producers. Issues such as animal rights, use of antibiotics, and salmonella and other food safety issues were emerging as powerful concerns for consumers. By banding together through a national program, the beef community was better prepared to speak with a unified voice, and to better and more quickly act to address issues of concern and continuously improve its product. The preference of the consumer was rapidly changing as well. In the late 1960s, Walt Rodman predicted to a California newspaper that the future considerations of the consumer would be varied, and focused on convenience, increased variety in package sizes, flavors and brands, and without allegiance to any specific industry, product or store. He also accurately forecasted that families would start to eat more meals outside the home. These predictions began to take shape over the course of the ensuing years. By the early 1990s, the consumer focus had shifted markedly. At a November 1992 council meeting, then-manager Jane Anderson noted, “In the 90s, we have to keep pace with rapid change. The supermarket and restaurant with everything ‘ready to go’ is changing the focus on food. Consumers now plan to ‘assemble’ meals at home. This has been the first year where more restaurant dinners are eaten off than on premise. People don’t know how to shop and cook – convenience is the answer.”
Moving Forward
The tactics may have differed over the years, but the strategy behind them has been surprisingly similar. In 1969, the CBC’s marketing plan centered on one objective, “to achieve a greater advertising impact on a larger housewife audience with emphasis on the younger middle income families who are in the process of forming family feeding habits.” Today, the CBC continues to focus on young families, those with parents who fall into the “older Millennial” generation, born roughly between 1980 and 1990. The reason is similar to that stated in 1969: focusing on those who are establishing their family’s feeding habits and preferences can have a long-term impact on our industry. The tactics used, however, have shifted to reach this consumer audience where they currently live – online. The TV ad campaigns of the 1990s transitioned to radio campaigns featuring popular actor Matthew McConaughey in the early 2000s. But beef ’s presence online became ever-more important. The popular Web site BeefItsWhatsForDinner.com was launched in 1992, and today is a robust collection of beef recipes for every occasion, information on beef nutrition, and tips for choosing and preparing beef that is utilized by millions of Americans every year. For the CBC specifically, partnerships with retailers, foodservice distributors and restaurants, popular brands and other commodities (think Crock Pot and California avocados) continue to be part of the organization’s efforts to keep beef top-of-mind throughout the state and in a variety of channels. Today’s campaigns also include significant online and digital presence, providing consumers with information on a variety of aspects about the beef community – everything from recipes to raising cattle. And with an in-house Registered Dietitian and Nutritionist on board, sharing beef ’s nutrition profile continues to be an important component of the CBC’s
The image of beef products has always been appealing to consumers. Over the years, the CBC has launched a number of campaigns with images of beef that look so good, you can practically taste them.
communication and education efforts. “As costs continue to increase in the marketplace, one challenge that we must remain vigilant about is ensuring every dollar invested into the beef checkoff and the California Beef Council is effectively reaching our target audiences with factbased, positive messages about beef,” said Bill Dale, who has led the CBC as its Executive Director since 2004. “We take a very targeted approach in all of our programs in an effort to ensure consumers have the information they need to feel confident about beef.”
A Producer Focus
Today, the CBC is guided by a board of 42 council members, who represent all sectors of the beef industry. The CBC staff of five work closely with the council and producers to ensure programs reflect both the input and needs of today’s cattlemen and cattlewomen. This producer focus is something that has not changed over the past 60 years. From its inception, the CBC has existed to respond to a critical issue producers were concerned about. The programmatic goals and objectives carried out today reflect that same mission. As the CBC looks to the future, this is one aspect that’s certain to remain constant.
FIND OUT MORE
Learn more about the CBC and its leadership over the past 60 years by visiting us at www.calbeef.org. July • August 2014 California Cattleman 53