Joint Nutrition and Youth Influencers

Committee

The Beef Checkoff

Joint Nutrition and Youth Influencers Committee

FY2009 Program Update

January 30, 20092009 Cattle Industry Winter Convention

The Beef Checkoff

FY2009 Strategy

Strengthen beef’s position as a healthful food and as the premier nutritional protein so consumers and influencers feel good about

the beef they love

• Engage in strategic partnerships to influence what they tell members, other health professionals and consumers

• Build relationships with spokespeople and credentialed media

• Enlist third-party allies such as the Council for Women’s Nutrition Solutions

• Educate and provide resources/materials that support inclusion of beef in healthy diets

How Do We Reach Nutrition Influencers?

What’s New in FY 2009

Robert R. Wolfe, Ph.D. University of Arkansas

Kevin Short, Ph.D.University of Oklahoma

Nancy Rodriguez, Ph.D., R.D.University of Connecticut

Doug Paddon-Jones, Ph.D. University of Texas

James Krieger, M.S., M.S.PRO Sports Club Donald Layman, Ph.D.

University of Illinois

Stuart Phillips, Ph.D.McMaster University

Protein Think Tank

“Interesting information that I’ve been reading for

the past two years – but no conference has presented.

Awesome event!” -Protein Summit attendee

Ongoing Brand Enhancement Outreach: Protein Education

Local Protein Summits and Webinars

More than 200 Attendees!

Protein Toolkit

• Sponsored two sessions with 2,100 attendees:

• Aging Boomers: Is Muscle Loss the Silent Epidemic?

• Optimizing Muscle Metabolism to Enhance Health

• 3,000 visitors sampled Brand Enhancement ad recipe

• Supported ADA Foundation Gala Dinner for 1,000 nutrition leaders

6.5 million impressions

American Dietetic Association’s Food & Nutrition Conference & Expo

IACP Nutrition and Food Science subcommittee newsletter

Council for Women’s Nutrition Solutions (CWNS)

www.NutrientRichFoods.org

Nutrient Rich Foods Coalition

Distributed to more than 15,000 RDs

• Distributed nearly 6,000 posters and tear sheets extending MyPyramid and MyPyramid for Kids

• Distributed more than 5,600 Live Well! tool kits

Educational Materials

• 4,100 U-mail subscribers• 5,300 unique visitors in FY 2009• MyPyramid materials continue to

be most popular

U-Mail and BeefNutrition.org

Protein topics featured in this year’s program include:• Role of Muscle in Health and Disease• Sarcopenia and Aging: Dietary and Exercise Countermeasures• Protein and Exercise for Weight Management• Optimal Protein Intake vs. The Recommended Dietary Allowance• The Power of Protein in Treatment of Obesity, Metabolic Syndrome

and Diabetes

35 Nutrition Seminars have been scheduled by State Beef

Councils so far this year!

Several states are building

more relationships by

sponsoring additional

speakers and seminars.

Nutrition Seminar Program

FY 2008 Results: More than 63 million impressions

“I always pick ground beef that’s 90 percent

lean or higher.”

Nutrition Media Spokespeople

Questions?

PRIORITIES

Youth Education and Information Program Update

January 30, 20092009 Cattle Industry Winter Convention

The Beef Checkoff through the

National Cattlemen’s Beef Association

Youth Update

• September 2008 – Operating Committee votes to extend FY2008

AR through Dec. 31, 2008– Operating Committee votes not to fund

FY2009 Youth Education and Information programs

School Wellness Package

• Putting ZIP Into School Lunch – For school foodservice

managers– Six checkoff-funded, kid-

friendly recipes and photos

– Promotional ideas and games

– Two PowerPoint presentations

Classroom Programs

• MyPyramid posters– NEW MyPyramid for Preschoolers– NEW MyPyramid for Pregnant and

Breastfeeding Moms

Websites

Materials

Ag Production Kit

Questions?