Industry Information
4%
Checkoff funds invested through the industry information budget category go to creation and distribution
of information and programs that will lead to development of new markets, marketing strategies,
increased efficiency, and activities to enhance the image of the cattle industry. This includes programs
such as issues management, public relations, and beef and veal quality assurance.
A Case Study in Crisis Preparedness
The October 2015 release of an opinion from International Agency for Research on Cancer (IARC) suggesting
that red meat “probably causes cancer” and that processed meat “causes cancer” made for one of red
meat’s biggest news days in the world, with 2 billion social-media impressions in the first 36 hours after
its release. The work of the checkoff on this topic in the year preceding the announcement highlights the
importance of ongoing crisis planning and preparedness efforts.
In November 2014, IARC announced its intent to evaluate red and processed meat with regard to
carcinogenicity. During the next 11 months, the checkoff worked diligently on the topic, sharing important
gold-standard scientific research and six scientific submissions with IARC members leading up to their
decision.
During FY15, the checkoff built crisis-preparedness plans that would help provide important context to
consumers through traditional media and social media once IARC’s conclusions were published on Oct.
26, 2015. Dr. Shalene McNeill was prepared in advance and conducted more than 15 back-to-back media
interviews with national broadcast networks and top-tier consumer media, providing important context
and reassuring consumers that there is no research indicating that eating beef can cause cancer. The
checkoff also provided important perspective through FactsAboutBeef.com blog posts, drawing more than
27,000 views of various posts, including What Do IARC’s Findings on Red Meat and Cancer Mean For You? The
checkoff had prepared many of the messages and content in advance and was able to “flip on the switch”
nearly immediately upon the IARC announcement.
According to social-media sentiment and media stories, we do not expect that this report will have a
long-lasting impact on consumer confidence nor consumer demand for beef — thanks in great part to the
checkoff’s preparation and response efforts.
Antibiotic Use and Resistance Seminar
Use of antibiotics in food-animal production is a very
important topic, both to consumers and producers. In
an effort to help scientists and researchers work to
understand the mechanisms through which antimicrobial
resistance develops, the checkoff provided partial
funding for the “Antibiotic Use and Resistance: Moving
Forward Through Shared Stewardship” seminar. The
fifth annual national symposium of its kind, the seminar
allows presentation and discussion of the latest science
by both animal- and human-health experts in an open and
conversational setting. Significantly more human-health
experts participated in this year’s symposium and were
pleased that animal agriculture has developed a trusted
national forum that recognizes shared stewardship to
address antimicrobial resistance. Nearly 30,000 people
viewed the audio/visual proceedings of the Symposium
online during just the first couple of weeks afterward. To
communicate key messages of the Symposium better in
2015, a series of “quick-fact” infographics were developed
and made available online to producers and consumers alike.
Masters of Beef Advocacy
In fiscal 2015, the checkoff’s “Masters of &VVbGf