Northeast shoppers have a passion for tailgating and thanks to a fall checkoff promotion; they also have a passion for beef! The beef checkoff, through its Northeast Beef Promotion Initiative (NEBPI), coordinated the 2013 Fall Tailgating retail beef promotion and reminded consumers to Invite the MVP (Most Valuable Protein) to their tailgating party and enjoy the value of protein-packed beef.
The NEBPI partnered with 172 retail locations, a 62 percent increase from 2012 in retail participation, throughout the Northeast to launch the promotion from Sept. 9 through Nov. 1, 2013. Point-of-sale materials displayed in the retail meat case included on-pack recipe labels and brochures featuring middle meat and beef value cuts recipes, and information about beef’s nutritional and value benefits. Retailers featured the promotion in their weekly ad circulars and on their websites in an effort to encouraged shoppers to enter-to-win the grand prize by visiting www.TailgateWithBeef.com. This fall-themed beef promotion was extended by a partnership with Reading, Pa., retailer; Redner’s Warehouse Markets. The beef checkoff, through the NEBPI, reminded athletes in eastern Pennsylvania to make beef their fuel for the finish at the 2nd annual Runner’s World Half Marathon Expo in Bethlehem, Pa., Oct. 18-20. Approximately 1,500 samples of the Roast Beef & Veggie Wraps were distributed during the two-day race expo. Consumer beef recipes brochures from the 2013 fall tailgating retail beef promotion were handed out to race expo attendees, who were also encouraged to engage with the Northeast Loves Beef social media pages for a chance to enter to win the fall tailgating sweepstakes!
The grand prize of $250 in free groceries was awarded to Michael Gusher of Dallas, Pa., a shopper from Redner’s Warehouse Markets located in Reading, Pa. Runner-up prizes included a $100 gift card provided by each participating retailer and “Beef. It’s What’s For Dinner.” engraved kitchen knife sets.Gusher was pleasantly surprised to learn he was the contest’s grand prize winner. He heard about the contest online through Facebook. Gusher and his wife, Sue, like the selection and price the Redner’s Warehouse Markets meat department has to offer. They said their son praises Redner’s for being the best market to get quality steaks from. When asked what cuts of beef he and his wife enjoy serving at their tailgating parties, he said they enjoy steaks; especially the strip loin and ribeye. Whether it’s a college football game or a NASCAR race, the Gusher’s always make either beef steaks or ground beef a part of their tailgating party.
Gusher was randomly chosen to be the grand prize winner from the nearly 29,000 entries received on the fall beef promotional website, www.TailgateWithBeef.com, a 70 percent increase from the entries received during the 2012 fall beef promotion.
For more information about checkoff-funded activities, visit MyBeefCheckoff.com.
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 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.
Source: The Beef Checkoff Program
