CHECKING IN ON YOUR BEEF CHECKOFF

“TACOS, TEQUILA Y MÁS” FOR CINCO DE MAYO

by California Beef Council Director of Producer Communications Jill Scofield

With spring well underway and website, and broadcast advertising. All summer on its heels, the California Beef content drives people to the custom URL Council (CBC) is in the midst of its latest where they can find links to each partner’s integrating marketing campaign, which retail offer, videos from each partner, draws inspiration from the season. The recipes and portals to more information CBC is partnering with the California on partner websites. In addition, Milk Advisory Board (CMAB) and E&J Whitney Bond of WhitneyBond.com Gallo’s Camarena Tequila label for a co- created a taco recipe and recipe video branded Cinco de Mayo promotion. for the campaign, along with a blog post

Dubbed “Tacos, Tequila y Más,” sponsored by the CBC. the five-week campaign runs through The TacoTimeCalifornia.com site May 11 and provides consumers with also includes recipe inspiration, offering product offers and savings, recipes, consumers mouth-watering images to videos and other taco and margarita- help inspire their own taco night; a portal inspired content on a single online hub at for consumers to learn more about Carne TacoTimeCalifornia.com. Asada and the specific beef cuts that

For this campaign, the CBC is work best; and details on the cash-back focusing on beef cuts for Carne Asada. offers and in-store instant redeemable Consumer offers include two options coupons. to earn cash-back: $2 cash-back on any “What’s great about this campaign brand Carne Asada beef cuts 1 pound is that it is not only promoting beef and or larger through the Ibotta mobile app; offering meal inspiration to consumers or a $1 rebate on a $10 any brand Carne at a time filled with more optimism than Asada purchase through Checkout 51. we’ve seen in a while, but it also brings Camarena Tequila and Real California together California’s beef and dairy Milk Hispanic-style Cheese and Crema industries in this coordinated effort,” are offering additional savings through notes CBC Executive Director Bill Dale. in-store coupons. “Partnering with other groups

Research from IRI reveals that the and products such as CMAB average shopping basket with beef is and E&J Gallo has been a more than twice that of the typical ring great asset for the CBC and ($85.70 vs. $41.33, respectively), and beef beef producers, as it elevates in the basket drives 44 percent more total the profile of beef with store sales than baskets with chicken and complementary products, 21 times the total sales as baskets with and also stretches our dollar beef substitutes. What’s more, in-store further by joining forces with spirits displays see a lift in sales when other organizations.” displayed near or with meat (+9%), and To learn more about this the average basket ring for natural cheese campaign and other CBC is $90.86 compared to a much lower efforts, visit www.calbeef.org. $39.74 on average basket without cheese.

“When shoppers head in-store we are optimistic that they will see the mouth-watering campaign point-of-sale. And whether they’re shopping in-store or via e-commerce, we’re encouraging shoppers to add these three powerhouse products—meat, cheese and spirits—to their cart so they can create their own Tacos, Tequila y Más experience at home,” said the CBC’s Director of Retail and Foodservice Outreach Christie Van Egmond.

The campaign has been heavily promoted through social media, the CBC 34 California Cattleman May 2021 A Fond Farewell Once you read these words, I will no longer be with the California Beef Council, as I transitioned to a new role in April. So as I write this final update for the California Cattleman, I do so with a lot of gratitude and fondness for all of the men and women who I’ve come to know in the nearly eight years I served as Director of Producer Relations. It’s been a wonderful (and yes at times, challenging) journey, and what’s made it all worthwhile are the people I was proud to work alongside and now consider friends.

California beef producers still have a great team working hard on their behalf, including our Executive Director Bill Dale, Director of Brand and Consumer Marketing Annette Kassis, Director of Retail and Foodservice Marketing Christie Van Egmond, and Director of Food and Nutrition Outreach Kori Dover. And of course a robust and dedicated board of producers, led by chair Tom Barcellos and vice chair Cindy Tews.

While I know you will be in good hands, it is a bittersweet thing to say farewell for now. Thank you for making this a wonderful chapter of my life.

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USDA allocates Millions to Partner with California and Oregon to Assist Producers Impacted by Drought in Klamath River Basin

The U.S. Department of Agriculture (USDA) announced on April 14 the availability of up to $10 million in assistance from USDA’s Wildfire and Hurricane Indemnity Program Plus to assist agricultural producers impacted by the worsening drought conditions in the Klamath River Basin. On April 14, the Bureau of Reclamation also released the Klamath Project 2021 Temporary Operations Plan, which was developed in response to consecutive years of drought conditions in the Klamath Basin, including the lowest historical inflows on record into Upper Klamath Lake this year. As noted in the Bureau of Reclamation’s release today, water from Upper Klamath Lake will become available to charge Klamath Project canals and allow for limited irrigation no earlier than May 15. Remaining project deliveries will begin no earlier than June 1, according to the Bureau.

“As ongoing drought conditions in the West continue to worsen, USDA is committed to providing help and assistance to producers, Tribes, and communities in the Klamath River Basin impacted by historically low water allocations,” said Gloria Montano Greene, Deputy Under Secretary for Farm Production and Conservation.

USDA has statutory authority under the Wildfire and Hurricane Indemnity Program Plus (WHIP+) to also enter into block grants with states to provide payments to producers to offset losses from hurricanes, wildfires, and other qualifying natural disasters such as drought that occurred in 2018 and 2019. The block-grant process provides an opportunity for the states—including California and Oregon—to deliver the assistance themselves and to tailor the program to specific local conditions and concerns. USDA believes this block grant authority provides a potential opportunity to quickly provide resources that could be distributed to farmers in the Klamath Basin based on the drought losses in 2018 or 2019 in conjunction with the resources provided by the Department of the Interior. By providing this flexibility to the states, the assistance can also be targeted to producers that agree to not use irrigation in 2021, allowing better management of the available water this year. Other details of the announcement: • Eligibility for drought losses is for 2018 or 2019 and requires a D3 drought rating by on the U.S. Drought

Monitor in the county for producers in that county to be eligible. • States will need to limit payments to 90 percent of the drought losses if the producer had crop insurance or coverage under the Noninsured Crop Disaster

Assistance Program (NAP) or 70 percent if they did not have coverage or NAP coverage. • Producers receiving the payments will need to purchase crop insurance or NAP in 2021 and 2022 if they plant the same crop in 2021 and 2022, for which that suffered the loss. • Hurricane Indemnity Program Plus (WHIP+) provided payments to producers to offset losses from hurricanes, wildfires, drought and other qualifying natural disasters that occurred in 2018 and 2019.

WHIP+ covered losses of crops, trees, bushes and vines that occurred as a result of those disaster events, milk losses due to adverse weather conditions and losses to on-farm stored commodities.

According to the U.S. Drought Monitor, portions of the Klamath River Basin region of the country is experiencing drought on a scale of D2 (Severe Drought) to D4 (Exceptional Drought).

The U.S. Drought Monitor is produced through a partnership between the National Drought Mitigation Center at the University of Nebraska-Lincoln, the United States Department of Agriculture and the National Oceanic and Atmospheric Administration. The Drought Monitor summary map identifies general areas of drought and labels them by intensity. D1 is the least intense level and D4 the most intense. Drought is defined as a moisture deficit bad enough to have social, environmental or economic effects.

USDA will continue to work with the affected communities, states and Tribal governments to offer help and assistance. USDA encourages farmers and ranchers to contact the Farm Service Agency (FSA) state or county offices to review options and apply for disaster assistance. Visit www.farmers.gov to learn more.

USDA touches the lives of all Americans each day in so many positive ways. In the Biden-Harris Administration, USDA is transforming America’s food system with a greater focus on more resilient local and regional food production, fairer markets for all producers, ensuring access to safe, healthy and nutritious food in all communities, building new markets and streams of income for farmers and producers using climate smart food and forestry practices, making historic investments in infrastructure and clean energy capabilities in rural America and committing to equity across the Department by removing systemic barriers and building a workforce more representative of America. To learn more, visit www.usda.gov.

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