Cattlemen's Beef Board Chair Chuck Coffey Highlights Checkoff's New Consumer, Producer ProgramsMon, 01 Apr 2019 19:13:52 CDT
The 2018 marketing year was one of the single best years in the beef industry with a record value of $8.5 billion of US beef sold globally, which brought producers approximately $320 per head fed. Chairman of the Cattlemen’s Beef Board Chuck Coffey remarked to Radio Oklahoma Ag Network Farm Director Ron Hays how proud he is of the industry’s success this past year, during the Texas & Southwest Cattle Raisers Association Convention this past weekend in Fort Worth. You can listen to their complete conversation by clicking or tapping the LISTEN BAR below at the bottom of the page.
In order to sustain that level of success and continue to grow consumer demand for beef, Coffey says it is important the industry be proactive in reaching out to today’s modern consumer and educate them on beef’s nutritional value, versatility and superior flavor. In an effort to do just that, Coffey says the CBB recently rolled out its latest marketing tool, a digital spokesperson called “Chuck Knows Beef,” which is automated through Google using the latest artificial intelligence technology. Paired with their in-home smart speaker for instance, consumers can interact with Chuck to learn about beef - how it is produced, how to prepare it and what its nutritional properties are.
“We really think this is going to be a good promotional tool we can use with the Millennial generation or anybody who might be afraid to take beef home and cook it,” he said describing the target market for this product. “We want to speak to the other 98 percent of the nonagricultural population - the people that are removed from the farm.”
While reaching the consumer is extremely important, connecting with stakeholders in the Beef Checkoff is equally important, Coffey says.
“We found the more producers know about the Checkoff, the more supportive they are in promoting beef,” Coffey said, introducing a new platform geared toward producer education called The Drive. “That’s where we want to reach our producers so they can see what’s going on in the Checkoff and how their dollars are being spent.”
Given the current research, one could argue that money is being spent very wisely. The most recent report on the Beef Checkoff’s return on investment calculates that for every dollar spent, the industry receives $11.20 back. That study is conducted every five years and Coffey says the next one is being prepared right now. He predicts that with the continued rise in beef demand, that report will show an even greater return on Checkoff dollars.
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