MOBeef Update

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 .