Beef Checkoff Program’s Retail Marketing and Culinary Teams Seize Opportunity to Communicate with Retailers and Suppliers in Orlando

DENVER (April 22, 2005) - More than 500 meat industry executives recently attended the Annual Meat Conference in Orlando, Fla.  Those in attendance participated in a dynamic educational agenda that shed light on what’s ahead for meat operations and focused on “Turning up the Heat on Sales and Profitability.”

In addition to meat and poultry suppliers, merchandisers and retailers, several representatives from the National Cattlemen’s Beef Association attended the conference and presented insights on behalf of the Beef Checkoff Program.  Randy Irion, director of retail marketing, addressed a crowd of retailers interested in building excitement in their meat departments by utilizing visuals such as on-pack labels, and participating in relevant promotional efforts.  Culinary Center Director Dave Zino provided commentary on how the retailer can best appeal to heavy meat consumers. 

“There are a variety of in-depth studies and retail programs that we’re supporting this year to increase beef demand at retail,” said Irion. “We’ve worked hard to establish strong partnerships with the goal of driving consumers to the meat case, and this was our chance to share some of that.”

Retail Marketing is part of the Center for Global Marketing at NCBA, and is funded by America’s beef producers through the national Beef Checkoff Program. It is coordinated on behalf of the Cattlemen’s Beef Board (CBB) and state beef councils by NCBA, which serves as one of the CBB contractors for checkoff-funded programs. 

“The Annual Meat Conference served as a great platform to discuss many of the issues facing retailers today, especially how to take advantage of opportunities in the meat case,” said Alan Warren, Ukrops.  “The Beef Board and NCBA, along with the National Pork Board and Cryovac Sealed Air, have been very proactive in leading studies such as the National Meat Case Study 2004 that can help us see where there’s opportunity for growth and change.” 

The conference also included a product tasting event during which the Beef Checkoff Program partnered with A.1. Steak Sauce and Sutter Home Winery to conduct a booth tasting and demonstration of the flatiron steak.  The product, one of the new beef value cuts, was well-received.

“With the Summer Grilling promotion around the corner, many editors and reporters were interested to learn about beef’s planned initiatives, including partnerships with A.1. and Sutter Home,” said Irion.  “Of course we were very pleased to educate them about our efforts to spread the word about beef.”