Your dollar at work
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KS in Cali
The California Beef Council (CBC) recently held a “Shed NewLight on Flavor” workshop for attendees of the Academy of Nutrition and Dietetics Food & Culinary Professionals conference in the Napa area of California. This event was a blindfolded tasting of three different beef-forward dishes. The Beef Checkoff-funded event was in partnership with the National Cattlemen’s Beef Association (NCBA), the Nebraska Beef Council (NBC) and Kansas Beef Council (KBC).
Fifty registered dietitians attended and tried a beef, bean and mushroom slider, a salad with beef strips, a beef and veggie wrap and a fajita-style beef taco. Hoby Wedler, a chemist and sensory expert, led the group through the activity. Wedler has been blind from birth, so he has personal experience of the impact of taking sight away from the eating experience.
Wedler then led them in a still-blindfolded discussion of what they were tasting, what those flavors meant to the dish, how the flavors and textures made them perceive each dish, and what employing their other senses meant to their enjoyment and understanding of the different foods they were eating.
"These pre-event workshops are a way for nutrition and dietetics professionals to add an enrichment component to their conference experience," said Kori Dover, RD, Director of Food & Nutrition Outreach for CBC.
In addition to the pre-event workshop, Dover, along with meat scientist Dr. Phil Bass, provided a conference keynote session called "Raising the Steaks-Exploring Beef’s Versatility." This lively, interactive session provided attendees with practical ways to get the most value from various beef cuts, included cookery tips, looked at flavor profiles and provided insights into beef’s role in healthy and sustainable diets.
Michigan Association for Healthcare Foodservice - “Social and Environmental Impact Initiatives.”
Interest in the topic of sustainability has grown in onsite foodservice. Related industries are now looking at options that include metrics about food waste, energy consumption and the environmental footprint of their food purchases when selecting which foods to purchase and distribute.
Recently Patti Dollarhide, program consultant for the Kansas Beef Council (KBC), provided a presentation for 60 leaders and administrators of various Michigan healthcare and university systems explaining how beef can fit into a sustainable food system.
The session focused on the nutritional strength that beef brings to the menu while being part of the solution to environmental challenges. Beef Checkoff-funded sessions like these are designed to provide accurate, peer-reviewed information about beef to foodservice professionals who make purchasing decisions and plan menus for large hospitals and retirement living facilities, as well as university dining services throughout the U.S.
By attending these conferences and events, Checkoff-funded research is able to be shared with those who are skeptical towards beef products. Educating foodservice providers on the science behind beef and the beef industry, create consumer trust and beef demand.
Meeting with Future Dietitians
Healthcare professionals are a trusted source for nutrition information, yet they typically do not receive education on how food is raised and grown. This gap in understanding can cause distrust in modern agricultural practices.
Educational presentations to future health professionals like dietetic interns bridge the gap between classroom lessons and questions about food production that they will face when educating future patients and clients. When healthcare professionals are exposed to accurate information about beef production and nutrition, they are more likely to recommend beef to their patients.
Recently, Abby Heidari, director of nutrition for the Kansas Beef Council (KBC) provided a virtual presentation to Northwest Missouri State University dietetic interns. The session showcased the role dietitians can play working in agricultural communications and the importance of health professionals seeking out continuing education opportunities that provide science-based information about food production and processing. The session dispelled common myths about beef nutrition and increased the attendees’ knowledge about the beef life cycle and beef production.
Checkoff-funded sessions like this are designed to provide accurate, peer-reviewed information about beef to aspiring professionals who will reach thousands of consumers and clients with dietary advice during their careers.
KBC prioritizes meeting with future health professionals so they begin their careers knowing the importance of understanding meat and food production. Many of their clients will have questions about labels on food, so KBC wants to help them be prepared to address those.
Beef Promoted Across the Board
In 2020, it was reported that nearly 80% of 18- to 29-year-olds use at least one social media site daily, with YouTube and Facebook being the most popular among all adults.
This is beneficial for the beef industry, as these platforms and social media can be the easiest and most effective way to share tasty recipes, cooking tips and beef nutrition information. When consumers have easy access to information about beef, they are more likely to buy it.
With this in mind, the Kansas Beef Council (KBC) plans, creates and distributes social content that is adaptable to every social platform and algorithm. When it comes to promoting beef online, the ability to post on every platform on a regular basis can go a long way.
The videos KBC produces can then be formatted to fit the different preferences of each platform. For example, YouTube is now recommending and promoting YouTube Shorts over traditional long-form videos. This helps KBC content be seen by a larger audience.
In February, KBC staff filmed various videos for all their social accounts. The content included a video featuring a recipe for corned beef tacos, two videos about how beef can elevate the nutrition of popular vegetable-forward meals and a video on how to make dinner and dessert under 500 calories with beef.
The stout-braised corned beef tacos with fiery cabbage slaw video came from a recipe developed by the Texas Beef Council. With St. Patrick’s Day coming up, this video is timely for consumers.
Collaboration and the sharing of content between state beef councils make it possible to continually connect with consumer audiences on social media platforms without having to create, edit and post content individually.
The corned beef tacos video already has been seen more than a quarter of a million times since posting.
Check out KBC social media platforms to view the content produced and follow along to see how KBC is reaching consumers!
Promoting Beef in a digital worldIn 2004, a Harvard University student started a social networking website that eventually would change how most people spend their time. Updating, scrolling and liking became a way of life, ultimately, altering how the average person sees and interacts with sponsored content and advertisements.
Skip forward 17 years and social media and streaming services have entirely changed the way consumers view media content. In fact, a 2021 Pew Research Center study reported only 56% of households watch TV through cable or satellite services, which is over 20% less than in 2015 and remains on the decline. Around half of people 30 years old and younger cut the cord between 2015 and 2021. This shift to streaming services is mainly due to more content being accessible at any given time on these digital platforms compared to traditional television.
With this increased use of streaming services and smart TVs, the Kansas Beef Council (KBC) has shifted their focus to advertising on these platforms versus traditional television.
The change has allowed KBC to target specific demographics, like young families in the Johnson County, Kansas area, for example. This helps ensure beef is being promoted to areas with the least amount of access to beef operations but the highest population densities in Kansas.
Streaming services that Checkoff-funded advertisements can be seen on are ESPN, Roku and even Disney+. KBC ads have been viewed millions of times over the past few years.
YouTube also is one of the largest streaming services for those looking for a variety of content, and it is the second most popular search engine, as well. This is why KBC has placed a variety of ads about nutrition and general beef promotion on the website. The ads have generated almost 1 million views on the platform.
In addition to YouTube, KBC uses this system of targeted advertisements on popular social media platforms like Instagram, Pinterest and TikTok. These ads can help consumers be directly led to recipes, cooking tips and direct-to-consumer Kansas beef retailers. They also help KBC to connect and share information about beef to the younger generations like Gen Z.
While it seems most people are willing to pay for premium music subscriptions, KBC takes advantage that not everyone does. KBC regularly places ads on Spotify, which has resulted in 500,000 listens.
All these promotion and education efforts have helped drive more than 1 million page views for KansasBeef.org in 2022.
The beef industry has a vast supply chain, with many families, organizations and companies involved. Despite all the moving parts needed to deliver one serving of beef to the table, the American beef supply chain is one of the most efficient systems in the world.
This efficiency did not happen overnight, however, it was developed over time by those committed to the betterment of the beef community as a whole.
Since the creation of the Beef Promotion and Research Act & Order, the Checkoff has been committed to funding peer-reviewed research. This commitment comes from the understanding that research in the beef industry ultimately will produce a better product and a larger demand for beef.
Research is important to building beef demand because it helps the industry understand consumer trends and buying habits and aids in creating trust among consumers. Health professionals also are able to recommend diets and meals that include beef when there is scientific research backing beef nutrition.
While Kansas always has funded research through the national Checkoff, the Kansas Beef Council (KBC) executive committee recently has allocated funds to directly support research that will impact both Kansas and the nation.
KBC-funded research projects have covered topics from carcass shrinkage to consumer perceptions of sustainability topics.
Nationally, Checkoff-funded projects that recently have received a lot of attention are the Beef in an Optimal Lean Diet study by Penn State University and a study conducted by Purdue University on the popular Mediterranean diet.
KBC continues to look for and fund research that will increase beef demand and result in the betterment of the beef industry.
KC Health Professional Freezer Meal Class
Many health professionals may not receive robust training in nutrition. If they do, they often do not learn about the nutrition benefits of single-ingredient foods like beef.
Continuing education opportunities for health professionals hosted by the Kansas Beef Council (KBC) help fill gaps in nutrition knowledge on beef’s unique nutrient profile and the role beef plays in a balanced diet and healthy lifestyle.
Recently, KBC hosted a lean beef freezer meal prep class for 16 nurses, dietitians and physical therapists in Lenexa, Kansas. During this Checkoff-funded continuing education opportunity, Abby Heidari, director of nutrition for KBC, educated attendees on beef nutrition and production research while showcasing the variety of lean beef cuts used in freezer meal recipes.
With February being American Heart Month, the class focused on lean beef cut selection, preparation and safe food storage techniques while showcasing American Heart Association® certified Beef. It’s What’s for Dinner. recipes and patient resources.
Outreach efforts like this are within the KBC’s larger nutrition campaign showcasing the positive role beef plays in a heart-healthy diet and lifestyle.
kbc at the 2023 ncba convention
The first week in February had cattle producers and beef industry professionals across the country coming together in New Orleans for the 2023 Cattle Industry Convention. Kansas beef producers and Beef Council Executive Committee members were in attendance to receive updates on the Cattlemen Beef Board (CBB) Checkoff committees they sit on and offer their feedback. Members present included:
- Jaret Moyer on the Consumer Trust Committee Trista Priest Brown and Jake Pannbacker on the Domestic Marketing Committee
- Tracy Thomas, Barb Downey, Larry Kendig and Byron Lehman on the International Marketing Committee
- Amy Langvardt, Stacey McClintock and Philip Wheltmer on the Nutrition and Health Committee
- Evan Lesser, Ty Breeden and Randall Debler on the Safety & Product Innovation Committee
- Philip Perry and Josh Mueller on the Stakeholder Engagement Committee
These committees help select potential projects to fund to help advise the Beef Promotion Operating Committee (BPOC).
The Beef Promotion Operating Committee includes 10 producers elected by the Cattlemen’s Beef Board and 10 producers elected by the Federation of State Beef Councils. The BPOC decides how the National Checkoff collection funds will be invested to promote beef demand. BPOC works with eligible contractors to implement Beef Checkoff programs that range from research projects, promotions, consumer information, foreign marketing, industry information and producer communications.
Barb Downey, KBC executive committee member, was selected to join the BPOC after a competitive application and interview process.
The goal of the committee meetings was to provide updates on Authorization Requests presented at the 2022 Summer Meeting that took place in July.
Updates included how the U.S. Meat Export Federation (USMEF) was using Checkoff funding to help promote variety meats in major export markets like Japan, Korea and China.
These international marketing efforts have greatly driven demand for U.S. beef – specifically for cuts not typically eaten in the U.S. like tongue and liver – around the world. In 2022, USMEF reports that the beef export value equated to $447.58/ head which is a record high.
Other Authorization Requests included the American Farm Bureau Farm Foundation for Agriculture which helps provide urban teachers with agriculture education materials and experiences.
Additionally, the Northeast Beef Promotion Initiative, a sub-contractor of the Beef Checkoff, promotes beef in major urban areas like New York City and Boston. In total, their region comprises over 73 million consumers. This area is critical to support due to the high population of people and low population of cattle. This past year, the initiative partnered with Seton Hall athletics to promote beef during basketball games and work with the student-athletes at the college.
Heart health Research
February is American Heart Month. According to the Centers for Disease Control and Prevention (CDC), over 20 million Americans suffer from coronary artery disease.
With that, there can be various opinions and thoughts on how to formulate the perfect heart-healthy diet. Before the Beef Checkoff made any claims of their own, they started investing in scientific research.
“The Beef Checkoff has invested in nutrition research to understand the role lean beef plays in heart health since the 1980s,” Shalene McNeill, Executive Director, Nutrition Science, Health & Wellness for the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, says.
Most of the research is centered on the fat content of beef and if it affects heart health risk factors such as cholesterol levels.
It has been continuously shown that lean beef included in a healthy diet can lower total and LDL cholesterol levels.
Research is important because it helps give the Beef Checkoff a voice and credit among consumers and health professionals alike.
This research has also provided opportunities for the Checkoff to work with the American Heart Association® (AHA) to formulate AHA-certified recipes. Recipes and educational resources help show consumers how to prepare and enjoy lean beef with heart health in mind.
Throughout this month, KBC will be sharing recipes and information on lean beef’s role in a heart-healthy diet and lifestyle with both health professionals and the general public.
Read more information and research about lean beef in a heart-healthy diet here!
Be kind to your heart. Eat lean beef.
One of the largest misconceptions about a heart-healthy diet is that beef must be eliminated. However, Penn State University researchers published the Checkoff-funded study Beef in an Optimal Lean Diet (BOLD). This important study supports the claim that lean beef can be included in a heart-healthy diet. Beef and heart health can go hand-in-hand.
Cooked fresh meat is considered lean when it contains less than 10 grams of total fat, 4.5 grams or less of saturated fat and less than 95 mg of cholesterol per 100 grams (3 ½ oz) and per RACC (reference amount customarily consumed), which is 85 grams (3 oz). Over 60% of all beef whole muscle cuts at retail are considered lean.
Cuts with “loin” or “round” in the cut name is a way to ensure it is lean beef. Some of the top lean beef options are top sirloin steak, strip steak and 93% lean ground beef.
To promote and educate about lean beef’s potential role in a heart-healthy diet, the Kansas Beef Council (KBC) created a Checkoff-funded campaign that features 12 American Heart Association® certified lean beef recipes.
The main component of this campaign is providing cardiac rehabilitation centers, dietitians and various health professionals around Kansas and the Kansas City metro area USB drives containing those recipes and videos about them. Other information about lean beef in a heart-healthy diet is provided for health professionals and patients alike.
“Health professionals are highly trusted by their patients. So, this campaign not only brings about recognition of peer-reviewed beef research and lean beef in diets, but also fosters positive relationships between the Checkoff and the health professional community,” Stacey McClintock, National Nutrition and Health Committee member, says.
Additionally, an article written by Cheryl Mussatto, registered dietitian and author, about the benefits of lean beef has been published on different social channels including LinkedIn. The article also highlights what lean meat is and the different lean cuts of beef.
KBC also created different social media assets that will be shared across all platforms. This includes assets such as graphics for Pinterest to 15-second videos for YouTube ads. KBC already has started sharing information about the recipes over social channels, but they will promote them primarily in February - which is American Heart Month.
“It is vital for the Beef Checkoff to share factual, science-based research demonstrating beef can be part of a healthy and active lifestyle,” Scott Stebner, interim director of KBC, says. “Checkoff-funded efforts like this are an integral part to positively impacting beef demand through research, education, and promotion.”
The campaign includes social media assets and Beef. It’s What’s for Dinner. branding so other state beef councils can promote and distribute the resources within their own states. Beef councils across the country have started ordering physical copies of the recipe cards. Over 16,000+ cards already have been ordered.
6,000 Miles of Kansas Beef
Team Beef Kansas endurance team is a Checkoff-funded endurance running and biking team with over 400 members.
Over the course of 2022, Team Beef Kansas participated in 405 races totaling over 6,046 miles covered. The half-marathon was the most popular for the year, with the 13.1-mile distance covered 159 times. Next, 5Ks were raced 97 times, and the marathon distance was covered 33 times. Finally, 100+ miles were covered on 10 different occasions.
Despite all the different races and mileage covered, the team held strong to their unifying message: beef can be a part of and help a highly active and healthy lifestyle.
Team Beef members wear iconic red jerseys displaying the Team Beef Kansas name. This lets other race participants know what is fueling these athletes. It also allows Team Beef members to connect with one another.
“Being a cattle producer and an athlete, beef is not only a huge part of my lifestyle, but also the diet that fuels my body for my runs,” Janet Phillips, member of Team Beef Kansas, says. “I joined Team Beef to help promote something I love while doing something I love. Wearing my Team Beef jersey while at a race gives me the chance to promote beef as well as talk to other people about the benefits of beef in an active diet.”
The endurance community is not known for its warmth toward beef, so Team Beef Kansas helps spread awareness about the benefits of eating America’s #1 red meat.
Team Beef Kansas mostly ran around the Midwest, but people also were spotted in the red jerseys in London, South Africa and at the historic Boston Marathon.
THE KANSAS BEEF CHECKOFF PROVIDES NUTRITION EDUCATION THAT EXTENDS BEYOND STATE LINES.
In partnership with the Nebraska Beef Council (NBC), the Kansas Beef Council (KBC) extends funding for Nutrition Outreach to beef councils in states with some of the largest populations in the country. With this support, the California, New York, and Florida Beef councils can extend nutrition programs that highlight research-based information on beef’s role in a healthy, balanced diet to healthcare professionals.
California Beef Council
Funding support in 2022 helped provide continuing education opportunities such as a Beef Checkoff-sponsored session, an exhibit booth, and a farm-to-table dinner for the California Academy of Nutrition and Dietetics Annual Conference. Attendees heard firsthand from a ranch family about sustainability efforts and the vital role beef farmers and ranchers provide towards supplying sustainable, and reliable beef products.
Additionally, California Beef Council nutrition outreach programs in 2022 increased the visibility of the Beef Checkoff in providing science-based information on beef's role in a healthy lifestyle for all ages. A sponsored session and exhibit at the California WIC (Women, Infant, and Children) Spring Conference brought health professionals an educational program on a common micronutrient deficiency, iron. The presentation examined how introducing foods like beef as a first complementary food can help prevent iron deficiency in infancy and early childhood.
New York Beef Council
The New York Beef Council (NYBC) hosted two sessions for New York’s WIC Virtual Annual Conference focused on incorporating beef into baby-led weaning and beef’s positive role in improving infant and toddler acceptance of new flavors and textures. A virtual lunch-and-learn with NY WIC dietitians, nurses and nutrition educators discussed the benefits of including beef as a first complementary food and as part of younger children’s diets included in the 2020 U.S Dietary Guidelines. Nutrition Outreach extension also goes beyond continuing education opportunities as the Beef Checkoff provided patient take-home resources for clinical sites and physicians’ offices on making every bite count for their infants and toddlers. NYBC sponsored a “Build Your Base” (BYB) booth at the NYS Athletic Association Annual Meeting, which was well-attended. The BYB program highlights beef’s positive nutritional value for fueling high school and college athletes. Beef educational materials and conversation on the Build Your Base program and the benefits it can provide athletic programs were shared. NYBC also engaged with future nutrition professionals by hosting two dietetic intern farm tours at Maple Acres Black Angus and SK Hereford in September. NYBC also engages with consumers through monthly social media throwdowns that create new recipes and connections with beef and nutrition plus added engagement and outreach with foodies and dietitians.
Florida Beef Council
Florida Beef Council (FBC) outreach in 2022 included engaging with registered dietitians at both the national Food and Nutrition Conference and Expo (FNCE) and the Today’s Dietitian Symposium in Orlando. Additionally, FBC provided beef jerky and educational resources during a meeting of the north district of the Florida Academy of Nutrition and Dietetics. Lastly, FBC also hosted a ranch to ribeye tour with a handful of University of Central Florida football players and staff. Attendees learned about best practices in the beef industry and the leanest cuts of beef for cooking. Checkoff-funded state partnerships like these are essential to communicate accurate, science-based information about beef nutrition to key opinion influencers who live in states with high population densities.
KANSAS BEEF COUNCIL RUNS 12 CUTS OF CHRISTMAS CAMPAIGN
The holidays can be stressful with all the preparation that can go into planning the perfect get-togethers and presents. That is why the Kansas Beef Council created the 12 Cuts of Christmas social media campaign to give consumers creative recipes that highlight beef’s versatility and satisfy an array of people.
Consumers are looking for recipes where they can get amazing taste no matter what cut they select. Therefore, the campaign featured 12 Beef. It’s What’s for Dinner. recipes utilizing 12 beef cuts that vary in cost and versatility. The recipes included a cheesy beef artichoke dip and a classic rib roast. Content was distributed on Instagram and Facebook with links to the specific recipes on BeefItsWhatsforDinner.com.
KBC PARTNERS WITH OTHER STATE BEEF COUNCILS ON SUMMER GRILLING E-COMMERCE CAMPAIGN
A partnership between the Kansas, Oklahoma and Nebraska Beef Councils along with NCBA, a contractor to the Beef Checkoff, produced $11.6 million in beef sales across the nation through a Checkoff-funded e-commerce campaign. The campaign ran from July to September with a focus on grilling. It also produced a $49.08 return on investment. This means for every $1 spent on the campaign, there was $49.08 of beef sales produced. The Kansas Beef Council plans on repeating this campaign again in 2023.
KANSAS BEEF AND K-STATE ATHLETICS TAILGATER OF THE GAME COMPETITION AND WINNER
The inaugural year of the Kansas Beef Council's "Tailgater of the Game" competition with K-State athletics football games showcased loyal fans and an incredibly versatile protein with unbeatable taste - beef. Weekly winning dishes highlighted this taste and versatility and included dishes like smoked brisket, steak and egg Benedict, BBQ flank steak, cowboy Philly Cheesesteaks, and an unbelievable tenderloin recipe.
Rick Bloom of Wichita, Kansas, brought home the winning recipe by serving up an awe-inspiring, spit-roasted beef tenderloin for his tailgate party.
The 1991 K-State graduate of the college of engineering has attended nearly every game since graduating and can be found serving food and beverages to loyal K-State fans at his RV22 parking lot.
Bloom's hospitality and relationship with the student body has made himself somewhat of an attraction on game day, and during the K-State / OSU game, he chose to place beef center stage and won big. Rick, congratulations on winning "Tailgater of the Game"!
Read more about Rick and his K-State story! Read more about Rick and his K-State story here!
KBC SPONSORS TWO KANSAS DIETETIC INTERN NUTRITION COMMUNICATION TRAININGS
The Kansas Beef Council (KBC) recently hosted nutrition communications training workshops for students enrolled in dietetic internship programs at the University of Kansas Medical Center (KUMC) in Kansas City and Kansas State University in Manhattan. More than 30 dietetic interns and faculty members participated in the events.
These checkoff-funded sessions are designed to provide accurate, peer-reviewed scientific research and practical experience with beef to aspiring professionals who will reach thousands of consumers and clients during their careers.
The trainings started with Abby Heidari, registered dietitian and KBC Director of Nutrition, presenting about the health benefits of beef. Then, local Kansas producers shared their operations’ stories and explained the different sectors of the cattle industry. Participants at the KUMC workshop had the opportunity to learn from beef ranchers Wrenn and Arturo Pacheco while KSU interns heard from Isaac and Jill Carr, from Wabaunsee and Geary counties, respectively.
Melissa Joy Dobbins, registered dietitian and owner of Sound Bites, taught how to effectively communicate nutrition information with media outlets. Dobbins has extensive experience in showcasing nutrition through cooking demonstrations on news stations. She also has worked to help dispel misinformation about the cattle industry within the health and nutrition arena. The participants ended the day presenting their own nutritious meals that included beef sirloin.
These trainings 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 cooking demonstrations.
“Dietitians are people’s go-to source for nutrition and beef production information, and we want to make sure they feel confident to answer any question,” Heidari said. “I wish I would have had these trainings when I was going through school and my internship.”
This was the 11th year for checkoff-funded dietitian training sessions in Kansas.
KBC USES CONSUMER PREFERENCES TO PROMOTE BEEF
The Kansas Beef Council (KBC) is committed to reaching consumer audiences effectively and efficiently to increase beef demand in Kansas.
To make that possible, KBC routinely collects market research throughout the state to create checkoff-funded dashboards that use the results from questionnaires various consumers complete about their protein preferences and beef perceptions. KBC’s most recent dashboards included a sample size of 150 people in Kansas and 150 people in the Kansas City area. The questionnaires were taken during the month of August, and respondents were between 18 and 65 years old.
The results show 75% of Kansans and 72% of consumers within the Kansas City metro area have a positive perception of beef. However, those percentages drop down to only 42% and 35%, respectively, when asked about cattle raised specifically for food.
Around 84% of Kansans and 79% of Kansas City residents eat beef weekly. Only 3% of Kansans eat beef less than weekly, but 5% of Kansas City residents never eat beef.
There are three main considerations Kansas consumers have when selecting which protein to purchase and eat: taste, value and safety.
Over 80% of Kansans and Kansas City residents believe beef is great tasting and good for many types of meals. Just 63% of respondents said they believe beef is safe to eat. Consumers stated in the questionnaire that access to quick, easy and healthy recipes could encourage them to increase their beef consumption.
Product packaging is where Kansas consumers primarily get their information about beef nutrition, but Pinterest and influencers are where they look for recipes and information about how cattle are raised. Other social media sites are used to find similar information.
“These dashboards help us understand our local Kansas consumer audiences better, so we can build beef demand,” Kevin Thielen, KBC executive director, said. “Our producers trust that we use their dollar well, and we take every opportunity to do exactly that.”
KBC used this information when navigating their fall social media campaign. The campaign featured 10 fall soups – all featuring beef. The campaign used targeted ads on Instagram, Facebook, Pinterest and TikTok. The content was seen over 750,000 times and had over 160,000 engagements.
KBC Partners with Jack bobo and don close on virtual webinars
The Kansas Beef Council hosted two Checkoff-funded webinars during the week of October 17. The first was “Can Animal Agriculture Save the World?” with the Nature Conservancy’s Jack Bobo on October 20. Then, American AgCredit’s Don Close presented to the staff and executive committees of the Kansas, Nebraska and Texas beef councils on October 23. His presentation focused on cattle and beef industry market outlooks.
Animal Agriculture Saves the World
Bobo presented to 38 participants from multiple states across the nation for one hour, while White City rancher Debbie Lyons-Blythe helped moderate. Bobo is the director of global food and water policy at The Nature Conservancy. He previously served as the chief executive officer of Futurity, a food foresight company, and wrote the book, “Why Smart People Make Bad Food Choices.”
Bobo started his presentation by highlighting the importance of investing in agriculture and how every $1 invested in the industry results in a $1.43 return on investment.
He also posed the question that if our current food system is considered broken, then when in history has it not been. He went onto to explain that our food system is good and getting better, but it is not improving as fast as we need.
During the presentation, Bobo discussed how producers can best connect with the general consumer audience. “Consumers have never cared more – nor known less – how their food is produced,” he said.
Both producers and consumers are encouraged to move their language from “should” to “could” when communicating with the other. However, Bobo explained, science tells us what producers could do, but the public tells us what we should do.
Finally, Bobo explained that producers sharing the “why” behind their operations is the most impactful when creating trusting relationships with consumer audiences.
“Beating people up with science hardly does anything,” he said.
Watch Bobo’s presentation here.
Market Updates and Outlooks
Don Close, began his presentation, “U.S. Beef and Cattle Outlook”, by discussing some current global agriculture and beef industry problems. Canada is starting to experience some of the drought conditions that American producers have had for the past few years. Then, India is experiencing foot-and-mouth disease and lumpy skin disease outbreaks. He emphasized every producer in a major cattle-producing country currently is experiencing something unusual.
The main portion of Close’s presentation focused on domestic supply and consumer demand.
Herd liquidation will continue until drought conditions improve, which is not projected to happen until 2025 or later. He then went on to explain how the Angus on Holstein crossbreds have helped improve the quality of American-raised beef without increasing the number of total head.
“We don’t have more cattle, the cattle just look different,” Close said.
Close stated that data shows total U.S. beef exports are up 5.5 to 6% YTD. U.S. beef exports to China are up 33% from last year. However, there is some concern with relying on China as a major beef importer due to unstable economic and political conditions.
Finally, Close mentioned how during the pandemic, beef retailers and processors had to pivot most of their beef supply meant for restaurants and wholesale to beef cuts suitable for the grocery store. This change allowed consumers to try high Choice and Prime beef in the convenience of their own homes.
Ultimately, consumer audiences now have a large demand for premium-cut beef to be served at home.
“This is a game changer,” Close said. Consumer perceptions of beef overall have been relatively positive, and they do view beef as a healthy option to include in their diets.
KBC Participates in partnerships in action conference with ncba, 30 other state beef council
Staff from the Kansas Beef Council recently attended the annual Partnerships in Action (PIA) conference, Oct. 12-14, to learn about national Beef Checkoff programs and network with different state beef councils.
More than 80 state staff from 30 state beef councils participated in the event, which was held near Denver in the offices of the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff. Attending KBC staff was Scott Stebner, Abby Heidari and Grace Jacobson.
Topics of discussion over the three days included 2023 program strategy, current consumer trends and preferences, and an overview of upcoming Beef. It’s What’s For Dinner. promotions. Attendees also selected from various breakout sessions to receive training in different areas more specific to their individual positions.
“This was a great opportunity to meet with the other state beef councils and NCBA,” Abby Heidari, KBC director of nutrition, says. “PIA allows all of us to not only network but to brainstorm and discuss partnerships to help promote beef around the country.”
The PIA conference is Checkoff-funded and coordinated by the Federation of State Beef Councils, which is supported by, and provides support to, state beef councils across the country including the Kansas Beef Council. The Federation, which celebrates its 60th anniversary in 2023, was established by grassroots producers as a more concerted and focused effort to conduct national beef research and promotion programs.
Research shows ending U.S. Beef trade could be a catastrophe for the industry
A recent Checkoff- funded report revealed economic disaster would be the end result if all U.S. beef trade was eliminated. The report was authored by agricultural economists Glynn Tonsor of Kansas State University and Derrell Peel from Oklahoma State University. The report was commissioned by the Kansas Beef Council, Oklahoma Beef Council and Texas Beef Council.
According to the report, if both U.S. beef exports and imports declined by just 10%, prices and quantities of feeder cattle and fed cattle would fall significantly. Cumulatively, a 10% reduction in beef trade over 10 years would create a loss of $12.9 billion to those selling feeder cattle and $6.8 billion to fed cattle sellers. A scenario where 100% of U.S. beef trade was lost would suggest a catastrophic impact, broadly approximated in the report to cost those selling feeder cattle $129 billion and fed cattle $68 billion, leading to a significantly smaller industry.
The authors also calculated the impact on individual states. In the case of a 10% decrease in U.S. beef trade, Kansans selling feeder cattle would experience a $611 million loss and those selling fed cattle would see a $1.22 billion loss. If completely eliminated, feeder cattle sellers in Kansas could stand to lose $9.1 billion over a 10-year period.
Additionally, the report outlines why the U.S. exports and imports beef and provides a review of historical beef trade data. The authors highlight that implied trade prices clearly show the U.S. receives a higher dollar-per-pound value for exports than it pays for imports. From 2016 through 2020, the U.S. average annual unprepared beef exports were 2.05 billion pounds, which had an export value of $6.4 billion and an implied export price of $3.13/lb. Conversely, the average annual unprepared beef imports for that same time were 2.30 billion pounds, with an import value of $5.8 billion and an implied import price of $2.52/lb. The authors state in the report these statistics “clearly indicate participation in the global market provides a net economic gain.”
KBC and BIWFD release summer campaign results
The leaves officially have started changing colors. That means summer is over. With that, the Kansas Beef Council and Beef. It’s What’s for Dinner have released the results of their summer grilling campaign on the Sam’s Club website that ran from May 25 to July 3.
It previously was expected that the checkoff-funded campaign would reach 43 million impressions nationwide; however, it exceeded expectations by generating 90.4 million impressions and 71,700 clicks. In Kansas, the campaign produced 713,285 impressions, which led to a 19.5% sales lift.
Nationally, the campaign produced a 16.05% sales lift and a $27.45 return-on-ad-spend (ROAS). Kansas produced a $23.16 ROAS.
The most popular products bought online during the campaign were ground beef variations, rib eye steak and strip steak. There was more variety with in-store purchases with tenderloin filet and beef round being two of the top five products bought.
Master food volunteers become confident cooking with beef
The Kansas Beef Council (KBC) provided a training session titled “Confident Cooking with Beef” on September 21 for Johnson County K-State Research and Extension Master Food Volunteers at the K-State Olathe Campus. Abby Heidari, director of nutrition, focused on beef nutrition and cooking techniques. In addition to also sharing recipes, Heidari answered questions and clarified misconceptions by sharing science-based information about beef production, its role in a balanced diet and sustainability.
Checkoff-funded resources were shared with the attendees, who will volunteer 40+ hours each during the next year through community nutrition and cooking classes that support the research-based mission of K-State Research and Extension.
Kbc goes to the association for healthcare foodservice annual conference
The Kansas Beef Council (KBC) connected with over 500 hospital and senior dining foodservice food management professionals at the Association for Healthcare Foodservice annual conference in Scottsdale, AZ on August 10. A Beef Checkoff-sponsored networking table provided the landscape to showcase beef nutrition resources and answer any questions about beef from attendees. Patti Dollarhide, KBC nutrition program consultant, bridged the gap by featuring science-based beef nutrition and production information and highlighting audience-focused beef cut and menu inspiration resources. A new foodservice webpage was made to give these foodservice decision-makers with resources to effectively build trust in beef for future menu planning.
KBC LAUNCHES BACK-TO-SCHOOL RECIPE CAMPAIGN
School is back in session and with that come school sports, extracurricular activities and a fast-paced schedule that can make even the simplest of dinners seem daunting. To help families navigate this busy season and choose beef as their go-to protein of choice, the Kansas Beef Council (KBC) compiled a list of 27 recipes perfect for hectic weeknights and discerning taste buds.
The Beef. It’s What’s for Dinner. recipes have big flavor and nutrition, but little prep time and include dishes such as lasagna, pot roast and BBQ mango short ribs that the whole family will love.
The checkoff-funded back-to-school campaign is being promoted on -digital platforms commonly frequented by mothers with school-aged children, such as Instagram, Facebook and Pinterest.
Advertisements began in early August and already have sent thousands of consumers to KansasBeef.org.
“The essential nutrients found in beef – like protein, iron, zinc and B vitamins – provide growing bodies and minds with the fuel they need to be successful in and out of the classroom,” Abby Heidari, KBC director of nutrition, said.
All the back-to-school recipes can be viewed here.
Get beef into your local schoolsNow that it is officially August, the back-to-school season has begun. During this time, teachers are collecting supplies to ensure a productive and fulfilling educational year.
The Beef Certificate Program helps teachers bring beef into the classroom. The Beef Certificate Program (BCP) is a Beef Checkoff-funded reimbursement program through the Kansas Beef Council (KBC) that helps provide high-quality beef in classrooms. BCP is offered to Family and Consumer Sciences (FCS) and ProStart programs for use in classes and teaching labs.
In the 2021-2022 academic year, 101 Kansas high schools and middle schools across 44 counties participated in BCP. This resulted in more than 15,000 students being reached through the program.
“This program helps ensure that students learn accurate information about beef’s role in a healthy and balanced diet while providing teachers the resources they need to succeed in the classroom,” Abby Heidari, KBC director of nutrition, said.
BCP includes multiple resources outside of beef reimbursement for teachers. These resources include lessons about the beef cycle, sustainability, beef in the diet and many more. The lessons are designed for FCS programs; however, they all include STEM ties to help teachers make connections across curriculum.
Teachers who participate in BCP also have the potential to gain continuing education hours through the Raw Truth About Beef curriculum.
Here is where you can find more information about BCP, and here is where more information about beef in schools can be found.
Kansas beef council starts slow cooker summer campaign
Summer typically consists of block parties, family get-togethers and vacations. For consumers, this calls for easy-to-make meals for large groups. The slow cooker is seen as the perfect way to make tasty meals without spending hours in the kitchen.
The Kansas Beef Council (KBC) has pioneered a slow cooker summer recipe campaign funded by the Beef Checkoff to meet these consumer demands and trends. This campaign is an integrated social media campaign utilizing Facebook, Instagram, Pinterest, YouTube and TikTok to reach different demographics. All content was produced by KBC staff.
The recipes include a sweet onion pepper sandwich, whiskey molasses shredded beef sliders, BBQ brisket, tangy BBQ beef sandwiches and beef tacos. These recipes feature more affordable cuts of beef, so consumers do not have to sacrifice taste due to cost. The campaign also provides suggestions for possible cut swaps.
Whiskey molasses shredded beef sliders were the first recipe posted at the end of June. KBC Director of Nutrition Abby Heidari kicked off the campaign with an appearance on KSNT. The campaign includes promoted posts and targeted ads. KBC targeted posts currently are performing better than industry averages.
The remaining recipes will be posted throughout the rest of the summer months. Check out the Beef. It’s What’s for Dinner. website for the recipes. Then, find the videos on YouTube here.
KANSAS BEEF COUNCIL SHOWCASES SUMMER SLOW COOKER RECIPES
Abby Heidari, registered dietitian and Kansas Beef Council (KBC) Director of Nutrition, appeared on KSNT’s morning segment to share a nutritious and affordable beef recipe on June 30. KSNT is an NBC affiliate based in Topeka, Kansas that covers local news in northeast Kansas.
Heidari shared a Slow-Cooker Whiskey Molasses Shredded Beef recipe that provides a delicious and economical way to feed family and friends during the Independence Day weekend. Along with being affordable, the recipe is easy to make and allows consumers more time with family and less time worrying about the food.
“This was a great way to start our summer slow cooker series,” Heidari said. “These recipes are nutritious, easy to make and most importantly delicious.”
To address possible price changes or shortages, Heidari suggests alternative cuts consumers can use to get a similar result. For example, the top round or shoulder roast are also economical cuts of beef that can be swapped in for the same taste.
In addition to this recipe, Heidari also shared how consumers can find lean cuts of beef at the grocery store. “Many of America’s favorite cuts of beef are considered lean and they may not even know it,” she says. “If it has the word round or loin in the cut name, it’s lean.”
This Checkoff-funded programing is the beginning of an integrated marketing plan in an effort to increase beef demand. This plan includes utilizing streaming TV, radio and social media platforms to share KBC’s messaging.
This year KBC-created and promoted content has been viewed currently over 18 million times in 2022.
View the Slow-Cooker Whiskey Molasses Shredded Beef Sliders recipes here.
Kbc Promotes beef's unique nutrient profile to health professionals
The Kansas Beef Council (KBC) recently partnered with the Kansas Nutrition Council (KNC) to provide a presentation that reached 60 registered dietitians and public health nutritionists at their Annual Conference in Manhattan, KS. The checkoff-sponsored session titled “School-aged Child Nutrition Guidelines: Broad Implications from Small Changes” was presented by Texas-based registered dietitian Hawley Poinsett. As a weight management dietitian, and founder CEO of Let’s Love Food Again®, Poinsett discussed the new 2020-2025 dietary guidelines, their impact on school-aged children and how to identify nutrients of concern. While many children do not have access to nutritious meals at home, it’s critical for school lunches to provide enough nutrients to support their growing brains and bodies. Poinsett noted that adolescents are often under-consuming many nutrients found in beef, such as high-quality protein, iron, zinc, choline and vitamins B6 and B12. Poinsett encouraged attendees to make menu-planning decisions grounded in science and the well-established nutritional needs of youth. During the conference, KBC staff provided attendees with Beef Checkoff resources including six standardized beef school recipes. Including lean meats, like beef, within school meals ensures kids get the nutrients they need during critical stages of growth and development.
Kansas Beef Council showcases "beef in the early years" at pediatrician conference
Kansas Beef Council (KBC) director of nutrition, Abby Heidari, connected with pediatricians at the Kansas Chapter of the American Academy of Pediatrics spring conference in Overland Park, Kansas. The outreach, funded by the Beef Checkoff, advanced awareness that beef is a nutritious, complementary first food for babies starting at around six months of age and continuing throughout childhood. Physicians attending the conference learned about beef’s role in early child development and how parents can include beef as a first complementary food. Essential programming like this is part of a broader effort by KBC to offer health professionals science-based resources demonstrating how beef can be part of a healthy, balanced diet.
In addition to this in-conference event, KBC has collaborated with several states to produce short informational videos educating parents about the benefits of beef as a first complementary food.
Learn more about the checkoff-funded Beef in the Early Years program
short nutrition videos reach consumers in multiple states
The Kansas Beef Council (KBC) collaborated with the Nebraska, Oklahoma and California beef councils to create over 40 nutrition videos to publish on YouTube, social media and other video-centric platforms reaching urban consumers. The videos highlight the health benefits of including beef in the diet, show parents how beef complements a balanced diet for growing children, and provide adults with these KBC-produced videos will allow other states, especially ones with high urban populations, to push out content effectively without the large costs associated with producing video content. Within Kansas, the videos are already performing well as they are advertised on YouTube and social media platforms like TikTok.
kbc advertisements showcase beef during Olympic programming
While winter athletes from around the globe converge onto the slopes and ice rinks of Beijing to compete for the podium at the 2022 Winter Olympics, consumers back in Kansas are seeing over 80 checkoff-funded television advertisements featuring the King of Protein, beef.
The programming, which airs from February 4 to February 20, features Kansas Beef Council’s (KBC) “One Simple Ingredient” campaign. The 30-second advertisement showcases youth athletes fueling their potential with beef, a delicious protein with 10 essential nutrients and just one simple ingredient, something alternative proteins simply cannot provide.
The campaign is estimated to generate over one million views through popular daytime, Olympic Zone, and PrimeTime Olympic coverage on NBC and affiliate stations throughout Kansas.
In addition to these broadcast segments, KBC has started the year advocating for the benefits of including beef in a healthy and active lifestyle and providing simple and delicious recipes for consumers. Content produced and disseminated by KBC has been seen over 3 million times in the first 5 weeks of 2022.