Partners invest in beef promos

Cattle Market & Farm Reports, Editorials
Feb 14, 2005
by WLJ
According to the Cattlemen’s Beef Board (CBB), the group in charge of administering the nationwide beef checkoff program, foodservice restaurant chains have kicked in $68 for every checkoff dollar invested in recent foodservice/checkoff partnerships. That data was unveiled during the annual cattle industry convention, held Feb. 1-5 in San Antonio, TX.
CBB cited just over 20 promotions with national foodservice chains over the past three years that have helped extend the consumer message about beef and resulted in more beef items on restaurant menus. CBB statistics said that between 2002 and 2004, foodservice partners invested approximately $95.7 million in promotions of beef, compared to $1.4 million in checkoff dollars to those programs.
“That means that for every checkoff dollar invested in these beef promotions, restaurant chains chipped in $68,” said CBB member Laurie Bryant. “I don’t think there’s anyone who would argue that that’s a pretty impressive leveraging of producers’ investments.”
Some of the partnerships pursued via the checkoff in 2004 included joining forces with Pizza Ranch, Quizno’s, RAM International, Domino’s, Taco Bell, Aramark, Arby’s, Ground Round, B.F. Saul, Stuart Andersons, Buckhead Brewery, Quaker Steak & Lube, and Dunkin Donuts. Other new retail checkoff partners during the year included Wal-Mart’’s “Thrillin’ & Grillin’” promotion, Kraft, This Old House magazine, A-1 Steak Sauce, Beringer Wineries, and Borden. — WLJ