Building Beef Demand

BUILDING BEEF DEMAND 1986-2016

CONSUMER INFORMATION , as defined in the Beef Promotion & Research Act , means “ nutritional data and other information that will assist consumers and other persons in making evaluations and decisions regarding the purchasing , preparing and use of beef and beef products .”

On the Farm with Authors , Educators “ I feel safer and ( have ) more confidence in the beef industry .” So said a participant in the checkoff ’ s On the Farm STEM ( science , technology , engineering and mathematics ) event in FY16 , which brought together university and district-level science curriculum coordinators to get a firsthand understanding of beef nutrition and of life on a cattle ranch . More than onethird of participants said they plan to eat more beef because of what they learned , and a post-assessment found that the event resulted in a 46 percent increase in accurate identification of the nutrients provided by beef ; 47 percent increase in accurate understanding of the beef lifecycle ; a 51 percent positive shift in confidence in beef safety ; a 43 percent positive shift in confidence in cattle welfare ; and a 77 percent increase in confidence in cattle producers ’ environmental stewardship .

Live Well 2016 In September , about 25 registered dietitians and food and lifestyle bloggers participated in a three-day invitation-only “ Live Well ” immersion experience , engaging with checkoff staff face-to-face . Sessions shared the latest beef nutrition research , product information and hands-on professional development . A special beef tasting provided food for thought about beef ’ s versatility and flavor profile , and a workshop taught participants how to share beef information on Facebook Live . A post-event survey found almost 90 percent of participants agree that the positives of beef strongly outweigh the negatives , and awareness of dietary benefits of beef rose 30 percent because of the experience .

Showcasing Stewardship In fiscal 2016 , the checkoff hosted the second annual “ Beef Business Summit ” to immerse major retail and foodservice operators in beef education , with emphasis on how beef is raised and the people who raise it . The three-day Summit drew about 30 participants , who visited a ranch and a feedyard ; spoke one-on-one with beef experts about sustainability , nutrition , and animal care ; and learned about the latest market research and communications resources to help them merchandise beef effectively . In post-event surveys , 100 percent of participants said they now feel prepared to discuss challenging beef topics .

Ibotta “ Gotta Have It on the Grill ” The checkoff launched a summer grilling promotion with the trendy mobile application , Ibotta . Users shopping at the 788 Ahold banner stores ; Stop & Shop , Giant and Martin ’ s could unlock rebates on fresh beef strip steaks and ground beef by watching the checkoff ’ s “ No Recipe , Recipe ” Korean Beef Bowl video and providing feedback about at-home beef use . In six weeks , the promotion registered 573,464 impressions , and more than 62,000 users unlocked rebates on strip steak and ground beef .