Keeping Beef Top of Mind in the Northeast
Targeting the heavy concentration of U.S. consumers in the Northeast, the
checkoff invested in a “Northeast Beef Promotion Initiative” to increase
communication with consumers and influencers. In FY14, this included
hosting three farm tours — at Hedge Apple Farms and Gibbet Hill Cattle
Company — for key retail, foodservice and nutrition influencers to bring
participants face-to-face with producers. The checkoff also highlighted the
importance of high-quality protein, like that found in lean beef, in diets of
athletes by sharing beef’s nutrition messages with runners and onlookers
at the 118th Boston Marathon and the 39th Marine Corps Marathon, with a
combined audience of more than 200,000 consumers.
Reaching Moms, Millennials and More
The checkoff’s “Moms, Millennials and More” program hosted
10 creative social-media events in FY14, providing an easily accessible
platform for moms and millennials to engage with grassroots beef producers.
Participants asked questions about how beef is produced and shared their
enjoyment of beef through pictures and recipes via Twitter, Instagram and
Pinterest. These activities registered more than 80 million social-media
impressions, and an impressive 84 percent of participants surveyed after a
Twitter Party said the experience improved their opinions about beef.
“This booth is the most
informative and useful place
with stuff we can actually
USE in this whole show! You
teach things that are so useful
for people who cook, like how
to wrap meat and cut it. This
booth is the best!”
Educating Millennials about Ground Beef
Given that market research finds older millennial parents
purchasing ground beef more often than whole muscle
cuts, the checkoff created a new Ground Beef section on
BeefItsWhatsForDinner.com to highlight the versatility and
convenience of ground beef. The section features everything
from quick-and-easy recipes to step-by-step instructions for
thawing ground beef in less than five minutes, including a
series of demonstration videos.
Davis Denman
Cortland
OH
Chuck Coffey
Springer
OK
Terry Detrick
Oklahoma City
OK
Barbara Jacques
Shidler
OK
Brett Morris
Ninnekah
OK
Terry Wyatt
Hollister
OK
Joyce Bupp
Seven Valleys
Pat Venable
Klamath Falls
OR
PA
2014
Jana Malot
Harrisonville
PA
Beef Board Annual Report
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