Roll Out the Red Carpet for Beef
• Due to pandemic pressures , more cattle greater than 30 months of age were harvested .
• The beef industry ’ s image improved within fed cattle market sectors .
• Foreign objects continue to present a problem , but the industry is making strides to decrease incidence .
• There was an increase in usage of electronic identification ( EID ).
• There was an increase in the frequency of Prime and Choice quality grades , while Select decreased drastically .
• While the industry is improving the quality of beef being produced , that quality is being accompanied by an increase in carcass weight and fat thickness , as well as large increases in percentages of Yield Grade 4 and 5 carcasses .
The NBQA , conducted approximately every five years , is foundational research providing an understanding of what quality means to various industry sectors and the value of those quality attributes . This research helps the industry make modifications necessary to increase the value of its products . The efforts of the findings from the 2022 NBQA serve to improve quality , minimize economic loss , and aid in advancements in producer education for the U . S . beef industry . For more information about the 2022 National Beef Quality Audit , visit www . bqa . org .
Roll Out the Red Carpet for Beef
Beef ’ s protein-packed saga features a sizzling central character and juicy plot line set in glamourous locations such as home kitchens , backyards and restaurants . While it is a familiar tale that many love , sharing it with new audiences is important . The National Cattlemen ’ s Beef Association ( NCBA ), a contractor to the Beef Checkoff , rolls out the red carpet for beef and shares its story of taste , versatility and nutrition with audiences of all ages .
Setting the Stage
With 63 % of consumers viewing farmers and ranchers as the most credible sources of information when it comes to production practices , 2 it is important for producers to share their stories . Making personal connections gives the public a glimpse into the daily lives of the people behind the product on family dinner plates and sets the stage for ongoing relationships .
The Beef Checkoff shares positive stories about beef , positioning beef as the top protein with consumers and driving beef demand . NCBA works with national publications as well as lifestyle and news publications in major metropolitan areas , such as Sports
Illustrated , Texas Monthly , Seattle Times , and Atlanta Magazine to place positive stories showcasing producers and the benefits of beef . Combined , these stories have , so far , reached more than 130 million consumers across the country .
Online Stars
Working with food , culinary and agricultural influencers provides a way to amplify beef messages and to interact with consumer audiences through credible third parties . Influencers share their personal beef stories , recipes and tips to educate and inspire their peers and consumers .
The program creates compelling consumer content collaboratively and provides educational opportunities for influencers to tell the beef story in a knowledgeable and authentic manner in their own voice but armed with relevant information . Selected influencers and organizations are a natural fit for the Beef . It ’ s What ’ s For Dinner . brand because they are passionate about beef , credible in their field , create visually appealing content and have a highly engaged national audience .
So far in 2023 , 23 influencers have created 75 posts sharing beef recipes , meals and stories from the ranch , reaching more than 15 million consumers and generating 1.3 million engagements .
Take Two
Following a successful health professional mailing highlighting Beef in the Early Years in 2022 , two additional toolkits were sent out to provide health professionals with science-based information about beef ’ s role in a healthy lifestyle . The kits aimed to equip healthcare professionals with valuable education , tools and resources they could then share with their patients and clients .
As part of the effort , more than 3,300 Strong Minds , Strong Bodies toolkits were mailed to pediatric and family physician offices to showcase how beef can contribute to healthy growth and development for school-age children and teens . Each kit contained a letter to the health professional , a MyPlate teaching tool and a tear pad with tips and a beef recipe for parents . According to surveys following the toolkit mailing , 91 % of professionals have already recommended beef to patients and 95 % of consumers have prepared or plan to prepare a meal that includes beef .
In addition , more than 850 Beef Nutrition and Heart Health cookbooks were sent to cardiologists and physicians , along with a cover letter from the author , relevant research and heart health consumer content . When recipients were asked about the information they received , one respondent stated , “ The research studies were very informative for providing evidence for including lean beef in a healthy balanced diet .”
The purpose of the Beef Checkoff ' s health professional outreach is to increase influencer and consumer understanding of beef ’ s role as a wholesome and nutritious food that can be a part of a healthy and balanced diet . By engaging with health and wellness influencers such as physicians , registered dietitians , health and fitness professionals , and credentialed media influencers , the Beef Checkoff continues to deliver the message that the beef people
38 NATIONAL CATTLEMEN DIRECTIONS 2023