Your Checkoff Dollars at Work

Your Beef Checkoff Dollars at Work

Investing in Beef Safety, Nutrition and Promotion

BEEF. IT’S WHAT’S FOR DINNER. TO BROADCAST ON THE HALLMARK CHANNEL

With the holidays looking a little different this year, the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, is ensuring one thing remains the same - Beef. It’s What’s for Holiday Dinner. To remind consumers across the country that beef is the only protein that they want to feed their families this holiday season, Beef. It’s What’s for Dinner. will return to broadcast television. For the first time since 2003, Beef Checkoff-funded advertisements and the iconic Beef. It’s What’s for Dinner. brand will be on television, airing a limited number of ads during the Hallmark Channel’s Countdown to Christmas movies. Beef. It’s What’s for Dinner. successful video released last year called the ‘Drool Log’—a two-hour long video of a Beef Prime Rib Roast slowly cooking over an open flame—created quite the following with more than 14 million videos views. This year, NCBA looked for the opportunity to make even more people salivate over beef and will be placing a new—and shorter—version of the Drool Log on a television network. New fifteensecond Beef. It’s What’s for Dinner. Drool Log ads will appear throughout late November and December on the Hallmark Channel’s holiday programming event “Countdown to Christmas” as part of a limited holiday broadcast and digital ad buy. “As a beef producer, it’s exciting to see checkoff dollars making this holiday season a little more special by bringing Beef. It’s What’s for Dinner. back to broadcast television,” said Buck Wehrbein, NCBA Federation Division Chairman. “While broadcast television is usually out of reach, the opportunity to advertise on the Hallmark Channel’s Countdown to Christmas movie marathon boiled down to the right network, the right ad, the right time and the right price tag. I look forward to sharing the nostalgia of Beef. It’s What’s for Dinner. ads on televisions with the next - generation of consumers.” VIRTUAL FARM TOURS FOCUSED ON BEEF BRINGING EDUCATION TO STUDENTS AND PROFESSIONALS This fall the Ohio Beef Council hosted four virtual farm tours (VFTs), invited students of all ages to learn about raising beef cattle, meat science, genetics and much more. More than 6,000 students from various states were registered for the tours. In addition, two additional tours were offered to dietetic interns and professionals for continuing education credit. Ohio Beef Council Nutrition Coordinator, Anna Gest, worked with The Ohio State University meat scientist, Dr. Lyda Garcia, and Stickel Farms of Bowling Green, Ohio to provide information to dietetic students and others who were unable to travel to farms during the pandemic. More than 40 hours of continuing education credit was earned through these trips. During all the VFT sessions, participants had the opportunity to ask questions in real time to farmers. Now more than ever, understanding the role that each member of the Ohio beef community plays is crucial in order to continue caring for beef cattle in a responsible and sustainable way, and virtual farm tours provide the avenue to educate the next generation. OHIO BLOGGER PARTNERSHIPS INCREASE BEEF AND VEAL’S PRESENCE ON SOCIAL MEDIA To celebrate cooler weather and the holidays quickly approaching, the Ohio Beef Council and the Beef Checkoff teamed up with six of Ohio’s food bloggers to develop new recipes and accompanying blog posts. These recipes were developed to fit various budgets and consumer taste palates. The curated recipes were then shared on the bloggers’ websites and social media, as well as the Ohio Beef Council’s. The slow-cooker recipes have received over 5,300 views and 1,032 shares. Two of Ohio’s bloggers curated recipes featuring veal that launched in early November. These posts are still being actively shared and have garnered over 1,500 views thus far. To celebrate the holidays, six food bloggers also launched recipes and accompanying blog posts featuring various cuts of beef to help consumers incorporate beef into their holiday dinner parties and family gatherings at the table. A few of the recipes include, a Beef Tenderloin Rollup appetizer, Steak Pasta with Creamy Gorgonzola and a Rosemary Prime Rib recipe. All the recipes can be found at ohiobeef.org. BRINGING BEEF TO THE CLASSROOM THROUGH GRANT MADE POSSIBLE BY CHECKOFF

To help Family and Consumer Science educators reinforce lessons about lean beef selection, storage, preparation, nutrition and food safety, the Beef in the Classroom Grant Program was established. Beef in the Classroom reimburses up to $100 per classroom per school district to provide financial support for the use of beef products in their lesson plans.

The Ohio Beef Council and the Cattlemen’s Beef Promotion and Research Board are responsible for developing programs that increase the demand for beef. For more information, contact the Ohio Beef Council at 614-873-6736, beef@ohiobeef.org or visit www.ohiobeef.org. Ohio Beef Council Operating Committee: Jamie Graham, Patriot, Chairman • Erin Stickel, Bowling Green, Vice Chairman • Stan Smith, Canal Winchester, Treasurer • Henry Bergfeld, Summitville • Mike Carper, Delaware • Dave Felumlee, Newark • Lou Ellen Harr, Jeromesville • Becky Reed, Springfield • Sam Roberts, South Charleston • Allan Robison, Cable • Bev Roe, Hamilton • Garth Ruff, Napoleon Bill Sexten, Washington C.H. • Kurt Steiner, Creston • Barb Watts, Alexandria • Elizabeth Harsh, Executive Director