FY24 January

2023 E-Commerce Results

The Ohio Beef Council (OBC) and the Beef Checkoff extended two Beef. It’s What’s for Dinner e-commerce campaigns at the state level in 2023. The Summer Grilling campaign with a national club store resulted in a $79 incremental return on ad spend (ROAS) at the national level. At the state level, OBC reached 241,557 households, had a 26.1% beef sales lift, and a return on investment of $213 for every $1 spent in Ohio ad placement.
A Back-to-School campaign with a national retailer resulted in $12.1M in incremental beef sales nationally with a $34.35 ROI. OBC’s investment gained Ohio 1,081,661 digital ad impressions and traceable beef sales of $2,062,838 with a $205 ROAS. OBC will continue to participate in e-commerce campaigns with a Heart Healthy campaign in Feb.

Annual Burger Battle a Success

OBC, on behalf of the Beef Checkoff, partnered with the Ohio Restaurant Association Education Foundation to sponsor the Annual ProStart® Burger Battle. The event was held Nov. 1 at the Delaware County Fairgrounds in Delaware, Ohio.

The competition brought together six (6) schools within the ProStart program with a record-breaking 19 entries. Schools included Tolles Career & Technical Academy, Vanguard Sentinel Career & Technology Center (VSCTC), Lancaster High School, South-Western Career Academy, Wayne County Schools Career Center, and Ashland County West Holmes Career Center. Instructors and industry judges were also present.  JD May from VSCTC took home the coveted golden burger trophy with his MayDay burger featuring two smash patties, bacon jam, cream cheese jalapeno spread, pickled onions, crispy cheddar crisp, topped with cheddar and Monterey cheeses, tomatoes, lettuce and sitting on a pretzel bun. Investments in these programs help familiarize aspiring future chefs with preparing beef. 

Partnering with the Next Generation

Members of the OSU Meat Science Club helped educate the broader Ohio State University (OSU) community about the beef industry and the all-around favorite protein in the center of the OSU campus during Farmer’s Share. Farmer’s Share is an annual event hosted by the Agricultural Communicators of Tomorrow and made possible by the contribution of many clubs in CFAES. OBC showed its support by providing display and educational materials, beef recipes, seasoning packets, and beef jerky. Beef was promoted through the clubs’ conversations and activities. Many people left that day with a fresh perspective on the beef industry and a greater understanding of how they can prepare the various beef retail cuts they find at the store.

Anna Mulrooney, a junior studying Animal Science, reflected on her experience with the event. She highlighted the opportunity to communicate with new people across campus. “People from all ages and backgrounds came up and asked a variety of questions, so I had a fun-filled time answering cooking questions, educating on industry welfare misconceptions, and having people leave our booth with confidence, understanding of, and an appreciation for the meat industry.” 

Continuing Beef Education with Ohio’s Health Professionals

OBC was a proud sponsor of the Ohio Chapter of the American Academy of Pediatrics annual meeting. Nutrition Coordinator Anna Gest attended the meeting and spoke with physicians, nurses, and students about the benefits of beef as a first food for babies. 

OBC also sponsored the Dayton Dietetic Association Fall Mini-Conference held at Dayton Children’s Hospital. Anna was featured as a conference speaker. Her presentation, “Sustainable Plates with Beef”, focused on beef’s role in healthy and sustainable diets and was well received by dietitians and dietetic interns in attendance. 

Additionally, Anna had the opportunity to speak with dietetic interns at Kent State University. She discussed a dietitian’s role in agriculture-related fields and how beef is a part of a nutritious plate.

Working Together for K-12 Foodservice

Thanks to the Beef Checkoff, State Beef Councils have come together to share information and resources to create a School Foodservice Beef Resource Guide. The guide aids school foodservice professionals in understanding the significance of incorporating beef in school menus. It also includes helpful nutrition, storage, and preparation information. 

Download the Guide >