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L.!) ~:::..-~ 00 N ~ en • c o or- L.!)s-. ~ 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 ••••••••••• rn •••l'weii(fIIIrI.'Iet ••• JiIIe!n_ 1IA.,. ••••••• IIlIlrllJ,..,II •••••• *-._~ •.•• _,..allf6, __ •.••.,•••-.Ia. brIdipIIIr.t.".SIIltt.,aw.e'lllidllhert~audI~ -"''''''' l'Ir__"fQl!ddil~.aWlIs!llW!'oll.",.k ••••••••••••.••• .,.IIIes:IiIt ••• "_iI !II••••• tlilllfilJdIiII¥ •••••• i:s ••••••••• ""-"'1_ Stti!!IWsP.s.t • ., •••• ~IIJII_IleAlg •• b!bItIiIescN~ •••Mlg••tbe'-YIiia.lalftpe!b. dc!lln.lorgtMV!Itt~trr·.., •••••• !ll!llt MulSlhIliIh_mIi~tllpt!GI! • ....,nrdls~ 1IIdIIs,•• ,. •••••••••• IIIIIII ••••••• res.es •• ~ tRt ••• W•• iI.~.-s"dIIIII ••••.dibBS dihI"~,,,- ••• ""1Itq •••••••• 110011II••.•••• 16 •••••�� .,118II dac. ••••••• 'iplrittllw._~ ••.,. !ciy1lllile,41t,..fInom ••••••.• f.r'.IIOlt*"lIoe .,"'" TlTN.RtA1TIMLI'fOI·1A1tIIIIIS DIItfCTlIlt& I ~"""'P.&,(5"fa:.-I\O"-,,_,,,_M'IIJ __ ~d-~""" 2,"-_",,,;;d<.,,_~_c._""_(fc:,.tr""''' .-Q'7r_3Q1I>MJ-*'b •••••••'•••. '0104'_kt~ J.. ~·!!Ust •••• iI'<lll'lf~~l$Jl"b~~ lro'f&!t·~~lW$!~QOvrcWd;IM~....tt>~l'J\l. L«l~lll~~\o'JI~w~ih#<I(ff~I_:14$'t ""~0lIt'1601-b'~J • CInt&d_ftW'~HtUU:!.~ ••••ss.,~.~ 6i!!!UIIti'ijij t!mi"!"'ti~ 1l*._IIQII,I.~_~ i~~PO..dtJ !~"~NmIO\ 11~"""s-'"' l.~"'~~po..Ow ...-..•.. 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. 'pUBlUdP Jddq ~u~PHnq A'q sroonpord Jddq 10J 1UdUIU01~AUd dNB1gOld arour B d1BdlJ 01 st IPuno:J Jddg BlUOl[BP[O dl[l JO UO~SS1lU=u 11111111111111111111111111I111111111I1111111111111111111111111 SOZ£-SOI£L )10X.LIJ\tWOmrDIO .LSH.LBT3N OOZ S3I1NMHI'I .3:0 .Ld3G \tW01N'I)I0 vv 0£OZ£OL6Z Ov T£L.LI5IG-£~~O.LnV~~~~~~~~~~~~~~~~~~~ 1!:lun08 1888 »o Ol\id 86elSOd 's'n '6JO l!lOJd-UON 80 lEL so 'N!:J VUlolfv/1fO oAV 02uvlfJX3 Z[ £'Z l!:J un o:J Joo[{ VU10lfvl~O 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.
Object Description
Okla State Agency | Beef Council, Oklahoma |
Okla Agency Code | 'BEE' |
Title | Dollars & sense |
Authors | Oklahoma Beef Council. |
Publisher | Oklahoma Beef Council |
Publication Date | 2007; 2008; 2009; 2010; 2011 |
Publication type | Newsletter |
Serial holdings | Electronic holdings: 2007-2011 |
Subject |
Oklahoma Beef Council--Periodicals. Beef industry--Oklahoma--Periodicals. |
Notes | issues through 2011; Dollars and sense;"Informing Oklahoma's beef producers of demand increasing efforts through the beef checkoff" |
OkDocs Class# | B550.6 D665 |
For all issues click | B550.6 D665 |
Digital Format | PDF, Adobe Acrobat required |
ODL electronic copy | Downloaded from agency website: www.oklabeef.org |
Rights and Permissions | This Oklahoma state government publication is provided for educational purposes under U.S. copyright law. Other usage requires permission of copyright holders. |
Language | English |
Date created | 2012-08-09 |
Date modified | 2013-01-03 |
OCLC number | 192176222 |
Description
Title | Dollars & Sense Spring 2011 |
OkDocs Class# | B550.6 D665 Spring 2011 |
Digital Format | PDF, Adobe Reader required |
ODL electronic copy | Deposited by agency in print; scanned by Oklahoma Department of Libraries 7/2011 |
Rights and Permissions | This Oklahoma state government publication is provided for educational purposes under U.S. copyright law. Other usage requires permission of copyright holders. |
Language | English |
Full text |
L.!) ~:::..-~ 00
N
~ en
• c o or-
L.!)s-.
~ 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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Date created | 2011-07-07 |
Date modified | 2011-07-07 |