T
HE TEXAS BEEF COUNCIL (TBC) and Texas Beef Checkoff have been hard at work in the
checkoff’s inaugural year, increasing beef demand at home and abroad, sharing the benefits of beef in a healthy diet and educating every- one throughout the beef chain, from producers to consumers. The Texas Beef Checkoff is increasing Texas producer profi tability by expanding markets, increasing demand and building trust. These are a few of the highlights from the checkoff’s fi rst year.
The Korean “Rocky Mountain Steak” campaign resulted in an 83 percent increase in demand of U.S. beef in the country’s largest retail chain.
Increasing Demand: The Texas Beef Checkoff invests in programs through-
out the year that are aimed at expanding market pen- etration, improving global consumer perceptions and building trust in U.S. beef. The Texas Beef Checkoff leadership has long recognized the importance of in- ternational market development.
Boosting sales with “Rocky Mountain Steak” The beef checkoff partnered with the U.S. Meat Ex-
port Federation (USMEF), a Korean retailer and Korean beef importers to fund a “Rocky Mountain Steak” cam- paign with E-mart, Korea’s largest retail chain, which triggered an 83-percent increase in U.S. beef sales at the chain. Such events are part of a strategy to capitalize on the success of U.S. beef in the restaurant sector by also focusing on increasing retail sales. The “To Trust” campaign focuses on the positive of
attributes of U.S. beef through “World Class Beef” mes- saging that highlights the safety and quality of U.S. beef, especially to younger consumers/families.
ASEAN export efforts The TBC, in partnership with the U.S. Meat Export
Federation (USMEF), hosted a group of importers, buy- ers and chefs from the ASEAN region for a Texas beef industry tour. Participants traveled across the state and visited a ranch, feedyard, processing plant, retail outlets and several foodservice establishments. The ASEAN re- gion includes countries such as Singapore, Thailand, Vietnam and the Philippines.
Caribbean export The TBC hosted a group of Caribbean chefs and
tscra.org
importers for a Texas BBQ crawl and pasture-to-plate tour of the beef industry. In partnership with the USMEF, the checkoff showcased the quality, safety and potential profi tability of U.S. beef to the group that represented restaurants and foodservice outlets in Aruba, Turks and Caicos Islands, Curacao, Grand Cayman, Bahamas and St. Lucia.
Education: The Texas Beef Checkoff strives to educate and
inform from farm to fork, addressing concerns and misconceptions about the role of lean beef in a healthy diet and empowering consumers.
Grilling seminar More than 130 Texas Beef Team members and their
families participated in a beef-grilling seminar held at the TBC headquarters in Austin. Grill masters and beef experts shared inside tips and grilling techniques that participants put to use during the hands-on seminar. Attendees were able to put their knowledge and skills to the test as they prepared their meal at the conclu- sion of the seminar.
Beef Production Boot Camp More than 45 Kroger meat market managers partici-
pated in a two-day Beef Production Boot Camp held at Texas A&M University. Boot camp is designed to help participants become more familiar with the farm-to- fork process and best management practices involved in raising cattle for beef. The checkoff-funded Beef Production Boot Camp empowers key infl uencers in the retail channel to educate consumers and address con- cerns regarding sustainability, environmental impact,
December 2015 The Cattleman 85
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