Beef Checkoff Program
Fires Up for Grilling Season
In an effort to keep drive listeners to visit of sale materials. Major
beef 'king of the grill', designated HEB stores retail markets across the
the Texas Beef for beef samples and nation will receive beef
Council's (TBC) sum- grilling guides. In addi- posters and merchan-
mer grilling advertising tion, "Beef It's What's dising displays coupled
and promo- with coupons,
tional partner- beef recipes
ships are in
" This campaign is a great example of our
industry building partnerships and work- guides for
The summer ing together to promote our product customers.
during the summer grilling months.
current mar- TBC chair and beef producer receive Beef
keting pro- Fast Facts, an
grams while extending For Dinner" advertise- informational outline
national efforts to con- ments will appear in for meat retailers and
sumers and retailers. print publications in the their customers. These
The campaign centers Austin, Houston, fact sheets not only pro- As the summer heats up, so does the grill, and the Texas Beef
around summer grilling Dallas, Fort Worth and vide great beef informa- Council is making sure consumers continue to grill the beef
and runs through San Antonio markets. tion for retailers, but they love.
September, extending TBC expects to reach also give tips and ideas
the promotions through an estimated 1.6 million on merchandising beef provide grilling guide- and the ten most popu-
Labor Day and fall consumers through products. The summer lines, new ideas on lar grilling cuts broken
football season. radio and print adver- grilling fact sheets also grilling beef value cuts down by region.
Throughout the tising.
campaign, TBC will
TBC has also part-
nered with Ste.
Understanding the Checkoff Structure
through radio inter- Genevieve Wine and Cattlemen’s Beef Board
views, on-air grilling Fiesta Spices to bring
demonstrations, consumers the 'Mix it Created by the Beef Promotion senting their recognized producer
endorsement spots, Up with Beef ' promo- and Research Act* to administer organizations. Duties include certi-
print advertising and tional partnership. the Beef Checkoff Program, the fication of state beef councils, eval-
live retail storefront Throughout the sum- Cattlemen’s Beef Board (CBB) is uation of programs, annual budget
radio remotes. TBC will mer grilling months, made up of 104 volunteers nomi- approval and overseeing collection
provide listeners step- customers in over 600 nated by state producer organiza- of the $1-per-head beef checkoff.
by-step grilling infor- retail markets in Texas tions and importers, and appointed Administrative costs for the CBB
mation during the radio will receive point of sale by the U.S. Secretary of are capped at 5 percent of projected
demonstrations and materials, recipe cards Agriculture. The number of pro- revenue, and the board has always
interviews. The and beef coupons with ducers serving on the CBB fluctu- remained well below this level.
endorsement portion of the purchase of Fiesta ates from year-to-year depending
*The Beef Promotion and Research
the campaign features Steak Seasoning. TBC on the current cattle inventory.
Act outlines the specific responsibilities
culinary and nutritional will also provide retail- There are currently 14 Texas pro-
of the organizations that comprise the
information, encourag- ers on-package beef ducers serving on the board repre-
CBB Directors Representing Texas
ing consumers to select grilling labels and
beef as the protein of coupons. During
choice in their diet. August, TBC will part-
"Consumers love to ner with Kroger super- & Independent Cattlemen’s Association of Texas –
grill beef, which makes markets in Houston and Robert Bruner, Richard Hodge, Chuck Kiker III
grilling season the per- Dallas to conduct in-
fect opportunity to store grilling demon- & Texas and Southwestern Cattle Raisers
showcase beef as a strations giving cus- Association – Austin Brown III, Sugie Sartwelle,
nutritious, delicious, tomers grilling tips and Dick Sherron
versatile product," said beef information.
Rosemary Brizendine, On the national & Texas Cattle Feeders Association – Walter Lasley,
TBC chair and beef level, the Beef Checkoff Jay O’Brien, Daryl Berlier Owen
producer. "This cam- Program's summer
paign is a great example grilling campaign pro- & Texas CattleWomen – Sharon Spenrath
of our industry building motes beef as America's
partnerships and work- top-selling protein and & Texas dairy industry – Bryant Fisher
ing together to promote encourages shoppers to
our product during the visit their local meat & Texas Farm Bureau – Pete Case, Dan Dierschke,
summer grilling departments. The Beef Justin Dauer
months." Checkoff Program is
To request a free copy of the
Live radio remotes working in cooperation
CBB’s Annual Report or the Texas
with stations in the with partners and major Beef Council’s Annual Report, please
Austin and San retailers to offer in-store call 1-800-846-4113.
Antonio markets will promotions and point
A look at some of the projects funded by Texas checkoff dollars
1 Export Efforts 2 Beef Training
Austin, College Station, Amarillo: Caribbean sales managers trav-
Austin: In June, TBC hosted a Beef
eled to Texas June 3-9 to learn about quality attributes and versatility of U.S. beef.
Boot Camp for 18 HEB employees, fol-
The team of 11 sales managers participated in a ‘Beef 101’ training session at Texas
lowed by a second Beef Boot Camp later
A&M University where they learned about quality differences, grading, muscle uti-
in the month for 16 Super S Foods and
lization and carcass fabrication. The sales team also toured a cattle ranch, feedyard,
Nolan Ryan All Natural Tender Aged
foodservice plant and processing plant where experts in the industry shared their
Beef employees. The day-long Beef Boot
beef knowledge and insight. TBC hosted the Caribbean sales team through a
Camp training sessions provide retail
coordinated partnership with the U.S. Meat Export Federation.
employees with a variety of beef informa-
tion such as recipes, cooking tips, cuts of
beef, cooking methods and beef ’s nutri-
tional benefits. TBC hosts monthly
Beef Boot Camps arming retailers with
beef knowledge that will be shared
with their customers.
Chef Peter Rosenberg explains the advantages of underuti-
lized cuts while Jason Bagley, TBC’s Beef Quality Manager,
performs a beef cutting demonstration.
7 Ultimate Travels
Retailers master the grill during the
1 4 Beef Showcase
grilling portion of TBC’s Beef Boot Camp.
San Antonio, Longview: The
Ultimate Backyard, TBC’s mobile marketing
unit, continued its travels to festivals and events “Seasons of Beef ” was the
across the state showcasing beef, conducting cook- theme for the TBC Culinary Showcase
ing demonstrations and delivering educational and exhibit booth at the 70th Annual
materials directly to consumers. The first stop in Southwest Foodservice Expo held in
June was the Longview Alleyfest where beef cook- Dallas June 24-26. Singing Chef Jackie
ing demonstrations took place and consumers Gordon entertained guests with unique stories
enjoyed sampling Advance Brand fully cooked burg- and songs filled with humor and beef facts, while
ers. Next it was off to San Antonio for the Folklife TBC Chef Tiffany Collins demonstrated beef recipes.
Festival where TBC served 6,800 samples of HEB Guests at the Culinary Showcase enjoyed delicious seasonal
fully cooked burgers to festival goers. Throughout beef dishes and visitors to the exhibit booth received educational
the festivals TBC distributed grilling guides, beef beef information to utilize in their foodservice and restaurant
recipes and nutritional information to consumers. establishments. Produced by the Texas Restaurant Association,
6 Hispanic Advertising
Expo is the second largest foodservice trade show in the nation and
attracts an average of 10,000 attendees per day.
Dallas, Fort Worth, Lower Rio
Grande Valley: As part of the Hispanic
outreach effort, TBC is answering the need for Amarillo, College Station,
Spanish-language beef information with a print Fredericksburg: TBC staff shared
advertising campaign. In May, TBC began information on the Beef Checkoff Program
advertising in Spanish-language publications Austin: TBC held its quar- during industry organization meetings and
such as Al Dia in Dallas, La Estrella in Fort terly board of directors meet- conventions held across the state. Staff
Worth and RUMBO in the Lower Rio Grande ing June 13 at which time highlighted the past 20 years of the checkoff
Valley. The beef ads focus on enjoyment, vari- advisory committees in Beef and provided industry leaders with informa-
ety and nutrition. Nearly a full-page, the ads Quality, Communications, tion on current and future TBC programs
are accompanied by advertorials and beef ban- Nutrition, Product and Export and events. In June, TBC attended the Texas
ners on the publication’s Web sites. The One example of the ads placed in Spanish- met to review the 2008 mar- and Southwestern Cattle Raiser’s Association
Hispanic advertising campaign will run through language publications translates to “The only keting plans. The TBC board summer board meeting, Texas Farm Bureau
September reaching an estimated one million limit to the delight beef brings to your table is consists of 20 members repre- Beef and Dairy Commodity meeting and the
consumers. your imagination. Make grandma proud.” senting nine different industry Independent Cattlemen’s Association
For more information on these programs, contact TBC at 1-800-846-4113.
PERMIT NO. 95