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MARKETING...

Randy Blach

Consumer Insights

Beef Checkoff Program highlights consumer insights and new ‘Beef. It’s What’s for Dinner’ campaign.

The digital explosion is helping inspire beef consumption. National Cattlemen’s Beef Association (NCBA) staff explained the immense market research that went into the revamping of the Beef. It’s What’s For Dinner (BIWFD) website and advertising campaign. They spoke to attendees of the NCBA Market Research — Consumer Insights Session during the 2018 Cattle Industry Convention in Phoenix, Ariz.


The use of mobile devices makes up two-thirds of all time spent online, shared Colleen Moore. Social media and video viewing are the two most popular online activities.


With this in mind, Shawn Darcy explained that before its launch, the new BIWFD website and the Rethink the Ranch video went through significant market research. The research included more than 7,000 consumer interviews, 200 in-depth interviews, online forums and focus groups. Read more.


In The Cattle Markets

Tariffs and how they affect beef trade.

Wherever you get your news, you likely couldn’t avoid hearing a particular T word lately: tariffs. On the heels of the announcement that the United States will impose a 25% tariff on steel imports and a 10% tariff on aluminum imports, many prognosticators were taking sides on the impact the tariffs would have on businesses and consumers.


Also released recently were the latest monthly U.S. beef trade data that show continued impressive growth of U.S. beef exports. So, while we have a tariff example fresh in the news and a report of strong beef exports, perhaps it’s a good time to touch on some of the tariffs facing U.S. beef entering other countries. Read more.


Smart Start

Beef checkoff shares beef’s ‘Smart Start’ with Pennsylvania family physicians.

The National Beef Checkoff Program, thanks to the Iowa and Pennsylvania Beef Councils, sponsored the annual Pennsylvania Academy of Family Physicians CME conference in Philadelphia March 2-4.


The academy’s annual meeting drew nearly 200 family physicians, residents and students from across Pennsylvania for the three-day educational event. The conference allowed the checkoff to engage directly with this influential group of health care professionals to share the positive benefits of lean beef in the diets of their patients. Attendees enjoyed the “Smart Start” recipe collection, encouraging physicians to recommend beef as a nutrient-dense option for infants and toddlers through flavorful and nutritious beef meals the whole family can enjoy. Read more.


Beef Center Stage at Health & Fitness Expo

Checkoff staff was on hand during the nation’s largest health & fitness expo in Washington, D.C., March 10-11.

Hundreds of consumers from the Northeast visited the 25th Annual NBC4 Health & Fitness Expo looking for more information on improving their overall health and well-being. Beef was center stage in that discussion, thanks to a partnership between the Kentucky Beef Council and the checkoff’s Northeast Beef Promotion Initiative.


Those attending the 25th NBC4 Health & Fitness Expo were invited to participate in a variety of activities in the beef checkoff booth, including the interactive BeefTV, which featured four different videos showcasing how beef gets from pasture to plate. Read more.



Ginette Gottswiller

The Source

Isn’t it time you started getting full value for your calves at selling time?

Do you use all registered Angus bulls?


Do you keep calving records?


Do you think you deserve additional dollars when you market your home-raised calves?


If you answered yes to these three questions, there might be something we can do to help.


Have you put much thought beyond which auction market you’ll use when marketing your calves? If you’ve made investments in Angus genetics, have good management practices and have high-quality calves to sell, isn’t it time you started getting full value for your calves at selling time?


For many of you, taking the leap from marketing calves to marketing value-added calves isn’t as big as you think. Read more.


Collegiate Beef Advocacy Program

ANCW program developing collegiate leaders of beef advocacy.

The first team of the American National CattleWomen Inc. (ANCW) Collegiate Beef Advocacy Program (CBAP) has successfully concluded its year of service. A team of three college-aged women traveled the country to many events touting the benefits of eating and raising beef. They shared highlights of their year with ANCW members prior to the 2018 Cattle Industry Convention & NCBA Trade Show in Phoenix, Ariz., Jan. 31-Feb. 2.


The team’s focus is to develop collegiate students of character into tomorrow’s champion beef advocates. The team members spoke on lessons learned about different sectors within the beef industry, and the importance of continual learning. They highlighted how they learned about and promoted sustainability, quality, commitment, beef promotion, service, passion, success, sharing and networking throughout their year. Read more.


Capturing Maximum Value for the Beef Industry

Researcher shows how industry can improve on lost opportunities.

The relevance of lost opportunities in the beef industry amounted to $44 billion in 1989. Has the industry capitalized on regaining that value? That’s the question Texas A&M Visiting Professor Gary Smith sought to answer with attendees of the 25th Zoetis-sponsored Cattlemen’s College® during the 2018 Cattle Industry Convention in Phoenix, Ariz., Jan. 31-Feb. 2.


In conjunction with the National Beef Quality Audit (NBQA) in 1991, National Cattlemen’s Association Chief Economist Chuck Lambert presented “Lost Opportunities in Beef Production.” The study revealed there were billions of dollars of annual potential gain that the beef industry was missing. Read more.


Angus Calendar

To view the Angus Calendar, a comprehensive list of Angus sales, click here.












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