b'Beef in the Big CityCONTINUED FROM COVERNew York City, Washington D.C., Boston, Philadelphia and Hartfordresources, NEBPI highlights beefs flavor, nutrient density, versatility are among the major metropolitan cities in the Northeast. Home toand the integrity of cattle producers. NEBPI aims to reach and nearly 74 million consumers with people outnumbering cattle 16:1,engage with metro consumers through Beef Checkoff-funded digital this area, extends from Maine to Virginia. Less than 2.7 percent ofcampaigns and in-person events, with an increased focus on high total Beef Checkoff assessments are collected within the region, andschool and collegiate athletics. six of the 12 states do not have a local State Beef Council. So, how does3. Engaging with Influential Nutrition Expertsthe Beef Checkoff extend beef promotion into the heavily populatedTo empower health professionals with evidence-based nutrition Northeast region with limited State Beef Council support? Enter thescience, NEBPI builds connections with health professionals and Northeast Beef Promotion Initiative (NEBPI) as the key to amplifyingeducators, helping them feel confident when recommending beef beefs presence.within their circles of influence. NEBPI grows relationships with key PROGRAM HISTORYhealth professionals by hosting qualified speakers to share the science behind beefs nutritional profile. NEBPI also coordinates engaging As a subcontractor through Beef Checkoff contractor Meat Importimmersion events to drive home key beef nutrition messages. Council of America (MICA), NEBPI is housed within the Pennsylvania Beef Council and builds beef demand in the Northeast metros,CONSUMER INSIGHTS covering Connecticut, Delaware, District of Columbia, Maine,To successfully execute the core program areas, NEBPI must first Maryland, Massachusetts, New Hampshire, New Jersey, New York,understand the Northeast consumer and their buying habits. In 2023, Pennsylvania, Rhode Island, Vermont, Virginia and West Virginia,the Northeast Dashboard Survey 1revealed important information through supply chain engagement, consumer outreach and workabout the Northeast consumer. Here are key findings for the region: with nutrition experts.Key FindingsIn the early 2000s, the gap between limited Beef Checkoff dollar1. Consumers in the Northeast are actively eating beef, with most resources and a growing population of consumers in the Northeast(72%) doing so at least once a week, and they are unlikely to became apparent, creating a clear opportunity to channel nationallychange their consumption habits in the future. collected Beef Checkoff dollars into this region. Heres how the2. Consumers in the Northeast seem more nutrition-oriented since program got started and evolved throughout the years:their top three consideration factors when choosing a meal with 2004protein are taste, value for money and health. Representatives from various Qualified State Beef Councils (QSBC)3. Twenty-nine percent of consumers purchased beef directly from a and industry organizations in the Northeast joined to discuss thebeef producer at least once. The main driver for those purchases opportunity to initiate a program specifically designed to channelis to receive a better-quality product, followed by the desire to national Beef Checkoff resources to that region.support the local economy.2005The first funding was awarded by the Beef Promotion OperatingENCOURAGING BEEF CONSUMPTIONCommittee (BPOC).Consumers across the Northeast region may be motivated to increase 2012 their beef consumption if they have access to more recipe ideas and The first QSBC funding partner invested additional dollars forcooking methods, specifically those that are healthy, quick and easy. regional programming efforts.These consumers express greater interest in knowing where their 2015 beef comes from, learning about local beef farmers and ranchers, and receiving nutritional materials and relevant safety information.Additional QSBC partners gathered resources together to further the impact of programming. 2024 Northeast Total U.S.During the nineteenth consecutive year executing programming,19%NEBPI continues to share return-on-investment numbers withKid friendly beef recipes 16%six QSBC funding partners and works to meet the needs for beef24%promotion and education in the Northeast.Beef cooking instructions & videos 17%CORE PROGRAM AREAS Information about the people who 20%1. Connecting with Supply Chain Expertsraise beef 16%As the go-to resource for all things beef on the menu and in theBeef safety information (Doneness temps,25%meat case, NEBPI collaborates with Northeast retail and foodservicecook time, handling, storing, thawing) 15%partners. By building relationships with culinary schools, retail and25%foodservice professionals, e-commerce companies, and by partneringInformation on local beef producers 16%on regional beef campaigns, such as mobile pre-shopping apps, NEBPIUnderstanding the difference between30%ensures a positive beef purchasing experience and drives beef sales.cuts and beef types 23%2. Executing Consumer Outreach36%Bridging the gap between Northeast consumers and valuable beefKnowing where my beef comes from 25%'