Beef Buzz News
Jennifer Nealson Working to Increase Effectiveness of Beef Checkoff Dollars
Wed, 03 Aug 2022 05:29:25 CDT
Senior Farm and Ranch Broadcaster, Ron Hays, is back with National Cattlemen’s Beef Association’s Senior Vice President of Global Marketing & Research, Jennifer Nealson, talking about her desire to work with the states and get the optimum performance out of Beef Checkoff dollars benefitting both producers and consumers.
Nealson is responsible for how each dollar at Beef Checkoff is invested that is contracted through the NCBA. A priority of hers, she says, is making sure those dollars are invested in the most effective way possible.
Looking at the money flow of the Beef Checkoff dollar, Nealson said 50 cents of that dollar goes to the Cattlemen’s Beef Board, then through a committee process, and it is given to contractors of the Beef Checkoff for different projects. NCBA, she added, is one of those contractors.
The other 50 cents, Nealson said, goes to state beef councils.
“What we are doing and have always done, but are doing even more, is looking at the impact that we can have as a national contractor and a national marketing arm of the Beef Checkoff along with states being those organizations that are local and combining our power so that we can have more impact with each of those checkoff dollars.”
Over the last 6 months or so, Nealson said they have been working hard from a leadership standpoint between the state councils and NCBA on the checkoff side to come together and establish a three-year strategy to focus on driving beef demand.
Secondly, Nealson said they will be deciding how to execute that strategy for the fiscal year of 2023, which will start October 1st.
“This model of NCBA as a national marketing arm with these states is just like field organizations that are really helping to extend and they understand their local markets and what their needs are in this whole way in which we can work together and understand each other more and we can understand the product more which will allow us to not only manage our stakeholders but to get to those consumers in a way that maybe we haven’t been able to do in the last couple of years,” Nealson said.
Consumers want to understand how to purchase and prepare beef in ways to make it go further, Nealson said, so the Beef Checkoff has spent time sharing “how-to’s” online for developing recipes.
“We have just done a shoot about three weeks ago all on value and versatility because we don’t want people to stop buying beef because the price is high,” Nealson said. “In fact, we recognize the willingness of customers to pay for a protein- beef, it’s the highest at somewhere over $9.50, so we know that we are being able to retain the interest of the market at these prices and we want to continue to motivate and inspire people because of beef’s great taste and at the same time, give them other alternatives so the frequency doesn’t go down. We want them to eat beef more than one time weekly.”
Click the LISTEN BAR below to hear Ron Hays and Jennifer Nealson talking about Beef Checkoff’s goals going forward to get the most out of Beef Checkoff dollars.
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR below for today’s show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
Ron Hays Beef Buzzes with Jennifer Nealson on Beef Checkoff efforts
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