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Beef Promoting partnerships

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mrj

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Something our cattle producer representatives have done from very early on in the Beef Checkoff, and of which I strongly approve, is to solicit partners in business to add money to Checkoff projects.

A recent partnership is with the nation's largest full service travel center chain, promoting the Flat Iron Steak and Eggs Breadfast. This breakfast will be featured at over 110 restaurants nationwide, and includes a 6 ounce steak. The meal sells for $7.99 as a promo running through March 31, '06

Laurie Bryant, Arlington, VA, Cattlemen's Beef Board member and vice chair of the Joint Foodservice Committee said "Teaming up with Travelcenters of America is just another example of how partnerships with major foodservice providers give beef products such great exposure. Beef producers can capitalize so well on the visibility of partners like TA, and on the investment they make promoting beef products. For every checkoff dollar we have invested in these partnerships, foodservice providers have anted up about $68.00. You can't get a better return than that."

During the past three years, the Beef Checkoff Program allocated $1.4 M to recent partnerships with foodservice providers during the past three years, while the restaurant partners invested $95.7million in these same programs.

The Flat Iron Steak is a Beef Value Cuts product that resulted from checkoff-funded muscle profiling research. Checkoff dollars fund the type of new product research and development that better utilize the chuck and round, increasing the total value of beef products. Cattle Fax estimates that the increase in the value of the chuck between 1998 and 2003 was worth about $60 to $70 per head based on a $6/cwt increase in value for the chuck and a $15/cwt increase in value for the whole animal over the same time period.

Some partners of the Beef Checkoff over the past three years have been Pizza Ranch, Quizno's, RAM International, Domino's, Taco Bell, Aramark, Arby's, Ground Round, B.F. Saul, Stuart Andersons, Buckhead Brewery, Quaker Steak & Lube, and Dunkin Donuts. Besides restaurant chains, others have included, "Thrillin' & Grillin", Kraft, This Old House, A-1 Sauce, Beringer wines, and Bordens.

Bryant concluded, "Time after time, we've seen these checkoff partnerships yeild great results in terms of beef sold, even though our investment is relatively small. That's good news for anyone in the (cattle)beef industry because increased beef sales benefit everyone in the industry, and it sure seems like cattlemen are getting a strong return on their dollar here."

MRJ
 

mrj

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Mike said:
Some partners of the Checkoff;
Quaker Steak & Lube, and Dunkin Donuts.

:shock: :???: :lol: 8) :roll: :) :D


What is your point? Do they, or do they not sell beef? I do not know the specific project with those two, but am very sure it was to add a beef meal that did not exist in those places.

I am familiar with the Boston Market project which introduced beef sirloin roasts and steaks into the predominantly chicken featuring restaurants with great success, selling LOTS of beef at little cost in checkoff dollars partnered with many dollars of the restaurant.

Do you have a problem with such projects, and if so, why?

MRJ
 
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