CONSUMER INFORMATION
Checkoff-funded programs funded through the
“Consumer Information” budget category focused on
creating outlets to answer consumers’ questions about
beef by sharing information about beef nutrition, research and
convenience, and providing them with tools to prepare beef
successfully at home.
Living Well: Experiencing The Beef Lifecycle
Prominent dietitians, fitness professionals and food bloggers
participated in a checkoff-funded “Live Well” eve nt in 2014
to get an up-close-and-personal look at how beef is raised.
The experience encouraged a deeper understanding of the
beef lifecycle and continuous improvement in beef nutrition,
sustainability, quality and value. Participant-survey results
registered a 45 percent increase in the number reporting that
they are more likely to recommend and serve beef over other
proteins. Blog posts recapping the event were included on
ThenHeatherSaid.com, AmeesSavoryDish.com, ChefDruck.com
and a FOX Chicago wellness segment.
Strengthening Relationships at Retail, Foodservice
Based on a strategic target assessment, the checkoff identifed
retail and restaurant operators with the greatest potential to
increase beef sales, and is developing deeper relationships by
providing unique opportunities for education and immersion to a
number of operators. In 2014, that included participation by
75 center-of-plate specialists and senior leaders from Performance
Foodservice — a distributor that provides beef to more than
160,000 independent and national foodservice outlets — in
creative culinary ideation and education aimed at selling more beef
to their customers nationwide.
Exploring Digital Consumer Education
The checkoff partnered with Ibotta, a leading consumer
application, to encourage beef sales at Wal-Mart and Target stores
nationwide in 2014. The Ibotta app encouraged consumers to
learn beef-freezing and nutrition facts and watch checkoff videos
for the “Easy Lean Beef Burger” and “DIY Tacos” to earn a rebate
on purchases of fresh top sirloin or ground beef. The partnership
offers a direct path for consumers looking for information and
provides valuable analytics about consumer shopping and
spending behaviors to guide future program activity.
David Wright
Neligh
NE
8
Wesley Grau
Grady
NM
Tamara Ogilvie
Silver City
NM
Patty Bikowsky
Madison
NY
E.B. Harris
Warrenton
Patrick Becker
Selfridge
NC
ND
James Schmidt
Menoken
ND
Jane Clifford
Starksboro, VT
Northeast
Pete Guglielmino
Kettle Falls, WA
Northwest