Thanks to the state checkoff funds, TBC is taking
the beef message to the meetings for health profession- als. Here are a few of the events at which TBC has had a presence so far in 2016. • Texas Association of Cardiovascular and Pulmonary Rehabilitation Conference
• Live Well Event, an invitation-only event offering the latest in protein research from top health and nutrition experts.
• Texas Academy of Nutrition and Dietetics (TAND) annual state conference, 750 registered dietitians
• Texas Medical Association (TexMed) state confer- ence, 1,750 attendees
• National Lipid Association Scientifi c Forum The science on the value of beef in the diet is also
being provided to medical facilities and schools. When you combine our state beef checkoff and
national beef checkoff investment to US Meat Export Federation (USMEF), Texas is now the fourth largest contributor to USMEF. We have the ability to reach 96 percent of the world’s population living outside the U.S. We know there is a growing global middle class with increased buying power. We want them to purchase U.S. beef versus that of our competitors. While providing high-quality U.S. beef to consumers
around the world is critical to our future, some would ask, “What’s in it for me?” I’d say a lot, because U.S beef exports bring back dollars to each of us who sell cattle. The latest numbers I’ve seen are from 2015 and
tscra.org
they indicated exports accounted for $277 per head for fed animals. In June, TBC launched a lively consumer brand cam-
paign called Beef Loving Texans, designed to speak to the next huge generation of consumers — Millennials, ages 18 to 34 — about celebrating Texas pride and the role beef plays in the values, memories and traditions among Texas families. The Millennial generation is now more than 80
million strong, larger than the Baby Boomer genera- tion. The demands and buying habits of today’s 18- to 34-year-olds will affect our society for decades. The Beef Loving Texans campaign is very good in
style and substance. The TBC staff did a good job of combining traditional print, radio and TV advertising with cutting-edge advertising placements. Millennials will fi nd the Beef Loving Texans message on Pandora internet radio, Hulu, the On Demand Network, in a new consumer website, beefl
ovingtexans.com, and in other digital outlets. The additional funding provided by the state beef
checkoff program is producing some exciting research and promotional efforts. I’ve discussed just a few of the efforts on the long list of work TBC is doing for the beef industry. Texas beef producers who entrust their money to the state and national beef checkoff programs can be confi dent that the checkoff is doing what it has always done, and that is to spend checkoff dollars wisely.
August 2016 The Cattleman 103
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124