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NATIONAL CATTLEMEN

T H E

www.NCBA.org

F E D E R A T I O N

O F

STATE BEEF COUNCILS

Building beef demand by inspiring, unifying and supporting an effective state/national checkoff partnership.

Council Explores International Flavors with Vandy Cooks To help spread the word about July Beef Month in Tennessee and educate consumers

on the versatility of beef, the Tennessee Beef Industry Council led a cooking demonstration that featured two recipes from the Beef. It’s What’s For Dinner. website. The event was held at the

Florida Beef Council Finishes Fourth Ibotta Campaign The Florida Beef Council recently finished its 4 th Ibotta digital rebate campaign. Ibotta is a consumer mobile app that has a subscriber rate of 22 million mostly-millennial consumers that allows shoppers to browse the grocery category for rebates on products and provides opportunities to share educational experiences with consumers. The national beef checkoff team has utilized Ibotta in promotions this past year. The Florida promotion ran from late August to late September, and offered consumers 50 cents back on the purchase of fresh ground beef. To receive the rebate, the customer had to successfully answer a question

about the number of lean beef cuts, giving the industry a chance to increase consumer knowledge about an important beef attribute. The campaign got off to a great start, but because of Hurricane Irma the first two weeks of September the campaign slowed a little. It quickly picked up the pace, however, to become one of FBC’s most successful promotions. There were more than 2.7 million impressions with a redemption rate of 46 percent – double the national Ibotta average. It was estimated that almost 44,000 units of beef were moved because of the promotion. More than 90 percent of the users were females and 60 percent were between the ages of 25-44 years old.

Kansas Beef Council Highlights Beef WISE for Dietitians Fifty registered dietitians learned about the new Beef WISE study and enjoyed a beef lunch thanks to the Kansas Beef Council in October. The event was part of the Western Kansas Dietetic Association annual meeting in Scott City, Kan. The Beef WISE research, conducted by the University of Colorado Anschutz Health and Wellness Center and supported by the Beef Checkoff Program, shows eating lean beef

four or more times a week as part of a healthy, higher-protein diet, combined with physical activity, can help people lose weight and fat mass while maintaining lean muscle and supporting heart health. It adds to the body of evidence showing that lean beef is just as effective as other protein choices to improve weight loss potential, body composition and support heart health, when included as part of a healthy, higher-protein diet. The research was recently published in Obesity Science and Practice.

Vanderbilt Recreation & Wellness Center as part of their monthly program, Vandy Cooks. The Beef Spring Rolls and Grilled Steak and Asian Noodle Salad dishes were both a hit with the group, which had the chance to experience handson cooking with the recipes. Many of the approximately 25 participants said they would be excited to recreate the

recipes at home. Attendees were also pleasantly surprised with how easy the recipes were to prepare and shared that they never would have thought to include beef in a traditional Asian dish such as spring rolls. The Vandy Cooks program is open to the public, but the majority of those who attend work in the medical center or the university.

Little Clinic Partnership Reaches Thousands A partnership with The Little Clinic, a Kroger company, Beef. It’s What’s for Dinner. and nine state beef councils touched thousands of consumers to promote beef nutrition this fall. Printed and distributed in the nine states were 70,000 booklets that focused on beef recipes, nutrition and cooking information. These booklets were distributed free at more than 220 Little Clinic locations in Arizona, Colorado, Georgia, Indiana, Kansas, Kentucky, Virginia, Ohio and Tennessee. Meanwhile, there were 17 events and samplings that took place in Ohio, Kentucky and Tennessee, and personal shopping services reached hundreds of consumers. The personal shopping

service was a scheduled one-on-one meeting with a registered dietitian, who conducted a 30-minute personal shopping experience to answer questions as they walked the store aisles. These sessions also incorporated beef nutrition education, sponsored by the beef councils.

Samples of lean beef were given at many locations.

Training for Future Dietitians Leads to Informed Spokespeople From New York to California and many states in between, future dietitians are becoming better, more knowledgeable spokespeople thanks to a national and state beef council partnership that educates and informs. The Dietetic Media Training program is part of a larger effort coordinated by state beef councils that brings together dietetic interns from universities for a day and provides them with scientifically-based and hands-on information about beef. In addition, media training expertise provided by the NCBA staff teaches participants to become better spokespeople. Most often held within a state beef council Beef Day program, the media training gives future dietitians an education they may not get anywhere else, according to Ryan Goodman, director of NCBA grassroots advocacy

and spokesperson development. “Thanks to state councils, these students are getting the education and science about beef they need throughout their careers,” he said. “The media training is a bonus and gives them skills to deal with media on multiple levels. That’s important to the beef industry, because we would rather have educated dietitians deliver messages about diet than people who are less knowledgeable. It’s also helpful to establish relationships with these future authorities and let them know where they can get factual, science-based Jean O’Toole of the New York Beef Council helps counsel future dietitians in ways to effectively communicate information about beef.” nutrition information during a media spokesperson training session.

Federation of State Beef Councils - December 2017  
Federation of State Beef Councils - December 2017