NCBA REPORT - Report Highlights Checkoff Spending Targets

US - Research, education and innovation (REI) measures that have been funded by the Beef Checkoff system in the US are laying down the foundations for marketing and communications programmes.
calendar icon 29 January 2010
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The REI annual report released during the NCBA annual convention in San Antonio, Texas outlines the measure that have been taken to help promote beef in the industry's farm to fork programme.

The report highlights the Beef Quality Assurance programme's dairy auction market report as one of the measures that have helped dairy farmers to get the optimum value for their market cows and bulls when they go for slaughter.

The report also says that the Checkoff spent $2.5 million on mechanical grading system technology.

Other programmes funded by the Checkoff included food safety measures, new product development, market research and human nutrition studies.

One of the studies, Red Meat and Processed Meat Consumption and Cancer…A Technical Summary of the Epidemiological Evidence, counters arguments that red meat causes cancer.

The report says: "The available epidemiological evidence is not supportive of a causal relationship between red meat and any of the cancers evaluated."

The report also shows how product development funded by the Checkoff system have added $1.4 billion to the industry through the creation of new chuck roll cuts.

During the convention, the Beef Promotion Operating Committee of the Beef Board approved further spending on projects for the current year.

The committee approved:

  • $89,000 for the National Beef Cook-Off
  • $250,000 for South Korea promotions
  • $136,825 for Foodservice Partnerships
  • $91,220 for New Product and Culinary Services
  • $170,000 for Beef Quality Assurance programmes
  • $239,130 for Issues Management efforts

The committee also approved $547,320 for an early grilling season, middle meat advertising and retailer campaign.

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