Beef Briefs: July 2013

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… Get the latest updates by “friending” MyBeefCheckoff on Facebook or following @MyBeefCheckoff on Twitter.

… Be sure to watch the MyBeefCheckoffMeeting blog for information about the 2013 Cattle Industry Summer Conference!

… Addressing the value of auction markets to the beef checkoff, as well as an explanation about the return on investment they receive. Read more here.

Beef Demand Determinant Study

In Fiscal Year 2013, the Beef Checkoff Program commissioned a Beef Demand Determinant Study to identify the beef demand drivers on which the checkoff programs should focus to have the most compelling effects on beef demand moving forward.

Here you will find links to a one-page abstract, a summary report, and the full results of the study, authored by Dr. Ted Schroeder, professor of livestock marketing, and Dr. Glynn Tonsor, associate professor of livestock marketing, both at Kansas State University, in addition to Dr. James Mintert, assistant director of Extension for Agriculture and Natural Resources at Purdue University.

Also, find an audio report with Ted Greidanus (chairman of the checkoff's Joint Evaluation Committee) here, and Part 1 and Part 2 audio reports with study authors Dr. Ted Schroeder and Dr. Glynn Tonsor.

Growing Opportunities in the United Arab Emirates

The Middle East is one of the most promising markets for expanded sales of U.S. beef, and thanks to funds from the Beef Checkoff Program and the USDA's Market Access Program, USMEF boosted opportunities for U.S. beef further through participation in Gulfood 2013 in Dubai – one of the largest food exhibitions in the world. The region imports beef from countries all over the world, and the upbeat tone about U.S. beef raises confidence that exports of the unique grain-fed beef from the U.S. will continue to climb. For details, visit Gulfood 2013.

Remember … Lean Beef is Part of a Healthful Diet

  • The scientific evidence to support the role of lean beef in a healthful, balanced diet is strong.
  • Research clearly shows that choosing lean beef as part of a nutritious diet is associated with improved overall nutrient intake, overall diet quality and positive health outcomes.
  • If there is one thing scientists agree on, it is that responsible dietary advice must be drawn from a look at the entire body of evidence, including rigorous, gold standard randomized control trials when they are available.
  • In addition to being physically active, the most important thing we can do as Americans to live healthfully is to choose a balanced diet including a variety of nutrient-rich foods such as whole grains, fruits, vegetables, low-fat dairy and protein-rich foods like lean beef.
  • A 3-ounce serving of lean beef provides 10 essential nutrients, such as protein, zinc and iron, for about 150 calories, on average.

For more information, visit www.beefnutrition.org.

New Videos Highlight Beef

This spring and summer, thousands of runners are participating in marathon and half-marathon races throughout the country. At many of those events, you'll spot “Team Beef” on the scene, competing and demonstrating that beef is an ideal protein to fuel health and performance. Watch the video here.

You may be seeing and hearing new "Beef. It’s What’s for Dinner." advertising this summer. The Beef Checkoff has updated the popular campaign and rolled out new print and radio ads. We learn more about the strategy behind the beef ad campaign and one of the beef producer-leaders involved, as Brian Baxter reports from Idaho. Watch the video here.

The MyBeefCheckoff YouTube channel continues to grow in popularity, as producers go online to find information about their checkoff investment.


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