Idaho Beef Council: Your beef checkoff dollars in action

Your beef checkoff dollars in action!

Your Beef Checkoff dollars are driving the demand for beef through research, education and promotion, and cattle producers are behind every funding decision, in part through the Federation of State Beef Councils. The Federation represents the 44 Qualified State Beef Councils (QSBCs) across the country and collectively, these QSBCs include more than 700 state board members representing every segment of the beef industry. The vision of the Federation is to build beef demand by inspiring, unifying and supporting an effective state and national Checkoff partnership.

The cattle industry’s Summer Business Meeting recently wrapped up in Reno, Nevada, where hundreds of producers shared their feedback on work to be conducted in the next fiscal year. This grassroots producer input is essential to selecting projects that effectively and efficiently drive demand for beef.

Producers have a voice at the table, and Idaho is well represented with three Federation Directors who actively engage in meetings and provide the input necessary to direct future programs. Bill Lickley, Idaho Beef Council (IBC) Chairman and cow-calf producer is the Federation Chair for the International Marketing Committee; Lee Bradshaw, IBC Vice-Chairman and feeder representative is on the Nutrition & Health Committee; and Steven Taylor, IBC Secretary/Treasurer and auction representative is on the Domestic Marketing Committee. These volunteer leaders commit time to make sure the programs funded by the Beef Checkoff benefit the beef industry.

RESEARCH LAYS THE FOUNDATION

Research is one of the critical components of Checkoff funding because it lays the foundation for educational and promotional efforts.

The Beef Checkoff and Federation of State Beef Councils invest in foundational research projects such as product quality, beef safety, human nutrition, beef sustainability and market research. While research takes years to complete, continuous investment in these areas provides the information necessary for building successful education and promotional programs.

For example, America’s farmers and ranchers have supported nutrition research for more than 100 years to advance the understanding of beef’s role in a balanced and healthful diet. Cattle producers are committed to providing a wholesome, nutritious food and building the evidence supporting beef’s role in health and wellbeing.

Nutrition research provided the scientific evidence to demonstrate that beef is an important complementary food for infants and toddlers during the first few years of life when rapid growth and development occur. This information was the foundation for the Early Bites with Beef campaign which encouraged health professionals to recommend beef as a safe complementary first food for babies starting at around six months of age and provided consumers with information about how to effectively and safely feed babies beef.

In addition to human nutrition research, the Checkoff is funding projects demonstrating the industry’s positive impact on environmental health. Cattle producers are the original conservationists and are always looking to improve practices so they can share the land with future generations. This is an important story to share with consumers, and while parents are interested in knowing where their food comes from, kids are also a driving factor in the climate conversation.

Photo courtesy of Beef. Its Whats for Dinner.

PROMOTING BEEF TO THE NEXT GENERATION

Beef’s role in social, economic and environmental sustainability goes far beyond today’s grocery shopping

consumer. Kids are influencing their family’s buying behaviors and are more engaged with social issues than ever before. The Beef Checkoff recognizes the importance of educating America’s youth about beef’s positive sustainability story and is creating fun and exciting ways to reach the next generation of consumers.

As part of reputation management initiatives around sustainability, the Checkoff is partnering with kid-focused media outlets, such as The Week Jr. and ScoutLife. Through these partnerships, kids and parents alike are directed to the newly created Beef Sustainability for Kids page on the Beef Checkoff-funded Beef. It’s What’s For Dinner. website. On the page, kids can find videos, graphics, games, articles and kid-approved beef recipes to learn more about beef production across the country. An important aspect of the online content is kids sharing their stories of life on the

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ranch with their urban neighbors, helping bridge the gap between pasture and plate.

Sharing how cattle producers care for the land, their animals and natural resources is a theme of Beef Checkoff promotions throughout the year, however, summer is the perfect time to highlight beef’s taste and versatility.

SUMMER SIZZLES WITH BEEF EXTENDING THE NATIONAL CAMPAIGN TO REGIONAL CONSUMERS

The Idaho Beef Council is leveraging the national summer grilling campaign by investing in a project to bring the grilling message home to consumers in western states including Arizona, California, Idaho, Montana, Nevada, Oregon and Washington. This regional effort is designed to increase beef advertising frequency in states where market research shows there is a high amount of meat/beef alternative consumption. Within these states, the positive beef message is targeted to older millennial parents and millennial consumers who are making important decisions on what foods to cook for themselves and their families.

Beef ads are currently running on platforms where shoppers

The smell and sound of real beef sizzling on the grill brings family and friends together during summer months. When it comes to grilling good food, beef is top of mind, as shoppers say beef is frequently their top grilling season protein.1 In fact, according to a consumer survey funded by the Beef Checkoff, consumers are likely grilling twice a week or more, with the average American grilling 9.55 times per month.2

Beef is scoring points this summer with new spokesperson, Tony Romo. The former professional football quarterback and current sports commentator is the new face of Beef. It’s What’s For Dinner., sharing his family’s passion for beef with consumers nationwide. Market research shows that utilizing a well-known spokesperson consistently drives increased sales, stronger brand awareness, attraction of new customers, and credibility in advertising campaigns. Tony Romo has built a career as a trusted, authentic and credible broadcaster, and his presence brings more consumer trust to the Beef. It’s What’s for Dinner. brand.

Romo is promoting beef across the country through digital and social media, outdoor advertising, on ESPN.com and through broadcast television ads on the Food Network, HGTV and the Magnolia Network. Tony Romo’s Playbook on www.BeefItsWhatsForDinner.com showcases new recipes and valuable information about beef’s taste, nutrition, versatility and sustainability.

In addition to reaching consumers nationwide with a positive beef message throughout the summer, states extend national assets in local and regional markets.

find information and make buying decisions, such as YouTube, Google Paid Search, and Spotify digital music streaming. At the mid-way point of the campaign, results are already extremely positive with more than 2.7 million impressions, nearly 1 million audio ad listens and 934,000 video views. In addition, there have been more than 7,000 clicks to the www.BeefItsWhatsForDinner.com website.

From helping families with summer cookouts to educating kids about where their food comes from, the Beef Checkoff and the Federation of State Beef Councils are hard at work driving demand for beef. To learn more about your Checkoff dollars at work, visit the Idaho Beef Council at www.idbeef.org.

BEING INVOLVED

Industry representation at the Idaho Beef Council, Federation of State Beef Councils or Cattlemen’s Beef Board is extremely important to the Idaho beef industry. Your expertise and experience at the table is needed to ensure Idaho’s voice is heard. For more information, please contact the Idaho Beef Council at BeefCouncil@IDBeef.org or 208-376-6004.

1NielsenIQ, Answers on Demand, Beef Sales, 2019-2020 2 Summer Grilling Data, Dynata Platform, April 2021

2022 Canyon County Superior Beef Award Winner

Melissa Kershaw is from Middleton ID where she is the Middleton FFA chapter vice president and Treasure Valley District FFA Vice President. She has been a part of the livestock industry for 9 years, where she started showing goats, but quickly turned to the beef barn and has seen great success. Melissa will attend the University of Idaho in the fall of 2023 to study Ag Communications. She hopes to help future generations understand the importance of agriculture!

Congratulations Melissa!

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