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.
June beef insights: alternative protein research
The Kansas Beef Council (KBC) hosted a “Beef Insights” webinar on June 30 for members of the beef community. This was the second in a series of educational webinars geared towards beef farmers and ranchers highlighting different aspects of food production and how they impact each other. The virtual meeting showcased the latest findings of a beef checkoff-funded research project completed at K-State’s Department of Animal Science. Take a deep dive with Dr. Travis O’Quinn as we take a look at what research is telling us in regards to alternative proteins.
March beef insights: covid & 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.
Kansas Beef Council program updates
KBC Partnership Provides recipes to combat food waste
With fall fast approaching, consumers are turning to their keyboards to search for easy, seasonal recipes. Thanks to a checkoff-funded partnership between the Kansas Beef Council (KBC) and Meal Prep on Fleek (MPOF), a national food and health influencer, consumers are finding a delicious and nutritious beef recipe that also addresses food waste, a significant issue in the U.S.
The recipe for Slow Cooker Asian Beef Stew provides a set-it-and-forget-it solution that allows busy families to create a meal with all the nutritious benefits beef offers, while using veggies they have on hand to reduce waste. The article that appears alongside the recipe highlights the fact that Americans throw away 30% to 40% of their food supply and food is the single largest category of material placed in landfills, which contribute about 15% of U.S. greenhouse gas (GHG) emissions. It also reminds consumers beef cattle only represent 2% of GHG emissions in the U.S.
Despite calls for reducing carbon emissions through Meatless Mondays, reducing food waste is a much more effective, meal-centric avenue for impacting domestic emissions,” said Stacy McClintock, a rancher and KBC board member from Soldier.
This is the third year KBC has partnered with MPOF, which has reached millions of millennial and Gen-Z consumers with science-based information about beef nutrition and production.
Click HERE to read the full article
checkoff-funded team beef program reaches familiar summit
More than 15 Kansas Team Beef members raced against over 2,000 athletes from across the world in the oldest, and arguably one of the most difficult, continually held marathons in the United States, the Pikes Peak Marathon and Ascent.
Since 1956, runners have been summiting one of Colorado’s most famous mountains in what is now known as the Pikes Peak Marathon and Ascent, a competition that brings athletes from around the globe and packs streets with spectators cheering on the brave and dedicated runners in their grueling, hours-long quest for the top. While traditional half and full marathons are held on relatively flat courses, Pikes Ascent competitors endure a relentless 7,800 foot climb over 13.3 miles and 26.2 arduous miles and 7,800 feet of climbing for the marathon. A few brave individuals compete in what locals dub the Double Ascent, running both races for a total of 39.9 miles and 15,000 feet of climbing in two days.
Amidst a field of elite, world-class runners, Kansas Team Beef members held their own. Elliot Rodda, a physical therapist out of Winfield, Kansas, placed third in his age division while Ronald LaPoint of Wichita placed 7th in his division. Michelle Hedges of Grenola and Melissa Bailey of Douglass completed their third successful Double Ascent.
The checkoff-funded Kansas Beef Endurance Team has over 900 members who compete in anything from the local 5K to international races like the Boston Marathon. Members fuel their training with lean beef and pass a knowledge quiz about beef nutrition and production. The team has grown significantly over the last three years and is now an established program with incredible brand recognition for runners and cyclists in Kansas.
“We respect and trust our peers,” says Jake Pannbacker, a Team Beef member and rancher from Washington, Kansas. “It’s one thing to say beef is nutritious, but it’s an entirely different thing to actually show people relying on that nutrition to do truly exceptional things. That makes the checkoff-funded Team Beef program one of the best tools we have to demonstrate that beef can definitely be part of a healthy and active lifestyle, whether you’re trying to be the best version of yourself or literally running up the side of a mountain.”
KBC Continues to Reach Urban Consumers through Chef Collaborations
Kansas City chef and recipe developer Ashley Bare and the Kansas Beef Council (KBC) have teamed up to present a new video that shows beef lovers everywhere how to cook up a delicious chicken-fried steak banh mi slider. The recipe, influenced by Bare’s KC roots and her love for travel, combines a traditional chicken-fried steak with authentic Vietnamese flavors in the form of an approachable and fun slider.
“This recipe is super easy to make for weeknight meals,” says Bare. The recipe utilizes a tenderized cube steak which is an economical and very forgiving cut of beef. Overall, the recipe takes under an hour to prepare, making it perfect for busy families or entertaining guests with minimal effort.
Bare’s collaboration with KBC is one part of the greater “Recipes from the Heartland” series that was filmed and produced by KBC staff and showcases easy-to-make comfort food creations from local culinary experts. Bare joines other notable KC chefs who have collaborated on the series, including Alex Pope of the Local Pig, Anakaren Ibarra and Kara Anderson, whose recipes have been seen almost one million times in the last two years. In addition to Bare, Hell’s Kitchen contestant Chef J. and KC restaurateur and chef Chad Tillman also developed recipes for the series that will be released later in 2021.
Get the recipe by clicking HERE
Kansas Beef Community Donates 2,500 Beef Sticks to Food-Insecure Students
Food insecurity, or not knowing where your next meal may come from, impacts more than 129,000 children in Kansas. Through checkoff-funded programming, members of the Kansas beef community donated 2,500 beef sticks to Olathe Public Schools throughout the month of June. The child-friendly, nutritious beef snack came at a key time when students are not in school yet continue to deal with food insecurity in the home.
To meet a summer nutrition need, the beef sticks were distributed to students qualifying for summer academic progress and to homeless and migrant youth weekly during enrichment programming. Children living in food-insecure households without access to quality nutritious food may be malnourished and often go to school hungry. This often leads to a disproportionate number of food-insecure children with cognitive deficits, poor performance in school, and absenteeism. Charitable contributions are common for the Kansas beef community. Surveys show more than 50% of U.S. farmers and ranchers routinely give back to their state and local communities through some form of service or charitable giving, compared to the national average of 7% for the general public.(1)
1. USDA National Agricultural Statistics Service, 2012, Producer Profile Survey, 2017, Aspen Media, and U.S. Census Bureau, 2015, Current Population Survey
Multi-State Immersion Experience Engages Nutrition Professionals
Beef councils from Kansas, Missouri, Nebraska and Oklahoma hosted a select group of 17 registered dietitians from 12 states for a three-day, virtual Nutrition Adventure 2021. The checkoff-funded event emphasized beef’s nutritional profile and culinary versatility through practical applications and interactive presenters and activities. The attendees were selected given their high level of involvement on social media, blog platforms and within university dietetic programs.
Attendees of the checkoff-funded event learned about beef nutrition, including lean cuts of beef, and emerging human nutrition research from leading experts. As the attendees acquired new information about beef nutrition, interactive culinary experiences provided these health professionals with the tools to share their newfound knowledge with clients and patients. Improving attendees’ skills in preparing beef enhances their effectiveness as they share new cooking skills with clients and patients in-person and on social media.
Nutrition Adventure professional development sessions also focused on key areas such as sustainability, animal handling and animal health and welfare through virtual ranch tours and a panel discussion with experts in the beef community. Attendees explored the beef lifecycle with ranchers Dirck and Natalie Hoagland, J&N Ranch in Leavenworth, KS; Isaac Carr, 8bros Land & Cattle outside of Junction City, KS; and Shawn Tiffany, Tiffany Cattle Co. in Herington, KS. The ranchers shared their operations with attendees through virtual ranch tours and connected with attendees as they answered questions about beef production. A high point for many participants was mingling virtually with beef community experts while putting together a beef charcuterie board and then transitioning into the expert panel discussion. The panel was made up of Wrenn and Arturo Pacheco, ranchers in the Flint Hills of KS; Dr. Dan Thomson, a veterinarian and Chair of the Department of Animal Science Department at Iowa State University; Dr. Angie Siemens, Vice President of Food Safety, Quality & Regulatory for Cargill in Wichita, Kansas; and Dr. Frank Mitloehner, professor and air quality specialist in cooperative extension in the Department of Animal Science at UC Davis. The panel discussion had many takeaways and sound bites for the dietitian attendees to use with clients that are confused about beef production. Topics varied from humane animal handling practices to growth hormones.
Kansas beef council partners with national food influencer
Burger bowls are trending across the country with consumers enticed by the unique ways to enjoy a combination of burger, vegetables, whole grains and sauces. A recent partnership between the Kansas Beef Council (KBC) and national food influencer Meal Prep on Fleek (MPOF) provides recipes touting the benefits of including real, lean beef in burger bowls.
The recipes include four variations on the real beef burger bowl: a teriyaki version full of tropical Asian flavors; a Mediterranean-style bowl with farro, herbs and Greek yogurt; a burrito bowl with smoky Mexican flavor, pico de gallo and guacamole, and a deconstructed cheeseburger bowl. Each recipe includes information about how beef offers a robust nutritional package to provide a well-rounded, delicious meal.
Specifically, the checkoff-funded content educates consumers about how a 3 oz cooked portion of lean beef contains 10 essential nutrients and just 170 calories. In addition, MPOF also includes that many of America’s favorite cuts for grilling are also lean, including the top sirloin, strip steak, and tenderloin.
In the post, MPOF states, “When you go bold and make recipes like these burger bowls that contain lean beef and several plants, you are getting the health benefits from both! You’re getting the 10 essential nutrients, including protein, zinc, iron, and B vitamins that support a heart-healthy lifestyle from the beef, plus fiber, vitamins, minerals, antioxidants, and lots of textures from the fruits and veggies! It’s a combination that wins every time!”
This is the third consecutive year KBC has partnered with influencer MPOF, a collaboration that has yielded millions of impressions to mostly Gen Z and millennials. “Consumers are looking for new and unique recipes to enjoy some of their favorite proteins,” said Scott Stebner, KBC director of communications. “Partnerships like these leverage the reach, trust and audience of influencers to share science-based information demonstrating beef definitely can be part of an active and healthy lifestyle, and doing so in ways that align with current consumer trends.
KBC continues to engage health professionals
The Kansas Beef Council (KBC) recently partnered with the Kansas Nutrition Council to provide a presentation to registered dietitians and public health nutritionists at their virtual annual conference in April. The checkoff sponsored session titled “Make Every Bite Count: The New Dietary Guidelines from Birth to 24 Months” was presented by registered dietitian Jill Castle. As a pediatric dietitian, author, and founder of The Nourished Child®, Castle discussed the updated 2020 dietary guidelines and research that support's beef's nutrient package of protein, iron, zinc and choline for healthy, growing bodies and brains. Starting with beef as a complimentary first food for babies can ensure they get the nutrients they need during this critical stage of growth and development.
Additionally, continued concerns about climate change and the desire to protect our natural resources have people all over the globe looking for ways to be more environmentally friendly. Recognizing the need to be more involved in these conversations, KBC partnered with the Arkansas, Texas, and Wyoming state beef councils to present a checkoff-sponsored session on sustainability at the virtual Annual Nutrition and Dietetics Conference that was held jointly between the Arkansas, Kansas, Texas, and Wyoming academies of nutrition and dietetics organizations. The checkoff-sponsored presentation by registered dietitian and PhD Jennifer Otten titled, “Your Plate. Our Planet. Sustainable, Resilient Food Systems for Healthy Diets.” provided research and context related to food systems and encouraged attendees to critically consider benefits and trade-offs in terms of nutritious and sustainable diets with a focus on the beef industry. The presentation provided practical recommendations for over 270 dietitians who work in a variety of settings.
Checkoff-funded sessions like these are essential to communicate accurate, science-based information about beef nutrition to key opinion influencers that can be conveyed to the large consumer audience these dietitians reach through daily nutrition advice and recommendations.
checkoff provides resources for school cooking labs
High school students across Kansas and Kansas City are encountering science-based facts about beef production in their classroom thanks to the checkoff-funded Beef Certificate Program. The initiative equips Family and Consumer Science (FCS) food classes and ProStart programs with funds to purchase beef to use in classrooms and lesson plans to guide teachers and students through discussions on all facets of beef production.
Despite the closure of schools across the state during the 4th quarter of last year (2019-2020), the Beef Certificate Program reached over 12,000 secondary level students. Students at 102 Kansas middle and high schools are participating in the program this academic year. The Beef Certificate Program has traditionally been offered to only FCS food classes. However, with additional funding allocated to ProStart programs this school year, the program will reach additional students who have expressed strong interest in the restaurant and foodservice industry.
“The Beef Certificate Program is an invaluable resource for educators and students alike,” says Abby Heidari, director of nutrition for the Kansas Beef Council. “Educators and consumers often turn to Netflix documentaries to learn about beef production. Thanks to this checkoff-funded resource, students and educators are receiving the true story about beef production while also learning how to prepare beef at home.”
kbc educates KC chefs
The Kansas Beef Council (KBC) was invited to be part of the educational session at the April Greater Kansas City Chef’s Association meeting. This was the first in-person meeting in over a year due to COVID-19 restrictions.
The session focused on cooking with outdoor commercial smokers, which many chefs use this time of year to add variety to their menus. Oftentimes, brisket is the go-to when using a smoker. However, KBC Director of Marketing Sharla Huseman highlighted for the chefs several other beef cuts that perform extremely well with this cooking application, including the tri tip, sirloin cap/coulotte, chuck flap, shoulder clod heart and chuck short ribs. To demonstrate this, meeting host Chef Tito of American Fusion Café, located in north Kansas City, prepared smoked chuck short ribs as the dinner entrée for attendees to enjoy.
“As restaurant operators start preparing menus for the summer months and look to smoked meats as part of their daily mix, many chefs can experience challenges such as pricing and sourcing the cuts they are looking for,” Huseman said. “One of the great things about beef is there are many cuts suitable for smoking. Having the opportunity to share this information and help chefs think beyond brisket is a win not only for the operator but, also for the beef community.”
Webinars Build Relationships Between Consumers and Producers
The Kansas Beef Council (KBC) recently highlighted checkoff-funded beef resources at a webinar series titled “Clearing the Confusion: Meat Marketing Consumer Basics,” hosted by the Kansas Department of Agriculture.
KBC’s presentation at the virtual event focused on clarifying misconceptions and answering questions consumer have about purchasing beef directly from producers.
Abby Heidari, director of nutrition, also shared how consumers can utilize cuts they may not be used to cooking, but often come with the purchase of a side of beef. In addition to sharing recipes and tips for preparing these cuts, Heidari also shared information about the checkoff-funded Kansas beef listing site that connects consumers looking to purchase beef to producers who desire to sell beef in this way. The beef listing site is available to the public and allows beef producers to share their contact information, website and social media platforms with consumers who visit the site. Over 7,500 consumers have visited the listing since it was created. 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.
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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