ANCW Beef Promotion and Youth Development
Committee chairs share highlights of 2014 accomplishments.
SAN ANTONIO, Texas (Feb. 3, 2015) — 2014 was a busy year for the Beef Promotion and Youth Development Committee’s working groups, which were highlighted during the American National CattleWomen Inc. (ANCW) Joint Focus Session preceding the 2015 Cattle Industry Convention & NCBA Trade Show in San Antonio, Texas, Feb. 4-7.
Each working group’s chairman delivered a short report of 2014 activities.
Beef Promotion
Retail and Metro Cooking Shows: There were more than 200 in-store demonstrations in Sam’s Club stores in 27 states across the country. More than 100 CattleWomen volunteered, and the entire effort increased beef sales by 28% in those stores. The metro cooking shows involved skill stations, rather than simply handing out beef samples. These included learning to cut meat against the grain, wrapping bulk meat purchases for the freezer, and using an instant-read meat thermometer.
Social Media and Online Relationships: This working group hosted 10 beef-centric Twitter parties using specific hashtags, four Instagram beef-themed photo contests, and two beef promotion Pinterest contests. Surveys from the Twitter parties showed 84% of opinions of beef were improved from the parties, and that 80.5 million impressions were made.
Campus events: These will not continue in 2015 due to budget constraints, but several campuses hosted beef education events around the country, which impacted thousands of millennials. Surveys reported that 70% of opinions on beef improved from event participants.
Moms on the Farm: Tours work in improving opinions on beef production. However, it was recommended to smaller tours for shorter times. It was noted that millennial moms are suspicious of information, but want the information available when they want to access it.
Youth Development
National Beef Ambassador Program: This year’s contest had 30 competitors, so it is still growing. Ambassador participants teach many consumers about beef, but also learn much in the process. The 2015 contest will be Sept. 25-26 in Denver, and volunteers are needed.
K-12 education: The working group is moving forward, though partnerships are being cultivated to help develop a nationwide curriculum that includes the benefits of beef.
Collegiate CattleWomen: The main focus of this group has been planning the leadership roundtable that will take place at the convention. This has many beef industry leaders in attendance to let collegiate and young cattlemen ask questions about leadership or the beef industry. All young cattlemen are welcome to attend.
Junior CattleWomen: The program has had a slow start, but that is to ensure it becomes a strong and sustainable program. Committee members are encouraged to join.
For more information about the ANCW and its activities, visit www.ancw.org.
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