RESEARCH
As the foundation of virtually all checkoff programs, research provides the information needed
to identify key audiences and their likes and dislikes, along with science aimed at improving and
developing end beef products to meet consumers’ ever-changing needs.
Market Research
The checkoff conducted a millennial listening panel in fiscal 2014 to better
understand their relationship with beef — in the store or restaurant, when
discussing nutrition with their friends or looking for information online. Results were
coordinated with managers of checkoff programs including promotion, consumer
information, culinary innovations, and issues and reputation management. The
panel was so successful that 2015 market-research goals include a second panel
to help increase knowledge of this target audience. The checkoff also completed
its 11th annual Foodservice Volumetric Study, which surveyed 960 key foodservice
executives and chefs about beef trends and cut sales to help develop programs to
drive restaurant sales of beef.
New Product Development
There’s a new bacon in town, and it’s called Schmacon. After working
with the checkoff’s Beef Innovations Group to prepare the beef product
for commercialization, Schmaltz Deli Co. introduced Schmacon at the
National Restaurant Association convention in May. Schmacon is lower in
fat, calories and sodium than traditional pork bacon and has its own unique
taste and crispness. This product is not only positioned for breakfast but
also as an ingredient.
Human Nutrition Research
The checkoff hosted more than 80 top-tier protein researchers for the internationally
recognized Protein Summit 2.0 in Washington D.C., with additional support from
industry partners. The summit’s goal was to explore evidence related to protein’s
impact on health in key areas such as weight loss, metabolic function and aging,
and solutions for translating science into protein recommendations for consumers
trying to achieve better health.
Salmonella Research
Checkoff-funded Salmonella research in fiscal 2014 included:
• Post-harvest research to determine the burden and distribution of Salmonella in lymph nodes of
cattle and spur development of practical interventions to improve beef safety
• Pre-harvest research aimed to reduce the potential for Salmonella to transfer through slaughter.
• Presentations at research meetings, beef safety conferences and industry gatherings that
allowed participants to interact directly with the principal investigators and their colleagues
about beef safety challenges and possible solutions.
Project summaries, research briefs and other resources are available at Beef Research.
Leon Kreisler
Salem
MO
Leo McDonnell
Columbus
MT
Linda Nielsen
Nashua
MT
Lyle Peterson
Custer
MT
Judy Reece
Valentine
Al Davis
Hyannis
NE
NE
Doug Temme
Wayne
Joan Ruskamp
Dodge
NE
NE
2014
Sherry Vinton
Whitman
NE
Beef Board Annual Report
7