Colin Ball, Author at Beef Checkoff

The national Beef Checkoff was established as part of the 1985 Farm Bill and initiated by beef producers when 79 percent voted to make the Checkoff mandatory in a 1988 national referendum. To this day, the Checkoff is still producer-led. To accomplish the goals and objectives of the Beef Industry Long Range Plan, Checkoff committee members from the Cattlemen’s Beef Board (CBB) and the Federation of State Beef Councils collaborate together to drive demand for beef.

Producer leaders on the CBB with backgrounds in cow/calf, feeder, stocker, veal, dairy and imports oversee the investment of Checkoff funds. Nominated through a certified nominating organization, each member has the responsibility of serving on committees with specific functions.

The Beef Checkoff program committees and working groups are formed based on the strategies identified in the Long Range Plan; consumer trust, export growth, innovation, investor relations, market research, nutrition and health and safety. These committees review Checkoff work and make recommendations to the Beef Promotion Operating Committee, which ultimately makes program and contractor funding decisions. Approved contractors then develop plans and programs in the areas of promotion, research, consumer information, industry information, foreign marketing and producer communications. Also, the Checkoff has two additional joint committees with members of the CBB and Federation: the Beef Promotion Operating Committee and the Checkoff Evaluation Committee.

Members of Beef Checkoff program committees and working groups are split evenly with 20 members from the CBB and 20 members representing the Federation of State Beef Councils – the Beef Industry Council’s successor organization. This split reflects both national and state priorities and helps the Beef Checkoff spend dollars more effectively and efficiently.

The Beef Promotion Operating Committee has 20 members, 10 of whom are elected to serve by the Cattlemen’s Beef Board, while the other 10 are selected by the states through the Federation of State Beef Councils. No program is approved unless two-thirds of the members of the Operating Committee vote to accept it. This means a program must have recognized value to earn the consensus needed for funding.

There are two administrative committees under the CBB: Executive and Budget and Audit. Committees under the CBB administer matters related to the Beef Promotion Research Act and Order.

Committee members make significant decisions for the Beef Checkoff and the industry; that’s why the CBB encourages producers across the U.S. to get involved in the process. All Checkoff meetings are open for producers to attend. Visit the meeting center DrivingDemandForBeef.com to see upcoming meetings and teleconferences. To become a member of the board, a producer should work with a certified nominating organization to become nominated, then appointed by the Secretary of Agriculture. The Beef Checkoff is a program built by producers for producers and is strengthened by those involved who lend their voices, thoughts and ideas.

The main selling points for meat substitutes — which revolve around the environment, nutrition and animal welfare — may attract a certain type of consumer. It’s important to consider, however, that in spite of people trying these substitutes, beef is still a leading protein with consumers, and sales remain strong.

One reason beef remains so popular is because it can be divided into whole muscle cuts, like steaks and roasts. Currently, meat substitute companies can only create a ground-meat product, and they do not have the ability to culture fat cells — which contribute to the aroma and flavor of foods like steak. Data from the Department of Agriculture indicates that the average person’s meat consumption has risen each year since 2015 to about 220 pounds annually in 2018. Consumers are eating beef because it has an irreplaceable taste and texture. Overall, meat substitutes only represent a fraction of pounds sold, registering at 0.1 percent share in 2018, while ground beef represented 50 percent ¹.

In an effort to compare beef with the substitutes, the Beef Checkoff has done a side-by-side assessment of each product’s ingredients. “You look at the ingredients on meat substitute products and it’s a list with up to 22 different ingredients,” says Greg Hanes, CEO of the Cattlemen’s Beef Board. “And here’s the ingredient list for beef: beef. You have one ingredient.”

A recent study gauging consumer acceptance of meat substitutes surveyed nearly 32,000 Americans and only 27 percent of those surveyed believe the substitutes are healthy and eco-friendly ². Still, more restaurants and stores are offering meat substitutes on their menus and shelves.

The Beef Checkoff is actively working to ensure beef remains at the consumer forefront by dispelling misconceptions about the supposed health benefits of meat substitutes. The iconic Beef. It’s What’s for Dinner. brand, funded by the Beef Checkoff, has reached consumers more than one billion times since relaunching two years ago. And, the brand’s informative digital marketing campaigns are as effective as they are drool-worthy.

The checkoff’s “Nicely Done, beef.” campaign highlights beef’s greatest assets including its great taste, nutrient content, benefits over meat substitutes and the dedicated producers who raise beef. Delivered through a consistent theme, a few messages from the campaign include, “Nicely done, beef. You prove that meat substitutes are just that. Substitutes.” And, “Nicely done, beef. You build strong muscles. No protein shake required.”

Here are a few other examples of how the Checkoff shares beef’s story with the consumer:

The Right Way: This campaign introduces consumers to the Beef Quality Assurance program, a Beef Checkoff-funded, voluntary program ensuring the safe, high-quality production of U.S. beef within stringent animal care standards.
Chuck Knows Beef: Powered by Google Artificial Intelligence, Chuck can serve up recipes and answer a variety of beef-related questions from nutrition, cutting and cooking information to how beef is raised. Chuck can be accessed at ChuckKnowsBeef.com, through Amazon Alexa, or on Google Home smart devices.

At the end of the day, consumers still favor beef, and beef has certainly earned its spot at the dinner table. The Beef Checkoff and its continued consumer marketing efforts are working to make sure it stays there.

Flickering cable news shows speed across multiple large television screens along one wall, while several sets of watchful eyes glance over a series of computers scrolling through traditional and social media sites. The atmosphere is a combination of Times Square, a military operations room and the TV section at Target. This is the Digital Command Center, home of the Checkoff-funded Issues Management and Media Relations team at the National Cattlemen’s Beef Association (NCBA).

This team of savvy communications professionals works every single day to protect the consumer and marketing environment for beef. Charged with actively monitoring important conversations and issues threatening consumer confidence in beef, this team is the Beef Checkoff’s minute-by-minute watch dog for the beef industry, addressing myths that make people question beef and offer immediate fact-based responses to issues and trending topics.

DIGITAL COMMAND CENTER

An extremely sophisticated monitoring operation, the Digital Command Center serves as the hub for the beef industry’s media monitoring and response needs. Twenty-four hours a day, seven days a week, the team utilizes the command center to actively monitor more than 200 beef-related topics ranging from dietary guidelines to sustainability claims, and from meat substitutes to animal welfare.

“Our team meets every single morning to look at the news stories of the day that could potentially impact beef and determine if there is anything we need to do in response,” says Jenn Tilliss, NCBA’s executive director for the Issues Management and Media Relations team. “We also look at trends so we can plan accordingly with issues response and try to get ahead of situations.”

The Digital Command Center is so refined in its technology that team members receive a notification when a topic hits a certain threshold, which could be the number of people it’s reached, the number of stories being circulated about a particular topic or other measures. This allows the team to react quickly, including outside of business hours.

MEAT SUBSTITUTES IN THE MEDIA

NCBA has had meat substitutes on its radar for quite some time, and it’s executing multiple initiatives to ensure consumers, influencers, supply chain and the media have the facts about how these substitutes compare with beef.

For example, the checkoff-funded Beef. It’s What’s For Dinner. digital campaign, “Nicely done, beef.” ads executed by NCBA directly addresses misinformation and highlights beef’s strongest attributes. A single ad stating “Nicely done, beef. You’ve proven that meat substitutes are just that. Substitutes.” has had more than 53 million impressions and has resulted in more than 286,000 clicks back to the BeefItsWhatsForDinner.com website ¹.

In November 2019, a meat substitute company that manufactures a soy-based burger commented on a Beef. It’s What’s For Dinner. Twitter post featuring a video of the Beef Holiday Drool Log saying, “Okay, boomers.” This patronizing statement is basically a social media insult used by Millennials and Generation Z to express frustration with older generations and their “outdated” beliefs or preferences. The NCBA team took it as an opportunity to defend the Beef. It’s What’s For Dinner. brand and posted a response that said, “Don’t be so salty… oh, wait….” This response highlighted the fact that meat substitutes are high in sodium. The response had a reach of more than 160,000 and more than 24,000 impressions, 70-plus retweets and 400-plus likes ². The meat substitutes company hasn’t responded again.

A series of fact sheets and information available on BeefItsWhatsForDinner.com also gives a look into the nutritional breakdown and ingredient lists of beef products compared to those of meat substitutes. Realizing consumers may be looking for more information about meat substitutes, a Google search campaign delivers Beef. It’s What’s For Dinner. ads to consumers who search for these substitutes online. Also, 350 retail and foodservice professionals were shown how beef stacks up to meat substitutes in an educational webinar.

TOP-OF-MIND ISSUES MANAGEMENT

NCBA uses a proactive messaging strategy to stay ahead of issues that could potentially impact consumer perceptions about the beef industry. For example, according to market research insights, many consumers are concerned about animal welfare during the beef production process. To answer those concerns, the NCBA team shared the formerly producer-facing Beef Quality Assurance (BQA) campaign with consumers, supply chain, influencers and media for the first time.

Launched in October 2019, the campaign was a success with 50 percent of consumers saying that simply knowing about the program was enough to alleviate their concerns about beef production³. A nationally distributed press release about the BQA program was published in 146 outlets, reaching an audience of more than 78 million consumers. Josh White, executive director of producer education at NCBA, participated in 16 consumer-facing radio interviews, which were aired 700 times and reached more than 22 million consumers ⁴. The BQA program was also brought to digital platforms like YouTube, Hulu, Spotify, Facebook, Instagram and Twitter. By introducing consumers to BQA and the beef industry’s science-based animal care standards, the NCBA Issues Management and Media Relations team is providing consumers with a reason to feel good about purchasing and consuming beef.

AHEAD OF THE MEDIA CURVEBALL

In addition to developing targeted messaging to address consumer concerns, the team also enacts “reactive issues response.” In other words, when a new study features false or misinterpreted data that places beef in a negative light, the team works with third party and in-house experts to issue a response to media and other stakeholders with accurate fact- and science-based information. When a popular mainstream publication’s article includes incorrect data about the beef industry’s impact on greenhouse gases, the team reaches out to the reporter to clear up the misinformation and provides scientific resources to help them understand the facts. The team also offers to participate in an interview with third party or in-house experts in the fields of nutrition, sustainability, safety, product quality and culinary if the reporter would like to learn more about beef industry topics.

Since the beginning of the 2020 fiscal year, the team has sent 50 such responses ⁵., one of which was in reply to the “Golden Globe Awards Goes Meatless” announcement. The Hollywood Foreign Press Association (HFPA) announced a plant-based menu would be served at the Golden Globes awards event. The decision, according to HFPA, was made to raise awareness about how the food system – specifically animal agriculture – contributes to climate change. In response to the HFPA’s decision, the team issued a media statement about the sustainability of U.S. beef production and the minimal impact of reducing meat consumption. The statement was picked up by 24 editorial and broadcast media outlets, such as Bloomberg, Yahoo! Finance, Hollywood Reporter and Drovers. These media efforts resulted in a total reach of more than 105 million consumers ⁶.

These reactive responses ensure that consumers are receiving correct information while also helping the team build relationships with reporters that could potentially lead to a follow-up story about beef. “The next time reporters are writing a story about beef or climate change, they know that they can come to our team for information and expert resources,” Tilliss says.

NCBA’s Checkoff-funded Issues Management and Media Relations team is dedicated to protecting beef’s image and those involved in the beef industry.

“We’re really grateful to farmers and ranchers for continuing to support this important work that we’re doing on their behalf,” Tilliss says. “We appreciate everything they do, and from our side, we’re trying to create an environment where they can do even more of their work and be even more successful.”

To help consumers understand that healthy animals produce healthy food, the National Livestock Producers Association (NLPA), a contractor to the Beef Checkoff, and the Kentucky Beef Council (KBC), released a new video series “Telling Your Antibiotic Story.” Launched in late March, the first video outlines how producers understand the need for careful antibiotic stewardship and work hard to use antibiotics responsibly. Many producers believe there is a disconnect between what they are doing every day and what the public hears. This video campaign is an effort to bridge the gap between the producer and the consumer.

Kentucky State Beef Council producers attended the 9^th Annual Antibiotic Symposium for the first time in October of 2019. They were inspired by the events and conversations there as they learned about the importance of communication and transparency.

The National Institute for Animal Agriculture (NIAA), hosted the symposium with the theme, “Communicating the Science of Responsible Antibiotic Use in Animal Agriculture.” Kentucky producers, along with other attendees, learned how positive, effective communication with the public could shift consumer attitudes. An interactive event held by Iowa State University’s Greenlee School of Journalism and Communications gave these producers the tools and communication strategies to tell their stories more confidently.

“When we’re able to share the story of cattle producers to others where animal care is not part of their everyday life, it brings a whole new perspective,” says Anna Hawkins with the KBC.

The chairman of the NIAA Antibiotic Council, Dr. Eric Moore, says producers play a big part in telling the antibiotic story and being transparent about usage. “Develop and practice your message; say you have the best interests of your animals and environment in mind. Understand that you’re doing the right thing and be proud of it.”

Antibiotics play a critical role in the beef industry, and when used appropriately, are a helpful tool for producers in safeguarding the health of their cattle and promoting high-quality beef. The Beef Checkoff is committed to continuing antibiotic research, education and outreach. The NLPA and KBC will continue to cultivate and share those messages of what producers are doing on their operations to ensure a safe and nutritious beef product for consumers through the “Telling Your Antibiotic Story” campaign.

Watch the campaign video.

As passionate beef advocates, Team Beef members promote beef’s health benefits and are firsthand examples of athletes leading active and healthy lifestyles fueled by lean beef. Members not only rely on lean beef when preparing to run road races but also incorporate it as a staple in their diets to help fuel the day-to-day rigors of life, family and work.

Avid runner and Northeast Team Beef member, Carole Stevenson of Edgewater, NJ, is a shining example of how lean beef plays an essential role in one’s diet. Stevenson currently relies on lean beef as a source of sufficient energy for long days caring for COVID-19 patients.

Stevenson works as a physician assistant (PA) in three different hospitals close to the U.S. coronavirus epicenter in New York City. On a typical day before the pandemic, Stevenson would manage the surgical and trauma patients: ortho, vascular, plastics, general surgery and trauma patients in the ICU. With the spread of COVID-19, she is now primarily caring for COVID-19 patients in the ICU.

“It is a whole new world, and it’s been an adjustment to wear N95 masks the entire 12-13 hour shift,” Stevenson says. “Those are in addition to the rest of the hazard gear that’s easily donned – hats, gowns, goggles and gloves.”

The hospitals where Stevenson works are overflowing with COVID-19 patients; every person in the ICU is on a ventilator and in critical condition, many with failing kidneys and in need of dialysis. “The hospital feels and looks like a war zone,” Stevenson says. “The operator is overhead paging staff to respond to cardiac arrests, decompensating patients and other emergencies on a way-too-frequent basis.”

Community support helps Stevenson stay positive. The food deliveries and uplifting cards, notes and posters she receives tell her she’s not alone in this fight. Looking forward to the future, Stevenson is excited to accomplish her running goals, meet up with her running friends and continue advocating for beef.

We’ve never seen anything like this current beef situation; actually, in our lifetimes, we have never seen an economic situation like this that’s affected every industry, including ours. All aspects of the economy are reeling, and yet beef producers continue to be a strong, resilient breed who weather what life throws at them. Still, in the current environment, it is easy to get frustrated, to want to point fingers and lay blame, or to just be downright angry at the situation itself. We understand that.

With frustration often comes misunderstanding. There has been more and more misinformation floating around about the Beef Checkoff in recent weeks as producers seek answers to questions about the state of our industry. But remember, while the Beef Checkoff does so many great things, it can’t do everything. It is important to remember that we are built on a law that squarely focuses our programs on beef promotion, research, and education to drive consumer demand. No lobbying. No stance on possible political actions or laws. No backroom dealings. Nothing to hide.

We want to have transparent, open, and honest conversations about the way we operate. We welcome questions, and we have heard our share of those in recent weeks. We’re always working to find ways to clearly communicate with producers about the Beef Checkoff’s mission and programs – including where your dollars are spent – with information that is both transparent and simple to find. Here’s some key information about the Beef Checkoff and the Cattlemen’s Beef Board that may help you better understand how our programs work.

Answers to the Five Most Frequently Asked Questions about the Beef Checkoff:

1. Who sits on the Cattlemen’s Beef Board?

The Beef Checkoff was first organized and built by fellow producers, and the law reflects their desire to have a program led by cattlemen and women from around the country. The Cattlemen’s Beef Board consists of 99 board members, appointed by the Secretary of Agriculture, representing nearly every state in the country. By law, both producers and importers pay into the checkoff, and are therefore represented on the board. The number of board members from each state is determined by the cattle population there, and importers are represented by a cattle equivalent of the beef imported. Currently the CBB has 92 beef producers (cow/calf, feeders, stockers, veal, and dairy) and 7 importers. There are no packer representatives on the CBB. Our CBB officer team is elected annually by their peers, and they are producers from all over the country. Meet our current CBB members

2. How do Beef Checkoff funds get distributed?

By law, only beef industry governed organizations who have been in existence for more than two years may apply for Beef Checkoff funding. We call these organizations “checkoff contractors”, and they must “apply” for checkoff funds annually through proposals called Authorization Requests. These requests are vetted through large, producer-led committees throughout the year. The Beef Promotion Operating Committee, a 20-member producer body, ultimately makes the funding decisions for contractors every September for the following fiscal year. Again, no checkoff dollars can be used for lobbying or influencing politics. Contractors to the Beef Checkoff are reimbursed for their work on a cost-recovery basis after a full review of their expenses through the internal financial controls at the Cattlemen’s Beef Board. This is watched VERY carefully. Learn more about our checkoff contractors and their requests.

3. What specific projects are currently being funded with Beef Checkoff dollars?

We understand producers want to know specifics about the programs and projects being funded with their checkoff dollars. We created The Drive, an email, print and online information source for producers about every aspect of the checkoff. Sign up for your complimentary subscription to The Drive. In addition, follow the Beef Checkoff on Facebook and Twitter, where we share timely updates, too.

4. Where can I find the annual audited financials of the Cattlemen’s Beef Board

We are required by law to provide our annual audited financials to the public. To reach as many producers as possible, these documents live on the Cattlemen’s Beef Board website. It is important to note that every fall, an independent, outside auditing firm thoroughly reviews all financials of the CBB / Beef Checkoff. The contract for this firm is renewed each year, voted on by producers on the Budget and Audit Committee. Read the annual audited financials.

5. How can a producer get involved with the Cattlemen’s Beef Board?

Please join us! The Cattlemen’s Beef Board meetings are open to every producer and we encourage your participation. While some meetings are the full 99-member board, others are smaller committees and groups. Find specific information on upcoming in-person and teleconference meetings.

While we continue to promote beef to consumers, we are also here to provide transparent information to you, our stakeholders. We invite you to visit DrivingDemandForBeef.com to find all the information listed in this column, plus frequently asked questions, member directories, annual reports, contractor information, and so much more. If you cannot find the answers to your questions there, give us a call or send us an email. We are a program built from producers, and we remain dedicated to providing transparent, open, and honest communication with you.

Across the world, the COVID-19 virus has been spreading like wildfire. This fast-moving disease has left people hesitant or unable to travel, anxious to stock their fridges and, ultimately, faced with many unknowns. As we all face this extreme uncertainty, producers can be assured the Beef Checkoff actively prepares for the unexpected. The checkoff is ready to provide consumers and producers with the information they need if there is ever a disease outbreak, bioterrorism attack or any other crisis that could potentially disrupt the beef industry or consumer confidence in beef.

The National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, is continuously evolving and updating its comprehensive industry-wide crisis communications response plan should a cattle disease outbreak or other crisis take place in the future. Reassessing this plan on an ongoing basis ensures the information within is as substantive as possible while also reflecting today’s latest technology.

One element of the overarching comprehensive crisis response plan is working in coalition with the Foot and Mouth Disease Cross-Species team. The checkoff-funded NCBA team helps to manage a website that would be activated in a time of crisis in cooperation with the National Pork Board supported by the National Pork Producers Council, the American Sheep Industry Association (ASI) and Dairy Management Inc. The goal of this partnership and its website is to provide clear, factual and easily accessible information about foot-and-mouth disease if an outbreak were to occur.

As well as working with the Foot-and-Mouth Disease Cross-Species team, NCBA would represent the beef industry in the event of an outbreak, and it has developed proactive crisis communication processes, strategies and tactics to follow if necessary.

“We’ve always had plans to address crisis situations, but we are now taking a systematic review of those plans and ‘pressure testing’ them within different parts of the organization to make sure we can be as prepared as possible,” says Jenn Tilliss, executive director of the issues management and media relations team at NCBA. “We want to be sure that we are addressing as many things as we can ahead of time so we are prepared as possible in the event of a crisis.”

Tilliss further explains that preparing response measures in advance would free up valuable time during a crisis to focus on consumers and communicate accurate information so they can continue to confidently purchase beef. The following actions are intended to accomplish this important objective:

Minimize consumer confusion and concern through quick dissemination of information
Educate industry partners and stakeholders with aligned messaging at state and local levels through clear channels of communication
Provide accurate, coordinated, rapid response in concert with the Cross-Species Team

“We want producers to know that we are on top of this for the beef industry, and we’ll absolutely be ready to manage a crisis should it ever happen,” Tilliss says. “We have the plans, processes, connections and relationships in place to make sure we manage it effectively.”

Overall, crisis communications and response are top-of-mind for the Beef Checkoff. NCBA and other checkoff contractors will continue to revisit and update their crisis response plans to ensure consumers can confidently purchase beef at grocery stores, restaurants and other retail outlets.

The Beef Checkoff is dedicated to improving global consumer demand and building trust in U.S. beef around the world. Why is this such a focus for the checkoff? The numbers tell the story.

The checkoff works with the U.S. Meat Export Federation (USMEF) to market U.S. beef in global markets. Eighty percent of global buying power is located outside the U.S., and 95 percent of the world’s population lives elsewhere. That’s why once global trade is opened in a particular country, the checkoff implements marketing tactics in those countries to improve profitability for beef producers. And, recent events have shown a positive industry outlook for the future.

Multiple factors are currently affecting how the U.S. performs in the global protein marketplace. To help producers understand the big picture and how exports affect their beef operations, CattleFax, a global leader in beef industry research and analysis, presented their predictions for the beef industry in 2020 at the Cattle Industry Convention and NCBA Trade Show.

In 2019, multiple trade deals were signed, giving the U.S. potential to improve exports substantially over the next several years. One example is the “Phase One” trade deal between the U.S. and China. Chinese beef demand is increasing, and with African Swine Fever continuing to affect global protein markets, the resulting pork shortage, coupled with the Chinese trade deal, will boost U.S. beef exports to that area of the world. In fact, China has committed to increasing U.S. agricultural purchases by 12.5 billion and 19.5 billion over the next two years compared to a 2017 baseline of 22.5 billion ¹.

The Japan–U.S. bilateral trade agreement was also completed, decreasing tariffs on U.S. beef from 38.5 percent to just 9 percent ². In 2019, Japan accounted for the largest share of beef exports at 26.4 percent. USMEF projects that by 2025, U.S. beef exports to Japan will approach roughly 2.8 billion. Due to these agreements, U.S. beef exports for 2020 are expected to increase 5 percent to 3.2 billion pounds. Another factor changing the marketplace is Australia’s plight with drought and wildfires. The country’s anticipated decrease in production there will allow the U.S. to surpass Australia as the third largest beef exporting country.

These trade agreements create multiple opportunities for U.S. beef to have a front row seat in a shifting and growing global protein marketplace. The Beef Checkoff is dedicated to promoting U.S. beef overseas and supporting beef to meet demand, wherever in the world it is most desired.

The conversation around plant-based, alternative proteins and meat substitutes remains top of mind for those active within the beef industry. While some people may believe that meat substitutes are gaining traction in the protein marketplace, data shows consumers are choosing beef over these substitutes and are overall confused about the ingredient composition and alleged benefits from meat substitutes.

In September of 2019, the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, conducted an online survey to over 1,800 respondents to better understand consumers knowledge of meat substitutes. 44 percent of respondents believed the substitutes were lower in sodium, when the leading meat substitute brands are anywhere between 220 percent to 620 percent higher in sodium than the same size serving of real ground beef. And, 34 percent of respondents believed the substitutes to be less processed than real beef. ¹ Meat substitutes are processed and some products contain up to 22 separate ingredients.

This data shows that as an industry there is immense room to grow in educating consumers on beef’s role in a healthy lifestyle. Although there is media buzz around meat substitutes they’re essentially a niche market with a small share of dedicated consumers who fully understand what the product is. Amongst consumers confusion about meat substitutes, beef remains a reliable and authentic source of protein. Sales data revealed 14 billion pounds of beef were sold compared to 700,000 pounds of beef substitutes at retail and foodservice locations. At the end of the day, beef substitutes only comprised half of a percent of the overall market in pounds.²

Because current chatter in the media is all about plant-based, meat substitutes, it is important to keep it in perspective and recognize beef’s excellent performance with consumers. Overall, 2018 retail beef demand showed a 15 percent increase over 2012 figures. While demand factors are very complex, the concept of demand is simple: beef demand relies on sentiment – the trust and loyalty one has for a product. “Driving demand” is the cumulative effort that goes into getting a consumer to think of beef first – positioning beef in the forefront of their minds when they enter a grocery store or restaurant. The Beef Checkoff is building consumer confidence in beef in order to drive overall demand.

How is this happening? By producing safer, higher-quality beef. The Beef Demand Index showed consumers are loving high-quality, USDA-Choice-graded beef products. In fact, today, approximately 80 percent of U.S. beef grades USDA Choice or higher, a 38 percent increase since 2004.

The Beef Checkoff is echoing producers’ dedication to quality in various ways. The latest effort is a full-fledged campaign educating consumers about the checkoff-funded Beef Quality Assurance (BQA) program. Preliminary research showed that simply introducing consumers to the concept of BQA increased their confidence in the safety of beef by 70 percent. It also increased their confidence that animals are treated humanely by 67 percent, and it helped them understand that BQA is an industry-wide effort.³

Another reason consumers gravitate toward beef over meat substitutes is because of something we all know – beef tastes great! “Taste” is the top reason consumers cite when they say they’re planning to eat more beef.⁴ The checkoff-funded Beef. It’s What’s For Dinner. brand is constantly showcasing new and exciting ways to incorporate beef into meals with recipes and nutritional facts found in digital ads online and in grocery stores across the country.

The Beef Checkoff also dedicates resources to consumer-tracking research in an effort to help identify which proteins consumers are gravitating toward when purchasing food. These metrics help the beef industry identify new market opportunities such as meal kits. According to the 2018 Power of Meat Study, shoppers continue to look for ways to include convenience-focused solutions in their meal plans. ⁵ Recognizing this niche market opportunity, the Beef Checkoff worked with the American Foods Group to develop a steak-bowl meal kit that contains UDSA Choice beef.

Consumer interests are constantly changing, and to remain successful, the beef industry must respond accordingly. The Beef Checkoff is steadfastly committed to actively participating in conversations about meat substitutes, and it will do so by promoting beef and educating consumers about beef’s unparalleled qualities at every opportunity. At the end of the day, it’s all about driving demand for beef.

The American Heart Association’s (AHA) dedication to fighting heart disease and stroke drives everything it does. Throughout February, American Heart Month, AHA raised awareness about ways to commit to a healthy lifestyle, like featuring its Heart-Check certification program.

Established more than 20 years ago, the Heart-Check certification program is designed to help consumers make informed choices about the foods they purchase. Shoppers can easily spot heart-healthy options by looking for the AHA’s iconic Heart-Check mark, which alleviates much of the guesswork required when reading nutritional facts and food labels. Today, one out of three shoppers say they use the Heart-Check mark to find healthier options in the grocery store.¹

Products with the Heart-Check mark have met criteria based on AHA scientific statements and recommendations. Certified recipes have been evaluated by one of the most trusted health organizations to meet specific nutritional requirements. Recipes can be certified in several categories and require meeting AHA nutrient criteria for total fat, saturated fat, sodium and added sugar per serving.

Much like the AHA, heart health is important to the entire beef industry, with all segments working to produce delicious beef. The Beef Checkoff is actively involved in supporting human nutrition research to understand and communicate science-based information about beef’s role in health.

In addition, the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, has been working with the AHA to create recipes for the Heart-Check program. Lean beef is an essential component of a heart-healthy diet and provides 10 essential nutrients including zinc, iron, protein and B vitamins. The AHA has certified a total of 20 Beef. It’s What’s For Dinner. recipes and nine extra-lean cuts of beef with its Heart-Check mark.

Consumers can find the lean beef ingredients in these Heart-Check mark recipes in their local grocery stores. The greater availability of these lower-fat cuts is made possible by the efforts of cattle farmers and ranchers who are raising leaner animals, packers and processors who are closely trimming beef cuts and grocery stores and restaurants who are offering leaner beef dishes to consumers.

As more consumers discover heart-healthy recipes including lean beef and the protein’s place in a healthy diet, here are a few tips to share with friends and family who may ask about selecting lean beef:

To choose lean cuts of beef, look for “loin” or “round” in the name.
All lean beef cuts have less than 10 grams of total fat per 3.5 ounce serving.
All lean beef cuts have 4.5 grams or less of saturated fat per 3.5 ounce serving.
All lean beef cuts have less than 95 milligrams of cholesterol per 3.5 ounce serving.
96-percent-lean ground beef is Heart-Check Mark certified.

Organizations like the AHA and the Beef Checkoff continue to deliver heart-healthy beef recipes to help consumers understand that beef’s great taste and quality protein can and should be an integral part of their diets.

When spectators at local running events hear “Go beef!” or spot runners in “Beef: Fuel for the Finish” jerseys racing down the course, they’re seeing Team Beef members in action.

Founded in 2009, the Beef Checkoff’s Team Beef was developed to promote beef’s health benefits and showcase people leading active and healthy lifestyles fueled by lean beef. Across the country, Team Beef runners, cyclists, athletes and health enthusiasts recognize the nutritional benefits and vital role that beef, a high-quality protein, plays in their training. And, they’re actively working to spread that message.

Research has shown that physical activity is more effective when paired with a protein-rich diet because it helps maintain muscle mass while losing fat. ¹

As athletes who pride themselves on pushing the limits, Team Beef members rely on lean beef for fuel, and they’re educating others that following a healthy diet before, during and after exercise helps maximize performance and recovery.

State beef councils have conducted Team Beef efforts in Texas, Kansas, Oklahoma, Florida, Georgia, Colorado, Illinois and New York, to name a few. In total, there are more than 20 Team Beef programs across the country, with each program unique to its particular state. Overall, the combined effort of the Team Beef initiative and the Beef Checkoff are making significant strides in helping Americans build a healthier diet and lifestyle with beef.

“You can eat beef, be active and be healthy,” said Scott Stebner, director of communications at the Kansas Beef Council. “In fact, beef is an optimal protein to fuel athletes in their wellness journey. It’s an authentic source of 10 essential nutrients and its nutritional package is ideal for refueling after strenuous work, giving the body what it needs to replenish muscles and start strong the very next day.”

As a part of Team Beef, members have an opportunity to share beef’s nutritional benefits with their peers. Whether it’s at a local 5K, the Boston Marathon or a 100-mile ultra-marathon, spectators and other race participants are seeing their peers showcase this lean meat as an integral part of their lifestyle.

“We are able to lead by example as we compete and perform alongside other athletes. It’s a cool experience to have those conversations and connect with people,” said Ryan Goodman, director of grassroots advocacy and spokesperson development for the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff. “Plus, I think it’s a very effective, impactful form of advocacy.”

Team members learn about the nutritional benefits of beef by accessing educational opportunities from their state beef councils, including webinars, hands-on events and other resources.

“When asked, members talk about how beef is an essential part of their diets,” said Adriana Mora, manager of consumer marketing at the Texas Beef Council. “Many share stories of having their best races after fueling with a steak pre-race meal; others share their impressive weight loss stories.”

Members are passionate about giving back to their communities and inspiring others to lead healthy lifestyles — much of which is done through peer-to-peer advocacy.

“There’s a big difference between a brand showing up at a race with a brochure and a peer running or riding beside you with a Team Beef shirt,” Stebner said. “Research shows time and time again that messaging from peers – people within your social circles and sphere of influence – is more credible and relatable. So, there’s no better way to get beef nutrition out there than spotlighting the people who rely on it to fuel their runs.”

The widely recognized Team Beef jerseys worn by members at athletic events and races are oftentimes a conversation starter, allowing athletes to educate people about beef’s nutritional benefits.

“Our members help increase brand visibility and awareness of beef’s role in a healthy diet every time they pull on their shirts to participate in or volunteer at a race, post about beef or Team Beef on social media or support one of our health organization partners,” Mora said.

The efforts of Team Beef, state beef councils and the Beef Checkoff are continuously working to ensure beef has a front-and-center role in an active and healthy lifestyle.

High school and middle school classrooms around the country could soon see a new addition to their curriculums. The American Farm Bureau Foundation for Agriculture, contractor to the Beef Checkoff, has enlisted beef-science and education professionals to successfully develop two beef-production, science-based courses to help familiarize students with the beef industry. A majority of Americans do not have a basic understanding of where their food, fiber and fuel comes from. As city populations grow the disconnect from agriculture widens, and that audience is the focus of The Beef Checkoff’s current effort. This comes from the belief that the solution to this problem is better, more focused education.

“Educating youth through science education about beef production is important because the agriculture industry relies on a scientifically literate society,” said Rick Henningfeld, education director for The American Farm Bureau Foundation for Agriculture.

The curriculum will show, from field to fork, how cattle farmers and ranchers are implementing sustainable practices and utilizing science standards to produce high-quality beef that’s enjoyed around the world.

The pilot for the new curriculum began in November of 2019 in classrooms in Oregon, Georgia, Arizona, Oklahoma, Texas and Tennessee. The goal of the pilot was to gather teacher feedback and student samples. From there, it will be scored according to Next Generation Science Standards (NGSS), a set of K-12 science-content standards that establish expectations for what students should know and be able to do. The NGSS score is an important measure designed to ensure the beef-science curriculum is meeting nationwide science standards and is viewed as an important part of school lesson plans. The goal is to receive NGSS badging in early 2020 and then start introducing the curriculum nationwide through the National Science Teaching Association.

With consumers getting further removed from production agriculture, today’s youth can benefit from learning about the real ways beef producers utilize science-based methodology in their daily operations. These high school and middle school curriculums have the potential to truly impact the way young people view agriculture and beef products in the future. The Beef Checkoff is actively working to ensure this curriculum comes to life.