Funded by The Beef Checkoff Joint Nutrition and Health Committee FY2009 Program Update July 17, Cattle Industry Summer Conference The Beef Checkoff through the National Cattlemen’s Beef Association

FY2009 Nutrition Strategy Protect & Defend: Ensuring Beef and Protein’s Place in Dietary Guidance Mitigate & Manage: Navigating Beef Nutrition Issues Promote & Incentivize: Building the Case for the Nutrition Power of Beef Strengthen beef’s position as a healthful food and as a premier nutritional protein so consumers and influencers feel good about the beef they love Grounded in Beef Human Nutrition Scientific Research

Health Professionals = Powerful Influence Set the agenda on health and nutrition issues Reliable, trusted source for nutrition information –Reach multiple audiences: consumers, media, government and other health professionals –ADA and its members are the #1 cited source for health media –Generate billions of media impressions each year Have the power to withhold or give consumers permission to enjoy beef Why Are Nutrition Influencers Important?

Enlist third-party allies to help build relationships with spokespeople and credentialed media Educate and provide resources/materials that support inclusion of beef in healthy diets Engage in strategic partnerships to influence what they tell members, other health professionals and consumers How Do We Reach Nutrition Influencers?

premier nutritional protein, so c Key Message: Beef is a healthful food and a premier nutritional protein, so consumers can feel good about enjoying the beef they love.

Robert R. Wolfe, Ph.D. University of Arkansas Kevin Short, Ph.D. University of Oklahoma Nancy Rodriguez, Ph.D., R.D. University of Connecticut Doug Paddon-Jones, Ph.D. University of Texas James Krieger, M.S., M.S. PRO Sports Club Donald Layman, Ph.D. University of Illinois Stuart Phillips, Ph.D. McMaster University Protein Think Tank Enlist Third Parties & Build Relationships

Council for Women’s Nutrition Solutions (CWNS) Enlist Third Parties & Build Relationships

Since first checkoff-funded event: 302 million media impressions Nancy Rodriguez, Ph.D., R.D. University of Connecticut Eric Westman, M.D., M.H.S. Duke University More than 31 million media impressions thus far in FY 2009 Nutrition Media Spokespeople Enlist Third Parties & Build Relationships

WCRF/AICR Policy Report Release Educate and Provide Resources

“I think that the myths about protein still are widely accepted and this seminar will change what I teach about protein and what I use to calculate protein needs. Thank you!” -Protein Webinar participant Co-hosted five Webinars in partnership with 18 SBCs More than 1,300 RDs participated! Ongoing Brand Enhancement Outreach: Protein Webinars Educate and Provide Resources

Ongoing Brand Enhancement Outreach: Protein Education E-newsletters distributed to hundreds of nutrition thoughtleaders Educate and Provide Resources

Distributed more than 800,000 educational materials including posters, tear sheets and Live Well! tool kits extending MyPyramid and MyPyramid for Kids Educational Materials Educate and Provide Resources

4,100 U-mail subscribers 19,000 unique visitors in FY being reviewed for updates and enhancements U-Mail and BeefNutrition.org Educate and Provide Resources

Ongoing Brand Enhancement Outreach: SBC Relationship-Building Workshop Educate and Provide Resources

Popular topics in this year’s program include: Sarcopenia and Aging Role of Muscle in Health and Disease Organic, Natural, Grass Fed Beef: Perception vs. Reality Naturally Nutrient-Rich Foods 38 Nutrition Seminars have been scheduled by State Beef Councils so far this year! Several states are building more relationships by sponsoring additional speakers and seminars. Nutrition Seminar Program Educate and Provide Resources

American Dietetic Association’s Food & Nutrition Conference & Expo Strategic Partnerships

Sports, Cardiovascular & Wellness Nutrition (SCAN) Meeting Strategic Partnerships

Questions?

Funded by The Beef Checkoff Looking Ahead: FY 2010 Plans

The Environment in 2010 Updated consumer ads supporting the power of protein Increased interest in protein among health influencers and consumers Anticipated publication of new research on the role of beef protein in a healthy diet Impending release of Dietary Guidelines for Americans

FY2010 Strategy Strengthen beef’s position as a healthful food and as the premier nutritional protein so consumers and influencers feel good about the beef they love

2009 Food & Nutrition Conference & Expo in Denver Comprehensive beef nutrition exhibit booth Distribution of educational tools Sponsor Foundation Dinner Extend the protein message and promote the “strength of beef protein” research and messages Host educational session about animal protein’s role in a healthy diet American Dietetic Association Strategic Partnerships

Build the case for beef protein –Give health professionals reasons to believe in and recommend beef protein Host nutrition influencer/credentialed media event Beef Brand & Influencer Event Enlist Third Parties & Build Relationships

Conduct science-based, credible outreach of beef nutrition information to key thoughtleader health professionals through distribution of educational mailings and webinars Utilize third-party expert spokespeople to extend beef nutrition messages Host Nutrition Seminar Program We’ll also utilize third-party expert spokespeople in outreach to extend science-based beef nutrition messages through state-level venues and events in FY2010. Ongoing Nutrition Influencer Outreach Educate and Provide Resources Nutrition Seminar Program

Promote health professional materials Establish significant presence for beef nutrition resources Enhance resources on Begin reaching nutrition influencers via social media Ongoing Nutrition Influencer Outreach Educate and Provide Resources

Mitigate and manage outcomes of diet and cancer stories Promote beef as a safe and nutrition food, ensuring health professional influencers have the accurate science on the role of beef in healthy diets Navigating Beef Nutrition Issues Educate and Provide Resources

Continue to educate the Dietary Guidelines Advisory Committee through: Science-based analysis and research Consumer insights Dietary Guidelines Committee Education Tactic 1B: Nutrition Guidelines

Funded by The Beef Checkoff Questions?

Funded by The Beef Checkoff Joint Nutrition and Health Committee The Beef Checkoff through the National Cattlemen’s Beef Association