Funded by The Beef Checkoff

Joint Nutrition and Health CommitteeFY2009

Program Update

July 17, 20092009 Cattle Industry Summer Conference

The Beef Checkoff through the

National Cattlemen’s Beef Association

FY2009 Nutrition StrategyFY2009 Nutrition Strategy

Protect & Defend: Protect & Defend: Ensuring Beef and Protein’s Place in Dietary GuidanceEnsuring Beef and Protein’s Place in Dietary Guidance

MitigateMitigate & Manage: & Manage: Navigating Beef Nutrition IssuesNavigating Beef Nutrition Issues

Promote & Incentivize: Promote & Incentivize: Building the Case for the Nutrition Power of BeefBuilding the Case for the Nutrition Power of Beef

Strengthen beef’s position as a healthful food and as a Strengthen beef’s position as a healthful food and as a premier nutritional protein so consumers and influencers premier nutritional protein so consumers and influencers

feel good about the beef they love feel good about the beef they love

Grounded in Beef Human Nutrition Scientific ResearchGrounded in Beef Human Nutrition Scientific Research

Health Professionals = Powerful Influence

• Set the agenda on health and nutrition issues• Reliable, trusted source for nutrition information

– Reach multiple audiences: consumers, media, government and other health professionals

– ADA and its members are the #1 cited source for health media

– Generate billions of media impressions each year• Have the power to withhold or give consumers permission to

enjoy beef

Why Are Nutrition Influencers Important?

• Enlist third-party allies to help build relationships with spokespeople and credentialed media

• Educate and provide resources/materials that support inclusion of beef in healthy diets

• Engage in strategic partnerships to influence what they tell members, other health professionals and consumers

How Do We Reach Nutrition Influencers?

Key Message:Beef is a healthful food and a premier premier

nutritional protein, so cnutritional protein, so consumers can feel good about enjoying the beef they love.

Robert R. Wolfe, Ph.D. University of Arkansas

Kevin Short, Ph.D.University of Oklahoma

Nancy Rodriguez, Ph.D., R.D.University of Connecticut

Doug Paddon-Jones, Ph.D. University of Texas

James Krieger, M.S., M.S.PRO Sports Club Donald Layman, Ph.D.

University of Illinois

Stuart Phillips, Ph.D.McMaster University

Protein Think TankEnlist Third

Parties & Build Relationships

Council for Women’s Nutrition Solutions (CWNS)

Enlist Third Parties & Build Relationships

Since first checkoff-funded event:302 million media impressions

Nancy Rodriguez, Ph.D., R.D.University of Connecticut

Eric Westman, M.D., M.H.S.Duke University

More than 31 million media impressions thus far in FY 2009

Nutrition Media SpokespeopleEnlist Third

Parties & Build Relationships

WCRF/AICR Policy Report ReleaseEducate and

Provide Resources

“I think that the myths about protein still are widely accepted and

this seminar will change what I teach

about protein and what I use to calculate

protein needs. Thank you!”

-Protein Webinar participant

Co-hosted five Webinars in partnership with 18

SBCs

More than 1,300 RDs participated!

Ongoing Brand Enhancement Outreach: Protein Webinars

Educate and Provide

Resources

Ongoing Brand Enhancement Outreach: Protein Education

E-newsletters distributed to hundreds of

nutrition thoughtleaders

Educate and Provide

Resources

• Distributed more than 800,000 educational materials including posters, tear sheets and Live Well! tool kits extending MyPyramid and MyPyramid for Kids

Educational MaterialsEducate and

Provide Resources

• 4,100 U-mail subscribers• 19,000 unique visitors in FY 2009• www.BeefNutrition.org being reviewed for

updates and enhancements

U-Mail and BeefNutrition.orgEducate and

Provide Resources

Ongoing Brand Enhancement Outreach: SBC Relationship-Building Workshop

Educate and Provide

Resources

Popular topics in this year’s program include:• Sarcopenia and Aging• Role of Muscle in Health and Disease• Organic, Natural, Grass Fed Beef: Perception vs. Reality• Naturally Nutrient-Rich Foods

38 Nutrition Seminars have been scheduled by State Beef

Councils so far this year!

Several states are building

more relationships by

sponsoring additional

speakers and seminars.

Nutrition Seminar ProgramEducate and

Provide Resources

American Dietetic Association’s Food & Nutrition Conference & Expo

Strategic Partnerships

Sports, Cardiovascular & Wellness Nutrition (SCAN) Meeting

Strategic Partnerships

Questions?

Funded by The Beef Checkoff

Looking Ahead: FY 2010 Plans

The Environment in 2010

• Updated consumer ads supporting the power of protein

• Increased interest in protein among health influencers and consumers

• Anticipated publication of new research on the role of beef protein in a healthy diet

• Impending release of Dietary Guidelines for Americans

FY2010 Strategy

Strengthen beef’s position as a healthful food and as the premier nutritional protein so consumers and influencers feel good about

the beef they love

• 2009 Food & Nutrition Conference & Expo in Denver

• Comprehensive beef nutrition exhibit booth • Distribution of educational tools

• Sponsor Foundation Dinner• Extend the protein message and

promote the “strength of beef protein” research and messages

• Host educational session about animal protein’s role in a healthy diet

American Dietetic AssociationStrategic Partnerships

• Build the case for beef protein– Give health professionals reasons

to believe in and recommend beef protein

• Host nutrition influencer/credentialed media event

Beef Brand & Influencer EventEnlist Third

Parties & Build Relationships

• Conduct science-based, credible outreach of beef nutrition information to key thoughtleader health professionals through distribution of educational mailings and webinars

• Utilize third-party expert spokespeople to extend beef nutrition messages

• Host Nutrition Seminar Program

• We’ll also utilize third-party expert spokespeople in outreach to extend science-based beef nutrition messages through state-level venues and events in FY2010.

Ongoing Nutrition Influencer OutreachEducate and

Provide Resources

Nutrition Seminar Program

• Promote health professional materials• Establish significant presence for beef nutrition

resources• Enhance resources on www.BeefNutrition.org • Begin reaching nutrition influencers via social media

Ongoing Nutrition Influencer OutreachEducate and

Provide Resources

• Mitigate and manage outcomes of diet and cancer stories

• Promote beef as a safe and nutrition food, ensuring health professional influencers have the accurate science on the role of beef in healthy diets

Navigating Beef Nutrition IssuesEducate and

Provide Resources

• Continue to educate the Dietary Guidelines Advisory Committee through:• Science-based analysis and research• Consumer insights

Dietary Guidelines Committee EducationTactic 1B: Nutrition

Guidelines

Funded by The Beef Checkoff

Questions?

Funded by The Beef Checkoff

Joint Nutrition and Health Committee

The Beef Checkoff through the

National Cattlemen’s Beef Association