FOR THE FISCAL YEAR 2015 - 2016

BUILDING CONSUMER DEMAND ADVERTISING AND MEDIA FUEL consumers, the full-color, back page ad reminded fiscal 2016. Key features of the new site include a consumers that the land is our livelihood and cleaner and more attractive design, a more PASSION FOR BEEF provided factual information about the great engaging user experience with enhanced search When it comes to inspiring beef usage in meals and things our industry is doing to raise beef with and navigation, and optimization for mobile devices building awareness about beef and Idaho’s beef fewer resources. allowing consumers to better interact with the beef industry – advertising and media play a critical role. council online. Since the re-launch the average user To reach today’s consumers it requires us to come at Internet and social media platforms continue to time on our site has increased by 22%. them in a variety of ways. If they’re on the computer, gain ground as the primary way consumers seek listening to the radio, in their car or waiting at the information. Millennials, more than any other In October 2015 the IBC partnered together with the airport – we’ve got an opportunity to reach them generation, use social media to create, share and Idaho Dairy Council, Dept. of Ag, Wine Commission with a beef message. In fiscal 2016 our comprehensive exchange information with each other and the world and Idaho Tourism Dept. and hosted a media tour plan involved traditional media as well as non- around them. As the world’s largest social networks, for 14 national media writers and bloggers. The traditional advertising tactics. Utilizing multiple Facebook and Instagram, continue to be primary 4-day tour highlighted the food and agriculture touch-points, we keep beef top of mind with our online channels to communicate facts about beef, scene in Idaho and included boots-on-the-ground consumers, reinforce their passion for beef and our industry, beef’s nutrition, versatility and ease of stops at Agri Beef’s Boise Valley Feeders feedlot and promote beef’s healthy qualities. preparation, and much more. The IBC Facebook Si-Ellen Farms dairy to give the participants first- page grew 14% this past year and today has close to hand experience in beef and dairy production and More than 1 million Idahoans were exposed to beef 16,000 followers and in 2016 we launched our allow them to engage directly with producers messaging through 52 weeks of “live read” radio Instagram page. In FY16 we executed five campaigns themselves. These events are a very effective way to advertising during traffic reports, 8 weeks of to raise awareness of beef and enhance the show how cattle are raised and put a face on our streaming/online radio ads, 32 outdoor billboards confidence to buy: Mad Herbie was a comical twist industry. They improve knowledge of and shift placed around the state, and 20 weeks of online on what happens to your popularity if you don’t perceptions about our industry and help build digital and programmatic advertising. serve beef to your family and friends; the Mistakes consumer trust. Over 550 social media posts were Happen – Turkey Day Face Off showcased beef’s shared by the participants within the first 30 days of Some of the non-traditional ways we’re reaching taste appeal and satisfaction (vs. turkey); the the tour featuring their own experiences, pictures consumers is through advertising in airports and National Hamburger Day campaign emphasized and quotes. In addition, editorial placements were mass transit and placing ads in targeted the popularity of burgers and provided recipes for written in such notable publications as Epicurean publications. Capitalizing on the idle time travelers new burger meals; Dads that Grill kicked off the Traveler, The Bulletin, Luxe Beat Magazine, Zester spend at the airport, we installed airport advertising summer grilling season by providing tips and ways Daily and Country Living. displays in five Idaho airports reaching a captive to make your summer meals sizzle along with a audience of over 3 million consumers annually with chance to win your dad a new grill; and our In total, Idaho’s beef checkoff achieved over 35 beef messaging. For Earth Day, in April, IBC took a nstagram Cooking Party pitted four Idaho based million impressions with our advertising and media proactive approach to fend off potential negative food bloggers against one another as they blogged, efforts during fiscal 2016. Our solid advertising and consumer feelings toward animal agriculture, and photographed and posted their way through a media plan compliments our in-state activities, possible misinformation circulating about our Sunday night beef meal preparation for their family. increases awareness and helps drive demand. industry, by placing an ad in the state’s largest alternative weekly newspaper, the Boise Weekly. A new, redesigned version of the Idaho Beef 1. Earth Day ad 2. Airport advertising 3. Mad Herbie social Reaching over 35,000 urban Treasure Valley Council’s website, www.idbeef.org, was unveiled in media meme 4. New IBC website 5. Media tour stop at feedlot

final size is 84” x 28” inches. built to quarter scale of 21x12 inches 1 3 4 5 Celebrating 2 EARTH DAY TODAY a EVERYDAY.

By the year 2050, 70% more food will need to be produced to feed the growing population. Idaho’s cattle ranching families are working hard to meet this global demand while balancing PACKED YOUR environmental responsibility, economic opportunity and social diligence. In just six years, the beef industry has improved its sustainability by 5% in efforts to work with the environment. These efforts include:

Increased use of precision Improvement in Improved genetics, Increased use of Improved implementation farming techniques crop yields health and nutrition biogas capture of right-sized packaging . for cattle and conversion APPETITE For recipes & ideas visit www.BeefItsWhatsForDinner.com

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THE BEEF INDUSTRY IS COMMITTED TO A JOURNEY OF CONTINUOUS IMPROVEMENT TODAY AND EVERYDAY. THE CHAIRMAN councils in the U.S., to market and promote From beef here and around the world. Our Northwest IDAHO BEEF COUNCIL It’s a pretty tough time for the beef producers Japan Project is one example which marketed Audited Financial Statements in Idaho right now. Cattle prices and markets beef to Southeast Asia. It had tremendous for the have been dismal. Even with the downturn, the success, with huge returns on our checkoff Year Ending June 30, 2016 Idaho Beef Council is working hard to increase investment. This organization needs Idaho’s demand and markets for our beef in Idaho, in continued support of programs such as this to the U.S. and globally. Let’s begin by taking a accomplish our mission of promoting beef REVENUE: closer look at the Idaho Beef Council and other throughout the world. Checkoff Assessments $2,377,929 organizations that IBC partners with to NCBA’s Global Growth Committee is aligned Less Remittance to Beef Board (794,665) accomplish beef promotion and marketing for Net Assessments 1,583,264 our producers. with the USMEF to support projects nationally and worldwide utilizing checkoff funds from Interest Income 73 The Idaho Beef Council is a beef marketing the Beef Promotion Operating Committee. Other Income 4 organization in Idaho, accountable to all Idaho They are a powerful beef promotion and Net In-State Revenue 1,583,341 beef producers and responsible for ensuring marketing tool for us. Better markets and effective and efficient use of checkoff funds. promotion of our U.S. Beef equals more EXPENSES: The IBC Mission Statement is “To build global demand and sales. National Programs 179,641 consumer demand for beef thereby enhancing International Marketing Programs 133,560 profitability for Idaho producers.” The 2016- I appreciate serving with the men and women Promotion Programs 484,359 on the Idaho Beef Council. I would like to 2017 Strategic Priorities for the Idaho Beef Consumer Information Programs 189,685 Council this year are: recognize Judy Hinman for her work and dedication during her service as a Board Research Programs 190,043 1.  Grow consumer trust in beef and Member and past Chairman of the Idaho Beef Industry Information 47,302 beef production. Council. We welcome our new IBC board Producer Communications 51,586 2.  Align and collaborate with industry partners and members, Trish Dowton and Don Taber and Collection Fee Paid to State Brand Dept. 135,478 organizations to protect beef’s image and build look forward to working with them. It is a Administration 207,849 consumer trust. privilege to work with the very capable Idaho 3. Ensure beef’s inclusion in dietary Beef Council staff who does a terrific job Depreciation 9,217 recommendations as part of a healthy diet. planning and implementing these very crucial 4. Deliver messages to consumers directly about beef events, activities and programs. Total Expenses 1,628,720 beef’s quality, safety and nutritional value and beef producers commitment to animal well-being The Idaho Beef Council works for the Idaho ncrease in Net Assets (45,379) and the sustainable use of natural resources. beef producers to promote and market Idaho I Beef. The IBC is accomplishing this by getting With these priorities in place, the Idaho Beef NET ASSETS: Council and staff continues to work tirelessly out the word about beef to social media, individuals, groups, organization and Beginning of Year 441,126 to accomplish them. The IBC’s effectiveness in End of Year 395,747 promoting beef through educational programs, communities around the state and by articles in newspaper and magazines, flyers, networking and partnering with national videos, live coverage, community events, social organizations that also promote and market media, and advertising has been amazing. The beef, thus giving us access to beef markets on a activities and programs implemented through- much larger scale. The result gives Idaho beef out the year resulted in over 100 presentations, producers greater ability to increase demand, meetings, athletic and other events, promotion and marketability of our Idaho beef conferences and food/nutrition workshops, nationally and globally. just to name a few. I am proud to serve on the Idaho Beef Council, Our Idaho Beef Checkoff program funds grateful for the opportunity to dedicate my reached out to thousands of people in our state time to an organization that actively supports and many from outside this state who came to Idaho cattle producers. I appreciate all those Idaho to participate. It has impacted how that serve with me and for all of your support. individuals, communities, groups and consumers Wishing you the best as we go forward. perceive beef as a healthy addition to their meals.

The Idaho Beef Council has worked very successfully with the U.S. Meat Export Federation MORGAN EVANS (USMEF), who also works with all state beef Chair – Idaho Beef Council CHECKOFF DOLLARS AT WORK OUTSIDE OF IDAHO BEEF PROMOTION AND IBC contributed $164,000 and the IBC Board of promotion in Japan this past year. Together RESEARCH BOARD Directors chose which national activities to with the Washington and Oregon beef councils, fund based upon the IBC’s strategic priorities. a total of $75,000 in checkoff funds were used, By law, 50 cents of the $1.50 collected in Idaho along with matching funds from targeted goes to the Cattlemen’s Beef Board (CBB). INTERNATIONAL MARKETING Japanese retailers and third party contributors, These funds form the base for national beef to introduce and promote Northwest beef to promotion, education and research programs. Expanding the opportunity to sell beef around Japanese consumers, regional distributors, For more information on how these funds are the globe, the IBC contributed $103,000 to the retail buyers and restaurant chains during fiscal spent, contact the Idaho Beef Council or log U.S. Meat Export Federation (USMEF) for 2016. Idaho’s $25,000 was used to fund two onto www.mybeefcheckoff.com. continued support of beef promotion in months of retail and foodservice promotions international markets. IBC Board Member that ultimately generated more than 178.4 FEDERATION OF STATE Morgan Evans serves as Idaho’s Checkoff metric tons (393,304 pounds) valued at over $4.9 BEEF COUNCILS USMEF delegate and Cevin Jones, former IBC million in U.S. beef sales. board member, also serves a national role with In addition to the $0.50 we send to CBB, the IBC USMEF as the Beef/Veal Committee Chair. contributes additional funds each year toward national promotion activities through the The IBC contributed an additional $25,000 in Federation of State Beef Councils. Last year the export dollars toward a Pacific Northwest beef BUILDING CONSUMER DEMAND

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1. Race for the Steaks starting line 2. Beef sampling at a consumer event 3. Beef Night at the Steelheads 4. BBQ Bootcamp participant 5. Team Beef volunteer project PROMOTING BEEF PRODUCTS TO IDAHOANS

It was another busy year for checkoff-funded Beef Counts program with the Idaho Foodbank. complete at least one volunteer project annually. consumer education and outreach. Your beef Following the game, a post-event community Team members have advocated on our behalf council staff executed 53 consumer-focused distribution was done with the Beef Counts online and in their local communities by doing programs around the state during fiscal 2016. partners and members of the Steelheads hockey beef presentations to youth groups, helping out at Participating in consumer events not only allows team where they passed out beef roasts to low- IBC events, writing articles for blogs and social us to promote beef and provide samples, recipes income seniors on food assistance. The beef media postings, and much more. In fiscal 2016, and nutrition information, it also gives us the distribution event received media coverage by team members made close to 800 appearances in opportunity to connect with consumers and KTVB (the largest news station in Idaho), the their beef jerseys. Not only does these beef address misconceptions on food safety, animal Idaho Statesman, the ECHL (hockey’s news wire) ambassadors serve as moving billboards along handling and beef farming practices. Over and various other news outlets. the race course, and link beef to good health, they 220,000 consumers were reached through food engage in meaningful conversations about beef events, cooking demonstrations, health and “Beef - It’s What’s For Dinner…and for Tailgating” with fellow runners and help spread the fitness expos, fairs and large format events. was the message 38,000 consumers received at good word about beef to family, friends and the 6th annual Beef Day at Boise State University. their community. The power of beef was front and center at the Multiple consumer touch-points occurred, both annual Race for the Steaks 5k and 15k run put on inside the stadium as well as during the tailgating Other consumer outreach activities include: by the Idaho Beef Council. The event is all things pre-game hours. Producer volunteers served over • Beef Night at Idaho Falls Chukars and Les Bois beef. From the participant t-shirts, to the cowbell 6,000 samples of beef chili to football fans in the Park horse track to celebrate Beef Month in medals handed out to top finishers, to the post Beef VIP tent prior to the start of the game as a July. In addition to generating a lot of sales on race Tri-Tip steak dinner… beef messaging is way to connect consumers to the men and women burgers and hot dogs during these nights, events everywhere with this event. And, we’ve brought in who raise beef. Beef messaging was witnessed all like these build loyalty and shape positive some key partners to help offset some costs. Such throughout the game via the stadium jumbotron, consumer attitudes of beef and Idaho’s beef as the YMCA who helps with logistics and Agri announcements, signage, on-field activities, industry with a captive audience. Beef Co. who graciously donates the beef for the media interviews, half-time contests and more. • A booth at the Fit One Race Expo. Fit One is one post-race steak dinner and finisher prizes. Race for of the largest races in Idaho with over 10,000 the Steaks is owned, and trademarked, by the BBQ Boot Camp kicked off the summer grilling participants. At the 2-day expo, runners stopped Idaho Beef Council giving us full control of the season in June 2016. Over 100 attendees spent an by the IBC expo booth to sample a beef recipe, event. In 2016 we had over 750 participants and evening in the trenches and learned all things learn about beef nutrition and pick up some new the event continues to grow year-after-year. The beef. From the basics about food safety and beef meal ideas. buzz is building about Race for the Steaks in the preparing beef, to the different types and grades • Beef meal sponsorships at the 4 Summit running community and we envision it becoming of beef, Boot Camp participants honed their beef Challenge in Cascade, NAIA College World one of the largest races in Idaho within the next skills while tasting some amazing food. By Series banquet in Lewiston, Mountain Home Air 5 years. increasing consumer confidence in selecting and Force Community BBQ, Lemhi County Business- cooking beef, this will result in long term loyalty men’s Appreciation BBQ, Beehive Community Beef Night on the Ice was enjoyed by 5,200 and an increase in the number of times they Picnic in Rexburg and several more events consumers in January at the Idaho Steelheads. In consume beef. around the state. an effort to build loyalty and shape positive • Partnership with the Univ. of Idaho extension consumer attitudes of beef and Idaho’s beef Team BEEF Idaho continues to educate and to celebrate National Ag Week with a drive-thru industry, this one night event was a beef takeover advocate on our behalf all year long, all across the breakfast and educational activities in Butte, of a hockey game. Consumers got to enjoy half off globe. Team BEEF Idaho is a community of 150 Custer, and Lemhi County elementary schools to burgers all night, witness a number of beef- Idaho-based runners and triathletes who educate youth and adult consumers about the themed contests during intermissions and on-ice recognize the nutritional benefits of beef and the economic impact of the beef industry. programs throughout the evening. Beef vital role high-quality protein plays in their • And, participation in numerous health fairs, ag advertising and signage could be seen all through- training. As a member of the team, athletes must pavilions and community expos around the out the hockey rink and leading up to the night a complete the online Beef MBA course and an state to educate and inform thousands of people comprehensive radio and online campaign annual team orientation with the IBC. Here they about Idaho’s beef industry and the many promoted beef night. In addition, a partnership learn about Idaho’s beef industry, the nutritional benefits of beef. was formed with the Steelheads whereas $1.00 aspects of beef and how to talk to consumers from each general ticket sale was donated to the about beef. In addition, team members must RETAIL PROGRAMS TO DRIVE SALES FOODSERVICE MARKETING AND OUTREACH Grocery retailers represent the primary inter- Broulim’s: The IBC and Broulim’s expanded the face with consumers buying beef, so the IBC popular What’s For Dinner Wednesdays weekly makes it a priority to develop impactful featuring program in 2016. This campaign is The battle for America’s stomach is fiercely programs with this segment of the industry. aimed toward time-strapped consumers by competitive. With consumers spending close to A number of retail programs were conducted highlighting on the radio, as well as in-store 50% of their food dollar on meals prepared during fiscal 2016 to stimulate beef sales including: displays, a complete dinner meal that is away from home, marketing beef to foodservice available at their local Broulim’s. During the professionals is a necessity for the industry. 3 Rosauers: To encourage consumers to create an 3-month campaign, each of the 10 Idaho Easter tradition with beef, the IBC partnered Broulim’s locations built in-store displays The Idaho Beef Checkoff once again partnered with Rosauers grocery store in the Treasure featuring the recipe being broadcasted on radio with Sysco Foodservice, the largest foodservice Valley to feature beef roasts during the lead up that included the beef cut, ingredients, side distributor in Idaho, with a sales incentive to Easter. The campaign consisted of a heavy items and recipe card instructions. Placed at the program for their sales reps focused on radio blitz with ads reminding consumers that front of the store, consumers could walk in, grab increasing sales of beef and developing new their family and friends prefer beef over other everything in one place and get on their way business in the foodservice channel. Due to the proteins. The radio was complimented with home. A great volume driving campaign, total very successful history of this program with in-store promotions on beef roasts. A very beef sales increased 66% during the campaign Sysco, we expanded it in fiscal 2016 to twice a successful campaign, Rosauers reported a 29% period versus the previous year’s figures. year (vs. once) and executed both a Fall and increase in roast sales over the same time period Spring sales program. Both promotions kicked prior year. Winco: IBC teamed up with Winco and the off with a sales rep training on beef and each 5 Washington State Beef Commission in Spring had outstanding results. The Fall promotion Costco: To kickoff the summer grilling season 2016 and offered a $1.50 instant rebate coupon resulted in a 12% increase on the total beef and drive sales of beef, in-store demonstrations on Petite and Top Sirloins to push beef sales. category in sales versus the prior year and the and consumer samplings took place on Top The peel-off coupon included a leave- Spring program resulted in a 13% increase. Sirloins over Father’s Day weekend at five Idaho behind recipe and drove consumers to the Costco locations. Very impressive results were Beefitswhatsfordinner.com website for recipe IBC offered “beef dollars” in FY16 to chefs achieved! The Idaho stores delivered a 383% ideas and beef tips. The results? Winco reported participating in culinary events like Savor increase on Top Sirloins in pounds sold over the a 40% increase of Top Sirloins and 20% increase Idaho Coeur d’Alene and Boise (attended by same time versus the prior year. Promotions of Petite Sirloins in pounds sold over the same 1,000 consumers) and the Culinary Walkabout such as these give consumers a firsthand time period the prior year. (attended by 500 consumers). Chefs feature experience of the delicious taste of beef. beef as their main dish at the event and can be reimbursed for a portion of the beef used in the recipe. The beef checkoff is also a top-tier sponsor of A Chef’s Affair annual event attended by 400 people each Fall. This exquisite 6-course culinary spectacular features the Treasure Valley’s top chefs and sells out each year. Investing in programs like these ensure beef is RECIPE OF THE WEEK: well-represented at these types of events, as well as they showcase the great taste and menu BALSAMIC versatility of beef. MARINATED To equip chefs and retail professionals with the knowledge they need to build their menus and protect their beef business, the IBC, in partner- STEAK ship with the Washington Beef Council, held a and asparagus 2-day pasture-to-plate tour for 30 consumer thought influencers. The tour provided participants a behind-the-scenes look into Clockwise from top left: Broulim’s recipe of the week cattle ranching and modern beef production This week’s featured cut: practices and included visiting a cow/calf and BALSAMIC poster, in-store display, Beef in the Classroom education

MARINATED Directions 1. Combine marinade ingredients in small bowl. STEAK Remove and reserve 2 tablespoons. Place beef and asparagus steaks and remaining marinade in food-safe plastic bag; turn steaks to coat. Close bag TOTAL RECIPE TIME: 25 MINUTES //// MAKES 4 SERVINGS securely and marinate in refrigerator 15 program, Winco instant rebate coupon. PETITE SIRLOIN STEAK • 4 Petite Sirloin Steaks, cut 1 inch minutes to 2 hours. feedlot operation, beef processing plant and a thick (about 8 oz. each) MARINADE 2. Place asparagus in shallow microwave-safe dish; add ½ cup water. Cover and microwave • 1 pound fresh asparagus 2 on HIGH 3 to 6 minutes or until crisp-tender. • /3 cup prepared balsamic • ½ teaspoon salt Drain asparagus. Add reserved 2 tablespoons vinaigrette marinade to asparagus; turn to coat. Set aside. • 1/ teaspoon pepper 8 • 2 tablespoons Dijon-style 3. Remove steaks from marinade; discard Ingredients GET YOUR FREE RECIPE CARD TODAY! mustard marinade. Place steaks on grid over medium, ash-covered coals. Grill, covered, 12 to 14 minutes (over medium heat on preheated comprehensive overview of culinary trends, gas grill, 13 to 14 minutes) for medium rare (145°F) doneness, turning once. (Do not overcook.) 4. During last 3 minutes of grilling, arrange asparagus on grid around steaks; grill 2 to 3 minutes, turning once. Season steaks and asparagus with salt and pepper. www.beefitswhatsfordinner.com new products and cutting demonstrations. The www.beefitswhatsfordinner.com result? A strongly positive attitude shift in the views of our product by the tour participants toward those who produce beef, as well as enthusiasm about spreading the good news that beef is produced with care, respect, quality and thoughtful efficiency here in the Northwest. PROTECTING AND ENHANCING THE BUSINESS CLIMATE FOR BEEF PROMOTING BEEF’S NUTRITIONAL ADVANTAGE

Research continues to provide strong evidence The beef checkoff was a top-tier sponsor for the that beef does not contribute to heart disease, American Heart Association’s Go Red Week. cancer or chronic disease. It’s critical we educate Beef was dined on at the Go Red for Women health gatekeepers about the nutritional benefits Luncheon and their VIP awards gala, recipe and of beef in the diet and the unintended nutritional materials were distributed at consequences of omitting or reducing beef, while community events and Bridget Sweeney, a reinforcing the accessibility and popularity of the registered dietitian and nutrition expert, was more than 30 cuts of lean beef. provided as the keynote speaker at the Go Red for Women Luncheon on behalf of the beef checkoff. The IBC maintained a high level of visibility and Her presentation, “It’s the Taste Silly” provided distributed educational resources at conferences the audience ways to increase the flavor of your held by the Id. Medical Assoc., Id. Academy of meals while still being nutritionally sound. She Family Physicians, Id. Healthcare Assoc., Id. also highlighted the nutrition profile of beef and Perinatal Assoc., Id. Nurses Assoc., and Id. how it fits into a heart-healthy diet to the Academy of Physician Assistants. audience of 350 people. This relationship with the American Heart Association is very Close to 200 registered dietitians attended the important to the beef industry because it helps annual Idaho Academy of Nutrition & Dietetic enhance the image of beef as part of a Association convention where the IBC’s exhibit heart-healthy lifestyle. booth shared the latest beef nutrition science. In addition, the beef checkoff provided Barbara Other checkoff-funded partnerships this past Mayfield, RDN as the keynote speaker for the year included a nutrition workshop with the convention. A leading nutrition expert, her Treasure Valley dietitians group in partnership presentation “Examine the Evidence” highlighted with the Idaho Dairy Council and programs with the latest nutrition trends, broke down myths, St. Lukes Hospital and St. Alphonsus Hospital, and compelled nutrition professionals to look attendance at Oneida County, Jerome, Pocatello, behind the headlines to gather facts before and Franklin County health fairs, and various changing their mindset regarding nutrition or other community health and wellness groups. a particular food item. Her presentation was the highest attended session of the entire conference. Above: The Idabo Beef Council booth at the Idaho Academy of Nutrition & Dietetic Association Convention.

RESEARCH FOR OUR FUTURE Research is an integral part of our continued success in the beef industry. In fiscal 2016 the following research projects were funded:

• Relationship between heifer carcass maturity and beef quality characteristics (Matthew EDUCATING THE NEXT GENERATION OF CONSUMERS Doumit, PhD, Univ. of Idaho) Today’s youth represent our future beef community showing of the film Farmland, a • Strategies to improve beef tenderness by shoppers so it’s important we develop a lasting documentary by Oscar winning filmmaker activating calpain-2 earlier postmortem preference for beef among youth through James Moll. The film gives an up close look at (Matthew Doumit, PhD, Univ. of Idaho) pursuing a positive beef environment in schools some of the young American farmers and and youth events and activities. Close to 23,000 ranchers who grow and raise food. A contest was • Improving color and color stability of the top students were reached with a beef message in held and the 4-H and FFA club with the largest sirloin through dietary rumen protected fiscal 2016 through educational materials and showing won prizes. Over 40 clubs had histidine supplementation – phase II programs funded by the checkoff. Two of the showings and close to 2,000 participants viewed (Gordon Murdoch, PhD, Univ. of Idaho) new programs rolled out in fiscal 2016 include: the film. All club participants had to submit a follow-up report and post-event feedback • Further development of novel antibiotics in Junior Chef’s Cooking Camps: Idaho Beef overwhelmingly showed that the participants cattle – phase II (Dong Xu, PhD, Idaho Council partnered with three YMCA locations in learned a lot about today’s farmers and ranchers. State Univ.) Idaho for beef to be included in their Junior A few comments from participants: Chef’s youth summer cooking camps. From June to August, beef was featured as part of the • “I had never thought of drought impacting curriculum as well as in hands-on recipe cattle ranchers/farmers before.” demonstrations. More than 180 kids participated • “I had no idea how expensive farming is and in the camps and were taught cooking skills and that it’s expensive to pass on, even to family about the various types and kinds of beef members.” available. Building kids knowledge of beef • “What a gamble it can be ordering seeds a year through hands on activities helps develop their in advance – wondering what Mother Nature comfort level in cooking beef and establishes a will serve up.” lifelong preference for our product. • “It was interesting to learn about the use of antibiotics – only used when an animal needs it MOOvie Showing: In a way for youth to learn to fight disease. Not used without reason.” about the importance of agriculture and the men • “I knew farming was a business, but didn’t and women who put food on their table, in FY16 appreciate how much of the “business” side is a the checkoff did a Farmland MOOvie campaign daily concern for the farmers. The speculation with 4-H and FFA clubs across the state to do a required for farmers is mind blowing.” Idaho Beef Council 1951 W. Frederic Lane Boise, ID 83705

What’s inside: • A letter from our Chairman • FY2016 Financials • A recap of the year’s marketing efforts

BOARD OF DIRECTORS

IDAHO BEEF COUNCIL BOARD OF DIRECTORS Cattlemen’s Beef Board (2016 - 2017) Representatives The board is comprised of eight appointed volunteers, Jared Brackett, Rogerson Our representing various segments of the industry. Lynn Keetch, Montpelier Morgan Evans Bruce Mulkey Federation of State Beef MISSION Chair Cow/Calf Producer Councils Representatives (Downey) (Salmon) Morgan Evans, Downey STATEMENT Cow/Calf Producer Lou Murgoitio, Boise Trish Dowton Jeff Johnson, Parma Cow/Calf Producer & Lou Murgoitio Dan Hinman, Emmett Vice Chairman CattleWomen Rep. (ex-officio) To build global consumer (Boise) (Ellis) Dairy Bruce Billington USMEF Representatives DEMAND FOR BEEF Jeff Johnson Auction Market Morgan Evans, Downey Secretary/Treasurer (Twin Falls) thereby enhancing (Parma) Feeder Don Taber PROFITABILITY Dairy Scott McNeley (Shoshone) for (Grand View) IDAHO PRODUCERS. Feeder Idaho Beef Council Staff Traci Bracco, Executive Director Katlin Davis, Marketing Coordinator (p/t) Janice McGehee, Program Manager Pohley Richey, Dietitian (p/t) Cindy Tuckness, Office Coordinator

1951 W. Frederic Lane • Boise, ID 83705 (note new address) (208) 376-6004 • www.idbeef.org