Checkoff Programs Score a Touchdown with Dietitians at National Convention

A “World’s Leanest Tailgate Party” at the American Dietetic Association (ADA) Convention in Philadelphia, Penn., helped kick off an aggressive checkoff-funded effort to showcase beef to this crucial health influencer audience Oct. 20.  The gameday event, conducted on behalf of the Cattlemen’s Beef Board and state beef councils by the National Cattlemen’s Beef Association (NCBA), was just one of several at the Convention that helped promote the positive nutritional aspects of lean ground beef and other beef products.

Held prior to the Philadelphia Eagles/Tampa Bay Buccaneers NFL game at Veterans Memorial Stadium in Philadelphia, the “World’s Leanest Tailgate Party” created publicity for new lean ground beef data from the U.S. Department of Agriculture.  The data shows that 95 percent lean ground beef is lower in fat and calories and higher in iron, zinc, niacin and vitamin B-12 than ground turkey.  State beef council executives were invited to ask registered dietitians from their states to attend the party, sample chili and burgers made with lean ground beef and learn about the new nutrition data.

In addition to reaching the Philadelphia media, national media was given a taste of lean ground beef when chili made with 95 percent lean ground beef was delivered to the Philadelphia Eagles’ press room.  The information was also distributed Oct. 18 to national consumer print and broadcast media via press release and television video package.  The video package was distributed again on Tuesday, Oct. 22 and Wednesday, Oct. 23 to assure maximum television coverage.

An audio news release for radio featuring Mary K. Young, MS, RD, NCBA executive director of nutrition, also was produced and distributed Oct. 22.  FOX’s “Good Morning Philadelphia” and the local ABC Philadelphia affiliate conducted interviews, as did the food editor of the Philadelphia Enquirer. 

The checkoff was a significant participant at the ADA Convention in other ways, as well.  A checkoff-funded booth at the convention provided a chance for dietitians to learn about beef and sample lean ground beef, with state beef council and national checkoff leadership assisting and interacting with dietitians.

Two educational sessions sponsored through the checkoff gave dietitians a balanced perspective of diet and health.  One was titled “It’s All About You: Developing Consumer Messages to Battle Portion Distortion and Fat Frustration,” while the other was titled “How Can You Take in Over 6,000 Foods Without Gaining a Pound?  Download!”  Speakers at the sessions included members of the Council for Women’s Nutrition Solutions (CWNS), which is funded by the beef checkoff.

In addition, the checkoff sponsored the meal for the Foundation Dinner Gala Monday night.  The theme of the dinner was “Art of Giving.”

“The ADA Convention is a crucial event for reaching the leaders in the nutrition and health professional field,” according to Wade Zimmerman, a Colorado beef producer and chairman of the Joint Nutrition & Health Committee.  “Our checkoff-funded efforts through the years have led to a greater understanding of beef’s role in the diet by these professionals, as well as a better working relationship between our industry and those who have a tremendous influence in how our product is perceived.”