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BEEF CHECKOFF Meanwhile, both national and The Midwest Cattleman · April 23, 2020 · P24
continued from page 3 state programs have shifted
a market research compa- advertising dollars to deliv-
ny, meat has been the leading er this content to consumers
sales driver for the perimeter of and provide it on social media
the retail store, up more than platforms, too. In addition, the
90% for the week ending March checkoff is reminding consum-
22, year-over-year. While those ers that Chuck Knows Beef, the
numbers have moderated digital assistant based on arti-
somewhat, they are still consid- ficial intelligence, is available
erably higher than they were to help them with their beef
for the same period in 2019. questions.
Those figures can seem frus- Recipes and resources are
trating to producers who feel also being provided to food in-
they have not received a fair fluencers, supply chain part-
share, Wehrbein says, but they ners and the news media to advertising alone, it’s project- Finally, Wehrbein points to
do help demonstrate the check- support their efforts to educate ed the initial campaign flight a summer grilling promotion
consumers about food prepara- will secure 31 million impres- planned to begin Memorial
Buck Wehrbein tion and healthy eating. NCBA, sions. A special webpage that Day and run through Labor
in its checkoff role, is also keep- includes the chef videos and Day that will celebrate beef as
ing in close contact with sup- recipes provides an overview the center of grilling activities.
ply chain partners to provide of the campaign, and the reci- The “United We Steak” cam-
support as they adjust to the pes, which use a play on words, paign will feature each state
current consumer and business complement the Beef Check- in the country and highlight
environments. off’s “Nicely Done Beef” cam- the favorite steak of that state.
Wehrbein encourages inter- paign. The campaign is being devel-
ested producers to follow Beef. Results show the campaign is oped in close partnership with
It’s What’s For Dinner on so- already paying dividends. The state beef councils to develop
cial media platforms, including recipes were shared with major the state features, including in-
Facebook, Instagram and Twit- news outlets and resulted in dividual web pages highlight-
ter, to see how Beef Checkoff the Associated Press picking up ing that state’s unique compo-
off is doing its job, which is to dollars are helping consumers the story. The chefs, who have nents. It is hoped the timing of
strengthen beef demand. feel confident in choosing and thousands of followers, are also the campaign will leverage con-
With three out of four con- preparing beef, and is assuring pushing the recipes out on their sumers coming together after
sumers under stay-at-home those consumers that the beef own social media platforms. the extended “stay at home”
orders, they are cooking more industry is committed to pro- Since the new videos launched, orders.
meals for more people, more viding safe, healthy, wholesome there have been more than 1.2 “Federation board members,
often. NCBA staff, along with beef to the food supply. million video views and nearly who represent their state beef
staffs of state beef councils Beef in the “Substitute” Seat 1.5 million social engagements council on the board, can take
across the country, are lever- To reach those consumers, with the content. The team also pride in the work they’ve done to
aging their extensive library a new campaign was released activated Masters of Beef Ad- make these national programs
of content, including adver- April 1 to highlight the versa- vocacy graduates asking them possible. But they can also be
tisements, recipes, cooking vid- tility of beef. NCBA, as a check- to share their own “beef substi- proud of the work of their own
eos and educational materials off contractor, partnered with tute” recipes. Cooking with the state organizations,” says Weh-
about beef nutrition to help three nationally recognized Cowboy making a Steak Pot rbein. “There are innovative
consumers while they are home chefs who found creative ways Pie and Girl Carnivore serving efforts to reach consumers and
during the pandemic. to substitute beef for more up Beef Parmesan were two re- influencers being conducted on
Tips on beef preparation commonly used proteins in one sults. many fronts, including through
and recipes are being provid- of their favorite dishes. The re- Extensive engagement with online platforms.”
ed to consumers through Beef sulting recipes include: national consumer media re- At the national level those
Checkoff-funded content on •Peking Chuck: In this nod porters was also conducted by online platforms include the
the Beef. It’s What’s For Din- to Peking Duck, Top Chef final- NCBA as a Beef Checkoff con- Beef Quality Assurance web-
ner web site, including recipe ist Joe Sasto replaces the duck tractor. As part of the outreach site where producers can be-
collections, cooking lessons with a Chuck Roast for a unique the team distributed four press come certified online, or the
and beef safety information. Asian-inspired beef meal. releases, which were also uti- Masters of Beef Advocacy that
•Korean Fried Beef (KFB): lized by state beef councils in allows industry supporters to
Who needs fried chicken when extension with local and state take their voices to a broader
you can enjoy fried beef at media outlets. NCBA has also audience.
home? Acclaimed NYC chef Es- been pitching media to secure NCBA
ther Choi shows how to make inclusion of beef in “cooking at
this classic dish with a beefy home” stories.
Korean twist.
•Cowlamari: For this tasty » Breeding Age «
treat, beloved Chicago chef and » Semen Tested «
Food Network regular Lamar » Easy-Calving «
Moore replaces the surf with Angus-Simmental Bulls
turf and turns Calamari into

Beef promotion programs managed by Cowlamari. Quiet and Ready to go to work.
NCBA have shifted and grown in re- This fully integrated cam-
sponse to the worldwide coronavirus
pandemic to reflect consumer concerns paign includes paid advertis- 816-517-9484 WE CAN
about their day-to-day health and ing, social media, media rela-
the availability of delicious, safe, and gordonphilip75@gmail.com DELIVER!
wholesome food products, like beef. tions, influencer engagement Kansas City Area
and retail outreach. Through