CHECKING IN ON YOUR BEEF CHECKOFF

by Makenzie Neves, director of producer communications, California Beef Council

After a two-year hiatus, the California Beef Council (CBC) brought back its annual Pasture to Plate Beef Tour. The in-depth experience immersed foodservice, retail and nutrition professionals in the beef lifecycle production process, engaging participants in an open and transparent conversation about the beef industry. The tour consisted of several stops in the Central Valley that included: a cowcalf ranch, dairy farm, calf ranch, auction yard, feedyard and a beef processing plant. Insightful guest speakers spoke on current beef topics, and tour stops provided a chance for participants to mingle with cattle ranchers and dairy farmers. The tour welcomed over 20 participants, representing different companies such as Costco, Smart & Final, WinCo Foods, Jack in the Box, Panda Express, UC Davis Health and more. Attendees and producers were able to have important conversations. Attendees received a pre- and post-tour survey, and sentiment toward the beef industry positively shifted for the attendees as a whole. After experiencing the tour, every participant felt the positives of the beef industry strongly or somewhat outweighed the negatives and no participants reported to have felt the negatives of the beef industry outweigh the positives. Here is what one participant had to say about their experience:

“This is a wonderful tour to promote transparency within the industry. Everyone that is involved within the industry should know the information that was provided on this tour to fully understand the environment. I will absolutely be keeping my eye out for more tours hosted by the CBC and others to further expand my knowledge in this field. Thank you to all that put this on. You are truly doing an amazing job. Looking forward to the next one!” – Costco, Assistant Buyer- Grind

Sizzled in California

The CBC is kicking off their seven-week summer grilling “Sizzled in California” campaign, which includes 15-second SmartAudio spots and mobile/geo-fencing location-based display ads that drive consumers to the campaign landing page, SizzledInCalifornia.com. The campaign landing page includes a link to our beef offer, video content, sweepstakes entry portal and a selection of curated summer grilling recipes. Our beef offer allows consumers to earn $2 cash back on a $10 or more purchase of middle meat beef cuts through the Checkout 51 mobile app. In addition to the online and digital elements, the CBC has partnered with Neptune Retail Solutions to deploy in-store point-of-sale (POS) in the meat case at more than 450 California retail locations. The in-store POS provides a scannable QR code to drive consumers to the SizzledinCalifornia.com landing page. Visit SizzledInCalifornia.com for more information.

Nutrition Program Update

In line with the California Beef Council’s priorities, the CBC has placed an extra emphasis on communicating beef’s nutritional value and importance to consumers. This short five-minute video shows producers some of

lunch will be served at 11:30 a.m., followed by the females and bulls beginning at 12 noon – the 2nd Sunday in September Bull Buyers have an opportunity to win a custom-tooled CaCTus saddle at the conclusion of the sale donated by Zoetis 115 TOP QUALITY, HAND-SELECTED, LONG-YEARLING AND COMING 2-YEAR-OLDS SELL THAT HAVE BEEN DNA-TESTED

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our nutrition outreach programs, and highlights CBC’s efforts this spring to promote and strengthen beef’s value proposition, grow consumer trust and share beef’s sustainability story all through nutrition education and communication. Check out the nutrition update video https://youtu.be/zJMVloYGOh8 at Calbeef.org/ producers to learn more!

CBC Disney and Hulu Collaboration

The CBC has partnered with Disney and Hulu to create short lifestyle videos that feature beef nutrition messaging with the CBC’s Registered Dietitian, Kori Dover. These videos will air across ABC Local, ABC, ABC News, Disney, ESPN, FreeForm, FX, Hulu and Nat Geo, as well as CBC social media channels. Be sure to watch our Facebook and Instagram, @californiabeefcouncil to check them out! grilling meals and place beef as the top protein above other meat and plant-based proteins. The campaign will mirror the national summer grilling campaign flight which will run the length of the summer, from June 6 through August 30, in order to capitalize on the peak summer grilling season.

The campaign will include video ads on YouTube that feature beef’s new spokesperson Tony Romo, Google paid search digital ads and summer grilling audio ads on Spotify. The video, digital and audio ads will be targeted to consumers in California, Arizona, Nevada, Oregon, Washington, Idaho and Montana,and funded by state beef councils from Idaho, Iowa, North Dakota and Montana. Media spend will follow relative consumer population of the seven states where ads will be targeted.

Funding for this campaign keeps beef top-of-mind for California consumers during the summer grilling months, and allows the California Beef Council to leverage statelevel producer checkoff dollars in other areas.

Western States Campaign

With summer heating up, the National Cattlemen’s Beef Association (NCBA) on behalf of the national beef checkoff, is kicking off the Western States Regional Campaign. The goal of this campaign is to inspire consumers in the Western U.S. to choose beef for their outdoor

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Tattoo SIRE DOB CE BW WW YW MCE MK CW YG MB BF REA API TI 109J E&B PLUS ONE 2/24/21 12.9 -0.4 68.4 109 5.8 18.3 28.8 -0.21 0.29 -0.036 0.62 126.9 73.9 117J E&B PLUS ONE 2/12/21 13.7 -0.6 75.5 123.7 5.4 20.7 31.5 -0.13 0.48 -0.015 0.57 136.2 80.9 118J TJ MAIN EVENT 503BE 2/13/21 9.4 1.2 79.2 118.1 3.7 23.3 30.2 -30 0.05 -0.067 -0.68 113.6 72.3 135J W/C LOCK N LOAD 5001F 3/10/21 10.7 1.3 80.4 129.4 6.1 18.7 42.8 -0.17 0.14 -0.033 0.70 119.0 75.0 141J W/C LOCK N LOAD 5001F 3/29/21 11.5 0.6 70.3 110.8 6.6 17.9 35.8 -0.22 0.11 -0.044 0.70 116.3 69.1