Joint Youth Education and Information Subcommittee
YOUTH EDUCATION AND INFORMATION SUBCOMMITTEE
2008 Cattle Industry Summer Conference
July 18, 2008
The Youth Education and Information Subcommittee is responsible for those programs in the youth area that pursue a positive beef environment in schools. In recent years, the subcommittee has shifted programming from strictly classroom curricula to programs supporting school wellness in all school arenas, including school foodservice, school nurses, the parent connection and the classroom.
The NCBA nutrition staff provided an update on current beef checkoff-funded Youth Education and Information programs. The Choose Well kit and Meet the Power Foods mini lesson continue to be popular with educators with more than 6,200 kits distributed to date this fiscal year. The Enriching Family Mealtimes tool kit was introduced last fall in response to research showing that regular family mealtimes have a positive affect on children’s social, academic and behavioral development. This tool kit provides school leaders, health professionals and parent volunteers the tools needed to promote family mealtimes in their schools or youth organizations. Beef is showcased in the tool kit in eight recipes as a nutrient-rich food which contributes to a healthful, satisfying diet. Since the tool kit’s launch, more than 8,400 copies have been distributed to school officials.
Based on the popular Nutrition Seminar Program that sponsors speakers at state dietetic association meetings, and the need from school districts to provide practical, user-friendly tools to incorporate wellness initiatives into the everyday school setting, we have developed a School Wellness Seminar Pilot Program. Targeted at school staff with responsibilities for providing nutrition information and education to students or parents, including teachers, school foodservice personnel and school nurses, the seminar program utilizes expertise from our Council for Women’s Nutrition Solutions (CWNS) members, who in many cases, are also mothers. To date this year, these seminars have been held in Washington and Virginia, with others planned through the end of this fiscal year.
For FY2009, the subcommittee recommended approval of Authorization Requests totaling $335,000. Proposed programs include extension of the successful School Wellness Seminar Program utilizing CWNS and Strength Institute members; updating Family-Mealtimes.org; continued distribution of nutrition education materials to school personnel; and printing of USDA’s MyPyramid posters for preschoolers and pregnant mothers.
Cattle Industry Summer Conference, July 2008 – Committee Agenda
Cattle Industry Annual Convention, Feb. 2008 – Committee Minutes
Cattle Industry Annual Convention, Feb. 8, 2008 – Joint Youth Education and Information Subcommittee Meeting Report:
Scott George, Chairman
Diane Kirkbride, Vice Chairman
The purpose of our meeting was to review FY2008 program and evaluate the current school nutrition environment and implications for youth programs. We will use this information as guidance for the development of FY 2009 programs and budgets.
The responsibilities of the subcommittee are to develop and direct programs that pursue a positive beef environment in schools. These programs include:
A. School Wellness Initiatives
B. Maintaining Ongoing Youth Programs
The NCBA Nutrition staff provided an update on current school wellness initiatives and ongoing youth programs. A few key accomplishments were the production of the Enriching Family Mealtimes tool kit and Website, initiation of the School Wellness Seminar Pilot Program and the production of the Meet the Power Foods mini lesson which was showcased at a NCBA sponsored breakfast at the American Dietetic Association conference.
Mary K. Young, NCBA staff, reviewed the planning factors related to Youth Education and Information prior to the planning factor voting exercise
We evaluated the planning factors related to programming for FY2009.
This concludes the Youth Education and Information subcommittee report. Thank you and if there are any questions, I would be happy to take them at this time.
We need a motion to accept the report of the Youth Education and Information Subcommittee.
2008 Cattle Industry Annual Convention, Feb. 8, 2008 – Joint Youth Education and Information Subcommittee Meeting Agenda2007 Cattle Industry Summer Conference, July 19, 2007 – Joint Youth Education and Information Subcommittee Meeting Report:
Scott George, Chairman
Dianne Kirkbride, Vice Chairman
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The Joint Youth Education and Information Subcommittee met today at 10:15 a.m. Twelve members were in attendance with about twenty-five guests in and out of the room during the afternoon.
1. The subcommittee reviewed and discussed the status of FY2007 activities, including all school education materials (e.g. Fueled for Flight, Celebrate America, Choose Well, Beef in Brief). The teacher Web site, www.teachfree.com, has experienced a 300% increase in online orders since FY2005. The subcommittee discussed this success in connection to the recent checkoff-funded school wellness initiative. The subcommittee reviewed the proposed draft designs for the new school wellness site and the revised teachfree site. The subcommittee also discussed the status of the new Enriching Family Mealtimes kit, due to be completed in September, 2007.
2. As part of the Joint Nutrition and Health Committee, subcommittee members met with the Joint Advertising Committee to approve the proposed advertising.
3. The subcommittee approved the following Authorization Request:
Tactic 1: Outreach to Schools
• Completion of School Wellness Package and development of School Wellness Seminar Program utilizing CWNS members
• Continue outreach to teachers and organization leaders to distribute current programs
• Expansion of Choose Well mini-lessons to other youth leaders
• Maintain www.zip4tweens.com and new School Wellness site
• $660,000
Tactic 1B:
• Develop and produce a classroom kit telling the production story to elementary students
• $75,000
4. The subcommittee approved the following Attachment A:
• Expand the seminar program to disseminate the School Wellness Package and provide the expertise of CWNS members and other youth nutrition experts to school professionals at state-level meetings throughout the country.
• $310,000 (50 state-level seminars at $6,200 each
5. The subcommittee discussed at great length the need for additional funding to fully realize the potential of the school wellness programs. The chairman reported that the subcommittee is pursuing additional funding opportunities through the National Cattlemen’s Foundation.
6. The meeting was adjourned at 3:30 p.m.
2007 Cattle Industry Summer Conference, July 2007 – Joint Youth Education and Information Subcommittee Agenda
2007 Cattle Industry Annual Convention, Feb. 2, 2007 – Joint Youth Education and Information Subcommittee Minutes
2007 Cattle Industry Annual Convention, Feb. 2, 2007 – Joint Youth Education and Information Subcommittee Meeting Report:
Scott George, Chairman
Dianne Kirkbride, Vice Chairman
The Joint Youth Education and Information Subcommittee met Feb. 2, with 17 members in attendance, as well as about 25 different guests at some point during the meeting.
After approval of the agenda and minutes, staff presented a program update including final results for FY2006 and the status of projects for FY2007. The School Wellness Kit was very warmly received by school personnel grappling with the development of school wellness policies. Working off this success, and building on the relationships already developed, we’re pleased that we’ll soon have two more kits addressing wellness issues in schools – a kit specifically for school foodservice directors and a Family Mealtime Kit. The Family Mealtime Kit will be delivered through schools and school organizations but will reach parents and other gatekeepers. Choose Well, the checkoff-funded kit produced in partnership with Pfizer Inc. addresses school wellness by providing the nutrition education component.
The subcommittee also reviewed and discussed the results of the school research. We are pleased that the research fully supports the validity of addressing school wellness issues. School personnel, including nurses, teachers, and district staff, are very receptive to beef industry materials and recognize the need to teach children balanced nutrition. The potential for beef in the schools is the opportunity to become a resource providing science-based information that promotes the importance of beef as a nutrient-rich food. The research shows that ground beef is a staple of the school lunch program but ground beef lags behind chicken when ranking versatility, kid preferences, and nutrition.
The subcommittee again enjoyed the opportunity to hear from Dayle Hayes, MS, RD, a CWNS member and award-winning author and speaker. Dayle wrote the checkoff’s School Wellness Kit and is in process of writing both the Family Mealtime Kit and the School Foodservice Directors’ Kit for the checkoff. Her experience and expertise in school wellness provides the subcommittee a more personal understanding of the overall school environment.
The subcommittee reviewed the Nutrition 2010 Roadmap and approved the revisions. The subcommittee also reviewed current environmental factors and agreed that Balance of Health & Taste in Foodservice, Health as Holistic, Explosion of Health & Wellness at Retail, Food Industry Production and Trust, Marriage of Nutrition & Culinary, Natural/Organic=Healthy, Merging of Safety/Nutrition, Protein Myths, and School Wellness affected the youth program.
After a discussion on the environmental factors and the new school research, the subcommittee approved a motion to direct checkoff staff to continue to focus on the youth program on school wellness as they bring checkoff program suggestions forward Fiscal 2008. Existing school programs along with programs under development offer a comprehensive package to a variety of school segments. The subcommittee approved this direction and all efforts to expand the reach to more school audiences and to more schools. The subcommittee also supported the plan to utilize members of the Council for Women’s Nutrition Solutions (CWNS) to help distribute the kits to state meetings of school professionals planned in partnership with state beef councils.
Cattle Industry Annual Convention, Feb 2007 – Committee Agenda
Joint Youth Education & Information Subcommittee meeting, July 12, 2006:
James Rhein, Chairman
Scott George, Vice Chairman
The Youth Education and Information Subcommittee met this afternoon at 1 p.m. Twelve members were in attendance with about fifteen guests in and out of the room during the afternoon.
After the approval of the agenda and minutes, staff presented a program update for the current fiscal year. Highlights include the successful development and distribution of the School Wellness Kit, the completion of Choose Well, the fourth and fifth grade math curriculum kit, the development and distribution of Beef in Brief, a beef production story for middle schools, and the launch of the newly designed Web site for kids, Zip4Tweens.com.
Dayle Hayes, MS, RD updated the subcommittee on the current school environment. Dayle’s expertise in school wellness and her understanding of all factors influencing the nutrition environment in schools provides the subcommittee with the necessary context to make programming decisions.
The subcommittee had lengthy discussions about wellness opportunities in the school environment. The subcommittee is waiting for the results of the extensive market research currently under way exploring all factors influencing nutrition and the potential for beef in the school environment. When the results are available, decisions will be made about possible checkoff-funded school programs.
Julian Garcia of Pfizer Animal Health and Marcy Tessman of Charleston Orwig stopped by our meeting, and committee members expressed appreciation to them for the opportunity to partner with Pfizer on the Choose Well kit.
The subcommittee approved the following Authorization Request:
Tactic 1:
• Continue outreach to teachers and organization leaders to distribute current programs
• Update and revise School Wellness materials
• Maintain http://www.zip4tweens.com/
• $500,000
Tactic 1B:
• Based on research results, build and pilot one – two new programs that will help establish a lasting preference for beef among youth under 18.
• $150,000 Attachment A:
• Develop and implement programs in the school environment based on research results.
The subcommittee will approve Attachment A programs before submitting to the operating committee. The subcommittee also discussed the Text Check program, a $20,000 Industry Resource tactic in the Issues Management Authorization Request. Text Check is a program to assess school text books and curriculum materials and develop a strategy to either correct misinformation about beef or supply accurate information.
2006 Cattle Industry Summer Conference, July 2006 – Joint Youth Education and Information Subcommittee Meeting Agenda2006 Cattle Industry Annual Convention, Feb 2006 – Joint Youth Education and Information Subcommittee Meeting Minutes 2006 Cattle Industry Annual Convention, Feb. 3, 2006 – Joint Youth Education and Information Subcommittee Meeting Report:
The Joint Youth Education and Information Subcommittee convened this afternoon at 1 p.m. with 17 members present and 10-15 guests. The chair of the subcommittee is James Rhein, and Wade Zimmerman is the vice chair.
The purpose of the meeting was to:
• Review FY05 and current programs
• Discuss the proposed Long Range Plan to determine the best areas of concentration for the Joint Youth Education and Information Subcommittee.
The subcommittee reviewed the School Wellness Tool Kit, which will be available about March 1, 2006, for distribution to state beef councils, ACNW, health professionals, and citizens who want to become involved in their local school wellness programs. Checkoff staff gave an update on the status of the new fourth- and fifth-grade curriculum kit, Choose Well, developed through a partnership between Pfizer Animal Health and the beef checkoff.
In addition, the subcommittee discussed the recommendations of the Joint Youth Initiative Task Force and the status of current research into the school environment.
The subcommittee had a lengthy discussion about the proposed Beef Industry Long Range Plan and agreed on the following areas in the Long Range Plan that fit the work of this committee:
Priority Areas:
Creating Growth through Consumer Markets:
• Givens: Demand Growth; Public Opinion; Point of Consumer Contact
o New Frontiers: Beef’s Uniqueness; Consumer Trends
• Creating Sustainability through a favorable U.S. Business Climate
o Telling the production story
The subcommittee identified “Creating Growth through Consumer Markets” as the leadership priority. The subcommittee also identified “Telling the Production Story” to the youth audience as a new opportunity area for potential programs.
Cattle Industry Summer Conference 2005 – Committee Meeting Minutes
