Kansas beef producer hub
Your one-stop shop to find out how the Kansas Beef Council is using your Beef Checkoff investment in programs and resources that connect with both consumers and producers.
Continuing education for cattle producers
Low-cost, High-Impact Cattle Facility Tips
Join Dr. A.J. Tarpoff, K-State beef extension veterinarian, as he highlights certain aspects of facility design that play a big impact on both animal handling and stewardship. Join us to gain a few practical, low-cost strategies that easily can be implemented on both small and large cattle operations. The Kansas Beef Council filmed and produced this video in cooperation with Kansas State University.
handling and vaccination principles
Join Dr. A.J. Tarpoff, K-State beef extension veterinarian, as he shares an in-depth look at low-stress cattle handling techniques, how to maximize the effectiveness of vaccines, proper injection site protocols and facility design. The Kansas Beef Council staff produced and filmed this virtual "chuteside demo" video that uses both GoPro and drone technology to showcase the key principles of Beef Quality Assurance (BQA) and applies them in a relatable real-world setting.
Beef Insights: covid and alternative proteins
The Kansas Beef Council (KBC) hosted a “Beef Insights” Zoom webinar on March 24 for members of the beef community. This was the first in a series of educational webinars geared towards beef farmers and ranchers highlighting different aspects of food production and how they impact each other. Highlights included how domestic consumers have responded to the unprecedented events of 2020 and how Beef. It’s What’s for Dinner and other checkoff-led programs have addressed these opportunities and challenges.
RETHINKING METHANE: THE PATH TO CLIMATE NEUTRALITY
The Kansas Beef Council (KBC) hosted a virtual Consumer Trends Forum on December 8 via a Zoom Webinar. This session was held in conjunction with the annual Kansas Livestock Association Convention. Learn about greenhouse gas emissions from Dr. Frank Mitloehner, PhD, professor and air quality specialist in Cooperative Extension in the Department of Animal Science at the University of California, Davis.
Low-Stress handling Tips
Check out this video from a recent Stockmanship & Stewardship event in Manhattan, Kansas, featuring improved cattle handling with Ron Gill, PhD, Texas A&M University and Curt Pate, livestock handling expert, from Montana.
Finding sick animals and giving exams
Dr. Dan Thomson discusses finding sick cattle and what to look for during a physical exam. As host of "DocTalk," Dr. Thomson brings his passion for veterinary medicine, his knowledge of the beef cattle industry and his down-to-earth sense of humor to a national audience on RFD-TV. The Kansas Beef Council annually partners with Dr. Dan to bring DocTalk to producers across the Midwest.
Kansas Beef Council program updates
Checkoff Showcases Beef's Value, Flexibility to Kansas City Chefs
The Kansas Beef Council (KBC) hosted an educational session for the Greater Kansas City Chef’s Association virtual meeting held last week. Despite not being able to meet in person, 50 chefs tuned in to watch NCBA’s Senior Executive Director of Product Research and Education, a contractor to the Beef Checkoff, Bridget Wasser conduct a cutting demonstration of the top sirloin. The presentation showcased how to remove the sirloin cap to make Culotte steaks, also known as Picanha steaks. Picanha steak is a specialty served in Brazilian steakhouse settings, where the cut is skewered, grilled and sliced tableside.
The remainder of the top sirloin can be roasted whole, cut into thirds and roasted or cut into portioned steak filets to be highlighted under the steak section on a menu. Top sirloin roasts and steaks also can be utilized in a banquet or catering application. The extreme versatility, coupled with it being more economical when compared to other middle meats, makes the top sirloin an excellent menu option for chefs to consider.
Along with the cutting demonstration, KBC Director of Marketing Sharla Huseman shared available Beef Checkoff funded, beef foodservice resources such as cutting videos, cutting guides, cut posters, menu concepts and diner insights with attendees. With dining restrictions starting to relax, now is the ideal time to showcase beef’s value and flexibility on the menu to culinary decision makers.
KBC Launches New TV Campaign
Thanks to a new and innovative campaign launched by the Kansas Beef Council (KBC), consumers are encountering checkoff-funded advertising on television networks like Food Network, ESPN, Fox, CBS and more via their connected TV (CTV) devices. The campaign features the checkoff-funded and Kansas-produced “One Simple Ingredient” commercial that promotes how nutrients found in beef fuel student success and highlights that, unlike alternative proteins, beef has just one ingredient – beef.
The CTV platform was chosen because research shows an increasing number of consumers are shying away from cable and satellite television packages, opting instead for streaming services that can be accessed through smart TVs or internet-connected devices like ROKU, Chromecast, Xbox, Apple TV, PlayStation and others. While such devices have increased in popularity among all demographics across the U.S. in recent years, the preference of shunning cable and satellite subscriptions is stark in the 18-29 age demographic, where fewer than 33% have a cable or satellite subscription. In addition to reaching a key target audience, CTV is much more cost-effective than traditional television advertising, which means the checkoff investment can reach consumers more efficiently.
An added benefit is that CTV advertising allows the checkoff to better target consumers by location, age and other vital demographics. KBC also can track, in real time, how many consumers have watched the commercials, on what devices and in what cities. The campaign has been running for almost two weeks thus far and has been seen by more than 20,000 households throughout Kansas and the Kansas City metro area.
KBC Shows How to Beef Up Valentine’s Day
The Kansas Beef Council recently appeared on WIBW Channel 13 to share how consumers can make a restaurant-quality beef dish for Valentine’s Day while in the comfort of their own home.
Abby Heidari, RDN, LD, and director of nutrition for KBC, joined morning anchor Alyssa Willetts via Zoom to show consumers how to cook an economical, yet tender sirloin filet via the skillet-to-oven method of cooking, which involves searing both sides of a steak on the stovetop to produce a beautiful crust and finishing it in the oven.
This reliable method of cooking works best for thicker cuts of beef, like the sirloin filet, which need a little more time to reach the desired doneness. In addition to the filet, Heidari shared a quick and easy sheet pan vegetable medley that is cooked in the oven alongside the steaks for a no-hassle, romantic meal that won’t take all day. Appearances like this one are just one aspect of the a larger nutrition programming outreach that also includes educating prominent dietitians, teachers and influencers about the positive nutritional attributes of beef.
Air Fryer beef recipes on the rise
The hot new trend in countertop cooking is the air fryer, and the Kansas Beef Council (KBC) has a new recipe series seeking to elevate beef within the hottest cooking genre of 2021. KBC-produced and -photographed air fryer recipes have been seen over one million times in the first six weeks of the new year.
Air fryer appliances are top of mind for consumers and have skyrocketed in popularity during the end of 2020 and the start of 2021. According to market research conducted by NDP Group, nearly 40% of U.S. homes have an air fryer. Not only have consumers purchased air fryers, they also are actively searching for recipes on Google, social media and the ever-so-popular recipe collection site, Pinterest.
Regarding the need for beef content in this genre, KBC chairman Tracy Thomas said, “Our staff noticed a dramatic uptick in search volume and the sheer amount of content being shared on social networks related to the air fryer. They also noticed beef was underrepresented in this space. KBC worked diligently to develop beef recipes that taste great and capitalized on the search trends.”
The recipe collections were published in mid-January of 2021 and, in approximately five weeks, have been seen over one million times and generated tens of thousands of website visits to bookmark the recipes.
“We’re pleased with how well consumers are engaging with this checkoff-funded content and the efficiency in which it is getting in front of them,” said Scott Stebner, KBC communications director. “We’re also excited to see that other states have leveraged assets produced here in Kansas to reach consumers beyond our state line, which maximizes the investment in demand-building activities.
The recipes can be seen on the Kansas Beef Council Facebook page at the link below.
SUSTAINABILITY HOT TOPIC DURING VIRTUAL CONSUMER TRENDS FORUM
The Kansas Beef Council (KBC) hosted a virtual Consumer Trends Forum on December 8 via a Zoom Webinar. This session was held in conjunction with the annual Kansas Livestock Association Convention. Twelve years ago, the first Consumer Trends Forum was held giving producers a glimpse into current consumer insights while highlight checkoff activities.
Now more than ever, consumers want to know how their food is being produced. This year’s Consumer Trends Forum focused on the topic of sustainability. Frank Mitloehner, PhD, professor and air quality specialist in Cooperative Extension in the Department of Animal Science at the University of California Davis, spoke on the topic of, “Rethinking Methane: The Path to Climate Neutrality.” Throughout the session, Dr. Mitloehner shared his knowledge and research on mitigating air emissions from livestock operations and the global food production challenges producers will face as the world’s population grows to nearly 10 billion people by 2050. The presentation showcased the U.S. beef industry’s shared commitment to raising cattle in a safe, humane and environmentally sustainable way by using the latest technology and resources.
KBC thanks the Kansas Soybean Commission for being a participating sponsor of the Consumer Trends Forum and supporting this educational opportunity for beef producers across the state.
Your checkoff provides Beef Resources for High School and Middle School Cooking Labs
Through the Kansas Beef Council’s checkoff-funded Beef Certificate Program, Kansas beef producers offer beef education resources and reimbursement for beef purchased and used for teaching about beef and nutrition in Family and Consumer Science (FCS) foods classes and ProStart programs. Program funds provide financial support for the purchase of beef for use in classroom lessons about lean beef selection, storage, preparation and nutrition.
In addition to monetary assistance, the program also provides standards-based lesson plans, educational videos and other resources used to engage students in the learning process. Recently created curriculums aim to offer secondary level students a greater understanding of beef production and include interactive, in-person and virtual learning options about the beef lifecycle and the role of beef in a healthy and sustainable diet. Checkoff-funded curriculums like these create greater beef literacy leading to more in-depth investigations and activities helping guide the conversation about the journey of beef from pasture to plate.
To date, 117 Kansas middle and high schools were approved for the 2019-2020 school year which reached 12,478 students across the state in 41 different counties. Programs such as these are made possible through the investment of beef producers.
your checkoff puts pro-beef content on popular health blog
The Kansas Beef Council’s (KBC) partnership with a national food and fitness blog, Meal Prep on Fleek, continues to disseminate accurate and science-based beef nutrition information to millennial and Gen-Z consumers in predominantly urban areas. This month, the checkoff-funded partnership features an Easy Steak and Potato Bites recipe that shares nutrition information about sirloin steak, including that it is both a nutritional powerhouse and a lean option that will fit anyone’s macros. In addition, the post directs consumers to the Beef. It’s What’s for Dinner. website to learn more about how lean cuts of beef, like top sirloin, offer unbeatable taste and balanced nutrition.
Content created through this partnership has been seen more than 1.2 million times in the first three quarters of 2020. Topics have included easy-to-make beef recipes, how beef is an optimal protein for workout recovery and ideal cuts of beef for grilling and roasting. Collaborating with influencers like Meal Prep on Fleek is just one aspect of a larger, integrated strategy to impact beef demand. Checkoff-funded content produced and disseminated by KBC has been seen more than 12 million times in 2020, while nutrition and culinary programs get pro-beef information in front of numerous professionals and influential decision makers.
your checkoff educates future dietitians
The Kansas Beef Council (KBC) recently hosted virtual Nutrition Communications trainings for students enrolled in dietetic internship programs at the University of Kansas Medical Center and Kansas State University.
Thirty-four dietetic interns and faculty members attended these checkoff-funded trainings designed to provide accurate information and practical experience with beef to aspiring professionals who will reach thousands of patients and clients with dietary advice during their future careers. Sessions with Abby Heidari, registered dietitian and Director of Nutrition for the KBC; Donald K. Layman, PhD, protein research expert; and Hawley Poinsett, registered dietitian, allowed students to apply evidence-based guidelines as they practiced delivering science-based protein recommendations in a variety of potential settings, including one-on-one patient counseling, and recorded mock cooking demonstrations.
Pre- and post surveys showed positive shifts in students’ overall perception of beef. This was the ninth year for these beef checkoff-funded trainings that are part of KBC’s greater nutrition outreach program that aims to dispel common beef myths and demonstrates how beef can fit in a healthy and balanced lifestyle.
Beef commercial featured during wildcats football game
The Kansas Beef Council’s (KBC) newly released “One Simple Ingredient” commercial was televised in select markets during the highly competitive Kansas State University Wildcats vs. Texas Christian University Big-12 conference game on October 10. The 30-second commercial highlights the positive nutritional attributes of beef and one key area where alternatives cannot compete - beef has one ingredient, beef. With the combined reach of the broadcast markets and highly targeted advertising on digital sites like YouTube, the campaign has been seen more than 350,000 times since October 1.
“This checkoff-funded beef promotion highlights how the protein provided by beef can help fuel student-athletes to reach their full potential. This broadcast opportunity allowed us to take this message to sports-loving families across Kansas,” said KBC Director of Communications Scott Stebner.
To date, the One Simple Ingredient campaign, which encompasses two video spots, has been seen more than 2.5 million times by consumers in Kansas and the Kansas City metro area. Other states also are sharing the campaign, which has increased the overall reach by almost 10 million.
your checkoff dollars are educating influential dietitians
The Kansas Beef Council (KBC) recently hosted virtual Nutrition Communications trainings for students enrolled in dietetic internship programs at the University of Kansas Medical Center in Kansas City and Kansas State University. Thirty-four dietetic interns and faculty members attended these checkoff-funded trainings designed to provide accurate information and practical experience with beef to aspiring professionals who will reach thousands of patients and clients with dietary advice during their future careers. Sessions with Abby Heidari, registered dietitian and Director of Nutrition for the KBC;Donald K. Layman, PhD, protein research expert; and Hawley Poinsett, registered dietitian, allowed students to apply evidence-based guidelines as they practiced delivering science-based protein recommendations in a variety of potential settings, including one-on-one patient counseling, and recorded mock cooking demonstrations. This was the ninth year for these beef checkoff-funded trainings that are part of KBC’s greater nutrition outreach program that aims to dispel common beef myths and demonstrates how beef can fit in a healthy and balanced lifestyle.
billboards promote beef to urban kansans
The Kansas Beef Council (KBC) recently placed billboards in the Wichita metro area featuring the checkoff-funded “Nicely Done, Beef” campaign. Consumers are encountering messages highlighting beef’s unbeatable taste and its status as the “king of proteins” as they travel through busy highways and intersections. The billboard outreach is bolstered by a targeted digital strategy leveraging the checkoff-funded “Nicely Done, Beef” audio advertisements on Spotify, a streaming radio station popular with millennial and Generation Z consumers. This campaign is one part of the demand-building strategy carried out by KBC that includes targeted digital ads, educating health professionals and networking with key culinary influencers throughout Kansas.
Checkoff-Funded Presentation Reaches Health and Fitness Professionals
The Kansas and Nebraska beef councils joined together to sponsor a checkoff-funded session at the American College of Sports Medicine (ACSM) Health and Fitness Summit. The session sought to provide health and fitness professionals science-based information that can lead to a greater understanding of beef’s nutrients and the role beef plays in a balanced diet and active lifestyle. Originally scheduled as an in-person conference in Atlanta, GA, the event was pivoted into a virtual webinar available to ACSM members over the next three years. After being launched in mid-July, the webinar was viewed 110 times within the first two weeks.
Registered dietitian Jessica Crandall Snyder was the featured speaker. Her presentation was titled “Fueling Women’s Health At the Critical Stages of Life.” Throughout the seminar, Snyder took a decade-by-decade approach to help attendees uncover the strengths and challenges of healthy eating for female athletes at every age. Content focused on the nutrients found in beef that help women build strong muscles and bones, maintain a good immune system and keep their energy levels and brain function high.
Sponsored webinars like this are just one aspect of the Kansas Beef Council’s overall nutrition program that aims to dispel common misinformation and educate health and fitness influencers with peer-reviewed research that demonstrates how beef can fit in an active and healthy lifestyle.
beef checkoff engages with chefs
Like many events in 2020, the American Culinary Federation (ACF) National Convention went virtual August 3-5. The beef checkoff was represented through a partnership of state beef councils, including Kansas Beef Council, that pool their dollars to annually have a presence at both regional and national ACF events. The checkoff sponsored an educational seminar titled “Navigating the Beef Supply Chain & the New Foodservice Environment.” It featured Texas A&M University extension meat specialist Davey Griffen and Chef Kelly Cook, the executive chef at Presbyterian Village in Dallas. During the presentation, Griffen explained what happened to the beef supply chain this spring and outlined steps taken to help ensure it stays up and running moving forward. Chef Cook addressed how he kept beef on his menu by using alternative cuts when those he typically used were temporarily unavailable. The session was virtually attended by 235 participants.
KBC LAUNCHES PORTAL TO CONNECT CONSUMERS TO PRODUCERS
In response to a growing number of people searching for local and online meat sales, the Kansas Beef Council created a digital platform to directly connect consumers looking to purchase beef with those who produce it. The online Kansas beef listing site also provides factual information on how cattle are raised. The new portal is available to the public and allows beef producers to share their contact information, including a website and social media platforms. The listing is free to Kansas beef producers and strategically targets consumers through Google ad campaigns to consumers searching for direct sale and online beef sources. "Not all consumers will have the available cash or freezer space to purchase a bundle, quarter, side or whole beef," said KBC Director of Communications Scott Stebner. "However, for consumers who are actively researching the option of purchasing their beef in this way, we want to be a science-based and convenient resource for them." KBC is still accepting submissions to be included in the directory. Kansas beef producers looking to add their operation to the listing can do so by clicking here.
get beef promotional materials for your next event
Are you holding an event with your local cattlemans group, at a county fair or a health and wellness event? The Kansas Beef Council can provide you with beef sticks, recipe books and brochures, hats and other items both consumers and fellow producers will be sure to enjoy.
Email [email protected]
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