Research
23.3%
Research is at the base of virtually every beef-checkoff investment decision to ensure that we invest checkoff
dollars in the most effective and efficient manner possible. Research efforts include market research; beef
safety research; product-enhancement research; human-nutrition research; beef-sustainability research; and
culinary and beef-innovation research. Following are some key examples from 2015.
Understanding Consumers
Market research and market intelligence are at the very base of virtually everything the checkoff does,
but they also can be important in evaluating the effectiveness of checkoff campaigns. In fiscal 2015,
the checkoff launched an online campaign tracker that determines consumer satisfaction with content
on the checkoff’s www.BeefItsWhatsforDinner.com website and tracks any subsequent changes in
consumer sentiment about beef. This online tracker is an intercept study, whereby visitors to the site are
“intercepted” for feedback about their visits and the website, and their reactions have been very positive
overall, with 94 percent satisfied with their experience; 90 percent likely to return in the future; and 82
percent planning to share the website with others. The second component is to evaluate individual landing
pages within the site through simulated visits. This provides additional insights about how specific programs
are working — recipe dissemination, or the Protein Challenge, for example. Another market research
campaign in 2015 included studies focused on maximizing the beef industry’s opportunities in the ‘prepared
foods’ section of the grocery store.
Sharing Beef Innovations
Whether it’s new fabrication methods, technical or product innovation, or culinary expertise, the behindthe-scenes work of the checkoff’s Beef Innovations Group (BIG) has a direct impact on beef consumption.
A media workshop in fiscal 2015 drew about 15 writers to the checkoff-funded Beef Culinary Center to
learn about fabrication of: the shoulder clod into checkoff-developed cuts including the Flat Iron Steak,
Ranch Steak and shoulder Petite Tenders; the chuck roll into cuts including the Denver Cut, Sierra Cut, and
America’s Beef Roast; and fabrication of Top Sirloin and Ribeye cuts. Social media was hopping with posts
during the event, and numerous feature-length stories emerged in key beef magazines and newspapers,
including Drovers/CattleNetwork.
Focusing on Beef Safety
The beef checkoff has a long history of backing peer-reviewed scientific research and working with a host
of organizations to maintain a safe beef supply from farm to fork. The focus of recent research projects
completed and results distributed in 2015 include: whole genome sequencing; comparative genetics of
human vs. cattle isolates; Salmonella prevalence in lymph nodes; and potential effects of lymph-node
contamination on beef products.
Guiding Beef Quality Education
In fiscal 2015, the checkoff released a new USDA Grading Module and Simulation web tool to support beefindustry education. Beef quality continues to be one of the key demand drivers for beef, but many in the
industry never have the chance to develop the understanding of how beef carcasses earn yield and quality
grades. The USDA Grading Module and Simulation web tool includes educational modules, such as grading’s
history, and teaches the carcass grading process step by step.
Stacy McClintock
Soldier
KANSAS
8
Larry Oltjen
Robinson
KANSAS
Perry Owens
Minneapolis
KANSAS
Beth Patterson
Yates Center
KANSAS
Julianna Jepson
Franklin
KENTUCKY
Ryan Miller
Bloomfield
KENTUCKY
Genevieve Lyons
Church Point
LOUISIANA
Andy Salinas
Marion
MICHIGAN
Steve Mathees
Goodhue
MINNESOTA
Ted Reichmann
Villard
MINNESOTA
Mike McCormick
Union Church
MISSISSIPPI
Bre