COUNCIL COMMUNICATOR The Beef Checkoff: Driving Demand for 35 years Nationally, 67 years in California by Annette Kassis, director of consumer and brand marketing, California Beef Council Good food will always bring us together. It is one of the indisputable joys of life…sitting down with family and friends to share a meal. Food is universal; however, food choices run the gamut. Since 1986, the producer-led Beef Checkoff program has shaped our industry through Checkoff-funded promotion, research and education initiatives to reach consumers, work with retail and foodservice, improve cattle production, promote environmental sustainability, provide science-based nutrition education and more. In just 35 years it has covered a lot of ground to help keep beef the protein of choice among consumers. But did you know that a pioneering producer-led program of assessments used for beef promotion originated right here in California? The Golden State has long been a leader in driving beef demand through promotion, research and education. Here are some highlights not only of the 35-year-old Beef Checkoff, but of your 67-year-old California Beef Council (in red) as well.
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Points for pathogens at packing Gardens and Woman’s Day. plants; high-temperature vacuuming California 1982: The Walt Rodman removing contaminants from Award is established to recognize carcasses becomes the new industry outstanding beef promotion standard. programs executed by California CattleWomen units. • Late ‘90s: Groundbreaking muscle California 1983: Paul B. Addis, PhD, profiling research adds overall of the University of Minnesota carcass value by reinventing the becomes the first recipient of previously underutilized chuck and the California Beef Council’s round portions. George Strathearn Memorial Research Award for Studies ...CONTINUED ON PAGE 94 on the Oxidation Status of Cholesterol and Other Lipids in Beef Products. 1987: Launch of the awardwinning “Beef: Real Food for Real People” ad campaign. 1990: R&D introduces low-fat ground beef, which McDonald’s uses in the new McLean Deluxe hamburger. Early ‘90s: Checkoff-funded BQA program begins at the state level. California 1991: As part of a summer promotion, the California Beef Council gave Nolan Ryanautographed baseballs to meat merchandisers at select grocery chains, tying the promotion to Ryan’s seventh no-hitter. 1992: Launch of the awardwinning “Beef. It’s What’s For Dinner.” ad campaign. 1994: Following a beef-linked E. coli outbreak, research with packing plants and food safety experts helps develop new spray washes to reduce pathogens and prevent future contamination. 1994: The first sale of U.S.produced beef is made to China. 1997: A microbial-mapping study identifies Critical Entry
• California 1954: The California Beef Council (CBC) is created by the state legislature under the California Beef Council Law. It is the first state beef council in the country and collects 10 cents per head. • California 1959: Santa Claus rides • horseback through the streets of San Francisco, handing out $50,000 worth of beef gift certificates • courtesy of the California Beef Council. • California 1967: It’s estimated that 1,000 schools each year are requesting beef-focused teaching materials from the California Beef Council. • • California 1978: The California Beef Council launches the “Ah, Beef ” campaign with magazine ads • in Reader’s Digest, Better Homes & 92 California Cattleman July • August 2021
