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BEEF CHECKOFF NEWS Beef. It’s What’s for Dinner. Launches “MBA NextGen” The Masters of Beef Advocacy program managed by NCBA, a contractor to the Beef Checkoff, has recently updated advocacy training modules titled – MBA NextGen. This update of the popular MBA training modules makes it easier than ever for a new generation of farmers and ranchers to share their story and advocate knowledgeably for the beef industry. Updated information and resources to help answer consumer questions are all accessible with the click of a mouse.
MARCH 2021
MBA NextGen consists of five self-guided, online lessons, open to everyone, and at no cost to participants.
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To enroll or find out more about the latest Masters of Beef Advocacy Program, visit their website at BeefItsWhatsFor Dinner.com. Versatility was a strong driver for consumers making meal choices in 2020.
• Lesson 1 – The Beef Community Context of raising beef from pasture to plate focusing on the community of people involved throughout the beef life cycle. • Lesson 2 – Raising Cattle on Grass An introduction to the first step in the beef life cycle and the many benefits of raising cattle on our country’s vast grass pasture resources. • Lesson 3 – Life in the Feedyard A discussion on the role of feedyards, including animal care, nutrition and environmental stewardship, at this important step in the beef life cycle. • Lesson 4 – From Cattle to Beef An in-depth look at the slaughter process and the humane handling and safety measures in place at today’s beef processing facilities. • Lesson 5 – Beef. It’s What’s for Dinner A primer on choosing and cooking the right cuts of beef in a healthy diet.
“During 2020, with the COVID-19 pandemic, 84% of consumers were cooking at home, and 66% say they are going to continue to do that for the foreseeable future,” said Shawn Darcy, senior director of market research for the National Cattlemen’s Beef Association.
Started in 2009, the MBA has graduated more than 15,000 from the program. Once lessons are completed, advocates gain access to a variety of continuing education resources ranging, from online courses that delve deeper into specific topics, such as beef sustainability and nutrition, to in-person top advocate training and more.
“People typically watch videos for 81 billion minutes per week, and that time jumped to 142 billion minutes during the pandemic because people are streaming more. These are the places we’re looking to be for promoting beef,” Darcy said. “The time people spent on apps and the web grew nearly 50 minutes from 2018 to 2019, and there was nearly another 50-minute increase
In a typical year, Darcy said, a 1% to 2% increase in chicken, pork or beef sales is a good year. “We were seeing months of 40% to 50% higher retail sales of beef, and we’re still seeing months of 10% to 15% higher than last year,” he said. “Beef consumption in 2020 was 59 pounds per person compared to 56.5 pounds in 2019,” Darcy said. “Food service typically represents 60% of the beef consumed, but it became more of a 50-50 split in 2020 with retail sales.” Online behavior by consumers also continues to grow.
