From the 2014 Annual Cattle Industry Convention, three new checkoff-funded research publications were released:
· Sustainability Executive Summary — A summary of Phase 1 of the research. This important work positions the beef industry to lead the conversations about industry sustainability and was first announced at the 2013 Annual Cattle Industry Convention.
· Lean Matters booklet — This booklet documents the checkoff's effort to produce leaner beef and to work with USDA to make the data reflecting the leaner option in the meat case available on the Nutrient Data Base.
· Updated version of the Beef Cuts Guide.
Beef checkoff research provides technology and knowledge to all sectors of the beef supply chain to increase understanding of beef products offered to today's consumer.
In the end, all development, education and communications programs are founded on research. Marketing and communication programs must have a story worth telling.
In today's social climate, to answer challenges from the health community and the consumer's need for convenience, marketing and communications messages must be data-driven, based on irrefutable research.
For more information about the beef checkoff investment, visit www.MyBeefCheckoff.com.