Beef Checkoff marketing program aims to boostoperators’ use of middle meats

CENTENNIAL Colo. —The national Beef Checkoff program is focusing its marketing muscle on the foodservice industry to help merchandise middle meats.

Beef Checkoff, a producer-funded marketing and research program created to increase demand for beef, said it will be targeting the 945,000 foodservice outlets around the country. —The national Beef Checkoff program is focusing its marketing muscle on the foodservice industry to help merchandise middle meats.

“The Checkoff recognizes how important the restaurant landscape is to the livelihood of the industry. Therefore, Checkoff dollars are being invested to promote all beef, with a special emphasis on middle meats,” said Bill Jackson, chairman of the industry’s foodservice committee of the Cattlemen’s Beef Board. —The national Beef Checkoff program is focusing its marketing muscle on the foodservice industry to help merchandise middle meats.

The CBB said beef wholesale purchases by all foodservice segments totaled $26.3 billion in 2008, accounting for more than 8 billion pounds of beef, or nearly half of the beef sold in this country. —The national Beef Checkoff program is focusing its marketing muscle on the foodservice industry to help merchandise middle meats.

The Checkoff program partnered with 485-unit Golden Corral for The Beef Lovers Promotion last year. Between Oct. 20 and Dec. 31, 2008, Golden Corral outlets in 41 states moved almost 14 million pounds of brisket, shoulder clod, beef flats and sirloin. —The national Beef Checkoff program is focusing its marketing muscle on the foodservice industry to help merchandise middle meats.

The Checkoff’s revised promotions include the BEEFlexible ad campaign, which promotes the power of beef’s versatility across the menu landscape. Each ad features “a call to action” that directs readers to a website designed for foodservice professionals. —The national Beef Checkoff program is focusing its marketing muscle on the foodservice industry to help merchandise middle meats.

“Foodservice is suffering far less than other industries, so the checkoff’s revised tactical plan to promote middle meats is a sort of stimulus plan for the foodservice channel,” Jackson said. “As a proactive measure for tougher economic times, another ad campaign called ‘Beef Profit Power’ was launched in conjunction with the BEEFlexible campaign.” —The national Beef Checkoff program is focusing its marketing muscle on the foodservice industry to help merchandise middle meats.