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BEEF CHECKOFF HIGHLIGHTS THE POWER OF PARTNERSHIPS

Denver, Colo., July 23, 2007 – Retail marketing efforts funded by the beef checkoff continue to center on strong promotions and co-marketing partners to drive consumer demand for beef. Here's a look at some recent activities:

Retail Beef Backer Awards

This brand new award will recognize retailers who have demonstrated their commitment to outstanding beef marketing and merchandising programs, according to Cattlemen's Beef Board member Don Stewart, who is also co-chair of the Joint Retail Committee. State Beef Councils and checkoff retail marketing managers will encourage supermarket retailers of all sizes and formats to enter the contest. Anyone (other than a checkoff employee) can nominate a retailer for an award. Submission forms and contest rules are available on http://www.BeefRetail.org/commBeefBacker.aspx. Submissions are due Oct. 31, 2007.

Retail and Foodservice Beef Backer winners will be announced during the 2008 Cattle Industry Convention next February in Reno, Nev.

Summer Grilling 2007

The annual Summer Grilling Program continues to involve creative strategies and new partners, according to Beef Board member Virginia Coelho, a California producer who co-chairs the Joint Retail Committee with Stewart.

“The 2006 summer grilling results were very gratifying … with total dollar and pound sales up by 3 percent and 6 percent,” she explained. “We're anxious to see the 2007 results, as we've added new partners and promotions this year and are still enjoying lots of traction from tried-and-true programs.”

During the 2007 campaign, checkoff dollars are receiving a significant added promotional punch, through the 70 million $1-off beef purchase coupons marketing partners are distributing and redeeming. In addition, a $1 million spot radio campaign is underway with 70 retailers in 42 markets. Partners include many highly visible brands, such as A.1. ® Steak Sauce and Marinades and – new this year—Samuel Adams® Beer, Edwards® Frozen Pies and the Wisconsin Milk Marketing Board.

The checkoff continues to partner with Sutter Home® for the annual Build a Better Burger® contest. In-store promotions and entry forms will appear in 3,500 supermarkets. One winner will take home a $50,000 grand prize paid by Sutter Home and have his or her recipe published in the Sutter Home Build a Better Burger cookbook.

Flat Iron Steak

Retail numbers for sales of Beef Value Cuts continue to rise. For example, the Beef Shoulder Top Blade Steak (Flat Iron) has experienced tremendous growth since its 2003 retail launch, according to latest sales data available from FreshLook Marketing. Sales of the Flat Iron stayed consistent at about 119,000 pounds per quarter from the time it was introduced to the retail meat case until the third quarter of 2005, when more retailers started offering the cut. The most significant growth to date took place in the second quarter of 2006, with a 668 percent increase in sales compared to the previous year and a 46 percent increase versus the prior quarter. Feature advertising during this time also increased 114 percent versus a year ago, according to Promodata. Average feature price was $3.75 per pound.

For more information on checkoff-funded retail programs, visit www.beefretail.org.

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