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 and national partnership through the decades. This month, we travel to the groovy sixties when bell bottoms and tie-dye were all the rage, and the Federation was born. 

Before the Beginning 

Before we enter the ‘60s we need to go a little further back into history to understand how the Federation of State Beef Councils developed. In 1922, 14 organizations united to create the National Live Stock and Meat Board whose goal was to promote all red meats including beef, lamb and pork. The Meat Board brought together all segments of the value chain to improve consumer perception of meat. Funded by a voluntary 5 cents per carload assessment on train cars of animals sent to harvest, with an additional 5 cents requested from packers, it was agriculture’s first “checkoff” program. 

Birth of the Federation 

In the 1950s, states began organizing promotional campaigns and establishing groups dedicated to beef promotion. California started this trend in 1954, instituting a voluntary checkoff of 10 cents per head, two cents of which was forwarded to the Meat Board. Other states including Alabama, Montana and Florida also implemented state beef councils around the same time. Success of state programs spurred the development of the National Beef Council (NBC) in 1955 to solely promote beef at the national level. 

The NBC relied on voluntary contributions of eight cents per head marketed. While more than 15 state beef councils formed in support of the NBC, the lack of funds limited the organization’s success. 

As meat packing decentralized and producers focused on single-species operations, the Meat Board created species-oriented committees. In 1963, NBC merged with the National Live Stock and Meat Board and the Beef Industry Council (BIC) was formed, serving as both the national promotion arm of the beef industry and the headquarters of the Federation of State Beef Councils. 

Power of Partnerships 

With a limited initial budget, partnerships were essential, and the BIC joined with the American Dairy Association for a “Buttered Barbecued Steak” promotion and with the American National CowBelles (precursor to American National CattleWomen) in promoting “Beef for Father’s Day.” Through cooperation of state beef councils and state cattlemen’s groups, outdoor billboard and bumper sticker campaigns also encouraged consumers to “Enjoy Beef Every Day.” 

As television sets were introduced into more homes, the BIC tested the power of television as a marketing medium. In 1964, the first television advertising campaign promoting beef occurred, with ten television commercials reaching more than 35% of all U.S. homes. The BIC also recognized early on Americans’ love of cookouts, and the first summer grilling campaign began. In 1966, BIC partnered with states to create and distribute 250,000 color brochures about grilling beef. 

State Investments at Work 

State beef councils recognized the importance of national programs and invested funds into the BIC. SBCs and BIC worked together to utilize each other’s expertise and leverage funding. By 1969, state beef councils raised nearly $2 million and were responsible for $800,000 of the Meat Board’s $1.4 million in revenue that year. 

This investment structure was the beginning of the state/national partnership that still exists today. Sixty years later, the successful grassroots program continues, with the Federation relying on state beef councils for funding and input, and states relying on the Federation for support, advice and guidance on extending national programs locally. 

For more information about the Federation of State Beef Councils, visit www.ncba.org/federation. Next month we’ll cruise into the ‘70s when beef was “Stayin’ Alive,” and disco was in full swing.