funded by the beef checkoff joint nutrition and health committee fy2009 program update july 17, 2009...
TRANSCRIPT
Funded by The Beef Checkoff
Joint Nutrition and Health CommitteeFY2009
Program Update
July 17, 20092009 Cattle Industry Summer Conference
The Beef Checkoff through the
National Cattlemen’s Beef Association
FY2009 Nutrition StrategyFY2009 Nutrition Strategy
Protect & Defend: Protect & Defend: Ensuring Beef and Protein’s Place in Dietary GuidanceEnsuring Beef and Protein’s Place in Dietary Guidance
MitigateMitigate & Manage: & Manage: Navigating Beef Nutrition IssuesNavigating Beef Nutrition Issues
Promote & Incentivize: Promote & Incentivize: Building the Case for the Nutrition Power of BeefBuilding the Case for the Nutrition Power of Beef
Strengthen beef’s position as a healthful food and as a Strengthen beef’s position as a healthful food and as a premier nutritional protein so consumers and influencers premier nutritional protein so consumers and influencers
feel good about the beef they love feel good about the beef they love
Grounded in Beef Human Nutrition Scientific ResearchGrounded in Beef Human Nutrition Scientific Research
Health Professionals = Powerful Influence
• Set the agenda on health and nutrition issues• Reliable, trusted source for nutrition information
– Reach multiple audiences: consumers, media, government and other health professionals
– ADA and its members are the #1 cited source for health media
– Generate billions of media impressions each year• Have the power to withhold or give consumers permission to
enjoy beef
Why Are Nutrition Influencers Important?
• Enlist third-party allies to help build relationships with spokespeople and credentialed media
• Educate and provide resources/materials that support inclusion of beef in healthy diets
• Engage in strategic partnerships to influence what they tell members, other health professionals and consumers
How Do We Reach Nutrition Influencers?
Key Message:Beef is a healthful food and a premier premier
nutritional protein, so cnutritional protein, so consumers can feel good about enjoying the beef they love.
Robert R. Wolfe, Ph.D. University of Arkansas
Kevin Short, Ph.D.University of Oklahoma
Nancy Rodriguez, Ph.D., R.D.University of Connecticut
Doug Paddon-Jones, Ph.D. University of Texas
James Krieger, M.S., M.S.PRO Sports Club Donald Layman, Ph.D.
University of Illinois
Stuart Phillips, Ph.D.McMaster University
Protein Think TankEnlist Third
Parties & Build Relationships
Since first checkoff-funded event:302 million media impressions
Nancy Rodriguez, Ph.D., R.D.University of Connecticut
Eric Westman, M.D., M.H.S.Duke University
More than 31 million media impressions thus far in FY 2009
Nutrition Media SpokespeopleEnlist Third
Parties & Build Relationships
“I think that the myths about protein still are widely accepted and
this seminar will change what I teach
about protein and what I use to calculate
protein needs. Thank you!”
-Protein Webinar participant
Co-hosted five Webinars in partnership with 18
SBCs
More than 1,300 RDs participated!
Ongoing Brand Enhancement Outreach: Protein Webinars
Educate and Provide
Resources
Ongoing Brand Enhancement Outreach: Protein Education
E-newsletters distributed to hundreds of
nutrition thoughtleaders
Educate and Provide
Resources
• Distributed more than 800,000 educational materials including posters, tear sheets and Live Well! tool kits extending MyPyramid and MyPyramid for Kids
Educational MaterialsEducate and
Provide Resources
• 4,100 U-mail subscribers• 19,000 unique visitors in FY 2009• www.BeefNutrition.org being reviewed for
updates and enhancements
U-Mail and BeefNutrition.orgEducate and
Provide Resources
Ongoing Brand Enhancement Outreach: SBC Relationship-Building Workshop
Educate and Provide
Resources
Popular topics in this year’s program include:• Sarcopenia and Aging• Role of Muscle in Health and Disease• Organic, Natural, Grass Fed Beef: Perception vs. Reality• Naturally Nutrient-Rich Foods
38 Nutrition Seminars have been scheduled by State Beef
Councils so far this year!
Several states are building
more relationships by
sponsoring additional
speakers and seminars.
Nutrition Seminar ProgramEducate and
Provide Resources
The Environment in 2010
• Updated consumer ads supporting the power of protein
• Increased interest in protein among health influencers and consumers
• Anticipated publication of new research on the role of beef protein in a healthy diet
• Impending release of Dietary Guidelines for Americans
FY2010 Strategy
Strengthen beef’s position as a healthful food and as the premier nutritional protein so consumers and influencers feel good about
the beef they love
• 2009 Food & Nutrition Conference & Expo in Denver
• Comprehensive beef nutrition exhibit booth • Distribution of educational tools
• Sponsor Foundation Dinner• Extend the protein message and
promote the “strength of beef protein” research and messages
• Host educational session about animal protein’s role in a healthy diet
American Dietetic AssociationStrategic Partnerships
• Build the case for beef protein– Give health professionals reasons
to believe in and recommend beef protein
• Host nutrition influencer/credentialed media event
Beef Brand & Influencer EventEnlist Third
Parties & Build Relationships
• Conduct science-based, credible outreach of beef nutrition information to key thoughtleader health professionals through distribution of educational mailings and webinars
• Utilize third-party expert spokespeople to extend beef nutrition messages
• Host Nutrition Seminar Program
• We’ll also utilize third-party expert spokespeople in outreach to extend science-based beef nutrition messages through state-level venues and events in FY2010.
Ongoing Nutrition Influencer OutreachEducate and
Provide Resources
Nutrition Seminar Program
• Promote health professional materials• Establish significant presence for beef nutrition
resources• Enhance resources on www.BeefNutrition.org • Begin reaching nutrition influencers via social media
Ongoing Nutrition Influencer OutreachEducate and
Provide Resources
• Mitigate and manage outcomes of diet and cancer stories
• Promote beef as a safe and nutrition food, ensuring health professional influencers have the accurate science on the role of beef in healthy diets
Navigating Beef Nutrition IssuesEducate and
Provide Resources
• Continue to educate the Dietary Guidelines Advisory Committee through:• Science-based analysis and research• Consumer insights
Dietary Guidelines Committee EducationTactic 1B: Nutrition
Guidelines