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NATIONAL CATTLEMEN 9
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F E D E R A T I O N
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STATE BEEF COUNCILS
Building beef demand by inspiring, unifying and supporting an effective state/national checkoff partnership.
Beef Loving Texan Sets Climbing World Record Seven-year-old Montannah Kenney, a Texas BEEF Team Kids member, recently set the world record as the
youngest female to reach the summit of Africa’s Mount Kilimanjaro. The second grader from Austin reached the summit of the world’s tallest freestanding mountain with her mother, former professional
Kansas, Missouri Team Up To Extend Beef Messages To maximize views of the new checkoff-funded Rethink the Ranch video series among target consumers in their states, the Kansas Beef Council and Missouri Beef Industry Council joined forces earlier this year to distribute the campaign’s ads via YouTube. The partnership had the greatest impact on consumers in the Kansas City metro area, while still being shown throughout the other urban areas of Kansas and Missouri. More than one million video views were generated by the campaign, allowing Kansas and Missouri to stretch their advertising media investment and reach as many consumers with this beef production message as possible. NCBA staff, as a contractor to the Beef Checkoff Program, helped design and
execute the YouTube Kansas and Missouri advertising media campaign at no cost to the state beef councils. This allowed all state dollars to go toward actual YouTube advertising costs. The Kansas and Missouri beef councils also partnered to reach 350 dietitians from both states at the Kansas and Missouri Academy of Nutrition and Dietitians annual conference April 6-7. State checkoff dollars sponsored an educational presentation as well as a lean beef lunch for attendees. They also funded a conference exhibit, where information focused on protein and strength, along with the importance of beef in the diets of infants and toddlers, was provided. The Kansas and Missouri partnerships allowed the state councils to enhance efficiency in delivering proven content to health professionals in the states and urban millennial parents in Kansas City and surrounding areas.
Beef and Baseball Join Forces in South Dakota
The South Dakota with high-quality protein. All teams will Beef Industry Council celebrate a special beef night; the Pierre has joined forces with Trappers kicked things off June 7. All the Expedition Baseball games will sport the #PoweredByBeef League this summer for and #BeefItsWhatsForDinner hashtags to state promotions that will help expand the engage attendees and encourage them to message of beef as a powerful protein. The learn more about the beef industry. elite summer collegiate baseball league Noting that many of the players listed provides opportunities for players to “steak” as their favorite meal on their hone their skills and become professional personal profiles, Pierre Trappers General prospects. Manager Jackson Bruce welcomed the “We are always looking for venture. “Knowing how much people love opportunities to expand on the value of beef and baseball in South Dakota, the beef and saw this partnership as a great partnership just made sense,” he said. way to do just that,” said Suzy Geppert, SDBIC executive director. “We also see this as a great way to continue to build the bridge from pasture to plate and engage with our consumers at the community level.” This summer the Pierre Trappers, the Hub City Hotshots of Aberdeen and the Spearfish Sasquatch will compete for the “Beef Cup.” During these games, athletes and fans will Todd Mortenson, a cattleman from Hayes, S.D, and a member of the learn the many SDBIC Board, shares beef jerky from the “Beef Cup” with a Hub City benefits associated player during the June 7 game in Pierre.
triathlete and BEEF Team volunteer coordinator Hollie Kenney. “It’s truly an honor to have Montannah on our team,” said Ryan Moorhouse, general manager of Hartley Feeders and chairman of the Texas Beef Council Board. “As a cattleman, I’m always proud to see our BEEF Team representing us at rides and races throughout the state. Now, we can add a record-setting climb on a different continent to the long list of team accomplishments.” Montannah was inspired to climb the iconic peak to honor the memory of her father, who died a week after her third birthday. She liked the idea of being among the clouds and closer to her father in heaven. The checkoff-funded Texas BEEF Team is a group of 1,200 beefloving fitness enthusiasts across the Lone Star State. The team is committed to living active, healthy lifestyles, with members dedicated to serving their community and helping others.
Meat Retreat Educates Northeast Social Influencers Ten Northeast social influencers became better acquainted with beef during a day-long “BEefTogether” Meat Retreat in April. The event was made possible through a partnership between the New York and South Dakota beef councils. The event focused on beef processing and fabrication and was hosted at Hudson Table in Hoboken, N.J. A trip to the Strassburger Steak facility in Carlstadt, N.J., began the day, with attendees touring the meat cutting floor and aging room, and also learning about ordering, packaging and shipping. Attendees had their questions answered by the highly knowledgeable and experienced Strassburger staff. Steve Olson, retired USDA livestock and meat marketing specialist, led the second portion of
the program, guiding influencers stepby-step through the fabrication of two beef subprimals. “This event provided us the opportunity to engage directly with key influencers and provide them with a unique experience exploring an extremely important component of the beef industry,” said New York Beef Council Director of Industry Relations and Consumer Promotions Katherine Brosnan. “These influencers have a large social network and strong rapport with their followers. Their voices as beef advocates provides a direct link to thousands of consumers who may have questions about beef production, processing or cookery.” Events like the “BEefTogether” Meat Retreat allow the checkoff to engage directly with influencers, including bloggers, to highlight beef’s versatility, quality and nutritional benefits.
Ten food bloggers from New York, New Jersey and Connecticut joined NYBC for a day-long Meat Retreat in Hoboken, N.J.