November 6, 2017 Comments are off Montana Stockgrowers Association
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Beef councils gather to discuss Beef Checkoff Program

Representatives of 28 state beef councils gathered near Denver Oct. 16 to 18 to learn more about national 2018 Beef Checkoff Program efforts and share their thoughts on how those programs could be expanded or extended through their states. The Partnerships in Action Conference in the offices of the NCBA, a contractor to the Beef Checkoff Program. The checkoff 2018 fiscal year began Oct. 1.

Among items of discussion was the relaunch of the “Beef. It’s What’s For Dinner” brand and website, with a “Rethink the Ranch” approach and new videos and promotion on social media platforms. The program went live Oct. 9 and showcases the people who raise beef, celebrates the nutritional benefits of beef for active lifestyles and provides culinary inspiration.

“This annual Federation of State Beef Councils event is a collaborative effort to kick off the checkoff program of work with enthusiasm,” according to Todd Johnson, NCBA senior vice president, Federation Services. “Our state team members and their boards of directors have come to appreciate the ways our partnership can enhance the value of the beef checkoff to those who pay into the program.”

According to George Quackenbush, executive director of the Michigan Beef Industry Commission, the conference helps communicate a seamless, coordinated state and national plan that can most effectively reach consumers with the same message in repeated ways. “The reason we put such value on this meeting as a state council is that this is where we learn what programs will be taking place at the national level, when we can expect those things to roll out and how we can extend those programs in our state,” he said. “We can really be the army that takes these programs to the audience on the local and state levels.”

Erin Beasley, executive vice president of the Alabama Cattlemen’s Association, agrees, saying the timing from their state perspective is perfect. “We’re actually about to get into our planning mode, so this gives us an opportunity to meet with the staff, bring all of those ideas back, then meet with our Checkoff Task Force Committee to start our planning and budgeting for the 2018 year,” she said. “The timing of this meeting, with the content and the involvement of the national staff, is absolutely integral to what we do at the state level.”

Another benefit of the conference, according to Jean O’Toole, executive director of the New York Beef Council, is the sharing that goes on between states. “You learn so much from other states and what they do,” she said. “We sometimes joke that we rip off and repurpose, but we have no hidden secrets between our councils. It’s share and collaborate based on your budgets and what you can do. It also gives you different insights. We’re all creative and have a variety of talents.”

Because she is from a state with a higher population and lower cattle numbers, O’Toole values different types of input. “Sometimes you get support financially, sometimes you just get support through information, but either way you can’t beat it,” she said. “I haven’t seen an organization like this in all my years and it’s phenomenal fun.”

“It’s great to see that we’re all singing from the same songbook,” said Chris Freland, executive director of the Iowa Beef Industry Council. “When you’re united you’re so much stronger than if you’re separated and going in your own direction. It also validates that you’re doing the right thing within your state, as well as making sure your state board and farmers and ranchers are represented nationally. In addition, it provides our state staff an opportunity to collaborate with those in other states who are serving in the same roles.”

According to Ann Wittmann, executive director of the Wyoming Beef Council, states with low populations and small staffs value the kind of teamwork the conference provides. “The state and national coordination are what makes the beef industry so special and so workable, especially from the perspective of a small staff state,” she said. “We have programs of our own. But what we don’t have is the beautiful imagery, the fantastic story-telling, the video images, the larger-than-life programs and programs that reach out beyond what we can do as a small state. It’s the best investment that we can make so that we all work together as a team.”

Wittmann said bonding together through an event like the Partnerships in Action Conference makes the program stronger. “The partnership between the Federation of State Beef Councils, the Federation staff, and the individual beef councils is powerful and incredibly efficient,” she said.

The Federation of State Beef Councils is a division of NCBA, a contractor to the Beef Checkoff Program. The Beef Checkoff Program is administered by the Cattlemen’s Beef Board, with oversight provided by the U.S. Department of Agriculture.

November 1, 2017 Comments are off Montana Stockgrowers Association
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New Beef. It’s What’s For Dinner. Campaign Celebrates Consumers’ Love for Beef and the People Who Raise It

Twenty-five years after establishing one of the nation’s most iconic food brands, America’s beef farmers and ranchers are leveraging the strong equity of Beef. It’s What’s For Dinner. to reintroduce the brand to a new generation of consumers. The relaunch will blend the strongest assets from the long-loved brand – such as the famous Aaron Copland “Rodeo” music and the famous tagline – and couple those with new creative assets. In total, the effort showcases the pleasure that beef brings to meals, the people who raise it and the nutritional benefits (such as protein) that beef provides.

“Consumers love beef, and as with all foods, today’s consumers want the whole story about the beef they buy.” said Alisa Harrison, senior vice president, Global Marketing and Research, National Cattlemen’s Beef Association, a contractor to the beef checkoff, which funds the campaign. “Our research shows that the Beef. It’s What’s For Dinner. brand is still extremely popular among consumers, including millennials. So, in honor of its 25th Anniversary, we have refreshed the brand and updated our resources to make beef information available to consumers where they want it, when they want it and how they want it.”

The overall effort was designed with millennial media preferences in mind. The campaign launches Oct. 9 with digital advertising and a new digital platform at www.beefitswhatsfordinner.com, a single, comprehensive location that provides an interactive experience on all things beef, from cuts and cookery, to a robust collection of beef recipes to an inside look at the lives of the people who raise beef.

“Beef is one of the most popular foods among consumers, whether it’s your favorite steak or burger. But it can also be one of the most confounding, with questions ranging from the right cut, to the right way to cook it to where it came from,” said Harrison. “That’s why we wanted to make beef easier to enjoy. We’re setting out to answer the biggest questions that consumers have about beef, all in one place.”

To launch the campaign, NCBA has produced an “anthem” video that features the familiar children’s song, “Old McDonald Had a Farm,” with a new twist, to celebrate the American tradition of ranching while shedding light on what’s new about raising food today. This summer, the Beef. It’s What’s For Dinner. team traveled more than 3,800 miles from coast to coast to capture video, images and the stories about the real people who raise beef. The new series of videos and content will feature only real farmers and ranchers from across the country. While cattle and beef are raised differently in California than in Florida, or Iowa or Washington, the passion and commitment to care for the animals and land is the same.

Harrison explained that through the video series, consumers will learn about each step of the beef production process, from the farms and ranches, to feedlots, to processing and retail and to the consumer.

“Today’s farmers and ranchers blend time-honored traditions with cutting-edge innovations to raise beef, from drones and GPS tracking on the range to apps and other electronic tools that ensure precise and nutrient-filled rations in the feed bunk,” she said. Later in the year, new advertisements that celebrate beef’s unique qualities as a protein source will launch to appeal to consumers’ genuine love for beef, along with virtual tools such as 360 degree videos that show how beef goes from pasture to plate.

This all comes at a great time to enjoy beef. The recently completed National Beef Quality Audit, funded by the beef checkoff, shows a higher percentage of beef is grading Prime and Choice – the two highest grades USDA assigns – than it has in more than 35 years. Steak tenderness has achieved its best tenderness scores since testing began in 1990, according to the National Beef Tenderness Study.

To launch the campaign, NCBA is working with its new digital advertising agency of record, VML. VML created the new digital platform, BeefItsWhatsForDinner.com.

“Digital is a powerful medium that turns marketing on its head because of the power given to the consumer. Instead of telling people what to think, digital platforms – whether it’s BeefItsWhatsForDinner.com or the Beef. It’s What’s For Dinner. Facebook page or Instagram feed – allow people to discover beef the way they want to,” Eric Baumgartner, VML executive vice president said.

To help launch the new Beef. It’s What For Dinner. brand, VML worked with NCBA to produce the “anthem” video and the series of beef producer videos, as well as designed the new brand logo.

To share the Beef. It’s What’s For Dinner. brand story through public relations and earned media efforts, Ketchum will continue to be NCBA’s public relations agency of record.

To learn more about the new digital platform, click here.

About the Beef Checkoff
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.

October 27, 2017 Comments are off Montana Stockgrowers Association
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Montana Beef Council Wants to Invest $860,000 in Programs

The Montana Beef Council would like to invest $860,000 into programs of beef promotion, education, consumer information, industry information, foreign marketing and producer communications in the fiscal year 2018, which began Oct. 1. Programs approved could be funded through Montana’s 50 cents in-state portion of the $1 per head beef checkoff, after Montana producers provide affirmative consent to Montana Beef Council to retain that portion of their assessment.

In action concluding its Sept. 20-22 meeting in Billings, the MBC Board of Directors—all Montana volunteers, including members from nearly all segments of the beef supply chain—approved checkoff funding for a total of 26 demand-building and producer communication project funding requests for checkoff funding, in the fiscal year.

“As always, the projects that the board reviewed this year have the potential to be very impactful and made for great discussion as we determined programs that best aligned with our strategic priorities and our potential funding ability,” said Jim Taber, Montana Beef Council president, a cow-calf producer and backgrounder from Shawmut, Mont. Jim Taber was elected at this meeting as president and Kiley Martinell, a cow-calf producer from Dell, Mont. was elected as vice president. The officer terms are two years in length.

As a result of its deliberations, the board of directors preliminarily approved requests from 18 different organizations that will strive towards the mission of protecting and increasing demand for beef and beef products.

The Fiscal Year 2018 Work Plan for the Montana Beef Council includes:

 · $30,023 for in-state education programs, including American Heart Association partnerships, children’s museum presence, health professional beef education, Team Beef athletes, classroom education, farm fairs, health professional pasture to plate tour and tradeshows across the state;

· $45,500 for promotional programs, focusing on in-state tradeshows, consumer radio and digital advertising, barbecue cook-offs, a meat processor competition, a foodservice partnership and a targeted consumer event in the Northeast United States;

· $16,250 for in-state beef safety and issues management comprised of the Montana Beef Quality Assurance program, as well as disseminating accurate information about the beef community to counter misinformation;

· $30,510 for in-state producer communications, which includes producer outreach using digital and radio communication as well direct communications to producers about checkoff results;

· $260,000 for domestic consumer marketing to continue consumer outreach, digital advertising, beef safety research, nutrition research, quality research, issues management, retail support, influencer engagement and foodservice support; and

·  $113,600 for foreign marketing and education in over 80 countries including Japan, China, Latin America and much more.

Other anticipated expenses funded through the budget include $353,367 for administration, which includes office lease, insurance, equipment, office supplies, postage, telephone, Department of Livestock administration expenses, collection administration expenses, board expenses, travel for programs and producer communication and administrative staff compensation for program implementation.

Checkoff collection remains mandatory, however, the above programs will only be carried out by Montana Beef Council after Montana producers complete and return the Producer Request to Retain Beef Checkoff Assessments Form. The form can be obtained at www.MontanaBeefCouncil.org or by calling the Montana Beef Council at (406) 656-3336.

Source: Montana Beef Council

July 13, 2017 Comments are off Montana Stockgrowers Association
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U.S. Cattle Industry Leaders Establish Direction for Policy, Checkoff Programs

More than 700 at Summer Business Meeting in Denver, Colo.

DENVER, Colo. (July 13, 2017) – More than 700 cattle industry leaders are gathering at the Cattle Industry Summer Business Meeting in Denver this week to help create direction for industry programs. The meeting runs July 13-15.

The event includes sessions of the National Cattlemen’s Beef Association, Cattlemen’s Beef Board, American National CattleWomen and National Cattlemen’s Foundation. Among the purposes of the yearly conference is to create a framework for checkoff and policy efforts on behalf of U.S. cattle producers for the 2018 fiscal year, which for NCBA and the Cattlemen’s Beef Board begins Oct. 1.

Keynote speaker at Thursday’s Opening General Session is Eric Baumgartner, executive vice president of VML, a global marketing ad agency. Baumgartner will provide insight into the advent of technologies that are changing how consumers purchase almost everything they buy, from hamburgers to vacations. General Session I is sponsored by Boehringer Ingelheim Vetmedica, Inc.

Also at the Summer Business Meeting, results from the 2016 National Beef Quality Audit are being unveiled. About every five years since 1991 the NBQA has delivered a set of guideposts and measurements for cattle producers and others to help determine quality conformance of the U.S. beef supply.

“While cattlemen and women continue to improve their operations and the beef they produce, here has been tremendous volatility in our industry over the past couple of years,” said Craig Uden, a beef producer from Nebraska and NCBA president. “To maximize their success cattle producers need to understand not only the impact of their own operations but everything in the world that affects how they do business today.”

Joint Committees and Subcommittees will meet on Thursday and Friday to develop proposals for 2018 checkoff-funded research, education and promotion programs. Also on Friday NCBA policy committees will meet to determine priorities and discuss strategies for 2018. The NCBA Board will hold its board meeting on Saturday. The meeting of the Cattlemen’s Beef Board will take place on Friday, July 14.

“Cattlemen and women from across the country are taking time out of their busy lives to help make decisions that will have an impact on the direction our industry takes,” said Uden. “Meetings like this are a testament to the unselfish dedication these individuals have for the future of the beef cattle industry.”

 

September 20, 2016 Comments are off Montana Stockgrowers Association
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NCBA Takes Stand Against HSUS Attempt to Weaken Beef Checkoff

WASHINGTON (Sept. 16, 2016) – The National Cattlemen’s Beef Association was recently notified that Humane Society of the United States (HSUS) attorneys have filed a lawsuit against USDA’s Office of Inspector General (OIG) on behalf of the Organization for Competitive Markets (OCM). This lawsuit seeks to divide the beef industry against itself by opening old wounds and weakening the beef checkoff as HSUS drives toward its ultimate goal of ending animal agriculture.

The lawsuit, filed by HSUS lawyers, seeks the release of documents related to two OIG audits of the beef checkoff and its contractors, including NCBA. Both audits found that producer investments in the checkoff are protected by the firewall, which prevents beef checkoff dollars from being used for policy activities. Two OIG full audits and multiple random audits by USDA have found contractors, including NCBA, to be in full compliance with the laws which protect checkoff funds.

“Those findings haven’t satisfied the extremist animal rights activists at HSUS or its partners at OCM,” said NCBA CEO Kendal Frazier. “Instead of working to better our industry, these two organizations and a small handful of cattlemen have chosen a devil’s pact in an effort to weaken the checkoff, which will in turn, weaken beef demand and our entire industry.”

The lawsuit is another attempt by HSUS to drive a political agenda. It diverts attention from beef promotion activities and wastes precious resources at a time when cattle prices and the profitability of the beef industry are under tremendous pressure. As part of an effort to protect the beef industry and stop the frivolous and divisive work of HSUS, NCBA will seek intervenor status in the lawsuit against OIG.

“There’s no doubt that HSUS stands against rural America. Their attacks on the beef and pork checkoff programs weaken promotion efforts. HSUS and its allies have clearly demonstrated they have no interest in the livestock business beyond ending it,” said Frazier. “They will attempt to make this about transparency and say they’re undertaking this effort on behalf of producers. But let’s be clear: HSUS intends to put every cattleman and woman in America out of business. By weakening checkoff programs and damaging producer-directed marketing and promotion efforts, they can cause economic harm to our industry and force us out of production agriculture.”

HSUS and OCM are working to rehash questions that were asked and answered long ago. Since then, multiple audits have demonstrated full and ongoing contractor compliance with regulations governing beef checkoff expenditures. Furthermore, NCBA has demonstrated that it remains committed to transparency and its role as a contractor to the beef checkoff.

“We have nothing to hide. We have, and will continue to fully cooperate with all reviews and audits of our contracting activities,” said Frazier. “However, we will not stand idly by and allow HSUS to kill the checkoff. This isn’t the first attempt to weaken our industry and it won’t be the last, but this is where we must draw a line in the sand and protect the interests of American cattlemen and women.”

February 28, 2014 Comments are off Montana Stockgrowers Association
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Beef Checkoff Launches Online Community for Popular Training Program

Beef University Boosts Foodservice and Retail Professionals’ Beef Knowledge

beef checkoff logoDENVER (Feb. 26, 2014) – The Beef Checkoff Program unveiled a new web-based platform for its popular training program, Beef University. For nearly a decade, foodservice and retail professionals have relied on checkoff training tools to educate staff on how beef is brought to market, from farm to fork.

Beef University educates retailers and foodservice operators on all facets of beef from production and product quality to marketing and merchandising. Downloadable tools include PowerPoint presentations, fact sheets and videos; all of which can be used for self-directed education or part of a customized training session facilitated by Beef Checkoff staff or utilized within a company’s training program.

“Retail and foodservice operators have a direct connection with the people that consume the beef raised by my family and the entire beef community, and so it’s important that we share the knowledge and insights on the care that goes into raising American’s favorite high-quality protein,” said Sid Viebrock, a beef producer from Washington and chairman of the checkoff’s Value Subcommittee. “Because of this, we saw an opportunity to create a forum for increased engagement with those who are on the front lines serving and selling beef every day.”

The online community enables users to directly connect with beef subject matter experts and share feedback on resources, express interest in additional education needs and more. To explore the fully-customizable and free resources, become a member of the Beef U online community at www.BeefRetail.org/BeefUniversity.aspx or www.BeefFoodservice.com/BeefUniversity.aspx.

About the Beef Checkoff
The Beef Checkoff Program (www.MyBeefCheckoff.com) was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. In states with qualified beef councils, states retain up to 50 cents of the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.

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