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

Burger Week Promotions Generate Sales in Ohio Results from a September Columbus Burger and Beer Week promotion coordinated by the Ohio Beef Council (OBC) are still being tabulated, but if the numbers from a summer OBC’s Cincinnati Burger Week promotion are a tipoff, the response was tremendous. The Cincinnati Burger Week

Optimize Protein


VOL. 7 NO. 3 Fall 2017

promotion, held July 17-23, saw more than 70,000 $5 burgers sold in over 50 restaurants, with more than 9,500 guests participating in the event. More than 700 participated in a Passport Promotion, visiting four or more restaurants during the week. Web traffic to www.cincinnatiburgerweek. com for the week saw 23,000 unique visitors and 190,000 views. Social media during the week confirmed the popularity of the event. More than 47,000 followed the event on the CityBeat Facebook page, and



Weight Matters

The Journal of The Nurse Practitioner Association New York State

for Weight


Since the 1977 release of Dietary Goals by US Senate, Americans have adjusted their diets to the recommendations of boosting carbohydrates and cutting fats. Protein was basically overlooked, which has raised important issues. More than one-third of American adults are now obese, which increases their risk of diabetes, cardiovascular and other chronic diseases. For years, Americans have been advised to eat low-fat, or simply “eat less”. Growing evidence shows that diets with higher protein are successful in helping people lose weight.1 More importantly, the focus is on losing fat mass and preserving lean muscle. Is it time we re-think protein as a practical strategy to manage a healthy weight, and to achieve optimal health?

Current Protein Guidelines Health practitioners can use both the Recommended Dietary Allowance (RDA) and the Acceptable Macronutrient Distribution Range (AMDR), established by the Institute of Medicine (IOM), as guides to help the public optimize protein in their diet. The RDA for protein is 0.8g/kg of body weight/day. For women weighing 125 pounds, it is approximately 46g protein/day, and 56g protein/day for men weighing 154 pounds.2 The RDA is defined as the intake sufficient to meet the nutrient requirements of nearly all (97%-98%) healthy people. Experts view RDA as the minimum level to prevent deficiency in healthy adults, not necessarily the optimal level. Instead, IOM later established AMDR as “associated with reduced risk for chronic diseases, while providing essential nutrients like vitamins and minerals”.3 The AMDR expresses that 10-35% of daily calories should come from protein, to accommodate individual needs and preferences. This is about 50g to 175g a day for someone consuming 2,000 calories each day. Emerging evidence shows that higher amounts of daily protein intake above the RDA, within the AMDR range, improve many health outcomes.4 “Higher protein” in most studies typically refers to 1.0g-1.6g/kg of body weight per day; “normal protein” typically is the RDA level of 0.8g/kg of body weight.


the Cincinnati Burger Week Event page reached more than a million people. There were more than 39,000 followers on the Twitter handle @CityBeatCincy, and 22,000 Instagram followers were on @CityBeatCincy, with 1,407 followers on @CincyBurgerWeek. “The Burger Week promotions were a terrific way to generate excitement about burgers and increase engagement with consumers,” according to Lauren Corry, OBC director of communications. “Our restaurant partners on this event recognized the value of this promotion to their operations.”

State Councils Make Connections at PIA

Lose Fat, not Lean Mass Seeing the numbers on the scale drop is no doubt an exciting moment for many who try to lose weight. During weight loss, the body loses water, fat tissue and lean muscle. Lean muscle is metabolically active and helps support a healthy metabolism. Furthermore, fat accumulation around the waistline, called central adiposity, increases the risk of cardiovascular disease. Aim to lose fat, but to preserve lean body mass during weight loss, and to minimize weight re-gain.

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Cindy Phillips, RD, MBA, director of nutrition education for the New York Beef Council, recently wrote an article for the quarterly Journal of the Nurse Practitioner Association of New York State called Optimize Protein for Weight Loss. The journal is mailed to 3,600 health professionals in New York. The three-page article outlines the value of losing fat, not lean mass, by focusing on higher protein diets. It addresses protein misconceptions, and describes what meals with 20-30 mg of protein can look like. Phillips’ programs in New York are supported by the Nebraska and Kansas Beef Councils. For more information contact Phillips at

States Join Forces in Little Clinic Event State beef councils from Arizona, Colorado, Georgia, Indiana, Kansas, Kentucky, Virginia, Ohio and Tennessee partnered with The Little Clinic, a Kroger company, to promote beef nutrition in September. A 12page booklet focused on beef recipes, nutrition and cooking ®


information, was distributed free at more than 220 Little Clinic locations. Locations in Kentucky, Ohio and Tennessee had registered dietitians and nutrition technicians with The Little Clinic executing beef cooking demos and sampling events, store walk-and-talks where shoppers could learn more about beef, and individual nutrition appointments with registered dietitians who discussed the benefits of beef with their customers.

Representatives from 28 state beef councils met in Denver Oct. 16-18 for the Partnerships in Action Conference. The conference allows state beef council staffs to meet with national program staff leaders to learn more about the 2018 checkoff program of work and collaborate on ways to strengthen and extend the program in states. This year staffs were able to gain additional insight into the relaunch of the “Beef. It’s What’s For Dinner” campaign and website. Pictured here are (from left) Jim Handley (Florida Beef Council), Allyson Trimble (Florida Beef Council), Lauren Scheller Maehling (Arizona Beef Council) and George Quackenbush (Michigan Beef Industry Commission).

Valerie Rasmussen of the Virginia Beef Industry Council joined other state staffers in learning more about the upcoming beef checkoff campaigns being managed by the National Cattlemen’s Beef Association as a contractor to the Beef Checkoff Program.

Program Bridges Gap From Pasture to Plate Through its checkoff-funded BEEF 101 Program, the Alabama Cattlemen’s Association (ACA), the state’s qualified state beef council, is helping to increase trust in the way beef is produced while dispelling myths about beef from pasture to plate. Influencers – including retail market managers, foodservice salesmen, culinary students and teachers, chefs, dietitians and more – are taking advantage of the opportunity to learn more about beef and beef production. The program is held in Auburn

University’s beef cattle education facilities. It includes a discussion about the live animal, which features industry leaders such as cattlemen or veterinarians. In the afternoon, the session transitions to beef product education, such as carcass evaluation and fabrication. For example, a sales team from Sysco Foodservice benefits from understanding quality grades and where specific cuts come from on the carcass. “The BEEF 101 program instills a positive image for our product and the

people raising cattle by allowing influencers to meet industry leaders up close, and provides a clear understanding about how we raise beef in this country,” according to Erin Beasley, ACA executive vice president. “Through this program, we’re providing a progressive way for the beef community to have a positive impact on the eating decisions of consumers.”

Federation of State Beef Councils- November 2017  
Federation of State Beef Councils- November 2017