Checking in on the Checkoff
 

May 2, 2008 

This week: WHAT HAS THE CHECKOFF’S CONSUMER INFORMATION PROGRAM AREA DONE FOR ME LATELY?

 CONSUMER INFORMATION, as defined in the Beef Promotion & Research Act, means “nutritional data and other information that will assist consumers and other persons in making evaluations and decisions regarding the purchasing, preparing and use of beef and beef products.” This includes programs such as youth education and information, communication with nutrition influencers, and public relations.

 Safe and Savory @ 160 – This summer, the checkoff’s public-relations team is partnering with grilling expert Steven Raichlen to educate media and grill-masters about the keys to a creating safe and savory burger experiences. Raichlen, best-selling author of more than 28 cookbooks – including the new Barbeque Bible! 10th Anniversary Edition – and host of Barbeque University™ and The Primal Grill on PBS, is embarking on a 15-city book tour and will share food safety tips to help thousands of consumers enjoy delicious and safe beef experiences. Beginning later this month, consumers will be able to visit www.safeandsavory160.com for additional information about preparing a safe and savory burger every time they fire up the grill. In the meantime, go to http://www.beefitswhatsfordinner.com/recipes/subcat_05.asp for a slew of beef grilling recipes. After all, doesn’t everyone want the coveted the title of “Master Griller”?

 Speaking of Grilling – Several checkoff-funded public-relations efforts will help keep beef top of mind this grilling season. This includes work with Better Homes and Gardens magazine, which is featuring “The Steaks of Summer” in its June issue. The checkoff has also distributed beef grilling recipes and suggested tips for preparing and cooking beef to food editors and writers nationwide. Full-color food section front pages and a pre-formatted consumer-related article, or “mat release,” also went to the nation’s leading newspapers. In addition, results of a checkoff-funded consumer survey about grilling behaviors will be unveiled to print newspaper writers and bloggers and will highlight beef’s popularity. In mid-June, top tier New York food editors are invited to attend a special beef checkoff media event to learn about lean beef cuts, cooking techniques, recipes, and beef’s role in a healthy diet. www.BeefItsWhatsForDinner.com will include fresh updates to highlight grilling on the homepage and recipe section and will include new grilling facts, figures and images of seasonal beef entrées in the newsroom. 

Beef Power in the News – This month, the American Journal of Clinical Nutrition is expected to publish a supplement generated from the 2007 checkoff-funded Protein Summit. “Exploring the Impact of High-Quality Protein in Optimal Health” contains a series of research papers reflecting thoughtful discussion, intellectual explorations, general consensus, and future directions for research as identified by the scientists who attended the checkoff summit. The research suggests that high-quality protein plays an increasingly important role in weight management, muscle maintenance and disease prevention, including sarcopenia (the degenerative loss of muscle mass in elder years). To leverage the American Journal coverage, the checkoff team is developing an electronic press kit including the supplement, a letter from one of the authors, and a fact sheet with menu ideas to distribute to key nutrition media and other nutrition influencers nationwide. After its release on May 12, you’ll also be able to access this information on www.BeefNutrition.org.

 Sharing Beef Trends with “Foodies” – An important part of the checkoff’s consumer information program is introducing culinary influencers to “Powerful Beefscapes” and sharing the latest trends in beef cookery. Accordingly, the beef checkoff played a prominent role at the recent Consumer Trends Forum International (CTFI) Annual Forum in Boston and the International Association of Culinary Professionals (IACP) Annual Conference in New Orleans. The checkoff sponsorships provided samples of new beef dishes at both events. At the IACP Culinary Showcase, the checkoff provided informative press packets with new recipe cards and plated photography from checkoff recipes and also conducted meet-and-greets with leading consumer media outlets including EatingWell, Southern Living, MyRecipes.com and SeriousEats.com. Annie Dee, a cow/calf producer in Aliceville, Ala. participated with checkoff staff to meet participants and help them better understand the great care producers take to get beef to their plates.

 *If you would like to be added or deleted from the distribution list for “Checking in on the Checkoff,” please send a quick note to Diane at dhenderson@beefboard.org.