Cattlemen's Beef Board Chairman Jimmy Maxey Gives Beef Checkoff 101Tue, 19 Jan 2016 14:57:04 CST
The Cattle Industry Convention and Trade Show is a week away in San Diego, California. One of the groups meeting at that Cattle Industry Convention is the Cattlemen’s Beef Board. They will be led by California cattle producer Jimmy Maxey, who serves as Chairman. We asked Jimmy to give us a Beef checkoff 101.
"The dollar gets collected, mostly by state beef councils,” Maxey said. "Fifty cents stays there and 50 cents comes to the national programs, then we try to invest that wisely in various forms of research and promotion, industry information and consumer information."
The beef checkoff is reaching consumers today through digital advertising campaigns. With the checkoff assessment at $1 per head, the same as when the checkoff was established in 1985, Maxey said it’s been important to find ways to stretch those financial resources. Digital marketing has allowed the checkoff to target beef consumers.
"Digital helps us target down to a certain audience,” Maxey said. "And, we’ve done that fairly well with the millennials, we have been focused on them over the last few years and most of our research shows that’s who we need to target right now. They’re the new evolving parents that are raising children and we need to be getting our nutrition story and also just our great product in front of them, so they know how to prepare it and know what to do."
The digital outlet also allows the beef industry to reach consumers as they are making those mealtime decisions. Maxey said the checkoff is providing information to consumers as they stand in front of the refrigerator or the grocery meat case. He said we need to be there for consumers at that point to tell them exactly what to do in preparing beef.
The digital advertising efforts are working. Digital checkoff advertising drove more than 2.2 million visitors to beefitswhatsfordinner.com during the 2015 fiscal year. That’s a 29 percent increase over fiscal year 2014. In addition, checkoff advertising generated 994,000 recipe page views on the site. That was a 60 percent increase over the year before.
Radio Oklahoma Network Farm Director Ron Hays featured Maxey on the Beef Buzz feature. Click or tap on the LISTEN BAR below to listen to today's Beef Buzz.
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network- but is also 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.
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