10 NATIONAL CATTLEMEN
T H E
F E D E R A T I O N
STATE BEEF COUNCILS
Building beef demand by inspiring, unifying and supporting an effective state/national checkoff partnership.
Washington State Beef Commission Assists With Emerging Grocery Delivery Concept Millennial consumers make fewer trips to the grocery store every year than other consumers – 96 trips compared to 119, on average, across all age groups. The study, completed by the Food Marketing
Institute and the North American Meat Institute, found a 3.6 percent decline in dollars spent in the grocery store meat department among millennials. Amazon Prime Fresh, a grocery delivery service from the nation’s largest on-line retailer, has its eye on those numbers, and wants to give consumers a
Several materials, including a Craveable Korean beef recipe video, were provided to Amazon Fresh by the Beef Checkoff Program for the company’s use in promoting beef on their website.
food shopping experience they can feel good about. Because the beef industry wants a place in the rapidly growing online grocery delivery business, the Beef Checkoff Program has been involved. In 2014 the Washington State Beef Commission board and staff visited the Amazon Prime Fresh headquarters in downtown Seattle for a mutually beneficial meeting. That meeting would give the Amazon staff, which knew much about on-line delivery of furniture but little about beef, a better understanding of beef and what a good beef shopping/eating experience was all about. At the same time, the meeting allowed the Washington staff and board to better understand a business that has grown from primarily a Seattle-focused test program to a business delivering beef to homes throughout the country in bright green grocery delivery bags. Since that visit the WSBC has worked with the digital and retail experts of the national Beef Checkoff Program contractor team at NCBA to host Amazon staff on industry tours, and to provide materials, beef insights and web content to help make beef an important player in Amazon’s on-line protein business. Last year the efforts yielded a refreshed Beef Category Page as
part of the Amazon Prime Fresh program. In fact, the checkoff ’s investment in consumer videos, recipes and photography were used last year by Amazon in a test to motivate more online steak, roast and rib sales. These tests resulted in a significant increase in beef units sold by the company. Test results showed that online grocery shoppers first want help finding the right fresh beef products, and then more information about it – including tips for cooking the beef. They also found that messages that focused on product qualities and sensory details rather than the potential meal experience were more effective with online shoppers, who obviously can’t see or touch the package. It’s a growing field – and an important one for every food producer. Combining Washington’s access to a locally based company with national marketing and digital capabilities is a prime example of how the state/national partnership can be effective in working to build a better marketplace for beef. Amazon Prime Fresh is currently available in the Seattle, Northern New Jersey, New York metro, Philadelphia metro, Stamford, Conn., and Baltimore markets, as well as parts of Northern and Southern California.
Pennsylvania Family Physicians Obtain Focused Beef Education In conjunction with the national Beef Checkoff Program, the Pennsylvania Beef Council coordinated a series of programs at the recent Pennsylvania Academy of Family Physicians CME conference, held in conjunction with the Penn State Health Conference in Harrisburg, Penn. The CME conference drew almost 200 family physicians, residents and students across Pennsylvania for a three-day education event. At the event the PBC helped engage directly with health professionals to share the positive benefits of lean beef in the diets of their patients. Attendees
enjoyed the Be Inspired by Beef recipe station at the beef booth, getting encouraged to “Beef Up” their healthy eating by selecting nutritious beef recipes they could share with their patients. They also learned more about new, American Heart Association Heart Check-approved recipes, which are featured on the www. beefitswhatsfordinner.com web site. Also during the conference, the checkoff hosted an educational session called “Optimizing Protein in a Carbohydrate World” by Dr. Donald Layman, Professor Emeritus of Nutrition at the University of Illinois. Dr. Layman’s session presented scientific research that supported the benefits of lean beef in the diet. After two full days of educational sessions, physicians enjoyed a checkoffsponsored Chili Cook-off, where six
different chili recipes by physician groups vied for top honors. The Pennsylvania Academy of Family Physicians is an association that works on behalf of 5,000 family physicians, family
Outreach in Texas Targets Physicians
Georgia Beef Board Connects with Dietitians recipe and stay strong Try this delicious power-packed a plate of vegetables and and satisfied. Pair it with half lthy meal. a whole grain for an overal heart-hea
How do you make meals matter for families? That was the topic when Registered ® Dietitian Holley Grainger visited with dietitians at the Georgia ® Academy of Nutrition and Dietetics annual meeting March 15 on behalf of the beef industry. The session was sponsored by the Georgia Beef Board and the Beef Checkoff Program. In her presentation Grainger talked
Aim for a Healthy Weight
in weight Protein plays an important role (staying full management by increasing satiety lean bodies and longer), helping support strong, 1 reducing the risk of chronic disease.
about practical ways of incorporating beef in family meals and presented easy tips on preparing and cooking beef. The approximately 40 session attendees N PREPARATIObeef received recipe books and nutrition resources to take home and share with their clients and associates. As session sponsor, GBB’s Kaytlyn Malia shared with attendees GBB’s role and purpose, and how dietitians can obtain more beef nutrition knowledge BeefLovingTexans.com NUTRITION ANALYSIS through the organization and others through the Beef Checkoff Program. ¼ cup fresh lime juice, about 2 limes ½ cup fresh orange juice, about 2 oranges ½ cup olive oil 2 Tbsp. red wine vinegar 2 tsp. salt 1 tsp. freshly ground black pepper 1 tsp. ground cumin 1 tsp. oregano 4 garlic cloves, minced 2 pounds flank steak, trimmed
30 ACTIVE MINUTES
together lime a In a medium-sized bowl, whisk salt, pepper, juice, orange juice, olive oil, vinegar, into a 9x12 inch cumin, oregano and garlic. Pour dish. baking
Go Lean with 25-30 g Protein
t to evenly Evidence shows that it’s importan the day. Doing this distribute protein throughout helps to improve at breakfast, lunch, and dinner 2 satiety and preserve muscle mass.
Vegetables Make Half Your Plate Fruits and
the fiber and Fruits and vegetables provide your cholesterol nutrients required for managing for calorie control. while helping to keep you full
A Little Movement Goes a Long
of moderate Aim for between 30–60 minutes Start slowly and intensity exercise most days. make it fun.
both sides in b Add flank steak. Turn to coat wrap and place in marinade. Cover with plastic fridge to marinate for up to 4 hours. c Preheat your grill.
d Grill flank steak 8-10 minutes turning once.
on each side,
cutting board, tent e Place grilled flank steak on minutes. Thinly with foil and allow to rest for 10 Discard slice cross grain at a slanted angle. marinade. Enjoy.
10g fat (3g saturated fat; 0g 4 oz serving size: 183 calories; sodium; 1g carbohydrate; trans fat); 64mg cholesterol; 182mg 9% DV iron; 24% DV zinc; 34% 0g fiber; 0g sugar; 21g protein; 29% DV B6; 18 % DV B12 DV selenium; 31% DV B3 niacin;
Doctors in Texas are getting the latest research about the benefits of beef in a healthy diet through a Texas Beef Council MD Physician Outreach Program, which started last year. The program imitates a pharmaceutical sales model in that it delivers information in a way physicians are familiar to receiving it. TBC hired two awardwinning pharmaceutical sales reps in 2016 with experience in cardiac and/ or nutrition and health to assist with the program. The reps were ww
Small Steps for Big Results to Lower Your Cholesterol
medicine residents and students, serving as the voice of physicians on health care issues, setting standards for organized medicine and being a leader in the community on health care issues.
in a For more information about beef visit heart-healthy diet or recipes,
w. t xbeef . o r
instructed to visit physicians who see a minimum of 300 high cholesterol patients a month, with the goal of delivering consumer-friendly, sciencebased information and discussing it with the physician one-on-one. Today there are two reps in Dallas and two in Houston working to increase information delivered through the health care community about beef. TBC will expand the program into Austin and San Antonio in the near future. Information delivered covers three research concepts: the evolution of lean beef, the BOLD (Beef in an Optimal Lean Diet) study, and a metaanalysis comparing beef to chicken in a cholesterol lowering program. Through a TBC-developed patient brochure and messaging delivered by the reps, both doctors and their patients end up knowing more about how beef fits into heart-healthy lifestyles and that it can be just as effective as chicken in lowering cholesterol. As of February 2017, 4,137 doctors had been reached, which translates to the potential of reaching more than 1.2 million patients each month.