ANCW Continues Efforts to Promote Beef
to 'Moms, Millennials & More'
SAN ANTONIO, Texas (Feb. 6, 2015) — The American National CattleWomen Inc. (ANCW) convened several working group and committee meetings Feb. 3-6 in conjunction with the 2015 Cattle Industry Convention & NCBA Trade Show in San Antonio. In their role of promoting beef to consumers they are focusing on reaching “Moms, Millennials & More” through both face-to-face and online avenues.
The organization’s face-to-face efforts for 2015 will include having cattlewomen in 150 retail stores across the country at various times this spring and summer to share information about beef with consumers. ANCW plans to focus on being in the United States’ five most populous cities — such as New York City, Los Angeles and Houston. ANCW has arrangements with Sam’s Club for the promotions and is working to secure other regional retail supermarkets, reported ANCW staff member Sarah Bohnenkamp.
Additionally, ANCW will have a beef booth at the Southern Women’s Show in Nashville during the last weekend of April. More than 25,000 consumers annually attend the event. ANCW volunteers will visit with consumers about beef, as well as share skills to ensure a great eating experience with the beef they buy. ANCW will also have the opportunity to present several on-stage demonstrations during the show.
Desta Crawford, an ANCW member who assisted with both the retail store promotions and metro cooking shows last year, reported that sales and survey data evaluating both efforts indicated consumers felt more knowledgeable and confident about beef and were more likely to purchase beef after their interaction at the beef promotions coordinated by ANCW.Desta Crawford, an ANCW member who assisted with both the retail store promotions and metro cooking shows last year, reported that sales and survey data evaluating both efforts indicated consumers felt more knowledgeable and confident about beef and were more likely to purchase beef after their interaction at the beef promotions coordinated by ANCW. Any ANCW members interested in volunteering to assist with the retail store demonstrations or the metro cooking show in Nashville should contact ANCW headquarters in Denver.
For their beef promotion efforts online, ANCW will continue to host Twitter parties and Instagram contests in 2015. A recent “Super Beef” Twitter party encouraging consumers to serve beef recipes at their Super Bowl party generated 55.6 million actions online.
In 2015, ANCW will also:
- Continue holding the National Beef Ambassador Contest and working with the five national winners to promote beef via social media and attendance at events throughout the year. Some discussion was held on raising the age of national contestants to be college sophomores or juniors, and focusing the Junior Ambassador contest on high-school-age students. ANCW would also like to generate more scholarship funds and internship opportunities for the ambassadors in the future. The national contest will be Sept. 25-26 in Denver.
- Work to streamline beef curriculum materials for K-12 teachers and develop new materials that meet required education standards nationally. They will explore working with the American Farm Bureau Federation as a partner.
- Adjust membership dues structure so that all states have the same deadline date of Oct. 31.
Melanie Fowle from California is serving as the ANCW president for 2015. The organization also recognized Janice Rustad of North Dakota and Judy Ahmann from California as their 2014 CattleWomen of the year.
Additionally, Kathryn Carruth, a Texas native, has joined ANCW as the new Executive Director of the American National CattleWomen Inc. (ANCW).
Carruth told those in attendance she is “committed to improving the ANCW image, as well as improving access for members and educators to quality beef education and information. She concluded, “We [cattlewomen] are seen as a trusted source, and we need to tell our stories to consumers. They desperately want to know about our lifestyle and how we care for beef, wildlife, water and more.”
For more about the organization visit www.ancw.org.
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