Beef Checkoff Programs are moving from emphasis simply on the enjoyment of beef as the major reason for eating it, to focus on the fantastic nutritional values of beef, according to Jay O'Brien, chair of the Cattlemens Beef Board, governing body of the national share of the Beef Checkoff dollar.
Having seen exciting results from research conducted the past few years proving that great nutrition we have long 'known' was in beef, it is gratifying that we can now advertise and educate consumers of the facts.
It has been fun to see ads pointing out that maybe 10 or 11 chicken breasts would have to be eaten to gain the same nutrients as one 3 ounce piece of beef contains, but actually showing consumers the full nutrient profile and the great recipes in "The Healthy Beef Cookbook" will doubtless gain more beef sales.
Consumers currently are on a health kick, more often searching for foods with good nutrient profiles for their families rather than simply cutting calories, starting with beef.
The Beef Checkoff has also capitalized on partnering with food service businesses. Between 2001 and 2006, the checkoff spent $2.5 million, with foodservice partners investing $138.6 million of their own money to promote new beef dishes on the menu.
One more recent of those partnerships, with Boston Market, introduced new beef menu items to their previously featured mostly rotisserie chicken, quite a coup for the beef industry.
MRJ
Having seen exciting results from research conducted the past few years proving that great nutrition we have long 'known' was in beef, it is gratifying that we can now advertise and educate consumers of the facts.
It has been fun to see ads pointing out that maybe 10 or 11 chicken breasts would have to be eaten to gain the same nutrients as one 3 ounce piece of beef contains, but actually showing consumers the full nutrient profile and the great recipes in "The Healthy Beef Cookbook" will doubtless gain more beef sales.
Consumers currently are on a health kick, more often searching for foods with good nutrient profiles for their families rather than simply cutting calories, starting with beef.
The Beef Checkoff has also capitalized on partnering with food service businesses. Between 2001 and 2006, the checkoff spent $2.5 million, with foodservice partners investing $138.6 million of their own money to promote new beef dishes on the menu.
One more recent of those partnerships, with Boston Market, introduced new beef menu items to their previously featured mostly rotisserie chicken, quite a coup for the beef industry.
MRJ