your national beef checkoff: 25 years and counting
TRANSCRIPT
Your National Beef Checkoff:25 Years and Counting
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Launched Oct. 1, 1986
Became mandatory via national referendum of producers in 1988
Your National Beef Checkoff:25 Years and Counting
Purpose is to serve as a catalyst to grow beef demand
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It’s About Beef Demand25 Years and Counting
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Where Do Checkoff Dollars Go?25 Years and Counting
• Promotion• Research• Consumer
Information• Industry Information• Foreign Marketing• Producer
Communication
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Name the first “beef” celebrity who said
“Beef. Real Food for Real People”
Beef Promotion…
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• Spokesmen including James Garner, Robert Mitchum, Sam Elliott & Matthew McConaughey
• “Beef. Real Food for Real People,”
• “Beef. It’s What’s for Dinner”
Reaching for the StarsBeef Promotion
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Name today’s beef slogan and
the title of our theme song.
Beef Promotion…
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‘Beef. It’s What’s for Dinner slogan’ - consumer recognition as high as 86 percent during its run
Tantalized consumers through radio, television and print ads through 2006
Since 2007, print and online, plus radio ads with Matthew McConaughey’s voice reminding consumers that beef is not only good tasting – but also good for them.
Making Beef ‘What’s for Dinner’Getting Results
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Why research? Checkoff research is about constantly improving how we convert cattle into tender, juicy, flavorful beef that consumers want to buy
Who benefits? Everyone. Producers invest in knowledge to meet consumer demands, so consumers continue to purchase beef
Research at the BaseIdentifying trends, needs & solutions
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Name one of the new cuts developed from the
Beef Muscle Profiling Research
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Muscle profiling, new product development – Increased value of carcass by identifying new steaks from previously ground muscles; includes flat iron and petite tender
Key Research Successes25 Years and Counting
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Consumer Information programs address consumer perceptions by breaking through the clutter of media and anti-meat propaganda to get accurate information about
cattlemen, beef and the beef industry to consumers worldwide
Consumer Information Changing perceptions about beef
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How many cuts of beef are identified as “lean”?
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29 Lean Cuts – The base of a solid checkoff program that gives consumers the “permission” they seek to keep eating the beef they love
Healthy Beef Cookbook – Comprises more than 130 lean-beef recipes, plus nutrition information and cooking techniques
Consumer Information SuccessesEmpowering consumers with knowledge
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Q: What is ‘Industry Information’?
A: Industry Information is 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 Issues Management.
Industry Information 25 Years and Counting
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The beef checkoff helped maintain consumer confidence in beef in 2003. What happened then?
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Industry Information Successes Issues Management
The ‘Cow That Stole Christmas’ Checkoff’s ‘issues management’ program led the way in saving the beef industry from imminent devastation when BSE was identified in a cow in the U.S. on Dec. 23, 2003.
Scientific information, website, comprehensive communications plan in place instantly
“What-if” crisis planning acts as insurance policy to dampen crises
Maintained consumer confidence in safety of beef supply throughout
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Beef checkoff began investing in foreign marketing in mid-1990s, as trade
opportunities emerged; today, we
promote beef in more than 80 countries across the globe
Foreign MarketingCapitalizing on beef-trade opportunities
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How much value do exports of beef and beef variety meats add
to a fed steer?
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Source: USDA/USMEF, steer & heifer slaughter
2003: $136.46 Jan.- Sept. 2011: $202
Jan.-Sept. 2011: 14.4% of production exported!
Results: Rebuilding After BSEValue of exports, per head slaughtered
In 2011, on track to exceed $5 billion in total export value for first time in history!
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What is the return on investment to cattle producers from the Beef Checkoff Program?
$ 5.55 for each $1 invested
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Challenges Ahead: 1986 vs. 2011
Gallon of gas $ .89 $ 3.26
Lb. ground beef $1.29 $ 3.87
Movie ticket $3.71 $ 8.50
Average Rent $ 385.00 $ 812.00
Average Home $89,430.00 $303,713.00
Beef Checkoff
assessment $1 $1
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Value of dollar today vs. 1985 is about 47 cents
Costs of all services up dramatically
Up against anti-meat factions with exponentially larger budgets
Producers MUST WORK TOGETHER to move forward in this environment!
Challenges Ahead:As we begin the NEXT 25 years…
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