Joint Foodservice Committee Bill Jackson, chairman Scott McGregor, vice chairman.

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Presentation transcript:

Joint Foodservice Committee Bill Jackson, chairman Scott McGregor, vice chairman

Foodservice Marketing This program champions beef’s versatility and value to increase menu presence 1/2 of volume sold domestically Target: menu decision-makers $26.3-billion in wholesale purchases

Foodservice Marketing ’09 Highlights BEEFlexible campaign – Addy and National Best of NAMA awards for trade advertising Denver Steak among top entrée trends in National Restaurant Association’s chef survey Proactive, positive positioning on environmental sustainability

Foodservice Marketing: Recession = fewer restaurant visits, consumers seeking out lower price points, fine dining, casual dining, steakhouses hit hard

Checkoff Response in Foodservice: Accelerated pitching = special articles on beef’s versatility and profit potential

Checkoff Response in Foodservice: Enhanced BEEFlexible campaign with “Profit Power” messages and website

Checkoff Response in Foodservice: Collaborate with Consumer PR to create “Deals for Dining Out” section on A beef option for every meal occasion – at home or away from home

NCBA Foodservice Draft AR 2010

Committee Priority: “ Convenience” Product Strategy Objective: Enhance the value proposition of beef in the marketplace

NCBA Authorization Request $1,552,000

Tactic 1A Foodservice Channel Adv: $650,000  Ensure menu decision-makers in all segments receive positive messages about beef's menu versatility, product diversity, and business value- proposition

Tactic 1B Foodservice Public Relations: $467,000  Protect and enhance beef's reputation within the foodservice industry by working with credible, third-party trade media outlets, maintaining a positive, trustworthy presence for beef with channel leaders

Tactic 1C Channel Information Resources: $380,000  Develop and distribute beef foodservice recipes, product information, fact sheets, trend reports, and webinars. Materials and resources will also be used by State Beef Councils

Tactic 1D Co-operative Promotions: $55,000 Promotional partnerships that increase beef demand through incremental sales and support breakthrough menu introductions for a variety of products considered high-priority by the industry