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Beef gets BOLD for Gen-X’ers
Jackie Dobson, a member of the Texas Beef Team, makes her introduction swinging a hula hoop.
BASTROP -- The most recent beef check-off campaign is reaching out to the “millennial generation,” according to Richard Wortham of the Texas Beef Council. He addressed attendees of the 39th annual Independent Cattlemen’s Association of Texas convention June 28 in Bastrop.
This generation, people born between 1980 and 2000, numbers 80 million strong.
Wortham said the millennial generation’s No. 1 concern is diet. He said 45 percent of this group would choose beef if they understood its nutritional value.
With this in mind, the beef check-off program began its new advertising campaign -- “Above All Else ... It’s What’s for Dinner” -- last April.
Garrett Hedlund was announced as the campaign’s new spokesman. Hedlund, best known for his role in the TV series, “Country Strong,” is a member of the Minnesota beef industry. He grew up on his family’s cattle operation.
Wortham outlined the research of beef’s 10 essential nutrients and the BOLD -- Beef’s an Optimal Lean Diet -- campaign.
According to a July 1 Texas Beef Council press release, the campaign will address essential nutrients such as protein and iron -- “the most lean, delicious, and tender iron known to man.”
The Texas Beef Team also promotes this lean source of protein.
Texas Beef Team
Wortham introduced Jackie Dobson, a marathon runner, who is a member of the Texas Beef Team. This team currently has 800 participants.
A runner in the 2011 Boston Marathon, Dobson was approached when the Texas Beef Council was putting the “Texas Beef Team” together.
In her testimonial of the importance of beef in one’s diet, Dobson said she ran faster than before, and believes beef -- with its 29 lean cuts -- was a factor in her finishing in the Top 10 in her age groups. She also spoke of the importance of lean meat that contains protein, which helps to repair muscles.
Members of the beef team:
•Learn the 29 lean cuts of beef.
•Are involved in cooking demonstrations.
•Learn about nutrition and hear the latest results of studies.
•Are introduced to where beef originates and learn about the beef check-off program.
•Serve as advocates for beef for athletes and those in everyday life, as well.
Why does beef need such promotion?
Robert Boger of Boehringer Ingelheim, a convention speaker, said that 61 percent of U.S. households are comprised of one to two people, and they do not want to wait to prepare meals. Instead, they want quick meals with a maximum preparation time of 45 minutes. With the 45-minute time frame, certain beef cuts cannot be properly prepared, he said.
One of the ways to address this need was the introduction of new meat cuts. See “Common cuts can cause confusion for consumers,” July 31.
In this program, preparation tips and recipes are added to meat packaging.
The new beef check-off campaign will include print, digital and radio ads, and videos, websites, social networking, and recipe websites, such as Allrecipes.com.
The Millennial Generation
People born between 1980 and 2000 are characterized as:
• Always connected
•Connected with parents
•Educated, little experience
•Not loyal to brands or employers.”
Source: Beef Check-off
For more information, visit BeefItsWhatsForDinner.com.
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