CALF_News_August_September_2019

35 CALF News • August | September 2019 • www.calfnews.net CAPITOL LAND & LIVESTOCK The Schwertner Select program is a health based program aimed at weaning a calf in its healthiest, natural environment. 254.527.3342 www.cllnet.com In business since 1946, we are committed to delivering quality, country fresh calves and yearlings on time at a guaranteed price. Schwertner Select AreYour CowsAnd Calves Receiving Their Essential FattyAcids? Better Health, Better Calves, Better Beef. ©2019 NBO3 Technologies Low-cost, superior delivery of essential fatty acids makes greatOPlus Feed Nutrient the better choice for animal performance. For more information, visit nbo3.com or contact us at info@nbo3.com . 8877 Green Valley Drive • Manhattan, KS 66502 brought to you by Feed Nutrient C M Y CM MY CY CMY K NBO319_CS_024_CalfNews_QtrPg_051719_PR.pdf 1 5/17/19 8:58 AM “We needed something to help pro- mote our product as a safe and healthy product. That sparked a group of ranch- ers and other industry leaders to promote the establishment of the beef checkoff.” After several attempts, producers approved the checkoff in 1988. And a few years later,“Beef, It’sWhat’s for Dinner” was born. The late Robert Mitchum was the first TV commercial’s narrator. A print campaign soon followed. Consum- ers began rethinking beef. But it took until the late 1990s before beef demand started increasing overall. Demand con- tinues to hold beef prices steady or higher, even during bad economic conditions and oversupplies of cattle. Checkoff funds address five areas: export growth, nutrition and health, innovation, safety and consumer trust. “Beef, It’s What’s for Dinner” remains popular. It is managed by the National Cattlemen’s Beef Association, one of several CBB contractors. Other contractors include the Ameri- can Farm Bureau Federation, Meat Importers Council of America, National Beef Promotion Initiative, North Ameri- can Meat Institute, Foundation for Meat and Poultry Research, National Live- stock Producers Association and U.S. Meat Export Federation. “This year, a March survey indicated that 80 percent of producers approve of the checkoff and like what we’re doing,” Coffey says.“We use an information pro- gram called The Drive to better educate producers about the checkoff and what we’re doing.” CBB manages about $80 million in checkoff money annually. That sounds like a lot, but it won’t go very far if the major- ity of the funds go for TV commercials. “That’s why we depend so much on social media to promote beef,” Coffey says.“The value of our dollar is only about half of what it was. Also, revenue is reduced because cattle now are sold only two or three times before they arrive at the packer. Before, we would see cattle sold four or five times.” Chuck Knows Beef Coffey says he’d like to, but can’t take credit for “Chuck,” the Alexa-like artifi- cial intelligence program Chuck Knows Beef. Chuck helps guide consumers to beef recipes, menus, cooking instructions and other aspects of beef as the best source for protein. “It’s not me. It’s named after the shoul- der portion of the carcass, or the chuck,” Coffey says.“This is very flavorful beef and is very popular in our export sales. “Chuck marries up to Alexa. You ask Chuck and he’ll give you a recipe and a wealth of other knowledge about beef health and nutrition. It has been very popular with Millennials and other consumers.” Keep Sizzlin is the latest campaign. Introduced in early July, the campaign promotes multiple ways to prepare beef for dinner, including grilling, smoking, stir-fry, sous vide and cast iron. Another is Beefshi. This innovative sushi-style concept features convenient beef prod- ucts like pastrami, roast beef, summer sausage, hot dogs and others prepared in rolls with rice and vegetables. Continued on page 37 