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NATIONAL CATTLEMEN
T H E
www.NCBA.org
F E D E R A T I O N
O F
STATE BEEF COUNCILS
Building beef demand by inspiring, unifying and supporting an effective state/national checkoff partnership.
Tennessee Starts Fall Promotion The Tennessee Beef Industry Council began an aggressive fall beef promotion campaign Sept. 8 centered around University of Tennessee football. First, hundreds of hungry fans attending the University of Tennessee/ Eastern Tennessee State University game Sept. 8 stopped by the TBIC booth on their way to Neyland stadium to play for beef prizes and grab a sirloin steak sample, courtesy of Texas Roadhouse. The 31st Annual UT BEEF Day celebration included a radio interview with NCBA President-Elect Jennifer Houston of Sweetwater, Tenn. during the “Kickoff Call-in Show,” 400 pounds of free sirloin beef samples, and a giveaway of
a $100 gift card to Food City and Texas Roadhouse. Meanwhile, on Sept. 9 the Beef. It’s What’s for Dinner. “SweepSteaks” kicked off at Tennessee Food City stores. Customers who purchase fresh beef from participating Food City stores and use their Food City ValuCard are automatically registered to win tickets to the Tennessee/ Alabama football game Oct. 20. TBIC also introduced a new initiative with the UT Athletics Department and UT Medical Center
Pat Summitt Clinic to bring attention to Alzheimer’s. The disease is significant to Tennessee beef producers because the late coach’s father, Richard Head, was a
cattle producer and rancher in Cheatham County, Tenn., and as a teen Coach Summitt showed cattle through the 4H program.
California Campaign Could Reach Millions Millions of California consumers could be reached through a new “Tacos and Tequila – the Perfect Pair” campaign being conducted by the California Beef Council. Launched in August, the sevenweek campaign is being executed in partnership with E&J Gallo’s Camarena tequila brand, Ibotta and iHeartMedia. The campaign includes an Ibotta offer that provides shoppers a $3 rebate for the purchase of any top sirloin steak, 12 ounces or more, at participating retailers. In addition, ads feature different beef and tequila recipes on iHeartMedia’s
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New York City Influencers Gain Beef Knowledge on Tour brand Daina Falk. Presentations were made by Cindy Chan Phillips, R.D., NYBC director of nutrition education, and Sara Place, Ph.D., director of sustainable beef production research for NCBA, a beef checkoff contractor. Following presentations the owner of Walbridge Farm and his son led tour participants on a hayride to the pasture, and discussed the daily practices for caring for water, pasture and cattle. After the tour Churchill and Falk conducted a cooking demonstration with lean beef. Survey responses showed that environmental concerns dropped from 90 percent to 25 percent, while the likelihood to recommend beef protein increased 20 percentage points, from 60 percent to 80 percent. Attendees expressed interest in communicating the farm stories to their community of colleagues, audiences and Celebrity Chef Dan Churchill and Hungry Fan® founder Daina Falk fans. demonstrate burger cooking at the Farm-to-Fan tour.
Registered dietitians, media spokespersons and celebrity chefs from the metropolitan New York City area learned how beef is sustainably raised during the New York Beef Council’s Farm-to-Fan tour at Walbridge Farm in Millbrook, N.Y. Aug. 8. Millbrook is 182 miles from the City. Ten attendees participated in the tour, including representatives of the Greater New York Dietetic Association, television celebrity chef Dan Churchill, and author/founder of the Hungry Fan® sports fan social media
Total Weather Network targeting the San Francisco, Los Angeles, Sacramento and San Diego markets. There are also weekly social media posts sharing a featured taco recipe and margarita pairing for the week, and a Feed Me! podcast coordinated by the CBC will have episodes that
complement the campaign. The effort is the first of three integrated marketing campaigns the CBC has planned for the remainder of 2018. One of the others will focus on grilling and tailgating and include a celebrity partner, while the third will focus on beef for the holidays.
Kansas Beef Council Reaches Dietitians The Kansas Beef Council reached 48 registered dietitians with beef information at the Wichita Dietetic Association Spring Meeting in Wichita. The organization sponsored a session presented by Cara Harbstreet, R.D., L.D., of Street Smart Nutrition. Her presentation educated attendees on the importance of branding and cultivating an online presence to amplify accurate nutrition messages to clients. Attendees also gained practical experience with smart phone food photography. Social media assets highlighting lean beef were shared throughout the presentation. KBC also sponsored a lean beef lunch for attendees, and publicized the
educational webinar, “Fuel Better at Every Age: The Role of Nutrition for Improved Body Composition and Strength” to all Wichita Dietetic Association members following the conference. Meanwhile, KBC reached 282 family and consumer science teachers and advisors at the Family, Career and Community Leaders of America conference in Wichita. KBC provided an update on the Kansas Beef Certificate Program, which reimburses Kansas high school and middle school FCS Foods classes for the purchase of beef used in classes and teaching labs. The organization also sponsored a lean beef dinner during the state officer banquet. Beef on the menu is beneficial for students.
Beef Commission Continues Promotion with Seattle Sounders The Washington State Beef Commission is now in its third year of sharing beef nutrition information WASHINGTON STATE with millennial parents and BEEF COMMISSION their active families through a digital sponsorship with the Seattle Sounders FC professional soccer team. The sponsorship provides unique access to soccer parents and gives the WSBC an opportunity to share beef recipes and information on social media, online and at Sounder summer soccer camps. At the soccer camps, attended by about 2,100 young people, WSBC shares up-to-date beef material, with every camper’s family receiving a digital welcome packet with links to beef
nutrition information and a hard copy of a special soccer-themed brochure with beef recipes and nutrition facts. In addition, beef banner ads are included on the Sounders’ website, with Nicely Done messages promoting the benefits of beef. The ads drive consumers to wabeef.org/fuelforfitness, where they can enter to win a four pack of club level tickets to a Sounders FC match, a pregame on-field experience and an authentic Seattle Sounders FC jersey. The site also includes a 7-day Soccer Mom Meal Plan and a wide variety of delicious beef recipes designed for families, as well as beef nutrition facts. Reaching soccer coaches with sports nutrition information and recipes via monthly newsletters is also part of the sponsorship.