Checking in on the Checkoff
February 22, 2008
This week: WHAT HAS THE CHECKOFF’S INDUSTRY INFORMATION PROGRAM AREA DONE FOR ME LATELY?
INDUSTRY INFORMATION, as defined in the Beef Promotion & Research Act, means “information and programs that will lead to the development of new markets, marketing strategies, increased efficiency, and activities to enhance the image of the cattle industry.” This includes programs such as issues management, the National Beef Ambassadors, and beef and veal quality assurance.
Hallmark/Westland Recall – Upon USDA’s announcement about the recall of 143 million pounds of beef and beef products from Hallmark/Westland Meat Company on Feb. 17, the checkoff response was immediate and comprehensive. In the ensuing 48 hours, information and the industry’s message was delivered to media nationwide, and state beef organizations received information, response counsel and media and communications tools. Highlights include a national media teleconference immediately after the USDA announcement; implementation of a national satellite broadcast; and immediate posting of beef industry statements to newswires and Web sites nationwide.
Kim Essex, vice president of communication at the National Cattlemen’s Beef Association – which coordinated and delivered the response for the Beef Checkoff Program – was featured in a satellite media tour and appeared in more than 100 TV news reports nationwide, notably on NBC’s “Today” show and the FOX Business Channel. The safety message she delivered to consumers reached upwards of 14 million viewers. Dr. James “Bo” Reagan, vice president of research and knowledge management, was featured in dozens of print publications and online media, notably in an Associated Press article that gained considerable nationwide pickup and an op-ed piece in the Kansas City Star. Other major newspapers quoting Dr. Reagan included the Chicago Tribune (http://www.chicagotribune.com/news/nationworld/chi-beef_hedgesfeb18,1,2920759.story ), Washington Post (http://www.washingtonpost.com/wp-dyn/content/article/2008/02/17/AR2008021701530.html ) and Los Angles Times (http://www.latimes.com/news/printedition/california/la-me-beef18feb18,0,3602465.story?page=1).
A third-party expert spokesperson, Janey Thornton, Director of Child Nutrition for Hardin County Schools in Elizabethtown, Ky. and past president of the School Nutrition Association, also was featured in dozens of TV reports nationwide.
Since Saturday, the checkoff issued nine Issue Advisories and Issue FYI reports to state beef councils, providing critical crisis information tools and resources, including reports about USDA actions, messages and talking points, media statements, fact sheets, draft letters to the editor and template letters to send to school districts regarding beef safety. Media training was made available for state spokespeople in preparation for interviews, and national staff worked with states to develop state-specific communications.
Thanks to checkoff efforts, 425 retailers also received an e-newsletter sharing a media statement and resources to respond to customer questions. In addition, a consumer hotline with a recorded beef industry message and referrals to additional information sources was set up (303-850-3329) and a fact sheet about the Hallmark recall posted on www.beefsafety.org . Work continues as the recall continues to receive additional media coverage and public attention.
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Beef Quality Takes Center Stage – The results of the 2007 checkoff-funded Market Cow and Bull Beef Quality Audit were released at the 2008 Cattle Industry Convention in Reno Feb. 6-9. These provide the data to set producer education priorities for the Beef Quality Assurance, aimed at effecting continued improvements in beef products. The audit recognizes several areas of improvement in producers’ management practices, but points up the continued need to educate producers on proper marketing of cows and bulls to meet consumer demands for the product and the way it is handled. To learn more about the 2007 Market Cow and Bull Beef Quality Audit, contact your state BQA coordinator by going to www.bqa.org or, to receive a copy of the executive summary, contact Grace Webb at (303) 694-0305 or gwebb@beef.org.
Ambassadors Raising the Steaks with New Blog – "Bringing understanding of agriculture to a whole new level by sharing stories about individuals in the industry that exemplify the spirit of beef production” is the mission of the latest National Beef Ambassador blog for Ambassador Michelle Wiggley of California. Likewise, Ambassador Leticia Varelas of New Mexico says: “I would like the readers of our blog to see what agricultural life is like, and in return feel good about the wonderful products beef producers have to offer. I'm excited to bridge the gap between producers and consumers through this blog.” To see firsthand what they’re up to, go to www.raisingthesteaks.com. This is the third blog managed by National Beef Ambassadors. Continue to visit the others at www.chewingthecud.org and www.beefmatters.com
The Facts on Growth Promotants – Increased consumer attention to beef production technology led the checkoff’s issues-management team to create a fact sheet about the science behind growth promotants and a second describing the government approval process of these technologies. Check out the fact sheets at http://www.beeffrompasturetoplate.org/productiontechnology.aspx.
Consumer Attitudes About Beef – Ground beef remains a relatively low safety concern for consumers, but they still don’t know proper cooking temperatures for beef. Those are among the findings of the latest checkoff-funded consumer-attitude survey, conducted in the wake of heavy media coverage about the Topps Meat Company recall of more than 21 million pounds of ground beef. The survey demonstrated widespread awareness of E. coli associated with ground beef, but ranked beef well below fish and chicken as a food-safety concern to consumers. Further, it indicated that consumers do not know proper internal cooking temperatures for ground beef, and few consumers use instant-read thermometers when cooking it. This insight into consumers’ attitudes and behavior will be used to guide checkoff-funded safety programming in the coming year. For existing information the checkoff has provided about temperatures for beef, see http://www.beef.org/uDocs/MeatThermometerFactSheet_FINAL.doc