1. as well as Anheuser-Busch, a new partner. Together these partners will provide in-store merchandising elements including rolling racks and brochures containing Instant Redeemable Coupons for dollars off of beef purchases. Sutter Homes will also offer their 18th annual Build a Better Burger program which includes 3500+ in-store displays.

Susan Puentes, Retail Marketing Manager, provided an update on Retailer Initiated Promotions. Susan reviewed programs conducted with Harris Teeter, Hy-Vee, Safeway and Hannaford.

Steve Leigh, Director Retail Trade, introduced Retail Channel Initiatives including Primal Optimization Project, Beef Training Camp, Easy Fresh Cooking, and the Retail Advisory Tour. The POP is a new program for 2008. The objective of POP is to develop new cutting methods to address larger primal resulting from increasing carcass sizes. When presented a retailer and a packer questioned if this was the best way to address this issue. An update was provided on the two modules-customer service and Hispanic marketing that will be created in 08. In 2007 9000 stores were using the EFC labels. New updates will be made to the line by Yerecic in 08. The retail advisory tour was conducted with 4 retailers in 07. 08 new topics will be added.

Shelley Bradway, Retail Marketing Manager, updated the committee on upcoming state beef council regional meetings and quarterly conference calls. Shelley also updated the committee on the new chuck roll pilot study program with Meijer. Wendy Smith, Associate Director Retail Marketing, provided an overview of upcoming Annual Meat Conference and a recap of the 07 event. The Denver Cut and the Boneless Country Style Ribs will be offered at the product tasting reception. Randy Irion and Mary Young will be presenters at the workshops.

Randy highlighted initiatives under the Trade Communications. BeefRetail.org attracts on average 15,800 weekly visitors. The most popular pages viewed include the on-line Beef and Veal Ad Planner, merchandising ideas and research. Public Relations efforts have resulted in 15 placements to date, resulting in a combined circulation of 364,355 and reader impressions of 910,838. The Retail Beef Blast has generated an increase of 27.9% in unique visitors in Q1 FY2008 vs the same period in FY2007. Also five Beef Fast Facts are planned for this fiscal year. Planned topics are nutrition, natural/organic, grilling, customer service and food safety. There was discussion regarding the natural/organic fast facts. The point was made regarding the need to communicate the facts about natural and organic. State beef councils are called upon frequently to answer questions about this topic. The fast facts is not intend to market natural/organic product. Helen made a motion to schedule the natural/organic fact sheet in August. Brett Morris seconded the motion. Motioned passed. Topic needs to be added to the summer conference agenda.

Wendy presented information on the results of the first Beef Backer Award. Fifteen applications were received from 14 states. Winners were Harris Teeter – Chain category; Foodmaster – Independent category; and Kroger Co. – Innovator category. A feature article on the awards will be published in Meat & Deli Retailer next week.

Randy covered the Retail Beef Intelligence tactic’s components which included an overview of the impact of the recalls on beef sales in 2007, as well as summary FreshLook Marketing statistics for beef: 40% share of total pounds sold in the meat case; 53% of total fresh meat dollar sales; $3.67 average price; and 11.05% increase in total “A” ads. All statistics are for a 52 week period ending 11/25/07. Randy also provided an update on MeatTrack.com, wholesale price reporting and the results of the 2007 National Meat Case Survey.

Allison Wenther, Retail Marketing Manager, discussed the nutrition tactic. She shared program highlights of recently launched NLP programs with Ukrop’s and Hannafords.

Susan presented information on the Hispanic initiative. She updated the committee on the results of the test program with Albertson’s. She provided a description of the toolkit and showed examples of the materials that were used in store for the test. Consumer store intercept results were shared and a key finding was that sales were boosted in the mainstream supermarket of the beef cuts preferred by Hispanics. Susan also discussed her attendance at the recent National Grocers Association convention. She presented a workshop on “Maximizing the Hispanic opportunity at the meat case.” A booth was also in the trade show that highlighted marketing materials. There were 2800 registered attendees.

Allison shared information on the beef food safety at retail tactic. She updated the committee on the Beef Industry safety summit. She reported on the food safety survey results that were conducted with retailers and follow up items that the team would be working on.

FY 2007 and FY 2008 AR Progress Report
• Northeast Beef Promotion Initiative: Emilie provided a wrap up of FY 07.
In 07 a fall tailgating promotion was held and 4 retailers participated. Positive results with sales increase in beef were reported. The NEBPI will focus on New York City and New Jersey in FY08. Emilie will be working with Fairway, D’Agostino, Gristede’s, Balducci’s and Foodtown. 15 retailers attended the Beef It Up Boot Camp representing 86 stores in CT, NY, NJ, PA and MD. NEBPI worked with Whole Foods in the NYC area on a veal demo. Over 1800 samples of veal piccatta were offered to shoppers in 8 area stores. A retailer that NEBPI nominated was awarded the Beef Backer Award in the independent category. Currently 3 BTC sessions are scheduled. An emphasis was also put on Holiday Roast and Pop up timer promotion.

FY 2009 Strategy Discussion Implications
Don Stewart reviewed the planning factors and strategy implications. Committee discussed the designated retail factors. Each of the 12 factors were discussed among committee members.

Discussion of FY09 Promotions, Programs and Projects
Committee agreed this was covered in the earlier discussion under agenda item number 3.
Other Business None

Adjournment
Kristy Lage moved and Greg Silpe seconded to adjourn.
Chairman Donald Stewart adjourned the meeting at 4:40 p.m.

2008 Cattle Industry Convention – Joint Retail Committee Meeting Agenda 

2007 Cattle Industry Summer Conference – Joint Retail Committee Report:
Virginia Coelho, Chairman
Donald Stewart, Vice Chairman

The meeting was called to order and the agenda and minutes were approved. Don Stewart got agreement from the committee that the priorities that were established in February were still appropriate.

FY 2007 AR Review and Progress Report

Randy Irion began by talking through Retail Promotions which included Kraft A1 FSI information, Radio Tag Support, Sutter Home Build a Better Burger contest involvement, Bold Flavors of Summer promotion. Jim Hanger covered the area of Retail Channel Initiatives including Beef Training Camp and Easy Fresh Cooking. John Lundeen, NCBA, presented the information that came out of the Hispanic Marketing Research conducted since our winter convention. Jim Henger talked about what efforts have been made towards Hispanic marketing in-store. Susan Puentes talked about the latest Retailer Initiated Promotions from HyVee, Sweetbay & Wegmans. Randy Irion continued sharing sales and featuring data gathered throughout the fiscal year. Randy also spoke to Retail Communications and the efforts being made in this area such as Retail website, Beef Fast Facts, Beef Blast, Beef Backer and press releases. Emilie Miller, North East Beef Promotion Initiative, spoke to her current retail promotions and programs. Shelley Bradway then talked to Beef Nutrition Labeling and the retailers currently involved in the program. Allison Wenther and John Lundeen presented Beef Safety information. Shelley then visited about the SBC Retail Meetings held this spring.

Presentation of comparison of FY07 budget, FY07 projections and FY08 draft AR
Jim and Randy reviewed FY07 budget and the draft AR’s for the FY 2008 budget. Discussion followed: Greg Silipe asked about how the NEBPI fit in to the Retail AR. Valerie Bass asked about partners to work with on Hispanic marketing partnership. Jim answered that vendors/suppliers are very interested to move forward with partnerships. Virginia suggested that Hispanic marketing can be applied to other committees/program areas.

The retail committee reviewed the FY 2008 Retail Draft Authorization Requests and all were approved as presented.

The retail committee reviewed the North East Beef Promotion Initiative for FY 2008 Retail Draft Authorization Requests.

Chairman Virginia Coelho adjourned the meeting at 4:00 p.m.

2007 Cattle Industry Summer Conference, July 2007 – Committee Agenda

2007 Cattle Industry Convention, February 2007 - Committee Minutes

2007 Cattle Industry Convention – Joint Retail Committee Report

The Joint Retail Committee was called to order on February 2, 2007 by Virginia Coelho.

Rich Otley, Cattlemen’s Beef Board, provided an evaluation update, along with a discussion of the beef demand index. He also shared with the committee the results of the audit and how the retail marketing team ranked very highly with the state beef councils.

Sherry Hill, American National CattleWomen, presented on the 2007 Nationl Beef CookOff, which will be held this September in Chicago with Jewel Supermarkets as the official retail sponsor.

Jim Henger, Executive Vice President Retail Marketing, shared the Retail Marketing Team objective, along with an overview of the scope and size of the retail industry and key trends that are facing supermarkets in 2007.

Randy Irion, Director Retail Marketing, reported on the results of the 2006 promotions including Summer Grilling, ad feature results and co-marketing partner results.

Retail Marketing Managers addressed retail channel initiatives, focusing on Beef Training Camp, Easy Fresh Cooking, Nutrition Labeling, Beef Value Cuts, State Beef Council outreach efforts, and Retailer Initiated Promotions. Irion discussed plans for the team’s participation at the Annual Meat Conference.

Bill Layden, Food Minds, visited with the committee regarding consumer attitudes towards nutrition, while Mary Young, Nutrition Team, shared the history, status and opportunities of meat case nutrition labeling.

Henger introduced a new initiative for FY07, the Retail Beef Backer Award. Modeled after the Foodservice program, the first winners should be announced at the 2008 winter convention in Reno.

Irion reviewed public relations and communications efforts of the Retail Team, as well as the current data from the Retail Beef Intelligence Center and the trends of Natural/Organic beef sales.

Henger provided an update on the committee’s new Hispanic initiative, including the hiring of a new agency and anticipated development of materials designed to help market beef to the Mexican group.

Emilie Miller of the Northeast Beef Initiative recapped projects of the AR for the current fiscal year including a Beef Bowl tailgate supermarket promotion and beef roast pop-up timer promotion.

Coelho directed the committee on a discussion of the Long Range Plan, including a dialogue on current Retail programs and whether the committee needs to continue with the same projects or identify new directions. After discussion of how we would use incremental funds in the future Jay O’Brien suggested that staff should request funding they believe they need to strengthen their program and deliver results.

The retail committee charged the retail staff with preparing a plan for 2008 based on growing beef demand at retail consistent with meeting the LRP goal of 10% growth by 2010.

2007 Cattle Industry Convention – Committee Agenda

2006 Cattle Industry Summer Conference - Joint Retail Committee Report:
Virginia Coelho, Chairperson
Don Stewart, Vice Chairman

The Joint Retail Committee meeting was called to order by Virginia Coelho, Chairperson at 1:06pm on July 12, 2006. Joint committee members, staff and guest introductions were made.

Approval of the Agenda and Minutes Action: A motion was made by Helen to approve the agenda as written and seconded by Greg. Motion carried. Action: A motion was made by Loretta Broderick to approve the Retail Committee meeting minutes from the 2005 Summer Conference and seconded by Don Stewart. Motion carried.

Cattlemen’s Beef Board Audit of the Key Account Manager Function Rich Otley provided a brief introduction of this audit which will be presented later this afternoon by Sherry Jennings of Sound Governance. While this program was considered an “audit” it was written as recommendations as we move forward with the program and Retail Marketing Manager positions.

2006 Retail Program Updates
Randy Irion reviewed national beef promotional programs that are ongoing throughout the year, paying special attention to Build a Better Burger, Summer Grilling, A-1 FSI, Beef Training Camp, Beef Value Cuts, On-Pack Nutrition Labeling with Marsh, the beef checkoff’s presence at the AMC, review of this tactic and related budget.

Next Randy discussed Retail Trade Communication efforts and related budget to date, specifically, Retail Beef Blast, Beefretail.org, Beef Fast Facts, Issues Advisories and Retail Beef Intelligence Center activities. Randy shared total meat category data showing beef relative to other proteins. He also discussed the Nutrition Labeling tactic (that is truly funded by the work of the Nutrition Labeling Coalition) and retail activities to support the implementation of this program.

Finally, Randy reviewed the Beef Made Easy tactic and discussed the new label program of Easy Fresh Cooking. Yerecic Label has shipped out over 57 million of these this year. Total FY 2006 Retail marketing budget review.

Retail Marketing Manager Updates
Susan reviewed specific national programs starting with Beef Training Camp. Strong interest still continues for BTC and the team is looking to expand with more learning opportunities for phase 2. The group participated in the National Grocer’s Association convention and the Annual Meat Conference. At NGA sessions were presented by staff on nutrition labeling and beef training camp. AMC staff presented at the opening session panel and sponsored a tasting reception.

(Updates for Natalie’s Region)- Susan Puentes
Kroger is rolling out the flat iron in all divisions except for Ralphs in Southern CA. Investments have been made by Kroger, Tyson, and the Beef Checkoff Program. BTC was presented in the Atlanta division through 11 sessions in 5 cities to 225 meat managers. Kroger corporate is utilizing the Easy Fresh Cook roasting label and providing to all their chains this fall. Loretta Broderick asked about supply issues due to these flat iron roll-outs.

Fred Meyer Update- Rob Noel, Washington State Beef Commission WSBC launched a case ready flat iron promotion on May 7, 2006 with Fred Meyer. There are 122 store locations in Washington and Oregon. Promotion elements included were ad features, in-store demos, in store sampling, radio advertising, in-store PA and radio, on pack labels and in store signage. An example was played of the radio ad with WSBC tag. The partnership is a 50/50. An example of the ad was passed around that featured the flat iron and cooking instructions. Results to date were provided.

Wal-mart participated in summer grilling radio promotion with a tag in 13 markets during the week leading up to 4th of July. Partnership with SBC’s to conduct 2600 demos at 400 stores. A recipe booklet was distributed and BIWFD brand exposure was on in-store materials. A seminar was held at Sam’s Club geared toward the small business owner. This partnership included team members from foodservice, culinary center and the Texas Beef Council. The Healthy Beef Cookbook will be featured at the Dallas area stores with a book signing by Chef Chamberlain.

Jewel will launch the Flat Iron in July 2006. It will be featured in their circular ad with artwork provided by the beef industry.

Beef Value Cuts has been presented to Kash n’ Karry and Associated Grocers Baton Rouge. BTC was presented to Associated Grocers Baton Rouge.

Albertson’s CA division is re-launching the Easy Fresh Cooking line in 600 stores. This is a full meat case roll-out. The beef team will assist with in-ad placement and in-store execution.

We teamed up with Safeway for their Tender-Hearted promotion. This is centered around Rancher’s Reserve and breast cancer awareness month.

Costco is launching the first beef promotion this August. In-warehouse demos will be executed in 300 stores with 2 per store. A full page ad will be featured in the August issue of the Costco connection. A 15 second spot will air in warehouses 4 x every hour on the TV’s in the audio visual department.

BVC’s was presented to Associated Food Stores in June as well as Stater Brothers. They are launching the Flat Iron this month. Supporting the Fry’s Flat Iron launch. BTC will be presented to Associated Food Stores, Save Mart Stores, Ralph’s and Smart and Final. Easy Fresh Cooking is being rolled out in the entire case in Save Mart stores. Ralphs is looking to refresh the program. Food 4 Less is interested in a Spanish version of the EFC label.

Thought Leader Survey Results
Randy provided preliminary results of the thought leader survey that is currently being conducted. The results presented today reflect the first 15 interviews completed. Interviews will be completed this week and the final report will be submitted in the next 2-3 weeks.

Ed Bick was impressed with the amount of time requested and received from retailers to conduct this survey.

Proposed Retail Tactics for 2007
Randy Irion and Jim Henger walked through each of the proposed tactics for FY2007.

These include:

National Beef Promotion – Proposed budget of $1,400,000 NOTE: Helen asked about results from the Build a Better Burger promotion.
NOTE: Greg Silpe noted that it is televised on the Food Network and will be re-broadcast soon.

Retail Channel Initiatives – Proposed budget of $435,000 NOTE: Virginia Coelho noted that more emphasis will be made with State Beef Councils

Retail Initiated Promotions – Proposed budget of $250,000 NOTE: Helen Weise asked about staffing issues. Will we be fully staffed? Jim stated that all proposed positions should be staffed by end of this fiscal year.

Retail Trade Communications – Proposed budget of $350,000 NOTE: Greg Silpe asked if the Beef Backer Award program will be geographic/regional effort. Retail Beef Intelligence Center – Proposed budget of $400,000

Hispanic Initiative – Proposed budget of $125,000
NOTE: Helen Wiese asked about the outcome of the Hispanic marketing session yesterday – Laura Norman commented about the website that NCBA is constructing for the national checkoff, in conjunction with State Beef Councils.
NOTE: Ed Bick was concerned about an effort being made with large retailers versus the need for smaller retailers.

Randy Irion noted that the Nutrition team has set aside $250,000 for retail efforts made in FY2007.

Randy also noted that the Beef Safety team has allocated $40,000 to continue to communicate important beef safety information to retailers and having more retailers attend the Beef Safety Summit.

Virginia Coelho opened these tactics up for discussion and commented that in her opinion that with the increased supply of beef we’re facing in the near future, the retail program is one of the most important initiatives to move it directly to the consumer through the retail channel. Don Stewart agreed.

Virginia asked where staff would like to see additional funding. Jim Henger responded with: Retailer Initiatives. Ed Bick asked what additional amount we would ask for. Jim Henger responded $1,000,000. Ed Bick then asked if those funds are guaranteed to be available next year. Helen Wiese asked if proposed added funding could be added to Retail Beef Promotion (1A) instead.

Jim Henger also recommended for additional funding for additional Retail Beef Promotion (1A) – he would like to see an annual plan for retail promotions. Suggested to add $500,000 to the original proposed amount. Jim Henger also recommended adding funding to the Hispanic Initiative – adding $150,000 to the original proposed amount of $125,000. Virginia Coelho and Peter Case would like to see action in the area of Hispanic Marketing as soon as possible. Greg Silpe suggested utilizing the suggested added funding towards materials versus research. Ken suggested that perhaps research would be well provided being that there are many Latino demographics throughout the country.

Helen Wiese suggested leaving the Hispanic Marketing tactic as is and increase 1A and in doing so, adding a performance measure.

Jim Henger suggested adding a new tactic of New Products Promotion to help launch new products at retail in the range of $150,000 to $250,000.

Randy Irion suggested adding $50,000 to Retail Trade Communications tactic. Virginia Coelho agreed.

Final comments:
Greg was highly in favor to make the Hispanic Marketing initiative $275,000

Tactic 1A Currently at $1.4 million – committee recommendation to be at $1.9million
Tactic 1B Currently at $435, 000 – committee recommendation to be at $750,000
Tactic 1C Currently at $250,000 – committee recommendation to be at $1,250,000
Tactic 1D Currently at $350,000 – committee recommendation to be at $400,000
Tactic 1E Would like to leave at $400,000
Tactic 1F Currently at $125,000 – committee recommendations to be $375,000 (of which a portion to be considered for research)

Action: A motion was made by Edward Campbell to support the above recommendations and seconded by Ed Bick. Motion carried.

Meat Importers Council of America Report on 2006 Accomplishments and Proposed 2007 AR
Allison Wenther provided the program update & 07 Proposed AR on behalf of the Northeast Beef Promotion Initiative.

Carol Gillis of the New York Beef Industry Council commended Allison the retail work being done.

Greg Silpe asked about actual expenses versus proposed dollars spent for FY2006. It was clarified that the same amount is being requested for FY2007.

Greg Silpe made the comment that efforts need to be focused on the highly populated markets.

Helen Wiese suggested adding funding to the proposed FY2007 NE retail AR’s.

Peter Case asked about the Beef Checkfof’s penetration in the markets that the NE Initiative covers.

Ed Bick asked about NE area asking for funding through the Federation Fund.

Peter Case asked about development of work with State Beef Council’s regarding funding and involvement.

Action: It was moved by Greg Silpe to approve the NE funding at $234,000 and seconded by Loretta. Discussion followed. Helen Wiese amended the motion to read that we would recommend and authorize $100,000 (to a total of $334,000) in additional funding for this AR. Discussion followed. Amendment seconded by Edward Campbell. Amendment to the main motion carried. Main motion carried.

Cattlemen’s Beef Board Audit of the Key Account Manager Function
Sherry Jennings provided a summary of her report. Jim Henger responded to the audit saying that re-evaluation of the retail marketing team has been addressed.

Other Business
Virginia thanked the committee members for their conversation, questions and presence Adjournment Virginia Coelho asked for a motion to adjourn the meeting. Action: Ed Bick moved to adjourn the meeting at 5:10pm and was seconded by Greg Silpe. Motion carried.

2006 Cattle Industry Summer Conference – Committee Agenda

2006 Cattle Industry Convention – Committee Meeting Minutes

2006 Cattle Industry Convention – Joint Retail Committee Report, Feb. 3, 2006:
Virginia Coelho called the meeting to order at 11:45am and introduced the committee leadership and members.

Randy Irion reviewed progress on the FY 2006 Retail AR. Some key comments from this discussion included:

• Suggestion from Loretta Broderick that we work on developing a holiday grilling recipe/promotion.
• Edward Campbell asked a question on product enhancement issues.
• Dale Spencer had some questions on the nutrition labeling program.

Jim Henger introduced the Key Account Managers (KAMS)and explained his priorities for the team. All three KAMS reviewed their significant accomplishments to date. Comments during the KAMS presentation included:

• Recommendation from Virginia Coelho to ad an evaluation component to beef training camp.
• Suggestion from Loretta Broderick to include Cattlewomen as a resource for any future flat iron promotions.

Allison Wenther reviewed the highlights of the Northeast Beef Promotion Initiative. The committee congratulated her on accomplishments to date and is looking forward to her report in July.

The retail committee reviewed the long range plan and agreed that the retail focus should be against priority two. Creating Growth Through Consumer Markets.

2005 Cattle Industry Summer Conference – Committee Meeting Minutes