NBC Checkoff News Year in Review

Jay Dalton

Reflections on 2021 by Jay Dalton | NBC Chair

As we launch into another year, I’m pleased to be able to share with you some of the Nevada Beef

Council’s highlights from 2021. As chair of the NBC, I am honored to work alongside a great group of producers who represent you as volunteer board members of the organization, and with a staff that is dedicated to keeping beef at the center of the plate for all Nevadans.

For those of you who attended the Nevada Cattlemen’s Convention last month, you likely got the chance to see a brief video produced by the NBC that highlights just some of the activities and results from the past year. If you didn’t get a chance to attend or see that particular presentation, the video is available on our website, at www.NevadaBeef.org. But I wanted to take this opportunity to provide a bit more detail and context about our efforts over the last year, because there’s a lot that’s been happening on your behalf. From the ranch, it’s sometimes hard to see or fully appreciate the amount of work that goes into promoting beef in Nevada, so I hope this gives you a good sense of just what your Beef Checkoff dollars have been accomplishing on your behalf for the past 12 months. Stockmanship & Stewardship Comes to Elko

In July of 2021, Nevada was home to one of the premier producer education events in the country, a Stockmanship & Stewardship Clinic offering a unique educational experience featuring lowstress cattle handling demonstrations, Beef Quality Assurance educational sessions, industry updates, and realistic strategies to enhance producer’s commitment to stockmanship and stewardship in their own operations. The event was unique in that it was a collaboration of two national educational programs – the American National Cattlewomen’s Women in Ranching Education and Development (WIRED) and the National Cattlemen’s Beef Association Stockmanship & Stewardship program, partially funded by the Beef Checkoff, featuring worldrenowned clinicians. We welcomed dozens of Nevada producers to the two-day event, which was made possible by the hard work and involvement of a number of state organizations, including the Nevada Cattlewomen, the Nevada Beef Council, Nevada Cattlemen’s Association, and the University of Nevada Cooperative Extension, as well as the involvement of a number of individuals including clinicians Ron Gill, Curt Pate, Dean Fish, and Nevada’s BQA coordinator Ron Torrell, all of whom contributed their time and talents to the event. It was an honor for Nevada to be selected as one of the host states for this event, and I know all those who worked on it made our beef industry proud.

NBC LEADERSHIP AT WORK FOR YOU

Nevada Beef Council Board

• Jay Dalton, Wells, Chair (cow-calf) • John Jackson, Tuscarora, Vice Chair (cow-calf) • Keri Pommerening, Smith Valley,

Secretary/Treasurer (cow-calf) • Annalyn Settelmeyer, Gardnerville (cow-calf) • Ted Christoph, Fallon (dairy) • Bernard Petersen, Ely (cow-calf) • Lucy Rechel, Yerington (feeder)

Fueling Gameday with BEEF

Every year, the NBC also works to pull off an integrating marketing campaign that targets the Reno and Las Vegas markets with efforts and messaging to boost beef sales. This year, we launched a campaign that focused on tailgating and inspired consumers to add beef to the grill on gameday. Like similar NBC efforts in years past, this campaign involved various digital and broadcast advertising elements, a cost-sharing partnership with a complementary brand, and cost-savings offers to further encourage Nevada consumers to reach for beef at the meat case. This particular campaign included a partnership with E & J Gallo’s Black Box® Wine brand. As part of the co-branded campaign, consumers could save $5.00 on beef by purchasing Black Box Wines and beef products together – a perfect combination for tailgating events. What’s more, E & J Gallo fully funded the offer redemption, helping stretch Nevada beef producers’ checkoff investment further. Throughout the duration of the six-week campaign, which took place in September and October of 2021, nearly 400 radio spots aired in the Las Vegas market, garnering nearly 1.1 million impressions. Additionally, streaming audio ads targeting the Reno market resulted in an additional 315,875 impressions.