Dollars & sense

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~ t7T OBC BOARD
JF DIRECTORS
BREIT MORRIS,
Chairman
Ninnekah, OK
R.D. FARR,
Vice-Chairman
Bartlesville, OK
RICHARD GEBHART,
Treasurer
Claremore, OK
CLAY BURTRUM
Stillwater, OK
BILLY GREEN
Okmulgee, OK
ORVIS McMAHAN
Newcastle, OK
GLENN PAYNE,
Mustang, OK
ANNA BELLE
WIEDEMANN
Yukon, OK
HAROLD WOODERSON
Blackwell, OK
STAFF MEMBERS
HEATHER
BUCKMASTER
Executive Director
MELISSA MORTON
Accounting and
Compliance
STACI AMATO
Office Manager!
Consumer Events
KAREN MEYERS
Nutrition Consultant
JEFF JARONEK
Industry Relations
o ense
HAC Inc. Awarded National Retail Beef Backer "Innovator of the Year
Fourth Annual National Retail Beef Backer Award Winners Announced at the 2011 Cattle
Industry Annual Convention & Trade Show in Denver
The Beef Checkoff Program announced "HAC has been a unique partner for the
Oklahoma City-based HAC, Ine. as the Oklahoma BeefCouncil and the entire beef
"Innovator of the Year" for the 2010 industry," noted Brett Morris, Chairman of
Retail BeefBackerAwards. Each year, the Oklahoma BeefCouncil. "It takes an
the beef industry recognizes retailers who industry pioneer to explore new methods
demonstrate an outstanding commitment of merchandising beef - they truly embrace
to beef marketing and merchandising. beef's versatility for today's consumers."
IWndinunsterrys wAenrneuaanl nCoounnvceendtiaotnthaend20T1r1aCdeattle Winning HAC, Ine. Programs
Show in Denver, Colo. The BeefBacker panel of judges was
most impressed with HAC's hard work to
"Our team is very proud that we received launch the Red River Ranch Angus Beef
this award and we will be doing everything brand in cooperation with Cargill. This
we can to get effort included
the word out
that we won the an aggressive
BeefInnovator promotions
Award for campaign
through
2010," said Park billboards,
Ribble, director coupons, ad
of perishable circulars, radio
merchandising and in-store
at HAC, Inc. "We demonstrations
don't plan on and sampling
stopping here; in addition to
we have some
other ideas that comprehensive
we want to work training with
on. Beef is the mthaeniramgeerast. All
binigoguerstmceaatet gaorerya L.er)t '1r.0 R'Ight Breii M orrt.s, OBC Chai.rman, Park RI'bble, point-of-sale
and we're excited Homeland, Baxter Black and Heather Buckmaster, OBe materials were
to do much more." designed to
complement checkoff seasonal promotions
such as summer grilling and tailgating.
In addition to the launch of Red River
Ranch Angus beef, HAC has been a unique
partner for the Oklahoma Beef Council
and the entire beef industry through
its incredible support of a consumer
research trial for the checkoff-funded Beef
Alternative Merchandising program. They
opened up the doors of their Homeland
Stores to help the checkoff team evalu.ate
Winners were selected for their excellence
in merchandising of beef at the meat case.
A third-party judging panel also took into
consideration the retailers' support of
beef checkoff-funded initiatives such as
BeefAlternative Merchandising, Hispanic
Marketing, Easy Fresh Cooking®, Beef
Training Camp, Summer Grilling and
Holiday Roast promotions, in addition
to store specific campaigns. Other 2010
Retail BeefBacker Award winners include
Broulim's Fresh Foods (Idaho), Harris
Teeter Ine. (N.C.) and Sentry Foods (Wise.). Continued on page 4
The Dollars & Sense newsletter IS a quarterly publication of the Oklahoma Beef Council funded by the $1-per head beef checkoff.
Page 2 Checkoff Dollars at Work Dollars & Sense
Oklahoma Beef Cookoff 20 11
It was a beef extravaganza at the Oklahoma City
Home and Garden Show in January as beef took
center stage during two events, the Oklahoma
Beef Cookoff and the first Made in Oklahoma Beef
Chef Challenge. In addition, beef was showcased
through on-stage cooking demonstrations and in
the Oklahoma Beef Council booth as staff provided
beef samples and distributed recipes and nutritional
information to the 22,000 attendees.
It all started on Friday, January 21, as the aroma
of delicious beef dishes tantalized attendees while
various beef experts prepared their favorite beef
dishes. On Saturday, January 22, the Oklahoma
Beef Cookoff thrilled attendees as eight amateur
chefs went head to head in the checkoff-funded,
Oklahoma Beef Cook-off in three inspired
categories: "Kid Pleasers", "Small Plates, Big
Taste" and a "World of Beef." The "Best of Beef"
honors and $1,000 cash went to Leah Lyon of Ada,
Oklahoma with her recipe for Steak Florentine Orzo
with Warm Bacon-Tomato Vinaigrette
The beef extravaganza concluded on Sunday,
January 23, with the first Oklahoma Beef Chef
Challenge. Six Oklahoma chefs had an hour to
prepare a center-of-the-plate entree with a side
using an inside round cut of beef and incorporating
a mystery basket of Made in Oklahoma products. A
panel of five judges selected three of the six entrees
to advance to the second heat. The chef finalists
then created an additional entree using a Chef's
Requested 200-Calorie Steak plus the items in the
mystery basket. The first place winner was Trey
Ferguson of Coolgreens in Oklahoma City.
The checkoff-funded culinary competitions were
an excellent way to promote beef in Oklahoma. For
the 2011 Oklahoma Beef Cook-off finalist recipes,
visit www.oklabeef.org.
II11I11 ••Iil•M••i•.•~_•"!
~
Oklahoma Beef Coakoff Chair [olene Tuxhorn presents Leah
Lyon with $1,000 for winning the 2011 coakaff
Aging Cows 101
The Oklahoma Beef Council will be conducting
multiple field days across the state this spring.
The focus will be on
teaching producers
the tools necessary to
determine when cows
should be culled from
the herd and how
culling at the proper
time and retaining
replacements can
benefit the producer's bottom dollar. Producers
will be given a "hands on" opportunity to evaluate
teeth wear to determine the age of cattle. We will
also focus on other areas of Beef Quality Assurance
(BQA) and how it can put more dollars in the
pockets of producers.
The field days will be held at: McAlester Union
Stockyards on May 10, 2011; Durant Stockyards on
May 16, 2011; Beaver River Livestock Auction on
May 18, 2011; Elk City Livestock Auction on May
21,2011; Blackwell Livestock Auction on May 25,
2011; and Stilwell Livestock Auction on May 27,
2011. Registration will begin at 8:30 a.m. with the
program starting at 9 a.m. Lunch will be provided
with the optional hands on portion of the program
to follow. For more information and to view a
complete agenda visit www.oklabeef.org. Please
RSVP prior to the field day you would like to
attend to Jeff Jaronek at (405) 840-3777 or by email
at jeff.jaronek@oklabeef.org.
Checkoff Team Achieves 3.5 Billion Positive
Media Impressions for Beef
The beef checkoff's food and nutrition
communication program works to achieve positive
stories and mentions about beef in major consumer
publications and on the web. The program
exceeded its goals for media reach in Fiscal Year
2010 by securing more than 3.5 billion positive
media impressions for beef. As a recent example
on the web, bestselling author and Food Network
star Ellie Krieger wanted more information about
modern beef production after attending a checkoff-funded
food nutrition event in California. So the
checkoff coordinated a tour for her that included
a beef processing plant in Texas and several hours
in the meat lab at Texas Tech University, where
she learned about fabrication and new cutting
techniques. The upshot was a positive beef article
on the very popular Huffington Post website that
provided an inside look at the humane treatment
of animals and the detailed attention given to food
safety by the beef industry.
Dollars & Sense Checkoff Dollars at Work Page 3
Sharing our Story
One aspect of the national beef checkoff-funded
advertising is a focus on connecting consumers to
the farming
and ranching
families who
produce
beef through
"rancher" ads
that create
a positive
awareness of the
people raising
beef in the u.s.
and Oklahoma
while sharing
a great beef
recipe. The
Oklahoma
Beef Council is
also building
upon the national theme by highlighting ranches in
Oklahoma.
A RECIPE FROM MY FAMILY TO YOURS
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This spring and summer, OBCads in Oklahoma
Today, Tulsa People, Country, Slice and Distinctly
Oklahoma will feature Terry Stuart Forst, of the
Stuart Ranch, which is the oldest continually
operating family ranch in Oklahoma.
Burtrum and Green Become Newest OBC
Board Members
Clay Burtrum and Bobby Green were seated as the
newest additions to the OBCBoard in December.
Burtrum is the manager and partner of Burtrum
Cattle LLC,a stocker and cow-calf operation in
north central Oklahoma. In addition to running
his ranch, Burtrum oversees appraisals and cattle
contracting for Farm Data Services in Stillwater. He
also sells crop and livestock insurance and provides
quotes and services through Oklahoma Farm Bureau
to producers across the state.
Burtrum received his Bachelor's of Science degree
in animal science from Oklahoma State University in
1995.He and his wife Tina reside in Stillwater with
their three children.
After spending 32 years in education, Billy Green
recently retired as the superintendent of Henryetta
Public Schools. His family owns a 100-plus cow-calf
operation in Okmulgee and Okfuskee counties. For
the past five years, he has owned the Okmulgee
Livestock Market, which has seen tremendous
growth during his tenure.
Green has a bachelor's degree from the University
of Central Oklahoma in Edmond, a master's degree
from East Central University in Ada and Principals
and Superintendents Certification from the
University of Oklahoma in Norman. Green and his
wife Kim have two children and two grandchildren.
Checkoff Releases Millennial Movies
Food production has become one of the most the beef production process along with the student,
publicized topics in this decade, yet many none of whom were raised with close ties to
consumers don't know where to find accurate agriculture or the food industry.
information about the people ,..---------.-.;;..------...... The filmmakers include
who grow, cultivate and raise M· hID 'T' • t the food they eat. By utilizing IC ae e rerra, a seruor a
beef checkoff resources, Washington State University
America's cattle farmers and in Pullman, Wash.; Katie
ranchers initiated Close-Up Griffith, a recent graduate
on Modern Beef Production of West Virginia University
to provide consumers with in Morgantown, W.Va.;and
a "behind-the-scenes" Kevin Smith, a graduate
view of how beef gets from student at Central Michigan
pasture to plate. The project University in Mt. Pleasant,
is a collection of three videos Mich. DeTerra's video
made by student filmmakers examines animal welfare today
showcasing different areas of and how it has evolved over
beef production. the past 30 years; Griffith's video explores families
Toinspire awareness and encourage all who work in beef production and their motivations
consumers to take charge of their food choices, for doing so; and, Smith's video discusses the
the Beef Checkoff Program selected three student environmental impact of beef farming and ranching.
filmmakers to receive funding to produce 20-minute The three documentaries can be viewed on
documentaries on various aspects of Ll.S, farming ExploreBeef.organd will be screened at a series of
and ranching. This enables the viewer to explore industry and consumer events across the country.
Page 6 Checkojj .')OU,HS at Work Dollars & Sense
Beef Industy Long-range plan is approved
The beef industry's Long-Range Planning Task Force
has received final approval on its proposed plan.
The plan states the industry's mission is to
continue to provide the safest, highest-quality,
most consumer-friendly beef and beef products in
an environmentally and economically sustainable
manner. By 2014, the industry plans to achieve
a Wholesale Beef Demand Index of 105 by
capitalizing on the quality, safety and taste of U.S.
beef while communicating the health, nutrition and
convenience benefits of beef and beef products to
targeted domestic and international markets.
The task force proposes the following core stategies
and goals:
• Improve domestic consumer preference for
beef
GOAL: Increase the Consumer Beef Index
preference measure from 28% to 31%
• Capitalize on global growth opportunities
GOAL: Increase value of exports 25% per head
• Strengthen the image of beef and the beef
industry
GOAL: Establish a benchmark measure of
public perceptions of beef and beef production
• Protect and enhance our freedom to operate
GOAL: Develop an index to measure and track
freedom to operate
• Improve industry trust, openness and
relationships
GOAL: Establish benchmark of industry
stakeholder perceptions of unity and trust
• Position the U.S. cow herd for growth
GOAL: Increase bred heifer retention to 18%
while stabilizing Ll.S, beef production at a
minimum of 26 billion lbs.
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Dollars & Sense Checkoff Dollars at Work Page 4
MBA Commencement Training in Oklahoma City
We face a difficult challenge in the beef industry. through local media and in the "virtual" world of
The anti-animal agriculture activist community is the Internet.
hard at work raising concerns
about the impact of beef
production on the environment,
the treatment of animals in food
production, the role of beef in
a healthy diet and the safety of
the products we produce. They
are passionate and vocal and
well-funded.
Team Beef Lines Up for the OKC Memorial Marathon
The Oklahoma Beef Council is once again nutritional benefits of beef than a Team Beef
supporting Team Beef in the Oklahoma City member crossing the finish line after completing
Memorial Marathon. We are looking for those 13.1 or 26.2 miles.
runners and walkers who love beef and want to
promote the "Power of Protein in Lean Beef" as
part of a healthy lifestyle in the marathon and 1;2
marathon races. Our goal is to create a sustainable
community of "Beef" runners and walkers in
Oklahoma. Wehave found there is nothing that
speaks more loudly to consumers about the positive
But we have a great story to
tell. Beef producers work hard
every day to be good stewards
of the land and their animals in
providing safe and nutritious
beef for America's dinner
tables. We need to be equally
passionate and vocal in telling
our story.
That's what the Masters of
BeefAdvocacy (MBA)program
is about ...equipping beef
producers across the country to tell their story in
presentations to schools and church/ civic groups,
The MBAprogram is a
self-directed online training
program designed to equip beef
producers and industry allies
with the information they need
to be everyday advocates for the
beef industry. MBAcandidates
will be required to complete six
courses in beef advocacy.
Following completion of
these courses, each candidate
will be invited to attend a six
hour" commencement" training
session focusing on online
advocacy, public speaking and
working with the media. The
Oklahoma Beef Council will
host an MBACommencement
training Friday, April 29 in
Oklahoma City, so be sure
and sign up for the MBAonline course as soon as
possible at www.beef.org/mba.
For our Team Beef participants, we are going to
provide Team Beef running shirts and sponsor a
pasta dinner the Saturday evening before the race
at 6:00p.m. The deadline for participating is March
29,2011. For more details, please email Heather
Buckmaster at hbuckmaster@oklabeef.org or call
405-840-3777.
Beef Backer (continued from page 4)
departments and loyal customers on how to cut and
prepare alternative cuts.
Ribble says that help from others has helped them
get to where they are today. "The Oklahoma Beef
Council has been very instrumental in helping us
with these initiatives ...without this kind of support;
we couldn't have done what we've done this year.
In addition, the funding through the Beef Checkoff
dollars made a lot of this possible."
the potential application of these newly developed
cuts. Overall, consumers demonstrated considerable
purchase interest, and the study results will help
provide the necessary information to encourage
other US retailers to adopt the program and further
champion beef's versatility for today's consumers.
HAC also takes pride in its training. The retailer
initiated a customer education and employee
training program to assist in educating meat counter
Dollars & Sense Checkoff Dollars at Work
Online BQA Training Offered
Page 5
American Heart Association Puts Its Heart-Healthy Mark On Beef
Heart-check mark spotlights three heart-healthy beef cuts in the meat case
Thanks in part to a partnership with the Beef particular beef cuts to their customers. This is
Checkoff Program, the American Heart Association good news, as many of the food industry's top
has listed three beef cuts as part of its Food brands have certified products. The mark has been
Certification Program. This program places the shown to influence sales by as much as 5 percent.
association's heart-check mark on food packages to In addition, The Beef Checkoff Trade Association
helps healthy consumers over age 2 identify foods Certification simplifies a retailer's processing and
that meet criteria for saturated fat and cholesterol. related costs to participate in the American Heart
The three beef cuts that met the Amenc. an Heart Ass.o. ciationf's hea.rt-fcheck dmsairk pfriogramd,i such as
Association's criteria for extra lean and now are ;alvI~!S.O ~ertam ees an sigm cant IScounts
certified to display the heart-check mark include: 0 par ICIpa e.
• BoneIess '1.i'0P SH' Io' m Peti1te Roast (seIect gra d)eA' In addition to themtherneecapnroHdeuacrtts Acsesroticfii.ae. tdiobny, the
• Top Sirloin Filet there are many popular beef
• Top Sirloin Kabob cuts that meet government
"We are extremely thrilled to gui~elin~s for l~an for a .single
receive the American Heart servmg, including favontes such
Association certification as sirloin, flank-steak, tenderloin,
because, for consumers, it T-bone steak and 95 percent lean
represents the independent Extra Lean ground beef. With about 30 lean
voice of a trusted health beef cuts, it's easy to build great-orga~
ization," says Brett C E RT I FIE 0 b tasting and healthy meals that
Morns, OBCBoard member and. Y. . include America's favorite protein
CBBretail committee member. American Heart ASSOCiation b f ith t bl f it
d h f Ch k ff h k - ee - WI vege a es, rui s
"To ay, t e Bee ec 0 heartc eckmar org d hole zrai
Program has added another . an woe grams.
nutrition success point to its growing roster to "Lean beef helps Americans build a healthy diet
show that a servir:g of ex.tralean ~eef can be part and manage their waistline because one three-of
an overall sensible eatmg plan. ounce serving provides 10 essential nutrients for
The American Heart Association's heart- about 154 calories, helping you meet the new
check mark is the one of the most trusted icons Dietary Guidelines," says Cheryl Hendricks, a
on food pa~kaging today -.and it continues to registered dietitian with the National Cattlemen's
resonate With health-conscious shoppers, even Beef Association.
in a challenging economy. In fact, more than 83 •
percent of consumers have an aided awareness
of the heart-check mark, and nearly 75 percent of
primary grocery shoppers say the heart-check mark
improves the likelihood that they'll buy a product.
This certification allows retailers to display the
heart-check mark on fresh case beef packages,
promoting the health benefits of a serving of these
There is now an online opportunity for
producers to become BQA Certified. The online
training program is being funded through
KSU's Beef Cattle Institute and the Beef
Checkoff. BQA trainings are currently being
offered in various sections that are tailored
to producers in all stages of beef production.
These different sections contain between 23
and 25 brief video modules followed by a short
quiz. The cost of the program is $25, but the
Oklahoma Beef Council is sharing a portion
of that cost. For the first 100 producers that
go through the online training the Oklahoma
Beef Council will pay $10 of the registration
fee. This is an excellent opportunity for
producers to become certified. To sign up visit
www.animalcaretraining.org or for more
information call Jeff Jaronek at (405) 840-3777.
For retailers, the checkoff-funded integrated
promotions feature merchandising elements where
it matters most -the point of purchase. As part of
the integrated promotions, there is a comprehensive
campaign including on-pack labels, recipes and
more to help drive awareness, traffic to lean beef
cuts in the meat case and ultimately product sales.