2014 Beef Checkoff Annual Report - Page 7

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