by Colin Woodall

A MessAge froM the Ceo

By COLIN WOODALL National Cattlemen’s Beef Association

Summer Grilling Season is in Full Swing

By now, there is no doubt you have had your grill or smoker fired up and pumping out some great beef meals. It is summer grilling season, and most Americans are doing the same. We kicked off grilling season with National Beef Burger Day on May 28, and we will keep the consumer focused on their outdoor culinary adventures through Labor Day. Gathering around the grill with friends and family is just a way of life during the summer. In fact, it IS summer. It is also another time of year for us to shine and keep the consumer craving beef. Even with the current economic challenges, consumers are still choosing beef and using their steaks, hamburgers, fajitas, and other beef dishes to try and escape from things like high gas prices.

As a proud contractor to the Beef Checkoff, we conducted consumer research to see what they were planning on eating for the summer. We discovered that consumers are likely grilling twice a week or more, and the average American is grilling more than nine times per month — an increase over previous years. Given the economic challenges we are all facing, this is a win for us as cattle and beef producers. Every holiday during the summer belongs to beef because nothing beats the sizzle, aroma, and taste of beef cooking outdoors. Not surprising is the fact that ground beef accounts for 51 percent of fresh beef sales. Hamburgers rule! As part of the summer grilling season, the Beef. It’s What’s For Dinner. brand is operating across all types of media. Websites, Facebook, Instagram, and other digital forms of media are carrying the beef grilling message. As you look around at your own families, I am sure you recognize that entertainment comes in many forms these days. Beef. It’s What’s For Dinner. has done a great job of staying ahead of the media trends to ensure that consumers of all ages are seeing the logo, the sizzle, and the sight of beef on the grill. We are also proud to once again be back on broadcast television with the Checkoff funded summer grilling commercials seen on many of your favorite Food Network shows. Beef. It’s What’s For Dinner. advertising is about getting more consumers to recognize the brand and realize that eating beef is the only way to satisfy that instant craving that overcomes them when they see the ads.

This year, you will notice a new face behind summer grilling. Tony Romo is serving as spokesperson for the grilling campaign, and it is the first time there has been a named spokesperson since the likes of James Garner and Cybill Shepherd. So, why did we go for a spokesperson? Advertising research shows that utilizing a well known spokesperson consistently drives increased sales, stronger brand awareness, attraction of new customers, and credibility in advertising campaigns. Tony has built a career as a trusted, authentic and credible broadcaster, and his presence is bringing even more attention to the iconic Beef. It’s What’s For Dinner. brand.

Tony is highly recognizable by all consumer demographics. He made a name for himself as the quarterback for the Dallas Cowboys and has increased his recognition and popularity as an NFL game analyst on CBS. He has millions of followers on his social media accounts and is seen as a downto-earth type of guy. The summer grilling commercials have been well received thus far and are performing better than our ads did during last year’s summer grilling campaign. It is a fresh approach to our advertising, and more importantly, it is driving consumers to beefitswhatsfordinner.com to check out recipes, “Tony’s Playbook,” and to learn more about beef production.

These days, it seems that everything but the kitchen sink is being thrown at us. Drought, diesel prices, fertilizer prices, cattle prices, hay prices, inflation, and more give us plenty to be concerned with. Summer grilling season, though, gives us a chance to puff our chest out and be proud that we are the king of proteins and remind ourselves that it just would not be summer in America without us. So, get out your grill, grab your friends and family, crack open your drink of choice, and take part in the summer grilling season. Your taste buds will thank you.