As the Federation of State Beef Councils celebrates its 60th anniversary this year, let’s step back in time and look at successful projects that have created a strong state/national partnership through the decades. Uncertainty ruled the first decade of the new millennium for both producers and consumers. The fear of a Y2K technological meltdown had everyone on edge as the calendar flipped from 1999 to 2000. The arrival of an animal disease crippled the industry, but stakeholders rallied to keep beef on consumer plates. 

In December 2003, bovine spongiform encephalopathy (BSE) was discovered in a cow in Washington and immediately the industry’s crisis management plan, which was developed in the ‘90s, was activated with the beef industry working with food safety experts to reassure consumers about beef’s safety. Consumer confidence in U.S. beef actually increased from 89% in December 2003 to 91% by February 2004. Throughout the crisis, the Federation provided state beef councils with staff support, expertise and resources to share information with consumers and producers locally. 

Checkoff-funded programs during the decade included consumer market and human nutrition research, iconic promotional campaigns, the introduction of a variety of valuable new cuts, and the creation of new beef recipes. Checkoff-funded muscle profiling research reinvented and added value to the chuck and round, which were previously underutilized and undervalued, by developing “new” cuts including the Flat Iron Steak and Petite Tender. Foodservice outlets sold 47 million pounds of Flat Iron Steaks in 2005, with 106 million pounds of Beef Value Cut steaks sold in total that year. 

Composer Aaron Copland’s iconic “Rodeo” music and the Beef. It’s What’s For Dinner. brand became synonymous and Sam Elliott’s distinctive voice brought beef’s message to homes nationwide. The Beef Industry Safety Summit was established in 2003 as an opportunity “to bring industry safety leaders and scientists together to hear the latest research results, learn about advancements in food safety monitoring and testing methodology, and openly converse with competitors seeking solutions that benefit the entire industry.” 

In 2009, the Checkoff-funded Masters of Beef Advocacy (MBA) program was created to develop strong beef advocates by offering a free, self-guided online course for farmers, ranchers, service providers, consumers, and other members of the beef community. The online lessons address environmental sustainability, beef nutrition, animal welfare and beef safety while taking advocates through the beef lifecycle, from pasture to plate. Upon completion of five interactive online lessons, advocates become equipped with the communication skills and information to be confident in sharing beef stories on social media and in communities to help others better understand how cattle are raised and how beef can be part of healthy sustainable diets. 

These programs and others provided state beef councils the staff expertise and materials to extend beef messaging within their own states. Federation support from voluntary state contributions also supplemented the national Checkoff budget and helped the Federation enhance state services. States supported each other as well. In 2006, the Federation Initiative Fund was created to provide beef councils in high population states with low Checkoff collections additional dollars for beef promotion and education campaigns. 

For more information about the Federation of State Beef Councils, visit www.ncba.org/federation. Next month, digital advertising comes of age in the 2010s with consumers liking, tweeting and pinning beef.