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NATIONAL CATTLEMEN
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www.NCBA.org
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.
Georgia Enhances Team Beef Outreach A campaign by the Georgia Beef Board (GBB) in 2017 to enhance the capabilities of their Team Beef program helped create a more knowledgeable and engaged team, gave the team a greater presence in the state, enhanced the image of the beef industry in Georgia and laid the foundation for the recruitment of future team members. The effort was partially funded by the Federation Initiative Fund. At the end of 2016 the 300 GBB Team Beef members were offered the chance to participate in the 30 Day Protein Challenge, and 31 members signed up. Those members tracked their protein intake for each meal, evaluated their mood and learned more about the benefits of high quality protein to their diets and how it impacts them as athletes in training,
performance, endurance and recovery. According to Kaytlyn Malia, GBB director of industry information and public relations, the participating team members took their involvement seriously and had good things to say about their experience with the challenge. “It gave them a stronger, more personal testimony to the positive impact of beef in the diet,” Malia said. “This is priceless, as these athletes wear their Team Beef jerseys and have beef conversations at the athletic events they attend.” Malia said that, through the campaign, individuals participated in more highly prominent races in the state, such as half and full marathons and triathlons. Members who completed the 30 Day Protein Challenge were also given the opportunity to complete the Masters of Beef Advocacy program.
“Now we have some very knowledgeable athletes all over the state who are running as true advocates and ambassadors for our industry,” said Malia. “We couldn’t be more thrilled.” Malia said the campaign helped move the Team Beef program forward in recruitment, reputation and beef advocacy. It also created more opportunities for runners to gain knowledge through the Masters of Beef Advocacy program.
Iowa Shares Beef Story With Physicians at Conference
Leadership Summit Elevates Beef Knowledge in California
Family physicians attending Io wa Beef Indust r y the November Iowa Council Academy of Family Physicians annual education conference in Des Moines got an extra helping of beef education, thanks to the Iowa Beef Industry Council (IBIC). The IBIC sponsored an exhibit, provided infant and toddler nutrition and feeding tips, and shared recipes highlighting beef as a first food at the event, attended by about 150 physicians. IBIC pointed out to those attending that the American Academy of Pediatrics
A California Beef Council Beef (CBC) Leadership Summit helped increase the beef knowledge among 19 top-tier retail and foodservice influencers in August. The Summit, a 3-day educational immersion event focused on production, sustainability, consumer insights, culinary inspiration and opportunity cuts, was partially funded by the Federation Initiative Fund. An extension of California’s Pasture to Plate Tour, the summit featured Temple Grandin, Ph.D., of Colorado State University as an opening keynote speaker to talk about animal welfare. It also featured Sara Place, Ph.D., NCBA senior director of sustainable beef production research, discussing beef’s
BEEF As a First Food
OPTIMAL GROWTH
advises that meat, including beef, be introduced as an early complementary food in an infant’s diet to help meet the need for essential nutrients important for rapid growth, brain and immune system development. “The purpose of the beef checkoff’s outreach to health professionals is to provide credentialed health professionals, such as family physicians, new science-based information about the nutrition and health benefits of beef,” said Rochelle Gilman, IBIC director of nutrition and health promotions. “Family physicians can have a positive influence by making recommendations to patients daily regarding beef’s role in a healthy diet.” In addition to other outreach, physicians were given beef jerky trail mix samples to highlight beef jerky as a portable, high-quality protein snack.
10 essential nutrients Protein, iron, zinc, choline, B vitamins
Introducing Oklahoma Ranchers to Consumers This past year the Oklahoma Beef Council conducted a statewide consumer print campaign showcasing Oklahoma farming and ranching families to consumers. The trust campaign also educated Oklahoma consumers about the care with which beef is raised by beef producers in the state. The campaign contained interviews with farmers and ranchers that provided detail about them, their operations
BRAIN HEALTH & COGNITIVE DEVELOPMENT Iron & zinc readily absorbed
ENHANCE IMMUNE SYSTEM Zinc & iron support healthy gut bacteria
www.iabeef.org 1. U.S. Department of Agriculture, Agricultural Research Service, Nutrient Data Laboratory. USDA National Nutrient Database for Standard Reference, Release 28 (Slightly revised). Version Current: May 2016. Internet: http://www.ars.usda.gov/ba/bhnrc/ndl 2. Tang M, Krebs NF. High protein intake from meat as complementary food increases growth but not adiposity in breastfed infants: a randomized trial. Am J Clin Nutr 2014;100:1322-8. 3. Nyaradi A, et al. The role of nutrition in children’s neurocognitive development, from pregnancy through childhood. Front Hum Neurosci 2013;7:97. 4. Chandra RK. Nutrition and the immune system from birth to old age. Eur J Clin Nutr 2002;56:S73-6. 5. Palmer C, et al. Development of the human infant intestinal microbiota. PLoS Biol 2007;5:e177. 6. Krebs NF, et al. Effects of different complementary feeding regimens on iron status and enteric microbiota in breastfed infants. J Pediatr 2013;163:416-23.
Funded by The Beef Checkoff
role in a sustainable food system, and Laura Hagen, NCBA senior director of the culinary program, presenting research-based culinary demonstrations, taste tests and information. A post survey of the event found that 95 percent of attendees found it Extremely or Very Valuable as a retail or foodservice professional. “We often struggle to keep in touch with influencers who have attended our Pasture to Plate Tours in the past,” according to Christie Van Egmond, CBC director of retail and foodservice marketing. “This gives the California Beef Council an opportunity to reconnect with these influencers and provide them with a next-level beef leadership event that can help further education and knowledge of the beef industry.”
and their production philosophies. It encouraged readers to visit the www.BeefItsWhatsForDinner.com website for recipes and cooking tips, and the www.oklabeef.org site for information on the farmers and ranchers behind the state’s beef production. The campaign reached a print circulation of 815,000, and a total readership of 2 million in publications such as Oklahoma Living, Tulsa People and Oklahoma Today.
Wyoming Promotes Beef Recipe Videos The Wyoming Beef Council (WBC) is working with a Wyoming Culinary Institute graduate to produce beef recipe videos for consumers on social media. Kylie Schutzman is focusing on her family’s favorite beef recipes for the series of videos. According to WBC Executive Director Ann Wittmann, the recipes include nutritious, inexpensive, quality ingredients and are easy options for the family dinner table. She said beef checkoff research showing that millennial parents want homeWyoming Beef Council
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cooked meals and easy beef recipes that can be ready in 30 minutes or less was key in developing the videos for this program. “We’re excited about our partnership with culinary graduate Kylie Schutzman,” said Wittmann. “Kylie exemplifies the busy millennial mom, and her love of cooking and family make her a great resource for reaching her millennial counterparts across the country. The
collaboration with Kylie is a fresh, fun way to share homestyle recipes through social media.” Schutzman is a 2006 graduate of the Wyoming Culinary Institute, which is operated by Sheridan College. Living with her husband A.J. in Cheyenne, she is a busy stay-at-home mom to two toddlers who help keep her grounded. “Raising our children and being a good mom
are what I strive to improve with each new day,” Schutzman said. “The days are long but the years are short!” Schutzman’s advice for active families who want satisfying and easy-to-prepare meals is to “think simple ingredients and cook classic family favorites.” Her most recent videos include Beer Pretzel Dogs, French Dip Sliders, Beef and Veggie Soup, Sheet Pan Steak & Veggies, and Crockpot Beef Stroganoff. The videos can be viewed at www. wybeef.com, or on Facebook at www. facebook.com/WYBeefCouncil .