September 25, 2013 — We continue our visit with Adam Robey of Robey Farms from Logan County, Kentucky. In this Cattlemen’s Beef Board podcast, Robey explains how his operation remains efficient in raising quality beef, along with keeping his farm environmentally friendly.
Archive for the ‘Cattlemen’s Beef Board’ Category
July 10, 2013 — “Beef – It’s What’s For Dinner” continues to be the primary campaign for the beef industry but the promotion dollars are shrinking. This year’s consumer advertising budget is about $9 million, down from the $42 million the checkoff spent 21 years ago.
The effectiveness of the current campaign is measured through consumer market research. The checkoff measures how consumers think and feel about beef on a variety of attributes that represent key drivers for the beef like taste, nutrition, ease of use and more.
“Over time we found a strong uptick in the number of folks who feel better about beef and these positive associations are critical, especially in light of increasing beef prices,” Cattlemen’s Beef Board member Gary Sharp told DairyBusiness Radio.
Helping with the message is a new voice for beef. Through the years we have heard Robert Mitchum, James Garner, Sam Elliott and most recently Matthew McConaughey promote the beef message. The newest voice is film actor Garret Hedlund, who spent his early years on his father’s cattle operation in Roseau, Minnesota.
When Hedlund was 18 he landed a role in the film Troy, playing opposite Brad Pitt. He went on to work with other movie stars like Gwyneth Paltrow and Kirsten Dunst. “We’re excited about having him and he is humble about the position as the voice of beef,” Sharp said.
Consumers are receiving a consistent message. Each advertisement asks the question, “What’s your dinner made of?” which is answered by the nutritional benefits of beef.
“Each ad calls out an essential nutrient, like protein,” Sharp said. “The strip steak has lots of protein and your appetite’s attention.” Another ad reminds us that dinner with beef has the leanest, delicious iron known to man.
The ads also feature a wide array of ways to prepare beef and include dishes such as Korean-marinated flank steak, braised brisket street style tacos, and Mediterranean beef meatball kabobs. All of these nutritious and delicious recipes can be found at the Beef, It’s What’s For Dinner website.
Listen to Gary Sharp’s Interview here:
June 26, 2013 — A new campaign is helping set the record set to reach the next generation of beef eaters. Gary Sharp, South Dakota producer and Cattlemen’s Beef Board member explains in this DairyBusiness Radio Podcast:
June 12, 2013 — Polly Ruhland, CEO of the Cattlemen’s Beef Board explains why beef is still a value for consumers.
May 29, 2013 – Wisconsin dairy producer Dean Strauss talks about the importance of the beef checkoff in this Cattlemen’s Beef Board update:
May 8, 2013 — Michigan dairy producer Ken Nobis discusses the importance of the beef checkoff when relating to consumers.
April 24, 2013 — Michigan milk producer Ken Nobis joined us on Wednesday’s Cattlemen’s Beef Board update to discuss the benefits of the dairy FARM program.