News Update
August 25, 2014
Strong Early Results
for Digital Campaign
Millennials initiate more than 5 million online food-related searches each day.
The “Beef. It’s What’s For Dinner.” website reached more than 1 million consumers during the first 12 weeks of the campaign; the five “no-recipe recipe” YouTube videos on the site were viewed 1.5 million times; and associated social-media sites hosted a total of 434,000 engagements (likes, comments, shares, retweets and click-thrus to checkoff resources such as recipes).
“Our checkoff’s digital advertising program is where the consumers are, across the entire U.S., ensuring beef’s visibility in the marketplace,” says Terri Carstensen, beef producer from Odebolt, Iowa, and chairwoman of the checkoff’s Domestic Consumer Preference Committee. “The exciting part is that we are showing consumers they don’t have to sacrifice taste or nutrition for convenience. We continue to engage consumers during their moments of meal planning, inspiration and decision-making, and results show we’re having an impact and that every interaction matters. Digital/social media is such a great tool because it is available 24/7.”
State beef councils using digital platforms from the national media buys included Illinois, Iowa, Kansas, Missouri, Nebraska, Oklahoma, Texas and Utah. Participating states used digital media, such as Facebook and paid Google search advertising, to share positive beef messages with millennials.
The new campaign helps the checkoff get to know beef’s targeted consumers better — like the fact that 80% of them eat beef at least once a week and they’re visiting the checkoff-funded “Beef. It’s What’s For Dinner.” site for recipes and beef cooking techniques.
“At the end of the day, the checkoff aims to shift consumers’ perceptions of beef,” says Carstensen. “What the data shows is that 97% of consumers have positive opinions about beef after visiting the site. That’s a result to be proud of!”
For more information about your beef checkoff investment, visit MyBeefCheckoff.com.
Late Summer Heat Wave Could Stress Livestock
Much of this summer has felt like early fall, but the summer heat is going to rally over the next several days, prompting concern about livestock heat stress.
“Air temperature and humidity can combine into a one-two punch that makes it hazardous for people and animals,” said Matthew Dixon, meteorologist for the University of Kentucky (UK) College of Agriculture, Food and Environment. “Dew point temperatures above 65° lead officials to declare livestock heat-stress emergency alerts.”
Dixon said temperatures over the past seven weeks have been below normal, and the livestock heat-stress index has stayed below dangerous and emergency categories. However, very hot and muggy conditions will overtake much of the state with temperatures in the upper 80s to mid-90s through the next week as an upper-level ridge of high pressure takes hold.
“In western parts of Kentucky, the heat will be more noticeable,” Dixon said. “We expect highs out there to reach into the upper 90s with heat indices reaching upwards of 105°. That will definitely push the livestock heat-stress index into the emergency category.”
The Livestock Heat-stress Index helps producers know when heat stress could create a problem for their animals. Periods of heat stress call for livestock producers to be vigilant in making sure their animals are able to withstand the conditions.
UKAg dairy specialist Jeffrey Bewley said the most important things producers can do are to provide cool, clean water and shade, with buildings as open as possible to help keep animals’ internal body temperature within normal limits. Sprinkler systems that periodically spray a cool mist on the animals also are beneficial.
“To keep cattle from becoming overheated, you certainly do not want to work them during heat-stress conditions, including veterinary work, reproductive checks or vaccinations,” Bewley said.
Producers should also avoid transporting livestock during a heat danger or emergency period. If they must move animals during this time, producers should try to do so with fewer animals per load. Planning trips so producers can load animals immediately before leaving and quickly unload upon arrival can help minimize the risk.
For more information, please view the full release here..
Five-State Beef Conference Sessions
Set Sept. 9-11 in Three States
High cattle markets and lingering drought conditions have beef producers continually planning to maximize their assets — water, grass and cattle.
Beef producers from five states can hear from experts on these topics at three sessions scheduled as a part of the “Five-State Beef Conference,” said Ted McCollum, Texas A&M AgriLife Extension beef cattle specialist in Amarillo.
The programs are a joint effort of AgriLife Extension, Colorado State University (CSU), Oklahoma State University (OSU), New Mexico State University (NMSU) and Kansas State University (K-State). While it is primarily geared to cow-calf producers, the material will be beneficial to stocker/feeder operations and feedlots, McCollum said.
This year’s conferences are scheduled as follows:
- Sept. 9, 10 a.m.-3:30 p.m. MDT, Clayton Livestock Research Center, 9 miles east of Clayton, N. M., on State Highway 56.
- Sept. 10, 2:30-7 p.m., High Plains Technology Center, 3921 34th St. in Woodward, Okla., CST.
- Sept. 11, 2:30-7 p.m., Ochiltree County Expo Center, 402 Expo Drive in Perryton, Texas, CST.
The programs at Woodward and Perryton will be identical, McCollum said. Topics and speakers include:
- Reproductive Management Strategies to Enhance Productivity and Economic Efficiency of Beef Cattle Operations, Sandy Johnson, K-State Research and Extension livestock production specialist, Manhattan, Kan.
- Economics of Cow Herd Expansion, Paul Gutierrez, NMSU Cooperative Extension Service range livestock production specialist, Las Cruces, N.M.
- EPA Water Regulation Review, Shannon Ferrell, OSU professor of agriculture economics, Stillwater, Okla.
- Role of Value-Added Programs in High Cattle Markets, McCollum.
- Projections in a Dynamic Cattle Market, Jerry Hawkes, NMSU Extension animal sciences and natural resources department head, Las Cruces, N.M.
McCollum said the program at Clayton is considerably longer because it will include a “Bud Box” demonstration by Ron Gill, AgriLife Extension livestock specialist and associate animal science department head at Texas A&M University, College Station. A Bud Box is a facility design for controlling cattle flow.
For more information, please view the Angus Journal Virtual Library calendar of upcoming events here.
Business After Hours Sept. 4 at
UNL Panhandle Research and Extension Center
The University of Nebraska–Lincoln (UNL) Panhandle Research & Extension (R&E) Center will host a Business After Hours event from 4:30-6:30 p.m. on Thursday, Sept. 4, at 4502 Avenue 1, Scottsbluff.
This event is an opportunity to celebrate several milestones. The nation’s Cooperative Extension system is celebrating its centennial in 2014, marking 100 years since passage of the Smith-Lever Act, which established Cooperative Extension through land-grant universities in partnership with federal, state and local governments. The Panhandle Center is the administrative headquarters of the Panhandle Extension District, which covers 16 counties in western and north-central Nebraska and includes 12 county-based Extension offices.
The public also will be able to meet Jack Whittier, the new director of research and extension for the Panhandle, who began June 1.
The event also is an opportunity for the public to tour the newly renovated facilities and technology enhancements to the meeting rooms at the Panhandle R&E Center. New technology and connectivity to Lincoln will be demonstrated.
Food and beverages will be served in the meeting room foyer, catered by the Gering Civic Center/Meat Shoppe. Panhandle Center employees will be available throughout the event to meet and greet the public.
Tours will be conducted beginning at 4:45 p.m. Whittier will speak at 5:15 p.m., followed by a live remote connection with Charles Hibberd, dean and director of UNL Extension and former director of the Panhandle Center, from Lincoln. This presentation will demonstrate technology that UNL Extension is using for meetings and workshops.
An ice cream social begins at 5:45 p.m., and afterward, a walking tour will be repeated for anybody who is interested.
For more information, please view the Angus Journal Virtual Library calendar of upcoming events here.
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