The program was specifically designed to help strengthen interest in beef
middle meats, cuts that have a proven return on investment for beef producers,
by reminding consumers of their passion for great steaks like the T-bone and
tenderloin. Not only that, but February is Heart Health Month.
A growing body of evidence shows that lean beef, trimmed of visible fat, can be
a part of a low saturated fat diet that does not increase heart disease risk
factors, says Dave Fugate, cow/calf producer from Greenback, Tenn., and chair
of the Joint Public Relations Subcommittee. The checkoffs I Heart Beef
campaign is strategically positioned during a time when consumers tend to focus
on dieting, and were trying to make them aware of the heart health benefits of
lean beef; meanwhile, aiming to increase sales of middle meats which aids the
ultimate goal of the checkoff increase beef demand.
The checkoff-funded consumer survey used as a foundation for the campaign found:
- In this month of romance, beef is the preferred choice of Americans (62
percent) because nothing says love like a great steak dinner for Valentines
Day. - Americans associate steak as a best match for love (44 percent), romance
(42 percent) and passion (41 percent)more so than other high-end proteins. - When its time to share that Valentines Day meal, beef wins. A ribeye (35
percent) or T-bone steak (32 percent) are chosen as the best meal to share
with a significant other. - Americans most often associate beef with celebrations (50 percent),
compared to chicken (18 percent), pork (17 percent) or fish (15 percent). - Sixty-two percent of Americans say they choose to prepare beef if they are
looking for gratitude or appreciation from their dinner partner. - Fifty-three percent of Americans identify filet mignon as the food most
associated with candlelight romance and 50 percent of Americans think filet
mignon is the best way to say I love you.
The campaign includes numerous media outreach components, online and electronic
communications, and communications and a recipe contest geared toward registered
dietitians, encouraging them to share their love for lean beef. As an off-shoot
of the national efforts, the campaign can then be tailored by state beef
councils.
This campaign will kick off in February but the benefit to beef producers is
that its usefulness can be extended to other holidays such as St. Patricks Day
when consumers are celebrating the holiday with corned beef and cabbage, says
Fugate. And theres something out there for everyone if youd like to
participate as a producer, this program offers ways to be involved and help
share the beef story so hopefully more people remember to heart beef during
February. Watch your e-mail or contact your state beef council for more
details.
For more information about checkoff-funded initiatives, 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 Cattlemens Beef Promotion and Research Board, which administers the
national checkoff program, subject to USDA approval.
Source: The
Beef Checkoff
