Ibc Annual Report Fy11
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Idaho Beef Council 2118 Airport Way Boise, ID 83705 FELLOW BEEF PRODUCERS: I am writing you about all the great things your checkoff dollars are doing today. First off I would like to extend my gratitude to Laurie Lickley for her great leadership and vision as our preceding Chairman of IBC. I would also like to extend my thanks to outgoing board member Jay Theiler. Their leadership and input will be missed and I thank them on behalf of the industry for their tireless efforts. I would also like to welcome our new board members to the IBC; Morgan Evans from Downey, and Scott McNeley from Grand View. I look forward to working with them and value their input as we move forward. As many of you are probably aware, there has been much controversy surrounding the checkoff between the 77% of Americans Cattlemens Beef Board and the National Cattlemens Beef Association. I can assure you that these issues have been BUILDING CONSUMER DEMAND recognize the tagline resolved and that both organizations are moving forward, “Beef. It’s What’s For Dinner.” together, with a keen focus on making the checkoff stronger, effective, and efficient. On the National level I Advertising and Media Fuel The power of Beef was once again front and center to the 12,000+ athletes and spectators at 1 feel very confident about the direction things are moving. Consumers’ Passion for Beef the 2011 Boise Ironman Triathlon. Beef was It was unfortunate that things had to get aired out through When it comes to building awareness about beef visible at all pre- and race day activities including a somewhat public process but the results are good for the and Idaho’s beef industry – advertising and the 2-day sports expo, on-course race signage industry and the checkoff. media play a critical role. In fiscal 2011 we and the Beef Recovery Zone where athletes I have been fortunate to represent Idaho the last two years, expanded our reach and frequency to consumers re-fueled themselves by dining on Beef Sliders. on the Beef Promotion Operating Committee, which funds with a comprehensive plan involving radio, TV, The Beef Swat Team worked various locations of print, billboard and online social media. Through the national programs. Through this process I can assure the 70.3 mile race course passing out beef jerky, the use of media we keep beef top of mind with Powered by Beef cheer signs, cow bells and Team you that your checkoff dollars are being invested wisely 2 consumers, reinforce their passion for beef and BEEF noise-makers. Team BEEF was back this and efficiently. We are all focused on the declining value promote beef’s healthy qualities. In winter 2010 a year with nearly 70 competitors dawning “BEEF of our dollars, not only in purchasing ability but also in new TV ad premiered across Idaho reminding – Fuel for the Finish” race jerseys. These team total program dollars as a result of decreased cattle consumers that for over 100 years Idaho’s cattle athletes created a huge buzz along the race score and fold numbers. This has made us focus on how we invest those ranching families have been putting beef on course as they demonstrated the power of pro- limited resources to maximize the return to you, the America’s dinner tables. tein. This event continues to provide an producer. The evaluation committee is making great excellent vehicle to educate and inform strides in the evaluation process which will result in even CHECKOFF DOLLARS AT WORK OUTSIDE OF IDAHO IBC staff appeared in featured news segments on thousands of people about the many benefits of better utilization of the checkoff resources. All combined, FOX12, KBOI and KTVB Boise, KIDK East Idaho, beef and build beef’s position as the number one 3 look for even better results and effectiveness of your and KMVT Twin Falls, and conducted numerous protein in consumer minds. checkoff dollars on the national level. Beef Promotion and In addition to our investment in the The board is comprised of 8 appointed volunteers, radio and newspaper interviews around the state. Federation of State Beef Council’s, representing various segments of the industry Each month IBC staff pushed out multiple press With the success of Team BEEF at the Ironman On the State level, I am so excited about the programs and Research Board releases and pitches to Idaho media resulting in Triathlon, coupled with the growing popularity of the staff we have to make things happen. The IRONMAN, Idaho contributed an additional By law, 50 cents of the $1.50 Cevin Jones • Chairman • Feeder • (Eden) beef being featured in a wide variety of news running events, in April we expanded our Team that takes place in Boise each year, is our signature event $80,000 to a special fund for states stories and articles in the Idaho Statesman, collected in Idaho goes to the Dan Schiffler • Vice Chairman • Auction Market • (Jerome) BEEF efforts and established the Beef Running and has been a great success for us. Many states are now with high populations and few Range Magazine, Idaho Press Tribune, Times Team. With over 120 team members, the power of Cattlemen’s Beef Board (CBB). following our lead with programs like this. What a great cattle, such as New York and Judy Hinman • Secretary/Treasurer • Cow/Calf Producer & News, Post Register, Standard Journal, Idaho protein is being seen all over Idaho. Team feeling it is to have so many people wanting to join the These funds form the base for California, to assist in beef CattleWomen • (Emmett) Magazine, and many other publications. members are required to attend an orientation national beef promotion, education “Team Beef” and represent our industry by being promotion activities. Scott McNeley • Feeder • (Grand View) with IBC staff to learn about the health benefits spokespersons and representatives on our behalf. Please and research programs. For more More than a half million Idahoans were exposed of beef and background of the Beef Checkoff and take the time to read all about the exciting things the information on how these funds are Lynn Keetch • Dairy • (Montpelier) to beef messaging through 16 weeks of statewide Idaho Beef Council before becoming part of the Checkoff is doing in Idaho. spent, contact the Idaho Beef Council In 2010 U.S. Beef Brenda Richards • Cow/Calf Producer • (Murphy) radio ads, 5 weeks of TV ads, 50 billboards placed team. Following orientation team members, or log onto www.mybeefcheckoff.com. in high-traffic areas throughout the state, a print wearing their Team BEEF running shirts, As we move forward we will continue to focus on our Exports reached a Tom Dorsey • Dairy • (Caldwell) ad campaign for Earth Day, and 7 on-air seasonal participate in select running races around Idaho. priorities. We will continue to collaborate with key beef Morgan Evans • Cow/Calf Producer • (Downey) radio promotions. Overall, in-state advertising, Team members are also encouraged to wear their influencers such as the Culinary, Foodservice, and Health Federation of State value of more than when combined with National efforts, reached beef jerseys in other races as well. So far several 4 Professionals, to help build demand for our product. We Beef Councils $4 billion - the highest Cattlemen’s Beef Board Representatives over 88% of our target audience and 28.4 million have done that…including wearing them in races favorable consumer impressions resulted. And, in other states! The beef industry has a whole are building retail partnerships with a focus on product Idaho is one of 45 state beef councils Dan Hinman, Caldwell diversity and the positive nutritional aspects of beef. And level on record. research indicates these individuals are signifi- new group of advocates and they’re doing their who make up the Federation of State Kim Brackett, Castleford we are working to strengthen the image of beef through cantly more likely to buy and spend more on beef. part to spread the good word about beef. positive nutritional messages using social and traditional Beef Councils. In addition to the Continued inside» $0.50 we send to CBB, the IBC International Marketing Federation of State Beef Councils Representatives media. Cevin Jones, Eden Promoting Beef Products to Idahoans contributes additional funds each With 96% of the world’s population Judy Hinman, Emmett FY11 was another busy year for checkoff-funded 1. Featured news segment I would like to extend an offer to any industry organization year toward national promotion ac- 2. TV spot outside of the U.S., increasing beef Dan Schiffler, Jerome consumer education and outreach. The IBC that would like a IBC representative to come talk to their tivities through the Federation 3-5. Team BEEF group about the great things the Checkoff is doing. Please demand outside our borders is promoted beef and provided samples, recipes, 6. Earth Day Ad of State Beef Councils. Last year the 5 feel free to contact us and we will make every effort to important. The IBC contributed USMEF Representatives and nutrition information to consumers of all 7. Beef Billboard IBC contributed $240,000 and the accommodate your request. $124,000 to the U.S. Meat Export Cevin Jones, Eden ages across the state. Over 201,000 consumers IBC Board of Directors specifically Federation for continued support of were reached through food events, cooking Thank you for your support, chose which national activities to Idaho Beef Council Staff demonstrations, health and fitness expos, fairs beef promotion in international and large format events. This is a 19% increase in fund based upon the IBC’s strategic markets.