The beef checkoff recently launched a refreshed version of the BeefRetail.org website to make it easier for retailers to access information to support beef sales at the retail meat case. The new version of the site offers enhanced functionality and new features and is the result of a nine-month overhaul that incorporates B2B web marketing best practices, feedback received from retail thought leaders and a review of web metrics to optimize visitors’ ability to access the content more efficiently.
The site is geared toward key retailers, suppliers and industry partners as a resource for them on market intelligence, shopper insights, merchandising programs and more. The site serves as the single source for the retail channel on stimulating retail beef sales and building long-term beef demand among today's consumers. It is continuously updated with the latest market intelligence, consumer trends and insights on shopper purchase behaviors.
“The checkoff is continually responding to retailers’ needs, making it easier for them to find what they need to help supercharge beef sales in their stores,” says Brett Morris, producer from Ninnekah, Okla., and chair of the checkoff’s retail committee. “We know the beef checkoff is one of the leading sources for retailers when it comes to beef marketing efforts such as in-store and online promotional materials, on-pack labels, weekly ad circulars, social media properties and more. The updated site helps make this critical information more easily accessible.”
New features include:
- Shopper Insights: Everything retailers want to know on consumers’ beef perceptions, purchase behaviors and consumption is included in this section along with market research that will help them understand the sales opportunities beef brings to the meat case.
- Find It Fast: A quick, simple way to access the wealth of checkoff-funded programs and resources at your fingertips.
- New Navigation Aids: Content has been reorganized in new section menus, and new features, such as side content menus and spotlight ads, were implemented throughout the site to help visitors easily navigate the many resources available throughout the site.
- Video Library: How-to videos are organized into two sections – one to educate the meat department on cutting techniques and the second, for stores to leverage with shoppers to educate them on cooking and preparing beef.
- Education: This section is a retailer’s most valuable resource for tools to educate meat department staff on a variety of beef topics to build beef expertise and enhanced customer service, featuring Better Beef Sales and Beef Training Camp.
- Simplified beef ad planner:Find an updated “Images & Recipes” section to streamline how marketing partners find and access beef images and recipes to feature in merchandising tools.
- Promotional calendar: Now organized in a way that makes it easier to leverage checkoff-funded initiatives for peak seasonal campaigns in the Spring, Summer, Winter and Fall.
For more information, visit BeefRetail.org. For more information about your beef checkoff investment, 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
