2017

Cattlemen's beef board

Annual report

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Welcome

As chairman of the Cattlemen’s Beef Board, I have felt so privileged to have a front row seat to the hard work that goes into making the Beef Checkoff Program a success. As a producer, I couldn’t have understood all the thought and process that goes into the consideration of every single dollar invested if not for this honor of being your chairman.

There is so much time put into the process, from the long hours invested into the Long Range Plan to the time our checkoff program committees spend scoring and analyzing every authorization request before it is brought before the Operating Committee for funding consideration.

Brett Morris | Chairman

Promotions

"Beef. It's what's for dinner."

Thanks to more than 1 million beef-loving fans

The beef checkoff hit a milestone in FY17, celebrating more than 1 million beef-loving Facebook fans! In fiscal 2017, the checkoff incorporated a variety of Facebook methods to engage people, including:

THEMED CAROUSEL ADS
generate website page views, notably for checkoff-developed recipes and relevant messaging throughout the year

PROMOTED POSTS
to capitalize on timely, relevant and highly engaging content throughout the year while pinpointing opportunities to test and learn with messaging

RECIPE VIDEOS
drive engagement—and demand—with timely recipe inspiration for holidays like St. Patrick’s Day and Cinco de Mayo and events like National Burger Day

TELECONTEXT
is a proprietary app developed for the Beef Checkoff in 2015 to engage consumers during popular food and cooking programs and capitalize on the “second screen” trend of today’s consumers

FACEBOOK LIVE
debuted in 2017 to strengthen relationships with viewers with “behind the scenes” access to culinary experts demonstrating quick, easy meal solutions from the Culinary Center

Door Man

Research

Answering tough questions

with beef sustainability animated infographics

The beef checkoff recently created animated infographics to complement the “Tough Questions about Beef Sustainability” series. These animated infographics engage viewers and make complex information easier to understand.

718-593-6225

Consumer Information

ENGAGING ONLINE SHOPPERS

16 percent increase in beef units sold

The beef checkoff provided materials and web content to the world's largest online retailer, Amazon, to refresh its Beef Category Page as part of the enhanced Amazon Fresh Prime platform. During a three-month period, Amazon utilized the checkoff's investment in consumer videos, recipes and photography in a test to motivate more online steak, roast and rib sales. There was a 16 percent increase in beef units sold due to the checkoff's content and placement.

The beef checkoff provided materials and web content to the world's largest online retailer, Amazon, to refresh its Beef Category Page as part of the enhanced Amazon Fresh Prime platform.

During a three-month period, Amazon utilized the checkoff's investment in consumer videos, recipes and photography in a test to motivate more online steak, roast and rib sales. There was a 16 percent increase in beef units sold due to the checkoff's content and placement.

Industry Information

National Antibiotics Symposium

Combatting antibiotics resistance

For the sixth year in a row, the beef checkoff helped fund a national antibiotics symposium. The engagement of 10 beef producers before, during and after the antibiotics symposium provided a "boots on the ground" point of view into one of the most critical issues facing animal agriculture. This engagement allowed producer concerns and priorities about resistance to be amplified during the symposium.

For the sixth year in a row, the beef checkoff helped fund a national antibiotics symposium. The engagement of 10 beef producers before, during and after the antibiotics symposium provided a "boots on the ground" point of view into one of the most critical issues facing animal agriculture.

This engagement allowed producer concerns and priorities about resistance to be amplified during the symposium. Producers were also able to build personal relationships with key human health professionals, strengthening the One Health approach needed to combat antibiotic resistance. The beef checkoff helped fund a new piece of antibiotic-focused digital content to spur online engagement around antibiotic resistance.

Several social media images were disseminated in easy-to-share ways with stakeholders in the beef community for use in their communication strategies. Several pieces of content feature images and quotes from beef producers who attended the antibiotic symposium, putting faces with this important issue and highlighted producers care and focus on animal welfare.

Producers were also able to build personal relationships with key human health professionals, strengthening the One Health approach needed to combat antibiotic resistance. The beef checkoff helped fund a new piece of antibiotic-focused digital content to spur online engagement around antibiotic resistance.

Several social media images were disseminated in easy-to-share ways with stakeholders in the beef community for use in their communication strategies. Several pieces of content feature images and quotes from beef producers who attended the antibiotic symposium, putting faces with this important issue and highlighting the fact that producers care and focus on animal welfare.

Producer Communication

The faces of the beef checkoff

Recognize these faces?

During fiscal 2017, the My Beef Checkoff campaign featured an auction market representative and three beef producers in communication materials designed to inform producers about their checkoff investments.

The first quarter featured Kristina McKee, a partner in Mid-South Livestock Center. She talked about the importance of the checkoff’s retail, foodservice and youth marketing programs. Amelia Kent shared messages about the checkoff’s foreign marketing efforts during the second quarter. Steven Mafrige represented the checkoff in the third quarter, addressing how the checkoff gets correct information about the beef industry to consumers while correcting misinformation. Chair of the BQA Advisory Group Dan Kniffen highlighted results of the checkoff-funded National Beef Quality Audit during the fourth quarter.

Each campaign delivered messages via video, print and audio press releases, newsletters, direct communications to checkoff boards and state beef councils, social media and ads that linked to custom landing pages on 740-673-9942.

During fiscal 2017, the My Beef Checkoff campaign featured an auction market representative and three beef producers in communication materials designed to inform producers about their checkoff investments.

The first quarter featured Kristina McKee, a partner in Mid-South Livestock Center. She talked about the importance of the checkoff’s retail, foodservice and youth marketing programs. Amelia Kent shared messages about the checkoff’s foreign marketing efforts during the second quarter. Steven Mafrige represented the checkoff in the third quarter, addressing how the checkoff gets correct information about the beef industry to consumers while correcting misinformation. Chair of the BQA Advisory Group Dan Kniffen highlighted results of the checkoff-funded National Beef Quality Audit during the fourth quarter.

Each campaign delivered messages via video, print and audio press releases, newsletters, direct communications to checkoff boards and state beef councils, social media and ads that linked to custom landing pages on www.MyBeefCheckoff.com.

Quarter One Kristina McKee Partner in Mid-South Livestock Center
Quarter Two Amelia Kent Cattlemen's Beef Board Member
Quarter Three Stephen Mafrige Cattlemen's Beef Board Member
Quarter Four Dan Kniffen Chair of the BQA Advisory Group

Foreign Marketing

Costco-Korea goes "all-in"
on chilled U.S. beef

16 Percent increase in beef units sold

U.S. beef exports to South Korea received a major boost in fiscal 2017 when Costco officially converted the imported chilled beef selection at all 15 of its Korean locations from Australian product to 100 percent U.S. beef.

U.S. beef exports to South Korea received a major boost in fiscal 2017 when Costco officially converted the imported chilled beef selection at all 15 of its Korean locations from Australian product to 100 percent U.S. beef. The move followed multi-year, checkoff-funded efforts by the U.S. Meat Export Federation (USMEF), contractor to the beef checkoff, to restore consumer confidence in U.S. beef and persuade Costco executives that sales of U.S. beef will match or exceed Australian beef's performance.

The move followed multi-year, checkoff-funded efforts by the U.S. Meat Export Federation (USMEF), contractor to the beef checkoff, to restore consumer confidence in U.S. beef and persuade Costco executives that sales of U.S. beef will match or exceed Australian beef's performance.

Results

Costco’s move represents about 15,000 metric tons (mt) of incremental new beef business in 2017 alone, with excellent prospects for further growth. Success at Costco is one of the factors driving tremendous growth in chilled U.S. beef exports to South Korea.

From January - August 2017,

chilled exports climbed an impressive 88 percent in volume (to 27,378 mt) compared to the same period in 2016, while export value nearly doubled to:

Results

36,227 unique users visited the producer-facing MyBeefCheckoff.com website, spending an average time of 2:05 on the site during each visit through fiscal 2017. The combination of print, digital and earned media focused on reaching the top 25 agricultural publications resulted in reaching more than 67 million and engaging more than 796,000. Open and click-thru rates for checkoff communications were at or above industry averages for all electronically delivered materials. Similarly, checkoff print ads scored above average in all readership studies.

36,227 Users visited mybeefcheckoff.com (producer-facing)
Reached more than 67M
Engagement of more than 796K

Finance

Cattlemen's Beef Promotion
& Research Board

Key Financial Information

Sept. 30 2017 and Sept. 30, 2016

20172016
TOTAL ASSETS$20,416,936$20,762,814
TOTAL LIABILITIES$66,267$3,130
TOTAL NET ASSETS$20,350,669$20,759,684
TOTAL REVENUES$41,055,902$39,260,261
Total Program Expenses$39,202,339$37,625,483
USDA Oversight$465,853$349,024
Administration$1,796,725$1,746,258
TOTAL EXPENSES$41,464,917$39,720,765