Checkoff Update

Investing in Beef Promotion, Nutrition, Education & Research

BEEF CHECKOFF COLLABORATES WITH CHEF’S ROLL IN OHIO

Chef’s Roll, a worldwide chef network, travelled to Ohio to shoot video footage for a fun collaboration with an Ohio beef farm and famous Cleveland chef, Rocco Whalen. The video will take two separate pointof-views as Chef Rocco first visited Buckeye Creek Angus in Ashland Ohio to see how beef is raised. Zane Gross, owner of Buckeye Creek Angus, showed Chef Rocco around the farm, talked about how he cares for his herd and let the chef participate in his management practices. The crew then travelled to Cleveland to get a behind-the-scenes look at how Chef Rocco prepares beef dishes at his restaurant, Fahrenheit. Gross was able to learn some of the tricks of the trade and eventually taste some of Chef Rocco’s creations. The final video will be released soon through the Chef’s Roll Instagram account with over 850,000 followers and through Beef. It’s What’s for dinner.’s social media platforms, YouTube and website. View other Chef’s Roll collaborations at beefitswhatsfordinner. com/raising-beef.

OHIO BEEF COUNCIL CREATES RECIPE VIDEOS TO ENCOURAGE FOLLOWERS TO COOK WITH BEEF The Ohio Beef Council (OBC) has launched five beef recipes in the form of Instagram Reels to encourage consumers to make recipes with beef. Instagram Reels is a brand-new Instagram feature for users to create 15-second video clips set to music and share to their Stories, Explore Feed, and the new Reels tab on a user’s profile. Users can use the Reels Explore Feed to find popular videos that show-up based on viewing history. Recipes that OBC has launched so far this summer are beef salad shakers, zesty barbecue cheeseburgers, foil packet beef and vegetables, beef and couscous stuffed peppers and beefed up mac & cheese. These five videos have a combined viewership of over 10, 275. Follow “ohiobeef” on Instagram to view new releases coming soon.

BEEF CHECKOFF FUNDS BEEF SUSTAINABILITY PUBLIC AWARENESS CAMPAIGN

Throughout August and September, the Beef. It’s What’s for Dinner. brand, managed by the National Cattlemen’s Beef Association’s (NCBA), a contractor to the Beef Checkoff, is running a largescale public awareness campaign in The New York Times, The Washington Post and The Wall Street Journal to share beef’s sustainability story in front of key audiences. Beef Checkoff staff developed a combination of digital, advertorial and print components with each of these three outlets, as well as targeted work with their climate and business subsections. This campaign will reach a minimum of 12 million consumers. This is the continuation of a beef campaign launched last spring that highlights real beef farmers. The campaign invited consumers to learn more about how cattle farmers around the country are employing sustainable practices to care for the land and produce high-quality beef. Recent scientific research funded by the Beef Checkoff shows that due to decades of continuous improvement efforts on farms around the country, the U.S. is the leader in sustainable beef production. In fact, according to the U.S. Environmental Protection Agency, greenhouse gas from beef cattle only represents 2% of emissions in the U.S. Additionally, 90% of what cattle eat is forage and plant leftovers that people can’t eat. With this strong foundation of scientific and consumer market research, the Beef Checkoff took the opportunity to develop a fully integrated campaign that will target consumer, influencer, media and supply chain audiences. Consumers will also be introduced to the Environmental Stewardship Award Program and the Beef Quality Assurance Program as further evidence of steps taken by the industry to adhere to the highest standards.

BEEF NUTRITION HIGHLIGHTED AT FAMILY AND CONSUMER SCIENCES SUMMER CONFERENCE This month, OBC’s Nutrition Coordinator, Anna Gest, presented at the 2021 Ohio Association Teachers Family and Consumer Sciences Summer Conference about “Beef to School: How to Include Beef in the Classroom with Ohio Beef Council”. The presentation was attended by over 30 teachers and professionals and covered the basics of beef, its role in a healthy diet and the ways the Ohio Beef Council can help educators include beef in Ohio classrooms. After the presentation, Gest distributed recipes and promotional items to conference attendees.

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: Erin Stickel, Bowling Green, Chairman • Bill Sexten, Washington C.H., Vice Chairman • Stan Smith, Canal Winchester, Treasurer • Mandy Atterholt, Loudonville Dave Felumlee, Newark • Lou Ellen Harr, Jeromesville • Stephanie Harris, St. Clairsville • Jake Osborn, Lynchburg • Becky Reed, Springfield • Sam Roberts, South Charleston 44 | Ohio Cattleman | Early Fall Issue 2021 Allan Robison, Cable • Garth Ruff, Malta • Kurt Steiner, Creston • Susie Turner, Somerset • Barb Watts, Alexandria • Elizabeth Harsh, Executive Director