2014 Beef Checkoff Annual Report - Page 8

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