b'Getting Beef on Menus and In Carts CONTINUED FROM COVER BEEF CHECKOFF The Beef Checkoff-funded Channelin the changing marketplace. The events goal is to build loyalty andBeef Label Claims and TheirH I G H L I G H T SBeef. Its Whats For Dinner.Marketing Program promotes beef through various distributionpartnership and ultimately drive beef sales. Effects on Purchasing Behavior channels, such as retail stores, distributors, manufacturers andLeading companies, from quick-service restaurants to fast-casual restaurants. By building relationships with these channels andrestaurants to manufacturer partners, also have the opportunity supply chain operators, the Beef Checkoff can effectively targetto work with the Beef Checkoff-funded Beef. Its Whats For Dinner.Label claims have become a key factor in many consumers purchasing decisions and engage with customers directly where they shop and dine.Culinary Center 1 . Here, these partners can receive help withLittle LeaguersThe Channel Marketing Program provides knowledge, educationmenu development, explore current trends and market insights,and a way for retail and food service operators to differentiate their products. Consumers are becoming more aware of the impact their food choices have on theirBeefing Up Their Gameand resources to drive supply chain operators marketingexperiment with new cuts and cooking methods or expand existing decisions to sell more beef.beef items into new menu concepts. health, the environment and animal welfare. They are willing to pay a premium forBeef. Its Whats For Dinner. Officially A TRUSTED BEEF RESOURCE Through these efforts, the Beef Checkoff works to provide industryproducts that meet their criteria for quality, sustainability and ethical production.Teams Up with Little Leagueprofessionals, partners and companies with valuable beef facts andWhile beef sold with a production claim label only represents a small percentage The Beef Checkoff has established itself as the educational andinsights they can apply to improve their businesses. The Beef Checkoff-funded Beef. Its promotional beef hub for its supply chain partners. How? Byof total beef sold, consumers do have options to choose beef products that carryWhats For Dinner. brand is the proud delivering high-value content about beef that informs their beefE-COMMERCE CAMPAIGNS production-based claims. The beef industry has shown that it is willing to adaptbuying and marketing decisions. The Channel Marketing Program also directs e-commerceand provide the choices some consumers are looking for. Learn more about the partner of the Little League World The Beef Checkoff connects with its partners and food professionalsefforts, capitalizing on the growing trend of online food shopping.different label claims, their impact on beef sales and how consumer knowledge Series! This August, the Perfect Home through the popular Beef News Now newsletter. Distributed to 4,300E-commerce continues to grow at a rapid pace. Looking only atand trust affects purchasing behavior. Scan the QR code:Plate with Little League partnership industry professionals, the bi-monthly newsletter delivers the latestgrocery data, projections are that e-commerce will make up 20will help busy families fuel their foodservice and retail news, trends and hot topics from the beefpercent of the grocery market by 2026 2 .young athletes from the classroom to industry. Additionally, these professionals are encouraged to attendThe Beef Checkoffs e-commerce projects involve partnering withthe practice field and through game Checkoff-funded educational webinars, which focus on topics like beefnational grocery and restaurant chains across the U.S. Theseday with nutritional information sustainability and consumer insights for both retail and foodservice. projects meet consumers at their purchasing decision points andand recipes. Also, a Dinnertime drive measurable results as the team can track a consumer fromswn.sn/beef-research Conversations video series, produced advertising to purchase, showing a direct return on investment.In 2023, e-commerce campaigns delivered an average return onspecifically for Little League families, ad sales of $47. This means that, on average, every $1 investedwill provide helpful tips, recipes and resulted in $47 in beef sales, a tremendous return on investment.resources for cooking and eating One recent e-commerce campaign with a national club storeWhat Beef Labels Consumers Intentionallybeef. These videos featuring real-life delivered the highest return on investment to date, with $18M inPurchased in the Past Month scenarios of Little League families will incremental beef sales. This campaign delivered an average returnbe shared across the Little League and on ad sales of $93. This means that, on average, every $1 invested2019 2020 2021 2022 2023 Beef. Its Whats For Dinner. socialAnother resource available to food professionals is Beef University.resulted in $93 in beef sales.50% media platforms. Customers rely on foodservice professionals and butchers to beBeef nutrition was the focus of the most recent e-commerce campaign expert sources on the foods they purchase. The Beef Universitythat ran during American Heart Month. Lean Beef. Smart For Your modules provide information on how beef is raised, how to select andHeart ads were seen by consumers shopping on retailer websites and40% 40%prepare various cuts of beef, and the health and nutrition benefits ofmobile apps, as well as on popular consumer websites like Weather.beef. Once food professionals understand beefs ins and outs, theycom, the Today Show online and more. Campaign results showed that can deliver superior customer service and improve their bottom line.26 percent of the ad-exposed buyers were new and had not purchased30% 30%EVENT ENGAGEMENTbeef from the retailer in the past year, demonstrating that e-commerce25% 23%The Channel Marketing team can also be seen at industrycan be powerful in inspiring consumers to choose nutritious beef. 20% 19% 18% 17%conferences and events, alongside key decision makers from acrossNew this year is the addition of regional e-commerce campaigns,16% 16%the supply chain. This past fall, the team was invited to present atreaching a broader audience of online consumers. These campaigns13% 12%the Performance Food Service (PFS) Protein Summit. PFS is a leadingwill support the Checkoff-funded Little League effort by promoting10%national foodservice distributor with operating companies acrossbeef in the cities where the Little League playoffs and Little League the U.S., servicing thousands of foodservice operators. ParticipatingWorld Series will be held. in the summit provided the opportunity to share beef insights andAlso, coming up this fall, a national tailgating campaign promoting0%USDA Choice USDA Prime Grass-fed Organic Locally raised Breed specific Naturally-raised Humanely raisedFree from antibiotics None of the aboveFree from added hormones(Angus, Hereford, Wagyu, etc.)trends, arming protein specialists with information and resourcesbeef as the protein of choice for game day. Eighteen State Beef they can use with their top beef customers. Additionally, the teamCouncils and the Northeast Beef Promotion Initiative (NEBPI), a was active at the Annual Meat Conference and National Restaurantcontractor to the Beef Checkoff, will also participate in this campaign Association show. These events allow the Beef Checkoff to deepento extend the messaging into their local markets.relationships with existing partners and establish relationships withThrough these collective efforts, the Beef Checkoff drives beef sales new accounts to sell more beef. and empowers leading supply chain partners with solutions, expertise Another event coming up this fall is the Beef Business Summit, anand resources to help them confidently menu and market beef. exclusive, immersive event for leaders from top retail, foodservice,Source:distributor and manufacturing companies. The three-day event willSources: Consumer Beef Tracker, 2018 - 2023. Analyzed by National Cattlemens 1 Learn more about the Beef Checkoff Culinary Center at, beefboard.org/2024/05/01/savoring-success/ Beef Association, on behalf of the Beef Checkoff.focus on all things beef and provide solutions to optimize beef sales2 eGrocery Transformed: 2021 Market Insights and Projections Report.'