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As large supplies placed additional pressure on fed cattle prices, checkoff-funded programs are in place to encourage consumers to
increase their purchases. Among the activities either scheduled or planned:
Retail Featuring: Neatly 80 grocery store chains
nationwide, (representing 29,000 stores) including
three chains in Pennsylvania (representing more than
600 individual stores), are participating in a special
beef featuring partnership this summer. The prograpi,
which has in the past increased beef retail sales in par
ticipating stores by 230%, produced a $25 to $1 return
on every checkoff dollar invested.
A letter has also been sent by the Beef Council to all
retail chains within the state encouraging them to
aggressively feature beef.
Beef Means Business: This retail newsletter regularly
reaches more than 30,000 stores with useful informa
tion about merchandising beef. The next issue will be
sent in the coming weeks.
Food Safety Seminar Stresses
Industry-Wide Coordination
While media attention may have
focused on individual food safety inci
dences, consumer education and product
safety is a food industry issue that can be
best addressed by all industry segments.
Thai’s the message heard by nearly 100
retailers, foodservice distributors/
operators and home economists who
attended a food safety symposium spon
sored by the Beef Council.
“The attendees heard very clearly that
food safety is not a beef industry or a
restaurant problem, but rather a food
industry problem,” says David Ivan. Beef
Council Executive Director. “The seminar
allowed us to proactively present the facts
about pathogens, and then discuss how we
Foodservice
Seminars
Increase
Beef Sales
With nearly half of every food dollar spent on meals
prepared away from home, the Pennsylvania Beef
Council is stepping up its educational efforts within
the foodservice industry through a series of sales man
ager training seminars.
“The concept is simple,” says David Ivan, PBC
Executive Director. “If we can educate food distribu
tor sales representatives about our product, they can
become better beef salesmen.”
The seminars, which are individually tailored for
each distributor, address a range of topics, including
beef grading, yield, cookay and pricing. In short, the
programs provide answers to many of the commonly
asked questions by restaurant managers and chefs.
In addition to reaching sales representatives, semi
nars have also been conducted for local chef associa
tions and educational materials have been sent to col
leges and universities offering a culinary education
curriculum.
lation contacl
in Heel Council
. 171(1!)
(717) 545-(i()(IO
News and Views on the $1 per head Beef Checkoff Program
Beef Council Responds to Declining
can collectively manage them.”
In addition to discussing various food
borne pathogens, and how best to control
them, break-out sessions for retailers,
restaurateurs and consumer educators pro
vided specific strategies in developing
Hazard Analysis of Critical Control Points
(HACCP) procedures and educational
programs.
A number of the attendees commented
on the proactive stance of the seminar and
Beef Council. “Rather than waiting for an
incident to occur. I’m impressed in the
professionalism and ’heads-up* approach
of the Beef Council in bringing together
such a diverse group,” wrote one attendant
on his seminar evaluation form.
Fed Cattle Market
Print Advertising: An aggressive print advertising
campaign is currently underway in consumer publica
tions such as “Better Homes & Gardens,” “Cooking
Light” and “Family Circle.” The “Beef. It’s What’s for
Dinner” advertising campaign shows consumers that
beef is versatile and easy-to-prepare. The print adver
tising campaign supports the total consumer campaign
by providing recipes directly to the consumer.
The ‘Tamily Circle” ad purchase, for example, will
include the distribution of 50,000 recipe booklets at
Shop Rite stores in August in PA, NY, NJ and CT.
Foodservice Materials/Seminars: Foodservice prog
rams continue to offer menu ideas and product infor
mation to help distributors and operators increase beef
sales. (See related stay)
Summer Veal Promotion
Planned in Philadelphia
The Pennsylvania Beef Council, in cooperation with
the national Veal Committee, has planned an extensive
summer veal grilling promotion in the Philadelphia metro
market
The campaign, which will run in July and August, will
include radio and print advertisements, in-store cooking
demonstrations, and restaurant promotions.
“The campaign is designed to create awareness among
targeted consumers of veal’s versatility as a summer
grilling entree,” says Larry Huttenga, PBC Promotions
Director'. “The radio and print (in "Philadelphia Maga
zine”) advertisements work closely in tandem with the in
store cooking demonstrations and restaurant promotions
to provide a synergistic message.”
While the promotion is specifically designed to boost
veal sales, increased demand for veal benefits the beef
and dairy industries as well. Dairy bull calves marketed
as veal versus as dairy beef results in more than 500,000
tons less of carcass beef annually. Additionally, the veal
industry annually contributes more than $3OO million to
the dairy industry $lBO million for calves plus $l5O
million for dairy products and byproducts used in milk
based formulas.
Dietitians Learn of Red Meat’s
Role In American Diets
In cooperation with the Pennsylvania
Pork Producers Council, the PBC cospon
sored a special session at the Pennsylvania
Diatedc Association’s Annual Meeting
entitled “Dichotomous Dining” which dis
cussed the confusion among consumers
when making “nutritious” meal
selections.
Presented by Diane Morris, Ph.D.,
R.D., the presentation discussed how
research has shown that much of the fat in
American diets is not from meat products,
as commonly believed, but rather hidden
fats from snack products and foods from
the bread group. While the meat industry
is often portrayed as a dietary culprit Ms.
Morris’ comments stressed the positive
role beef plays in a balanced diet
LancMtar Firming, Saturday. May 2& 1994-A1
Television Advertising: Television advertising
resumes in June in anticipation of continued heavy
Supplies throughout the summer months. The advertis
ing will support the retail featuring effort. Consumer
recipe distribution will further encourage consumers
to prepare beef.
Cut & Save: More than 1.1 million Cut & Save stick
ers have been distributed to retailers nationwide. This
popular, award-winning effort helps consumers take
advantage of many special values by providing cutting
and storage information on beef primals or family
packs sold in grocery stores.
The above programs represent only a partial listing
of activities being conducted to boost domestic
demand. Additional activities, also funded with check
off dollars, are being conducted in foreign markets.
In addition to the seminar, the Beef &
Pork Councils sponsored a reception for
the dietitians which included a number of
beef and pork appetizers all of which
easily fit within dietary recommendations.
The Beef Council also exhibited at the
convention’s trade show, and distributed
numerous patient education materials.
Participation in the state dietetic associ
ation meeting is just part of the Beef
Council’s healthcare education program.
The PBC also participates in other profes
sional health conferences and has initiated
an aggressive education program designed
to improve the nutritional knowledge of
physicians.
Cattle £
Evaluation
Workshop B for
Producers
Beef Producers state-wide are invited to participate in
a workshop designed to improve upon the knowledge and
understanding of important aspects affecting the profita
bility of the cattle industry. The workshop has been coor
dinated by Chester D. Hughes, Lancaster County Exten
sion Service, and is sponsored in part by the Pennsylvania
Beef Council.
Scheduled for July 27 and 29, 1994, the 2-day work
shop will include live cattle grading by all participants,
quality assurance tips, and advice on feeding for profit
Demonstrations at the packing plant will focus on beef
that fits the box, hot fat trimming, injection site ble
mishes, and a new grading proposals.
Hie live animal session will be held at New Holland
Sales Stables, New Holland at 7:00 p.m. on July 27,
where participants can compare their grading estimates
with a panel of experts. The carcass aspect of the work
shop will be held at 7:00 p.m. on July 29 at Stoltzfus
Meats, Intercourse. During this program, actual carcass
data can be compared with estimates, and participants
will visualize the disadvantages of cattle that are.too big,
overly fat, or poorly managed.
A similar program in 1993 was very successful. We
hope you can join us for the workshop. For more infor
mation contact Chester D. Hughes, 717-394-6851, Lan
caster Extension Livestock Agent
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