MARKETING...
The Role of Ground Beef in
Today’s Market
Ground beef continues to grow in popularity among consumers, but economics drive continued focus on fed beef as target for young cattle.
The versatility of ground beef for use in a variety of recipe and meal options keep it a popular food staple that most families have in their refrigerator, pointed out the National Cattlemen's Beef Association's (NCBA’s) John Lundeen during a Cattlemen’s College® session focused on the “Role of Ground Beef in Today’s Market.” The 22nd annual Cattlemen’s College was hosted in early February as a precursor to the Cattle Industry Convention & NCBA Trade Show in San Antonio, Texas.
From burgers and meatloaf to spaghetti and tacos, ground beef offers consumers ample options for use in multiple recipes — especially ones kids like, Lundeen noted. Other attributes of ground beef for consumers include its moderate price, quick and simple preparation, and ease in portioning. Read more.
In the Cattle Markets
Meat export expectations for 2015.
Exports are an important component of demand for all three of the major meat species. According to the most recent data, exports of beef, pork and chicken amounted to 21%, 19% and 11% of production, respectively, in 2014. All of these figures are high by historic standards, but none is a record for the share of production exported. Fig. 1 shows exports as a share of total production for beef, pork and chicken from 1984 through 2015 (forecast).
Clearly, exports have become an important part of the market for all of these products. For chicken, exports became a really significant factor in the market with the fall of the Iron Curtain, which resulted in improved market access in Eastern Europe and Russia. For pork, exports really took off in the early 2000s, with a major boost from China as purchasing power in that country began to grow. Plus, of course, beef exports grew more-or-less steadily through the 1990s before being severely set back at the end of 2003 with the discovery of the first U.S. case of bovine spongiform encephalopathy (BSE). Read more.
Demand Strategies
Understanding beef’s consumer and checkoff programs.
Polly Ruhland, CEO of the Cattlemen’s Beef Board, kicked off a beef checkoff update session at the 2015 Cattle Industry Convention in San Antonio by asking attendees to consider one powerful question: “Why?”
She noted, “Everyone knows what they do. Some know how their organizations work. But few [take time to] know why they do what they do. What’s your purpose? Why do you get out of bed in the morning?” She went on to share a short video clip from a TED talk by Simon Sinek that highlighted the importance of identifying and understanding “why” to business and organization success. Read more.
Ginette Kurtz
The Source
Genomics can enhance a commercial program.
Being from the Show Me State means I like to see things for myself. Last year our information technology (IT) department did programming to show GeneMax® (GMX) Focus™ results on the AngusSource® and AngusSource Genetic Marketing Documents if producers tested one-third of their enrollment group. This added another marketing layer for buyers to use to make the best purchasing decisions.
If HD50K-tested bulls are being used, another great feature GMX Focus offers is sire matching. After supplying a list of potential sires, Focus results will include a most-likely sire for each tested calf. Producers who use multi-breed sire pastures love this feature when they retain replacement heifers so they can make educated breeding decisions on those matings. Read more.
Documenting Age and Source
Producer shares 12-year experience using AngusSource® program.
The Angus Report for Feb. 2, 2015, included interviews with Dave Ruttan and Ron Rowan discussing the advantages of using AngusSource® and AngusSource Genetic to document calves. To fast-forward to the story, go to time marker 4:25. The edition of The Angus Report also contains an overview of the Association’s new foot-scoring system, coverage of the Cattle Industry Convention, and updated weight limits to qualify for the Certified Angus Beef® (CAB®) brand.
View the segment at https://www.youtube.com/watch?v=YRtXMzKlqx8.
Visit www.angus.org to continue watching the full episode.
ANCW Continues Efforts to Promote Beef to
‘Moms, Millennials & More’
The American National CattleWomen Inc. (ANCW) convened several working group and committee meetings Feb. 3-6 in conjunction with the 2015 Cattle Industry Convention & NCBA Trade Show in San Antonio. In their role of promoting beef to consumers, they are focusing on reaching “Moms, Millennials & More” through both face-to-face and online avenues.
The organization’s face-to-face efforts for 2015 will include having cattlewomen in 150 retail stores across the country at various times this spring and summer to share information about beef with consumers. ANCW plans to focus on being in the United States’ five most populous cities — such as New York City, Los Angeles and Houston. ANCW has arrangements with Sam’s Club for the promotions and is working to secure other regional retail supermarkets, reported ANCW staff member Sarah Bohnenkamp. Read more.
The Right Message
NCBA shares tips and tricks for connecting with digital audiences.
Entering the social media scene online resembles arriving at a party, said Shari Nelson, digital community manager for the National Cattlemen’s Beef Association (NCBA). You walk into the room, find a group to join and begin making conversation.
During the 2015 Cattlemen’s College® hosted in conjunction with the Cattle Industry Convention & NCBA Trade Show, Nelson encouraged participants to think about their lives, how they engage with people, what those topics are, and then embed those passions into social media.
For NCBA, that’s sharing the positive news about beef and the ranchers involved in supplying a quality, nutritious product, Nelson said. Read more.
Angus Calendar
To view the Angus Calendar, a complete list of Angus sales, click here.