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14 NATIONAL CATTLEMEN

T H E

www.BeefUSA.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.

Strategic and Simple: Disciplined Approach Gives Oklahoma Beef Council an Edge in Program Development The Oklahoma Beef Council five years ago began a process that has allowed the organization to better allocate in-state beef checkoff dollars. We asked Heather Buckmaster, Oklahoma Beef Council executive director, to explain their strategy. How is OBC fund allocation determined? We first sent out a survey to our board in 2011 asking them where they thought our in-state checkoff funds should be spent. Then we averaged their responses. The results produced a really simple way to allocate the program dollars we have: 30 percent to international, 30 percent to national, 30 percent to Oklahoma, and 10 percent to high population centers. That 30/30/30/10 distribution has worked well in a budget prioritization process that focuses our resources in the areas identified by our board. What was the impetus for their approach to budgeting? Our board members realize that with under 4 million people in the state, we’re only 1.2 percent of the U.S. population. Compare that to the two top cities in Texas – Dallas and Houston – which have about 12 million people. Add to that the fact that 96 percent of the world’s population lives outside U.S. borders, and our board members recognized funds at our discretion can be effectively invested not just in our state, but in others. How are your national and international areas funded? Our national effort is our investment in the Federation of State Beef Councils. In the international area we invest in earmarked international programs through the Federation, as well as specific projects with the U.S. Meat

Export Federation. What are some of the instate program areas your board has identified? Because we have 50,000 beef producers in our state, the BQA program is important. So is Ag in the Classroom, and our efforts to increase consumer trust. We also have a strong involvement in the checkoff ’s dietetic seminar program, and have initiated a medical professional effort that has shown some strong results. What is the 10 percent you allocate to high population areas? Our involvement in the Top 5-State Media Campaign with councils in Illinois, Nebraska, Pennsylvania, South Dakota and Wyoming is a good example of how those dollars can be used. We’re helping fund the Cutline: The Oklahoma Beef Council board (from left): Chuck Coffey, Glenn Payne, RD Farr, Angie national digital campaign in high Meyer, Clay Burtrum, Monte Tucker, Barbara Jacques, Becca McMillan, Ron Reed, Tom Fanning, Terry population states of California, Detrick, Heather Buckmaster (executive director), Byron Yeoman and Brent Morris. Florida, New York, Illinois and Pennsylvania. By partnering with comes to the door. It’s a disciplined approach to investing other states we’re expanding and extending what the national their checkoff dollars. By developing a budget prioritization checkoff can do in major metropolitan areas. approach to our in-state beef checkoff funds, and letting How does your approach benefit producers in that be our guide, we’re able to explore demand-building Oklahoma? They recognize that we’re not just funding what opportunities rather than focus on industry structure.

Washington Digital Videos Montana ‘Foodies’ Learn About the Art of Grilling

A digital media campaign by the Washington State Beef Commission, in partnership with Spiceologist Spice Company, used short, 30-second instructional beef grilling recipe videos to capture about 1.5 million completed views in May and June. The videos reached targeted millennial consumers across Washington, through Facebook, Instagram, mobile apps and on popular news sites. The campaign was efficient, costing an average of about 5 cents per completed view. About half of the 620,000 consumers reached through social media engaged with the videos, tagging their friends in the comments section of the posts, for instance, to share their interest in creating the recipe. The videos can be found on the WSBC YouTube channel at WABeef. Click each title to watch the videos to get the recipes for Bacon Bleu Burger, NY Steak 3 Ways, Grilled Moroccan Meatballs and Grilled Cheesesteak Pinwheels.

Iowa Best Burger Contest

Iowans attending the Iowa State Fair will have a chance to sample Iowa’s Best Burger Aug. 12. Winner of the Iowa Best Burger Contest, the Chuckwagon burger was created by the Chuckwagon Restaurant in Adair, Iowa, and includes a 6-ounce hand-pattied beef burger served with Swiss and American cheeses, sautéed onions, mushrooms, bacon, tomatoes and thousand island dressing, served on toasted bread. The award-winning burger was selected from more than 6,200 nominations for 311 restaurants by the Iowa Beef Industry Council from Feb. 15 to March 9, 2016, and was announced on May 2.

Montana food enthusiasts learned all about grilling beef July 21 in Billings, thanks to the Montana Beef Council. Chef and BBQ Master Nick Morrison took about 30 of these ‘foodies’ on a grilling adventure as part of a series of culinary classes hosted by MBC. While gaining hands-on experience using different grilling methods on a variety of barbecue equipment, the participants also

viewed the competition smoker Chef Nick uses on the barbecue circuit. Meanwhile, they enjoyed a number of special treats, including Hawaiian-style Kalbi Beef Short Ribs, Marinated Tri-Tip, marinated and grilled fruits and vegetables, and a succulent smoked beef brisket. Full instruction, recipes and beef cut-adorned aprons were also provided. A couple’s class near Valentine’s Day and a breakfast and brunches class have also been held. The final class in the series, focusing on perfecting prime rib for the holiday season, will be held in December. “We are the local resource for all things beef, and these classes are a great way to share those resources with the community,” said Kristin Larson, a beef producer from Sidney and Montana Beef Council president. “We hope to continue and evolve the classes to meet the needs of consumers and share our passion for beef.”

Barbecue enthusiast and chef Nick Morrison describes the beef brisket to participants at the Montana Beef Council grilling class. Beef and dairy contributions totaling $2,400 helped five New York regional food banks provide beef to hungry families during the state’s May Beef Month. The effort was part of New York Beef Council’s “Farm to Food Bank” Beef Promotion, a partnership with Empire Livestock Marketing, Dairy Farmers of America and the New York Beef Producer’s Association, with beef and dairy farmers encouraged to donate cattle sale proceeds for the purchase of beef for the food banks. The donations allowed for the purchase of beef that benefited 54 of the 62 counties in New York. For instance, donations provided about 1,164 servings of 90 percent lean ground beef to the Food Bank of Western New York.

The Federation of State Beef Councils- August 2016