FY23 January
BIWFD and SONIC
Beef. It’s What’s for Dinner teamed up with SONIC for a co-branded cheeseburger campaign on the UberEats platform. Consumers could redeem $5 off $20 when they ordered a SONIC Cheeseburger at participating locations Oct. 10-16. A total of 23,636 coupons were redeemed with a 218% increase in burgers sold. SONIC commented that the promotion “did fantastic, and the 10% sales lift was the highest percentage they’d seen on UberEats! This partnership followed a successful promotion with McDonald’s and DoorDash in late October and early November in 2021.
Checkoff Staff Participates in American Academy of Pediatrics Meeting
On October 28 Anna Gest, OBC’s Nutrition Coordinator attended the Ohio chapter of the American Academy of Pediatrics Annual Meeting. Ohio Beef Council was a sponsor of the meeting which was attended by over 100 pediatric professionals from across the state. In attendance with Gest was Kent State dietetic intern Kayla McSwords, who was able to learn about communicating beef and nutrition with other healthcare professionals. McSwords spent two weeks with Gest, learning about the Beef Checkoff as well as about how beef is raised, beef’s nutrition, and sustainability. McSwords was also able to visit a beef farm to see how cattle are raised in a feedlot environment.
Helping Aspiring Chefs Learn about Beef
The Ohio Restaurant Association’s ProStart youth education program and OBC fought the weather on November 3rd and won during the Fall Burger Battle sponsored by the Beef Checkoff. Five teams competed with Vanguard Career Technology Center taking home the golden burger trophy. Culinary industry judges evaluated contestants on taste, appearance, pricing, safety, and sanitation.
Beef Checkoff Builds Successful Influencer Program
In FY22, the Beef Checkoff’s Food, Culinary, and Agricultural Influencer program worked with 34 influencers to create 227 posts sharing beef recipes, meals, and stories from the ranch. The program reached over 17 million consumers, with 950K engagements (likes, comments, saves, clicks, shares, etc.). Throughout the year, the Beef Checkoff shares beef education, including trending market research, beef cuts, preparation methods, and how beef is raised and grown, with our thought leader network. Instilling the good qualities and benefits of beef in these content creators results in additional promotion of beef beyond the paid partnership. The twelve Food and Culinary members of Beef Checkoff’s Beef Expert Network shared over 300 beef-featured posts throughout FY22 that were not paid content. This content reached approximately 600,000 consumers with approximately 40,000 engagements.
“Thank you for allowing my students this amazing learning experience!”
Hanna Grass, Elmwood High School
On November 29th Kelly Keirn, OBC’s Consumer Programs Manager spent the day at Anna High School in Anna, Ohio to educate 141 food science students on beef retail cuts and cooking methods. Each class participated in a cooking demonstration of Top Round Steaks paired with herbed butter while discussing how Ohio’s beef is raised and the beef industry. The Fall semester for the 22-23 school year has had 22 applications for the Beef in the Classroom Grant. Judy Matey from Tuslaw high school created an online worksheet where the students had to use ohiobeef.org to search for the answers. While Hanna Grass from Elmwood high school commented “Every year my students are always asking to make steak and the answer is unfortunately always “it’s out of our budget”.
FY23 Q1 Calendar
Feb. 1-3rd Cattle Industry Convention & NCBA Trade Show, New Orleans, LA
Feb. 18th BIWFD 300, Daytona International Speedway
Feb. 25 Beef 509, session 1
Mar. 1st Beef Promotion Grant applications due
Mar. 4th Beef 509, session 2
Mar. 16-19th Ohio Beef Expo Trade Show
OHIO BEEF COUNCIL OPERATING COMMITTEE
Erin Stickel, Bowling Green, Chairman • Bill Sexten, Washington C.H., Vice Chairman • Stan Smith, Canal Winchester, Treasurer • Mandy Atterholt, Loudonville • Lou Ellen Harr, Jeromesville • Mark Goecke, Allen • Stephanie Harris, St. Clairsville • Bret Layman, Johnstown • Jake Osborn, Lynchburg • Becky Reed, Springfield • Allan Robison, Cable • Ben Seibert, St. Mary's • Susie Turner, Somerset • Kris Vincent, East Canton • Barb Watts, Alexandria • Elizabeth Harsh, Executive Director