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Idaho Beef Council: New Year Provides New Opportunities for Promoting Beef’s Positive Nutrition Message
New Year Provides New Opportunities for Promoting Beef’s Positive Nutrition Message
The beginning of the new year is a great time to reinforce beef’s role in a healthy lifestyle. The National Cattlemen’s Beef Association (NCBA), a contractor of the Beef Checkoff, is reaching new audiences, such as teenagers and health professionals, with beef’s positive nutrition message.
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BUILDING STRONG MINDS AND BODIES
The Dietary Guidelines for Americans identified that children and adolescents aren’t getting enough high-quality protein, iron, zinc, choline and vitamins B6 and B12. During these critical years of growth and development, it is extremely important for adolescents to focus on proper nutrition and including high-quality sources of protein and iron, like beef, in their diet.1
When students went back to school in August 2022, the NCBA Nutrition
IN AUGUST 2022, THE NCBA NUTRITION TEAM PARTNERED WITH NUTRITION INFLUENCERS TO FEATURE POSTS ON QUICK & NUTRITIOUS SCHOOL LUNCHES TO INCREASE PROTEIN & IRON IN THE ADOLESCCENT YEARS. Team utilized World Iron Awareness Week, as an opportunity to emphasize beef’s role in building strong minds and strong bodies. The NCBA Nutrition Team partnered with five nutrition influencers to post content on the benefits of iron in school-aged children and teens. The posts featured quick and nutritious school lunches and ways to increase protein and iron in the adolescent years.
Through a partnership with the Retail Dietitian Business Alliance, the NCBA Nutrition Team provided two educational e-blasts and a sponsorship page with research and educational resources to emphasize the value of beef for children and teenagers. The NCBA Nutrition Team also worked with EatRight Pro and Nutrition and Dietetics SmartBrief to deliver an advertisement and e-blast to more than 406,000 health professionals, which highlighted how beef delivers key nutrients needed to optimize health in children and teenagers.
Today, more than ever, consumers are bombarded with information about the abundance of choices for what to wear, what to buy and what to eat. Whether through social media, television, radio or streaming services, grocery shoppers are constantly looking for information to help them make the best decisions for their families. And when it comes to nutrition information, there is one group that consumers continue to turn to the most.
Registered Dietitian Nutritionists
(RDNs) are the most frequently consulted health professionals for nutrition and healthy eating information, and 77% of global consumers declare that their advice impacts which foods they buy. 2,3 Healthcare professionals, like RDNs, are a critical audience that the Beef Checkoff reaches with beef’s positive nutrition message, arming them with science-based information they can share with their patients and clients.
As NCBA kicks off fiscal year 2023 nutrition programming, they continue to find value in health professional education and outreach as this critical audience plays a key role in consumer health and nutrition. The NCBA Nutrition Team builds relationships with healthcare professionals through engagement at conferences and events, and these relationships, and the information learned, help direct future content development.
In October 2022, the NCBA Nutrition Team partnered with Produce for Better Health to host a #BetterTogether reception during the Food and Nutrition Conference and Expo (FNCE) in Orlando, Florida. The networking event attracted more than 80 health professional attendees who gathered to collaborate on ways to pair beef and produce to optimize health and nutrition. As a result, new connections with nutrition influencers and thought leaders developed.
To continue the momentum gained at FNCE, the NCBA Nutrition Team hosted a three-day Nutrition Influencer “MeatUp” in Denver to build relationships with 15 leading Registered Dietitian Influencers and provide beef nutrition education sessions. Through a Beef Nutrition 101 presentation, a hands-on Culinary Education workshop, Social Media Masterclass and Beef Sustainably and Industry panel, attendees experienced multiple aspects of beef industry and nutrition.
Attendees’ specialties ranged from pediatric nutrition and diabetes management to sports performance, and together they had a collective social media reach of more than 1.2 million. This well-connected, well-established, and influential group reaches consumers through media outlets such as Eat This, Not That!, CNBC, Yahoo! News, and MSN.
The start of a new year is the perfect time to elevate the nutritional value of beef. February recognizes National Heart Health Month, and March highlights National Nutrition Month and National RD Day (March 15), providing perfect opportunities for nutrition influencer collaborations, health professional partnerships, and Beef. It’s What’sFor Dinner., which produced content, recipe promotions and the launch of a new beef nutrition experts and advocates virtual community. For Heart Health Month, the NCBA Nutrition Team is exploring partnerships with four nutrition influencers, all of which attended the FNCE #BetterTogether reception or the “Meat-Up.”
WHAT’S HAPPENING IN IDAHO
State beef councils play a critical role in extending the nutrition message at the local level. State beef councils participated in an educational presentation by Dayle Hayes, MS, RD, who provided updates in school lunch nutrition and opportunities to support beef as part of the school lunch. In addition, in-office educational toolkits highlighting the value of beef in children and adolescents were delivered to doctors’ offices across the nation, including those in Idaho. Approximately 1,500 toolkits have been sent to healthcare offices to date, with more expected to be delivered in early 2023.
The Checkoff-funded Nutrition Seminar Program provides another opportunity to collaborate with state beef councils by placing credentialed, expert speakers at statewide meetings for healthcare professionals. Currently, 22 credentialed experts are scheduled to speak at health professional education conferences across the country in 2023. In Idaho, speaker Amy Myrdal Miller, MS, RDN, FAND, who attended the FNCE reception, will present at the Idaho Academy of Nutrition and Dietetics Annual Meeting in April. Miller is also assisting with heart health messaging for national programming.
As the new year begins, NCBA is well positioned to continue providing science-based information and resources sharing beef’s positive health message with families and health professionals in Idaho and across the country. For more information about nutrition research, visit www.beefresearch.org/ programs/human-nutrition.
1U.S. Department of Agriculture and U.S. Department of Health and Human Services, Dietary Guidelines for Americans, 2020-2025. 2020. 2International Food Information Council (IFIC) Foundation’s 2022 Food and Health Survey 3Eat Well Global, The Consumer Voice Report: Global Insights on Food, Trust, Nutrition and Influencer, November 2020
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