THE FEDERATION THROUGH THE DECADES

As the Federation of State Beef Councils celebrates its 60th anniversary this year, let’s step back in time and look at successful projects that have created a strong state/national partnership through the decades. We are going back to the future to the ‘80s when the Beef Checkoff began, and big hair was in.

After two national Checkoff referendum attempts failed, the Beef Industry Council and other industry organizations decided to survey cattle producers across the country to determine industry attitudes about beef promotion. The survey found 84% supported an industryfunded research, education and promotion program and half of those surveyed favored an assessment of $1 per head or more. The results also enforced the importance of a state/national partnership and a more unified beef industry.

Following several more years of meetings, planning and industry surveys, language was crafted for The Beef Promotion and Research Act to be included in the 1985 Farm Bill. The Farm Bill passed, putting another referendum in motion. In 1986, the Cattlemen’s Promotion and Research Board was approved by the U.S. Secretary of Agriculture and the Beef Board began coordinating with national industry organizations to conduct research, promotion and education efforts with more than $70 million in Checkoff collections.

Producers were able to see the new program in action and came out in full force to vote in the 1988 national referendum. With 79% of producers voting in favor of the national Beef Checkoff, the industry secured an ongoing funding source for programs to drive demand for beef.

Throughout the decade, research played a critical role in guiding educational and promotional efforts. Product development; marketing; and research that focused on nutrition, diet and health built the foundation to support every program. Research conducted in the ‘80s helped prove that beef is leaner and lower in calories and cholesterol than many consumers believed and identified new markets and new products for beef producers. Studies on iron absorption and bioavailability also led to the creation of advertising that took the message of beef and iron directly to physicians and dietitians.

Even before the national Checkoff was in place, the Beef Industry Council continued its successful promotion campaigns, including “Make Ends Meat — With the Great Taste of Beef.” The effort promoted moneysaving ideas and featured new and exciting recipes that utilized costeffective cuts of beef. Point-of-purchase materials were distributed to more than 21,000 stores nationwide and television, newspaper and radio advertising supplemented in-store efforts in many cities.

Utilizing market research gathered early in the decade, the BIC and state groups focused on promoting beef’s nutritional role in the diet. In 1983, the new theme of “Beef Gives Strength” linked beef to an active, healthy and contemporary lifestyle. New television ads appeared on national network programs, print ads ran in national consumer magazines, and radio and outdoor billboards rounded out the campaign, with cooperating state beef councils extending the effort at the local level.

One of the first promotional campaigns following the implementation of the Beef Checkoff, was “Beef. Real Food For Real People.” featuring entertainment personalities James Garner and Cybill Shepherd. The campaign’s goal was to position beef as a great-tasting, convenient, nutritious food that fits into active lifestyles. Television, print and radio ads promoted the theme for several years, and it was considered a remarkable success.

CDs outsold vinyl records for the first time. Doppler radar was invented. Table tennis became an Olympic sport.

The average price of a new house was $90,600.

The cost of a postage stamp was 24 cents.

For more information about the Federation of State Beef Councils, visit www.ncba.org/federation. Next month we’re merging into the ‘90s when change and adaptation moved the industry forward, and beef became what’s for dinner.

The world population was 5.1 billion.

2023 Trailblazer Cohort To Advocate on Behalf of Beef

The Trailblazers program, developed by the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, takes advocacy to an unprecedented level by giving participants the tools and training they need to promote beef to new audiences while addressing and correcting myths. After a competitive application process, 10 Trailblazers from eight states have been selected for the program’s second cohort of beef community spokespeople, including:

• Tucker Brown, Texas

• Colton Coffee, Montana

• Sam Cossio, Washington Allison Fender, California

• Rocky Forseth, Montana

• Macey Hurst, Missouri

• Joe Lowe, Kentucky

• Erin Perkins, New York

• Paige Schmidt, Kansas

• Ally Spears, Texas

“We received more than double the number of applications compared to last year from interested spokespeople in 18 states,” said Chandler Mulvaney, director of grassroots advocacy and spokesperson development at NCBA. “The newly selected cohort will join efforts with previous Trailblazers, building community, providing opportunities for mentorship, and collaborating with

Beef-filled

other experienced grassroots advocates.”

The new Trailblazers will receive training to become expert communicators, excel in media interviews and understand how to build confidence in beef-related practices when talking to consumers. Throughout the year, Trailblazers will receive advanced training from subject matter experts, learning how to effectively engage on various social media platforms, interact with the media, and enhance public speaking skills.

Shaye Koester of North Dakota, participant in the inaugural class of Trailblazers, said the following about her experience, “The Trailblazers program increased my confidence to share the truth about beef in my own unique way while providing the resources, experiences and network to do so. This professional yet fun program is like no other.”

Trailblazers will meet online and in person to foster constant growth and refinement of skillsets when speaking about beef. Upon joining the advanced advocacy program, Trailblazers serve as industry spokespeople and inform beef advocates at the local and state levels on advocacy, media and spokesperson best practices. Every year, 10 new Trailblazers are accepted into the program. For more information on the Trailblazers program and other beef advocacy efforts, contact Chandler Mulvaney at cmulvaney@beef.org.

at Daytona International Speedway Culminates with Austin Hill

Austin Hill joins a prestigious list as back-to-back winner of the 2023 Beef. It’s What’s For Dinner.® 300

The National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, once again partnered with Daytona International Speedway to sponsor the 42nd annual NASCAR Xfinity Series season opening race, one day before the iconic DAYTONA 500. For the second year in a row, Austin Hill drove into victory lane where he was greeted by a belt buckle and beef to close out a week that showcased all things beef and agriculture to race fans young and old.

“The race outdoes itself every year, and continues to be a huge hit among NASCAR fans,” said Clark Price, Federation Division chair for NCBA. “It’s an honor to be here for a third year to, once again, showcase the values of cattle farming and ranching that resonate with fans and bring everyone together with beef on the grill.”

The Beef. It’s What’s For Dinner.® 300 is part of DAYTONA Speedweeks presented by AdventHealth. Throughout the week of Feb. 12-19, race fans had a chance to interact with farmers and ranchers, try their hand at roping, and taste some delicious beef at the Beef. It’s What’s For Dinner. midway tent. Additionally, campers and tailgaters who sported signs showing they were grilling beef were surprised with beef gear, like steak seasoning packets, shirts and bags.

For race fans not able to join the tailgate in person, a satellite media tour took the tailgate to them. Just two days before the race, award winning chef Ryan Clark, Tucson’s Iron Chef for three consecutive years and executive chef for the AAA 4-Diamond and Forbes 4-Star Hotel Casino Del Sol, was live from the track for interviews with TV and radio stations across the country. Chef Clark shared two of his favorite race day recipes — a Beef, Beer and Cheese Dip and BBQ Beef Sliders — both perfect for tailgating, or homegating.

And it wasn’t just race fans getting in on the fun, the United States Air Force Thunderbirds and members of the media were all treated to delicious beef meals prepared by chefs from the Beef Loving Texans on behalf of beef farmers and ranchers everywhere. Finally, the Beef. It’s What’s For Dinner. brand was also showcased nationwide through various advertising efforts before and during the race. In addition to signage on the racetrack, funding from several State Beef Councils allowed for commercials showcasing beef to a national audience on FS1 during the race. Ads were also featured on various digital platforms and billboards could be seen in the Daytona International Airport and along the highway approaching the speedway.

To learn more about the race and view all of the recipes showcased at the track, visit BeefItsWhatsForDinner.com