BeefJerkyTrailMixChallenge:

JoinusinexecutingtheBeefJerkyTrailMixChallenge!Wewanttoencourageconsumerstothinkoutsidetheboxwithaneasy,homemadetrailmix,thatincludesadeliciousproteinsource,likebeefjerky.ThebasisofthiscampaignstartedfromaBeefJerkyTrailMixvideofromRDinfluencer,ChrissyCarroll.ThissimplerecipefromBeefItsWhatsforDinner.comisalsobeingpromoted.However,weareencouragingconsumerstousethepantrystaplestheyhaveathomeandgetcreativewiththeirfamilies.Thefull

campaigninvolvedconnectionsacrossourentireAR.First,staffengagedinfluencerstoshareourchallengeontheirsocialplatformsandwiththeirfollowers,whichincreasinglyspikedconsumers’interestandparticipationinthecampaign.Thischallengeisalsoallowingourprogramtheopportunitytohelpourlocalsupplychainpartnerswithjerkypurchases,duringatimeofneed.Finally,theultimategoalistoengageourconsumeraudiencebyaskingthemtojoinusinthischallenge!Consumersareaskedtocompleteaquicksurvey,measuringtheiropinionofbeefandgarneringtheirmailingaddresssothatstaffcansendasamplepackofbeefjerkystraighttotheirdoor.Consumersarethenencouragedtojoininonthechallengeathome,sharingaphotooftheirfamilyenjoyingtheirownBeefJerkyTrailMixrecipe.Thosetagging@NortheastBeefPromoonsocialmediawillbeenteredtowinabeefprizepack!Learnmorehere.‘ReadAloud’withBeefSeries:

NEBPIhasteamedupwiththePennsylvaniaBeefCounciltomakeuseofinfluencerandproduceradvocatestocontinuetosharethepositivebeefmessagethrougha'ReadAloud'serieshappeningonsocialmedia.ReadAloudeventsareoccurringalloverthedigitallandscape,giventhecurrentclimate.Thebeefcouncilhassomegreatresourceson-handtoassistwiththis.Interested

influencersweresenttheChaneyTwins6-bookcollectiontohostaliveorrecordedReadAloudontheirsocialplatforms.Staffwillcontinuetomonitortheinfluencersparticipatingandsharethosewithourfollowersaswell,likearecentread-alongwithGreensburgAreaStoryTime.Weareexcitedtoseealltheexcellentbeefcontentpopulatingthesocialrealmhereshorty!Learnmorehere.BeefColoringContest:

Withschoolsclosedindefinitelyandstay-at-homeadvisementsissuedaroundthecountry,weknowourconsumersfacethechallengeofeducatingtheirchildrenathome.Utilizingbothnationallyandlocallydevelopedcoloringandactivityworksheets,thecheckoffishostingaBeefColoringContest.Toenter,visitourwebsite,downloadandprinttheimageoractivityofyourchoice,color,andcompletetheactivityanduploadthefinishedproductutilizingourform,whichalsoservesasanadditionalwaytocollectconsumerperceptionsurroundingbeef.Staffwillthenmailparticipatingfamiliessomefun

beefswagtobothbrightentheirdayandthankthemforsupportingandengagingwithbeefduringthistime.Theseresourcesareactivelybeingsharedviasocialmediaplatformsaswell.Learnmorehere.EducationalMathWorksheets:TheNEBPIisworkingtoextendresourcesthatwerecreatedbyTonyaWible,DirectorofEducationwithPennsylvaniaFriendsofAgFoundation.PicturedisamathcoloringactivitythatispartofaseriesofworksheetscoincidingwiththeProducedwithPrideinPennsylvaniaBeefBook.Theyserveasafunwayforparentstogettheirchildrentobeef-uptheirmathskills.Theseresourcesareactivelybeingsharedviasocialmediaplatformsaswell.Learnmorehere.PandoraRadioBuy:

TheNEBPIhassecuredasummergrillingradiocampaignwithPandoraRadio.Thecampaign,settolaunchofMay1,2020,andrunthroughJuly31,2020.Digitalradioplatformsareseeinganexponentialincreaseinthenumberoflisteners,asconsumersareactivelykeepingupwithnews,aswellasspendingsignificantlymoretimeintheirhomeslisteningtomusic.ThiscampaignwillserveasanopportunitytouniteourNortheastconsumersbyfeaturing

thenationallydevelopedUnitedWeSteakassets.Staytunedformoreupdates!TargetedSocialAds:TheNEBPIisworkingtodeploytargetedsocialadstoourconsumerswithintheNortheastregion.Theseadswillbeimplementedinaseriesofthreecampaigns-shopping/cookinginbulktomaketwotothreemealsatonce,beefrecipesusingpantrystaplesandenjoyinggroundbeefthroughouttheday.Theseadswillreachourconsumerswiththeinformation

theyareactivelyseeking,astheyadjusttotheirnew‘normal’duringthesetimes.Theseadsarecurrentlyawaitingapproval,butfindamock-upbelow:

Example:Youdon’tneedalotofingredientstomakeadeliciousbeefmealathome.Pantrystaples "#GroundBeef "#You’rereadytohaveadeliciousmealonthedinnertable!#BeefCheckoff

KeepingBeefAccessibleforFamilyMeals:

Familymealtimeslookquiteabitdifferentnowthantheydidjustafewweeksago.Asweallpreparetogatheraroundthekitchentablemorefrequently,theBeefCheckoffwouldliketoremindfamiliesaboutahelpfultooltoensurebeefremainseasyandaccessibleforfamiliestofind.TheNortheastBeefDirectoryisanonlineresourcedesignedtohelpconnectNortheast-basedfamilieswithlocalbeefmarketsandfarmerssellingbeefdirectly.

Inanefforttohelpfamiliesbuildbridgeswithmorechannelsofdistributionastheyseektokeepbeefonthetable,NEBPIiscontinuingtomaintainandenhancetheNortheastBeefDirectory.LaunchedinAprilof2017,throughapartnershipwiththeVirginiaBeefIndustryCouncil,theNortheastBeefDirectory'slistingincludesover200producersto-date.Thedirectoryisseparatedbystate,andeachstatepageconsistsofaninteractivepinnedmapthatmakessearchingforfarmsormarketseasierforfamilies.TheNortheastBeefDirectoryincludesrobusteducationalresourcesthatinformfamiliesabouttheiroptionsforchoosingbeef.Thesesub-pagesincludemanyaccessibleresourcesfundedbytheBeefCheckoff,suchasa'BeefChoices'infographic,a'BeefBreakdown,Explained'factsheetandlinkstotheBeef.It’sWhat’sforDinner.website.Thankstothisadditionalinformation,consumerswilldiscoverthat,regardlessofwheretheypurchasebeef,theirbeefchoicesarewholesome,nutritiousanddelicious.Theseresourcesareactivelybeingsharedviasocialmediaplatformsaswell.Learnmorehere.NortheastTeamBeefAprilFitnessChallenge:

Withthecancellationofmanyin-personracesduetothesocialandtravelrestrictionsinplacetoslowthespreadofCOVID-19,runnersacrossthecountryareunabletoparticipateintheroadracesasplannedinitially.Whilethisisverydisappointingtoallinvolved,wecannotletthathaltourpersonalfitnessgoals.WeareencouragingNortheastTeamBeefmemberstoremainphysicallyactiveasaproactivewaytomaintainphysicaland

mentalhealthduringthischallengingtime.InApril,teammemberswillshareontheirsocialmediaplatforms(FacebookorInstagram)afitnessortrainingtipalongwithaphotoofthemrunningorworkingoutinTeamBeefgearorattireandtag@NortheastBeefPromoanduse#NortheastTeamBeefinthepost.PostCriteria:

• Includeafitnessortrainingtip• Include@NortheastBeefPromointhepost• Include#NortheastTeamBeefinthepost• IncludeaphotoofyouwearingTeamBeefgear(cap,beanie,shirt,jersey,zip-

up…etc.)Example:

LongandslowrunstobuildmyenduranceasI'mexclusivelyrunningthesedaysoutdoors.Beefintheslowcookerfordinnertonighttohelpmerebuildmytiredmuscles!@NortheastBeefPromo#NortheastTeamBeef

BeefandVealintheCulinaryClassroom:

Duetostate-wideeducationalinstitutionshutdownsacrossthecountry,severalNortheastBeefandVealintheCulinaryClassroomshavestatedtheywouldbeunabletocontinuehands-onculinaryprogrammingfortheyear.However,thankstotheTexasBeefCouncil,theNEBPIiscurrentlyworkingonmakingthe“RawTruthaboutBeef”programavailabletoculinaryinstructorsandtheirstudents.Instructorscanstillengagewithstudentsthroughimmersionexperiencesbutthroughthecomfortoftheirhome

throughpromptedvideosandlessonguidesthatareofferedasapartoftheironlinetoolkits.Asweallnavigatetheseunprecedentedtimes,wewanttoremainaresourceforourculinaryinstructorsandstudentswhohadtheirentirespringsemestersuprooted.Leavingmanyscramblingtofindwaystostillprovidevaluablelessonplansandresourcesfortheirclasses.Wewouldliketoextendourmanythankstostates,suchasTexas,forallowingustheopportunitytoexplorethisnewrouteasweenterthesenextseveralweeksofonlineeducationwithourNortheastclassrooms.

RetailCampaignEfforts:OurNortheastretailpartnershaveseenamassivespikeindemandoverthepastseveralweeks,withmanyshopperslookingintoonlinegrocerydeliveryforthefirsttimetoavoidtheneedtoleavetheirhomes.ManyretailersintheNortheastarealsoseeingbeefflyofftheshelvesinrecordtime,notbeingabletomeetthedemanddaily.AstheNEBPIcontinuestoplanitsretailcampaignsfortheupcomingmonths,wefeelconfidentwiththepartnershipsthroughFreshDirectandIbottawilllendahandtothecurrentclimateinretail.

AlthoughthecampaignwaspushedbacktolateMay,wewillbeconductingan‘EatWhatYouCrave’campaignwiththeNortheastfocusedonline-grocerFreshDirect.FreshDirectservessomeofthehardest-hitcommunitiesbythecrisisintheNortheast.Consumersareturningtoonlinegrocers,suchasFreshDirect,toorderandhavetheirgroceriesdeliveredtotheirdoor.TheyremainavaluedandtrustedpartnerfortheNEBPIasitremainsapriorityfortheircompanytoeducatetheirconsumersandprovidethemqualityfoodcontinuously.Beefwillremaintopofmindfortheirconsumers,asthecampaignwillfeaturedrool

worthybeefbannersexpressingtoconsumersit'sokayforthemtoenjoyahamburgerwhentheycraveit.ThecampaignwillalsoincludeafeatureshopperpageexclusivetobeefproductsandaselectedbeefrecipefromBeefItsWhatsForDinner.com

TheNEBPIandIbottawillteam-uponceagaintolaunchasummergrillingfocusedcampaignthat'ssettobeginattheendofJune.Wehopetocapturetheexcitementofthe4thofJulyseasonbyprovidingdeliciousburgerandsteakrecipeswhilealsoremindingconsumersthatbeefprovidestheirbodieswithessentialnutrients,likeprotein.Aswecontinuetoseebeefproductdemandincrease,wealsonoticethereisatollconsumersarehavingtopayduetomanybeinglaidofffromtheirjobs.Wehopethatprovidingthisopportunitytoengage

withtheplatformwillnotonlyofferresourcessuchasrecipesforfamilymealplanningbutalsohelpconsumersstillchosebeefattheretailcasebyprovidingrebateoffersastheyshop.Weallcontinuetoseerippleeffectsinourcommunities,andwehopetoremindconsumersthateventhroughtoughtimes,beefcanprovidetheirfamilieswithessentialnutrientsandstillbeenjoyedasasummerfavorite.

SupportingourNortheastStateBeefCouncilPartners:Afterdeployingafewoftherecentsocialcampaigns,NEBPIstaffhasmadethemselvesavailableasaresourcetoStateBeefCouncilpartnersintheNortheastRegion.Socialcalendars,content,photosandvideoassetsweresharedwithourstatepartnerssotheycanseamlesslyactivatethesecampaignsontheirsocialmediasites,enhancingtheirdigitalfootprint.Specifically,thestaffishelpingassisttheVirginiaBeefCounciltoshareourSupportingFamiliesAtHomewithBeefwebpageontheirwebsitetofurtherthoseresources.ThiswillhelpelevatetheVirginiaBeefDirectory,soconsumerscaneasilyfindbeefatatimewhentherearelimitedamountsavailableinourgrocerystores.Ourprogramisgladtobeabletoaidthesmallercouncilsatatimewhenimmediateactionisneededtomeetconsumerswiththenewchallengestheyarefacing.Welookforwardtohelpingadditionalcouncilsinthecomingweeks.