Your National Beef Checkoff:25 Years and Counting

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Launched Oct. 1, 1986

Became mandatory via national referendum of producers in 1988

Your National Beef Checkoff:25 Years and Counting

Purpose is to serve as a catalyst to grow beef demand

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It’s About Beef Demand25 Years and Counting

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Where Do Checkoff Dollars Go?25 Years and Counting

• Promotion• Research• Consumer

Information• Industry Information• Foreign Marketing• Producer

Communication

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Name the first “beef” celebrity who said

“Beef. Real Food for Real People”

Beef Promotion…

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• Spokesmen including James Garner, Robert Mitchum, Sam Elliott & Matthew McConaughey

• “Beef. Real Food for Real People,”

• “Beef. It’s What’s for Dinner”

Reaching for the StarsBeef Promotion

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Name today’s beef slogan and

the title of our theme song.

Beef Promotion…

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‘Beef. It’s What’s for Dinner slogan’ - consumer recognition as high as 86 percent during its run

Tantalized consumers through radio, television and print ads through 2006

Since 2007, print and online, plus radio ads with Matthew McConaughey’s voice reminding consumers that beef is not only good tasting – but also good for them.

Making Beef ‘What’s for Dinner’Getting Results

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Why research? Checkoff research is about constantly improving how we convert cattle into tender, juicy, flavorful beef that consumers want to buy

Who benefits? Everyone. Producers invest in knowledge to meet consumer demands, so consumers continue to purchase beef

Research at the BaseIdentifying trends, needs & solutions

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Name one of the new cuts developed from the

Beef Muscle Profiling Research

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Muscle profiling, new product development – Increased value of carcass by identifying new steaks from previously ground muscles; includes flat iron and petite tender

Key Research Successes25 Years and Counting

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Consumer Information programs address consumer perceptions by breaking through the clutter of media and anti-meat propaganda to get accurate information about

cattlemen, beef and the beef industry to consumers worldwide

Consumer Information Changing perceptions about beef

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How many cuts of beef are identified as “lean”?

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29 Lean Cuts – The base of a solid checkoff program that gives consumers the “permission” they seek to keep eating the beef they love

Healthy Beef Cookbook – Comprises more than 130 lean-beef recipes, plus nutrition information and cooking techniques

Consumer Information SuccessesEmpowering consumers with knowledge

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Q: What is ‘Industry Information’?

A: Industry Information is information and

programs that will lead to development of

new markets, marketing strategies,

increased efficiency, and activities to

enhance the image of the cattle industry.

This includes Issues Management.

Industry Information 25 Years and Counting

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The beef checkoff helped maintain consumer confidence in beef in 2003. What happened then?

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Industry Information Successes Issues Management

The ‘Cow That Stole Christmas’ Checkoff’s ‘issues management’ program led the way in saving the beef industry from imminent devastation when BSE was identified in a cow in the U.S. on Dec. 23, 2003.

Scientific information, website, comprehensive communications plan in place instantly

“What-if” crisis planning acts as insurance policy to dampen crises

Maintained consumer confidence in safety of beef supply throughout

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Beef checkoff began investing in foreign marketing in mid-1990s, as trade

opportunities emerged; today, we

promote beef in more than 80 countries across the globe

Foreign MarketingCapitalizing on beef-trade opportunities

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How much value do exports of beef and beef variety meats add

to a fed steer?

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Source: USDA/USMEF, steer & heifer slaughter

2003: $136.46 Jan.- Sept. 2011: $202

Jan.-Sept. 2011: 14.4% of production exported!

Results: Rebuilding After BSEValue of exports, per head slaughtered

In 2011, on track to exceed $5 billion in total export value for first time in history!

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What is the return on investment to cattle producers from the Beef Checkoff Program?

$ 5.55 for each $1 invested

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Challenges Ahead: 1986 vs. 2011

Gallon of gas $ .89 $ 3.26

Lb. ground beef $1.29 $ 3.87

Movie ticket $3.71 $ 8.50

Average Rent $ 385.00 $ 812.00

Average Home $89,430.00 $303,713.00

Beef Checkoff

assessment $1 $1

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Value of dollar today vs. 1985 is about 47 cents

Costs of all services up dramatically

Up against anti-meat factions with exponentially larger budgets

Producers MUST WORK TOGETHER to move forward in this environment!

Challenges Ahead:As we begin the NEXT 25 years…

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