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NMBC’s FY 2020/2021 kicked off in July with a return to some of our past tried and true tactics and some new and innovative “outside of the box” strategies. The annual marketing plan and budget were approved by the Council in June. After Council approval, the plan was sent to and approved by both USDA and the Beef Board. This plan is important for accountability and is a working document that guides us in implementing various programs.
Marketing Plan Pivots to Include COVID-19 Strategies
NMBC’s FY 2020/2021 kicked off in July with a return to some of our pas true tactics and some new and innovative “outside of the box” strategies. marketing plan and budget were approved by the Council in June. After C approval, the plan was sent to and approved by both USDA and the Beef B plan is important for accountability and is a working document that guide implementing various programs.
Some of the highlights from the Marketing Plan Pivots marketing plan include: to Include COVID-19 Strategies • NMBC continues to support the Cowbelles • We are refreshing our website again this year. It
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MBC’s kicked off July with aare return to some of our past tried programs. TheinCowbelles a critical part of our was last done more than five years ago. The newFY 2020/2021 and true tactics and some new and innovative “outside of the box” strategies. The consumer outreach as they help distribute our website will feature more recipes with calorie annual marketing plan and budget were approved by the Council in June. After and coordinate the New Mexico counts, nutrition information andCouncil food allergy approval, the plan collateral, was sent torecipes and approved by both USDA and the Beef Board. OUR VISION This plan is important for accountability and is a working document that guides us in Beef Ambassador events. notices for gluten-free and dairy-free dishes. implementing various programs. To responsibly produce vision: responsibly the most trusted and preferred protein in the world. • Weproduce are dedicating additional resources to perform • Wethe have 3 radio buysand scheduled thisOur year withTo the most trusted Our mission: To protect and increase demand for beef and beeflivestock products in New outreach and education for producers, goal of reaching the rural markets•across the state. • NMBC programs continuesthereby to support the Cow We are refreshing our and website this year. It preferred protein in the Mexico through national stateagain developed consumer marketing Inspectors and the sale barns. Depending on how programs. The Cowbelles are a critica was last doneopportunities more than five ago. The new enhancing profit foryears beef producers in New Mexico. • Ourworld. digital advertising will also continue – this COVID continues to impact our goal as they help distr Some of the highlights from the marketing plan include:our strategies, consumer outreach website will feature more recipes with calorie has proven to be an excellent venue to reach the We arenutrition refreshing our website again this year. It was last done more than fiveand years is to visit each sale barn twice each year to answer ON ЇЇ counts, collateral, recipes coordinate the information and food allergy millennial consumer. ago. The new website will feature more recipes with calorie counts, nutrition information questions and connect with the sale barn owners Beef Ambassador events. notices for gluten-free and dairy-free dishes. and food allergy notices for gluten-free and dairy-free dishes. rease • COVID-19 has $ affected the retail and foodservice and scheduled producers. Wehave have3three of reaching the rural Ї • We are dedicating additional resourc • Ї We radioradio buys buys scheduled this this yearyear withwith thethe goal markets in unforeseen ways at this point. We markets across the state. outreach and education for producers goal of reaching the rural markets across the state. • Bill King, our Cattleman’s Beef Board are considering smaller scaled Gate-to-Plate-like in ЇЇ Our digital advertising will also continue – this has proven to be an excellent venue Inspectors and the sale barns. Depen to the millennial consumer. Representative, additional support • reach Our digital will also continuesuggested – this events, and possibly re-establishing Beef 101 advertising ugh COVID-19 has affected the retail and foodservice markets in unforeseen at impact our strat COVID continues ЇЇ has proven to be an excellent for thevenue Federation Membership and USMEF waysto to reach the classes. These two outreach programs help us this point. We are considering smaller scaled Gate-to-Plate-like events, and possibly is to visit each sale barn twice each y OUR MISSION Membership. is under consideration. millennial re-establishing Beef 101 classes. These two This outreach programs help us educate thought educate thought leaders around New Mexico.consumer. questions and connect with the sale b mer leaders around New Mexico. To protect and increase • Funds were allocated to the NM Stateproducers. FairHeart which • COVID-19 has affected the retail and foodservice and Re-establish relationship and start a partnership with the American • Re-establish relationship and startЇaЇ partnership ms demand for beef markets in unforeseen ways at this point. We was cancelled this year due to COVID. The Council Association. The AHA has a new executive director who is friendly to our cause and with the American Heart Association. The AHA • Bill King, our Cattleman’s Beef Board are considering smallerdiscussed scaled Gate-to-Plate-like industry. and beef products in allocating those funds to support the g has a new executive director who is friendly to our suggested additional NMBCand continues tore-establishing support the Cowbelles The Representative, Cowbelles areand a critical possibly Beef ЇЇ events, Meat Science Lab101 atprograms. NMSU. Getting this up New Mexico through es for for the Federation cause and industry. part of our consumer outreach as they help distribute our collateral, recipes and Membership and U classes. These two outreach programs helpbuild us could help capacity inThis is under considera national and state coordinate the New Mexicorunning Beef Ambassador events. processing Membership. New educate thought leaders around New Mexico. resources perform outreachstudents and education for the state, and betoused to instruct in meat ЇЇ We are dedicating additional developed consumer • on Funds were allocated to the NM State producers, livestock inspectors and the sale barns. Depending how COVID continues science during the school year. • Re-establish relationship and start a partnership marketing programs to impact our strategies, our goal is to visit each sale barn twice was eachcancelled year to answer this year due to COVID with the American Heart The AHA questions and connect with theAssociation. sale barn owners and producers.discussed allocating those funds to su thereby enhancing has a new executive director who is friendly to our additional support w Mexico ЇЇ Bill King, our Cattleman’s Beef Board Representative, suggested Science Lab at NMSU. Getting profit opportunities for for cause theCouncil Federation Membership and USMEF Membership. ThisMeat is under consideration. New Mexico Beef | 2020-2021 Directors and industry. ef Council running could help build processing c ЇЇ Funds were allocated to the NM State Fair which was cancelled this year due to beef producers in New COVID. The Council discussed allocating those funds to support thestate, Meat and Science Lab to instruct stud the be used Matt Ferguson, Kenneth McKenzie (Encino) 9 Mountain RoadMexico. Federation Director:capacity Matt Ferguson at NMSU. Getting this up and running could help build processing in the state, Chairman (Carrizozo) science during the school year.
ce NE • Suite C uquerque, w Mexico 87110 .841.9407
Some of the highlights from the marketing plan include:
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Dan Bell (Corona) Cole Gardner (Yeso) Beef Board Director: Bill King (Moriarty) Marjorie Lantana (Crownpoint) Executive Director: Dina Chacón-Reitzel New Mexico Beef Council | 2020-2021 Directors James Hill (Mesilla Park) SEPTEMBER 2020 21
U.S.M.E.F. Director: Kenneth McKenzie and be used to instruct students in meat science during the school year.
Zita Lopez, Vice Chairman (Springer) New Mexico Susie Jones, Secretary (Veguita) Beef Council John Heckendorn (Moriarty)
Matt Ferguson,
Kenneth McKenzie (Encino)
