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BEEF CHECKOFF NEWS May Elevates Beef to Consumers Everywhere By Mark Russell, Executive Director Missouri Beef Industry Council
industry, he will also recognize the importance of food service and retailers highlighting beef to consumers.
May is a month beef producers like to shine! Spring calving season is winding up, hay harvesting is in full swing and crop planting has started. Farmers and ranchers throughout Missouri and the U.S. are doing what they enjoy doing – raising food for a growing consumer population.
Several retailers and restaurants in Missouri have made a move to highlight beef as well. Hy-Vee supermarkets, Dierbergs Markets, Imo’s Pizza and others have campaigns launching in May. In the Dierbergs campaign, shoppers buying ground beef will have organizations matching their purchases to contribute ground beef to Operation Food Search in St. Louis, a non-profit group assisting food insecure families in the St. Louis metro area.
Historically, May is recognized in many states with a focus on the beef industry. The Missouri Beef Industry Council has many local, state, and national activities that move the message of more beef, more often to consumers. Nationally, the Consumer Marketing team at NCBA is developing new content for the Summer Grilling Season 2021 that will launch in May. This campaign will keep beef top of mind this summer grilling season. Included with this campaign will be new and updated beef and lifestyle photography and video footage that will be used as the basis for the campaign. Static display and social media ads for Beef Month, as well as a “Celebrate Beef Month” text overlay will complement state and local efforts. In Missouri, the Governor of Missouri, Mike Parson, has been invited to proclaim May is Beef Month and is scheduled to do that on May 20th at the St. Louis Science Center in St. Louis. Along with recognizing the
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Broadcast (radio and television) campaigns running in May include KY3/Harter House in Springfield with a contest to win prizes and beef. KOMU8 in mid-Missouri will be running a similar campaign with giveaways on their television and social media assets. Alpha Media Radio with stations in Moberly, Lebanon, Farmington, Cameron and Bethany promote beef through radio contests, advertisements and interviews with checkoff leaders in the state. TV cooking segments on KY3 and KSDK will highlight May is Beef Month and share recipes to inspire families to celebrate at home. Media kits sent to all county cattlemen’s groups help local producers push the message to rural communities and consumers. If you would like to receive a media kit please contact Samantha Riley, Director of Marketing and Communications at samantha@mobeef.com. Media kits include print ads, radio ads, social media content and more! County and local promotions for 2021 in May include the St. Clair County Cattlemen. This group continues to move the Beef. It’s What’s for Dinner. message in many ways. This year includes an education effort in their county at local schools including Appleton City, Lakeland, Osceola and Roscoe. Parents and students will benefit from the support of local FFA chapters and the cattlemen to share and educate students about where their food comes from and the importance of agriculture and beef in their lives. Educational and
