Promotion
According to the Beef Act, promotion means any action aimed at advancing the image and desirability of beef and beef products with the express intent of improving the competitive position and stimulating sales of beef and beef products in the marketplace. Among checkoff programs in promotion are paid consumer advertising; retail and foodservice marketing; food-media communications; veal marketing; new-product development; beef recipe development and other culinary initiatives; and the National Beef Cook-Off.
Beef Training
The checkoff-funded www.BeefRetail.org Web site has been updated with several new sections, including “Beef Training Camp” and “Nutrition Central,” to serve as additional resources to retailers and ultimately increase beef demand by giving consumers what they want in the meat case. Beef Training Camp is a training tool designed to educate meat case employees on everything related to beef. It includes education about beef cuts, cooking methods, popular dishes, trends, recipes, safe handling instructions, beef nutrition, serving Hispanic customers and customer service.
Consumers Savor the Land of Lean Beef
Recent research funded by the beef checkoff indicates that consumers find the new ‘Beef. It’s What’s For Dinner.’ advertising memorable and unique. Consumers associate the new “Power of Protein in the Land of Lean Beef” advertising with beef as a strong, healthful protein and report that it evokes their desire for beef, leading to increased interest in buying our product. Of the consumers who have seen the advertising, 80 percent say the ad stays in their minds, 89 percent say it reminds them that beef is a great source of protein, and 81 percent say it makes them feel like eating beef more often. For a Q&A about the new ad campaign, click here.
For additional information, check out these sites:
Consumers can go to www.BeefItsWhatsforDinner.com for beef tips, facts, nutrition information, recipes, contests, cookbook ordering information and the “Beef So Simple” newsletter.
Amateur cooks looking for the opportunity to test their beef recipes and try for big prizes at the National Beef Cook-Off can turn to www.beefcookoff.org for contest information and a showcase of winning recipes.
Bilingual consumers can turn to www.lacarnesderes.com, a consumer site in Spanish and English, for quick-and-easy beef recipes, nutrition information, and beef shopping, storage and cooking guides.
Foodservice professionals, including those in school foodservice, can go to www.beeffoodservice.org for with information about beef safety, cuts, facts and trends, as well as recipes and training materials.
Beef retailers can turn to www.beefretail.org for beef cut and product information, marketing research, and tips, instruction and tools for merchandising beef.
Professionals in foodservice, retail and manufacturing industries can go to www.beefinnovationsgroup.com to find beef product ideas and tools to make new products successful in the market.
Students competing in the National Beef Ambassador contest can click on www.nationalbeefambassador.org for rules and requirements of the contest, and for press releases and photos showcasing ambassador activities.
Veal information is available at www.vealstore.com, a site geared toward consumers and professionals alike, looking for information about veal, veal recipes, advice for cutting and preparing veal, and biographies and featured recipes from top chefs.
Funded by the Beef Checkoff.