The 2018 Annual Meat Conference was another hit as leaders in the meat industry gathered to learn how to improve marketing, operations and profitability of meat. The Beef Checkoff proudly sponsored the event this year to showcase the new Beef. It’s What’s For Dinner. campaign and how we are using digital technology to share the story of beef production with today’s consumers.
A highlight of the conference was the release of the annual The Power of Meat Study[i], an in depth look at meat and poultry from the consumers’ perspective and a must read for anyone in the meat business.
One thing that struck me about the study was the importance of transparency and the benefits of enhancing shoppers’ meat knowledge. These are two topics that have driven the relaunch of the iconic Beef. It’s What’s For Dinner.brand. Consumers want to know who is producing their food, which is why we are featuring producers in our digital marketing for the first time in our history. During our workshop session, Connecting with Consumers Digitally Through Beef Farmers & Ranchers, Kevin Kester, Cow/Calf Producer and President, National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, joined me in explaining why we think this is critical to beef promotion going forward.
At the heart of the campaign is a 90-second anthem video, “Rethink the Ranch,” which directly addresses today’s consumers’ demand for transparency and interest in learning more about the people behind their favorite protein by showcasing real farmers and ranchers from across the country. A series of videos, which focuses on the people behind each segment of the beef production process, goes further in-depth in explaining and humanizing the beef lifecycle. Supported by an aggressive social media and search campaign, as well as a strong public relations push, we set out to share the story of beef production from the point of view of the dedicated farmers and ranchers who spend their days producing beef.
Our relaunched website, BeefItsWhatsForDinner.com, also contains a wealth of resources that explain many of the claims used to market beef, such as the difference between grass-fed and grain-finished, definitions of beef grades, the responsible use of antibiotics and beef safety. Additionally, we will be rolling out a series of 360 videos that bring the experience of touring a cow/calf ranch and feedlot to your mobile device or computer. AMC attendees had an opportunity to experience these virtual reality videos in the Beef. It’s What’s For Dinner. Learning Lounge in the exhibit hall.
Data indicates this approach is moving the needle in building trust with consumers. In September, among a nationally representative sample of 1,000 consumers, the percent of consumers who agree with the statement, “I trust the people that raise beef,” was 40 percent. In November, following the launch of the “Rethink the Ranch” campaign, the number jumped to 46 percent. The increase was even more dramatic with 22–44-year-olds, with the number leaping from 42 percent to 53 percent.[ii]
When it comes to another of the Power of Meat’s key findings, increased meat knowledge leads to consumers purchasing a greater variety of cuts and preparing meat more often, Beef. It’s What’s For Dinner. is leading the charge in educating shoppers. Our website features a comprehensive collection of beef cuts, including cooking instructions and recipes, designed to increase consumers’ confidence in preparing a wide range of cuts.[iii] Additionally, our site features a series of “3 Simple Steps” cooking lessons and infographics to educate shoppers on the multitude of ways to prepare beef, including grilling, slow-cooking and stir-frying.
The great news is all this content is yours for the taking. Beef. It’s What’s For Dinner. is your partner in marketing beef and we’re motivated to help you enhance your shoppers’ knowledge when it comes to all things beef: from production to preparation. Whether you want to share our “Rethink the Ranch” videos on your social media properties or embed our cut and recipe databases in your site or app, we’re here to help you meet the demands of today’s consumers.
Every cut and recipe page on BeefItsWhatsForDinner.com has downloadable high-resolution images available for your complementary use. Wrangler, our digital asset library, contains thousands of images, videos and infographics which are available for you to use to market beef: beautiful photography of raw cuts and cooked meals, stunning shots of farmers and ranchers in action, and informational one-pagers on everything from the beef lifecycle to cooking instructions. Through our API (ask your IT department), you can integrate our comprehensive cut and triple-tested recipe databases into your own website or app. For more information about Wrangler or our API, please email BeefNewsNow@beef.org. And subscribe to Beef News Now, our email newsletter for supply chain professionals, for timely updates and insights from Beef. It’s What’s For Dinner.
Alisa Harrison is the Senior Vice President of Global Marketing & Research for the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff. In her role, she leads a team of marketing and communications specialists who work on programs and activities funded by the Beef Checkoff to grow beef demand by helping consumers understand the benefits of beef in healthy lifestyles and the steps that farmers and ranchers take to raising beef.
Before rejoining NCBA, Alisa served as the Senior Vice President of Communications & Marketing and Chief of Staff at the International Franchise Association in Washington, DC. Prior to joining IFA, Alisa was a Vice President at the global public affairs firm APCO Worldwide. Alisa joined APCO Worldwide after serving as Director of Communications & Press Secretary at the U.S. Department of Agriculture.
Alisa served in various positions at NCBA, including most recently as Executive Director of Public Relations. She earned a Bachelor of Science Degree in Communications/Journalism from the University of Tennessee, where she currently serves on the Board of Visitors for the University of Tennessee College of Communication and Information Services.
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.
About NCBA, a Contractor to the Beef Checkoff
The National Cattlemen’s Beef Association (NCBA) is 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.
[i] The Power of Meat: An In-Depth Look at Meat and Poultry Through the Shoppers’ Eyes 2018, Food Marketing Institute, Foundation for Meat & Poultry Research & Education
[ii] Pillar Toluna Quick Survey
[iii] The Power of Meat: An In-Depth Look at Meat and Poultry Through the Shoppers’ Eyes 2018, Food Marketing Institute, Foundation for Meat & Poultry Research & Education
Source: The Beef Checkoff