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MBIC Report

The MBIC Report is the weekly podcast program of the Missouri Beef Industry Council. You can listen to the report on radio stations around Missouri and on our website. You can also subscribe to the report with your favorite podcast software:
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This week’s Missouri Beef Industry Council report features Consumer Information Director Alane Lidolph about MBIC’s involvement with Missouri’s Family and Consumer Sciences instructors.

You can hear the report here: MBIC Report 8-13-08 (4 min MP3)

The Missouri Beef Industry Council Board of Directors has finalized the checkoff- funded budget for fiscal year 2009 that begins in October 2008. The board approved projects and programs that fit into the highest priorities:

1. Advertising and Consumer Promotions
2. Research to ensure food safety and consumer demand
3. Influencing key decision makers such as health professionals, educators and foodservice professionals (chefs, meat managers)

The thirteen member board of cattle producers considered many promotions and weighed each of them with how well they can reach the target audience of the food and health involved consumer. “By narrowly defining our target audience, we are able to save the dollars we would have spent ‘preaching to the choir’ so to say,” commented Dawn Thurnau, Marketing Director for the Missouri Beef Council. She went on to add, “If we focus on the food and health involved, we have the greatest potential to move the needle for beef demand by reiterating the power of protein.”

State-wide consumer promotions that will be funded through the checkoff include advertising on MissouriNet radio stations and partnering with the University of Missouri Tiger’s Football program and Kansas City Chiefs. The message that beef is a vital part of a healthy diet will be distributed through various outlets such as the Shape Up Missouri Program and Show Me State Games, in addition to the Tour of Missouri Bike Race and the Missouri State Fair. The beef checkoff will be advertising in print publications that reach a variety of consumers- including Rural Missouri, Inside Columbia and 417 Magazines.

The MBIC Directors met for two days and heard from over thirty organizations that requested funding for large-scale promotions to be funded by the $1 per head checkoff program. The board also signed on to promotions to ensure beef messages are being heard in high-population areas by partnering with the Go St. Louis Organization which hosts a marathon and other fitness events throughout the year. It was also decided to earmark funds for partnership promotions with major grocery chains and restaurants.

According to board member, Jim Freeman, “It has been a great experience to be involved in the decision-making process of the Missouri Beef Industry Council,” He added that, “We are certainly trying our hardest to stretch the dollar to continue to make the biggest impact even with decreasing revenue.”

Thirteen Missouri beef producers comprise the Missouri Beef Industry Council board of Directors. Eight are elected from their respective districts in the state, two are state-wide at large positions and three are appointed from partner organizations: Missouri Association of Meat Processors, the Dairy Industry and the Livestock Marketing Association. Learn more at www.mobeef.org .

In this week’s Missouri Beef Industry Council report, Marketing Director Dawn Thurnau talks about beef activities at the Missouri State Fair in Sedalia this year.

You can hear the report here: MBIC Report 8-07-08 (4 min MP3)

Maintaining a strong relationship with Missouri’s Family and Consumer Science (FACS) teachers is an important aspect in educating students about beef. FACS courses cover topics ranging from nutrition to cooking methods, and the importance of family mealtimes, and assist students in becoming savvy consumers. The checkoff funded programs and materials that MBIC offers FACS teachers helps ensure that tomorrow’s consumers are knowledgeable when it comes to the facts about beef nutrition, selection, and cooking.

I recently attended the annual FACS conference, which attracted over 300 junior high, high school, and college-level instructors. Information regarding the Beef for the Classroom program, FACS Beef Promotion Grants, and free nutrition materials were distributed to the teachers. The Beef for the Classroom reimbursement program for beef used in foods labs is an increasingly popular program due to dwindling budgets in many school districts. Many teachers have shared with me that without that program, it wouldn’t be financially possible to provide the students with the opportunity to cook with beef. In addition, the FACS Beef Promotion Grants allow students to plan and implement projects and events that promote beef nutrition and family mealtimes in their schools and communities. These projects are not only a great learning experience for the students involved, but also help extend important beef messages throughout the state.

FACS teachers are invaluable when it comes to teaching tomorrow’s food purchasers about beef. The checkoff funded programs for FACS teachers allows them to expose students to many positive beef messages and concepts that they may not otherwise learn.

The programs offered to FACS teachers are examples of the many ways MBIC helps educate Missouri’s youth about beef. To learn more about these programs funded by the $1 per head beef checkoff program, contact the Missouri Beef Industry Council at 573-817-0899 or www.mobeef.org.

The checkoff recently released an electronic resource kit to key thought leaders, including American Dietetic Association national and state media spokespeople.

Distribution of the resource kit was timed in conjunction with the publication of the American Journal of Clinical Nutrition supplement titled “Exploring the Impact of High-Quality Protein on Optimal Health,” sponsored in part by the beef checkoff. The supplement highlights growing research supporting the critical role of high-quality protein in a healthy lifestyle, and sets the stage for health professionals to rethink current dietary recommendations for protein to encourage Americans to consume enough to achieve optimal health.

The electronic resource kit included a link to the supplement and a new fact sheet highlighting meal ideas.

This week’s Missouri Beef Industry Council report features comments from two state industry leaders about the beef checkoff that will be featured in upcoming national producer information materials.

You can hear the report here: MBIC Report 7-30-08 (5 min MP3)

As we get ready to listen to some research proposals that would like funding for Fiscal Year 2009, I think it’s important to share with both beef producers and our consumers that checkoff funding (across the nation) has initiated 15 beef safety research projects in Fiscal Year 2008, with a total budget of $1.1 million. In addition, multiple white papers and project summaries are being developed to disseminate research results. Additional projects will be funded as needed to address knowledge gaps in current safety challenges. Go to www.beefresearch.org to learn more about what we’re doing to keep beef safe and wholesome!

In this week’s Missouri Beef Industry Council report, a cattle producer from northwest Missouri answers some questions about his views on the beef checkoff as part of a series to be used on the national level.

You can hear the report here: MBIC Report 7-23-08 (4 min MP3)

The Cattlemen’s Beef Board has rolled out a fabulous new website for cattle producers:
www.mybeefcheckoff.com

I’m impressed by how easy it is to navigate- and how much information it shares about how checkoff funded programs are working behind the scenes with educators, consumers, retail outlets and more to ensure a positive beef message is reaching our customers.

Check it out- and as always, drop us a line here at the Missouri Beef Council if you have questions about the beef promotion programs in our state!

Missouri cattle producers were well represented at the Cattle Industry Summer Conference. Here’s our delegation getting ready for the joint board meeting of the CBB and NCBA.

You can find out all about what was happening as it relates to the Beef Checkoff on the CBB blog at BeefBoardMeeting.com. On it you’ll find pictures and interviews from throughout the annual meeting.

Additionally, there is a page on the site for every committee and they’re being updated with the minutes from each meeting. It’s a great resource and is part of the new Beef Board website: MyBeefCheckoff.com.