CALF_News_December_2020_January_2021

7 CALF News • December 2020 | January 2021 • www.calfnews.net Continued on page 8  “They can’t grow the beef they certainly want,” he says.“The taste and quality of our beef can compete, and win, in any market.” The Home Front Closer to home there is more good news: U.S. consumers still love beef. “Retail beef sales have probably increased more than any other protein,” Hanes says. In March and April, as COVID-19 was in its infancy, empty meat shelves were demonstrating beef ’s staying power. “It’s been a huge shift for everyone, but the beef industry has probably fared better than some,” he says. Modifying Beef Checkoff efforts to keep consumer attention have also been successful, Hanes says.“Our contractors have done an amazing job in shifting to this new reality,” he says.“Eight months ago, most people might not have known what Zoom was. Now we’ve actually been able to increase our reach sig- nificantly with these new tools. Before, presen- tations might have been able to provide information to a hundred people. Now, we can potentially reach thousands.” Another tool the Beef Checkoff is using is its Beef. It’s What’s For Dinner. campaign.“ Beef. It’s What’s For Dinner. has been such a huge success,” Hanes says.“It’s what sets us apart.” Hanes says the campaign will be back on broadcast television during the Christmas season, appearing on the Hallmark Channel. NCBA’s Woodall says he’s excited about a new energy in the beef industry. Creative:Clients:Micronutrients:1500-26147 2020 Beef Print Ads:1500-26147 2020 Beef Print Ad_Calf News_7.25 x 4.875_v13.indd.indd May 11, 2020 8:27 AM Still feeding sulfate trace minerals? How distasteful. www.micro.net | (317) 486-5880 1 Wiebusch. 2015. JAM. 2 Caramalac et al. 2017. J. Anim. Sci. 95:1739-1750. 3 Micronutrients trial #2017BC106USCZM. IntelliBond ® is a registered trademark of Micronutrients, a Nutreco company. © 2020 Micronutrients USA, LLC. All rights reserved. Smart minerals, smart nutrition... smart decision Calves prefer the taste of supplements with IntelliBond ® more than 2 to 1 vs. sulfate trace minerals. 1-3 Did you know cattle have 25,000 taste buds? That makes them extra-sensitive to the bad taste of free metals from sulfate trace minerals in the ration, and causes them to consume less feed. But when you feed IntelliBond ® trace minerals instead, calves keep eating. Studies show calves prefer supplements that include IntelliBond ® more than 2 to 1 vs. sulfate trace minerals . 1-3 Ask your nutritionist about the tastier trace mineral option. Learn more at micro.net/species/beef. Greg Hanes