News Update
April 19, 2010

Checkoff Advertising Campaign Launches In May

The beef checkoff is gearing up to launch a new consumer advertising campaign this May called “Profiles,” which motivates consumers to choose beef more often by delivering compelling and surprising information that there are 29 lean beef cuts.

“Not only does it help consumers get more familiar with the 29 lean beef cuts, it builds upon the power of lean beef protein messaging momentum,” says Terri Carstensen, producer from Odebolt, Iowa, and chair of the checkoff’s Advertising Committee. “Sixty-six percent of all beef muscle cuts sold at retail are lean, and research shows that consumers say buying lean cuts of meat (69%) is the most important thing when shopping for food.”

Six lean cuts will have a starring role in the initial launch of the “Profiles” campaign — they’re also some of America’s favorites — T-bone steak, tenderloin, top loin, top sirloin, top round and 95% lean ground beef. Visually, each “Profiles” ad will center on a plated shot of beef with healthy sides, helping to show how beef can be part of a healthy, wholesome and delicious meal that pairs well with fruits and vegetables and whole grains. And, each cut has its own story to tell — from quick and simple cooking steps to healthy, delicious meals.

“Americans have a love affair with beef but traditionally hold back from choosing it because of nutritional concerns. Yet, beef provides 10 essential nutrients needed for a healthy, active lifestyle,” Carstensen continues. “The new campaign delivers against two drivers: the eating experience and how it fuels the body drives a consumers’ protein selection.”

Beef producers around the country have played a significant role in developing and shaping this new print campaign. The Joint Advertising Committee, led by beef producers, was engaged in every step of the new campaign’s development — from focus group involvement, identifying the best campaign to pursue to choosing the beef cuts to showcase in the print ads.

And, the new “Profiles” checkoff campaign continues to build on the heritage of the “Beef. It’s What’s For Dinner.” tagline. The campaign will include print advertisements, checkoff radio spots and State Beef Council extension opportunities.

For more information about programs funded with your checkoff investment, visit MyBeefCheckoff.com. Visit BeefItsWhatsForDinner.com for triple-tested beef recipes, cooking videos, preparation tips and beef nutrition information.

— Release by My Beef Checkoff.

K-State to Host Cattle Feeders College in Two Locations

Kansas State University (K-State) will host the first-ever K-State Cattle Feeders College in two locations — May 12 in Cimarron, Kan., and May 13 in Scott City, Kan.

The program at both locations will be from 5 p.m. to 9 p.m. and will feature the same schedule. Attendance is free and a complimentary meal, sponsored by Intervet Schering Plough Animal Health and Walco International Inc., will be provided. Participants must register by May 7.

In addition, this year’s “Top Hand” awards will be announced.

Presentations and speakers for both events include:

• Cattle Feeding: Where have we been and where are we going? — Bill Mies, professor emeritus, Texas A&M University;
  

• Marketing strategies to discover new customers in a tough environment — David Lehman, K-State College of Business Administration;
  

• Recruitment and retention of employees — Chris Reinhardt, K-State Extension feedlot specialist;
  

• Pen riding and handling high-risk calves — Dan Thomson, K-State College of Veterinary Medicine;
  

• Becoming a better horseman (live demonstration) — Scott Daily, Daily Horse Training; Arkansas City, Kan.;
  

• Mill maintenance and efficiency — Leland McKinney; K-State Extension grain science leader;
  

• Practical welding tips and safety — Thomas Brungardt; Garden City Community College welding instructor.

Several presentations will be translated into Spanish.

The May 12 event will be at the Gray County Fairgrounds at 17002 W. Highway 50 in Cimarron and the May 13 event will be at the Scott County Fairgrounds at 600 E. Fairgrounds Rd. in Scott City.

More information and registration is available by contacting Kurt Worth, Gray County Extension at 620-855-3821 or kwerth@ksu.edu; John Beckman, Scott County Extension at 620-872-2930; or Justin Waggoner, K-State beef systems specialist at 620-275-9164 or jwaggon@ksu.edu.

— Release by K-State Research and Extension.

Agriculture Secretary Vilsack Dedicates Animal Health Research Facility in Ames, Iowa

Agriculture Secretary Tom Vilsack and other U.S. Department of Agriculture (USDA) officials dedicated the final component of the National Centers for Animal Health (NCAH). The dedication marks the completion of a long-term project to consolidate three USDA units previously operated separately at Ames, resulting in better cost savings for America’s taxpayers and employing about 700 people.

“The new NCAH will help create jobs and economic opportunity in America’s rural communities by supporting livestock producers across the country,” Vilsack said. “This new facility will not only save taxpayers money, but will help the men and women who work here in Ames provide the critical advancements needed to maintain the success of the industry.”

The NCAH is a cutting-edge center operating from a single campus — like the National Institutes of Health — with laboratories, offices, animal space and administrative space for some of the nation’s top animal health scientists and researchers. The facility includes: the National Animal Disease Center, operated by USDA’s Agricultural Research Service (ARS), the National Veterinary Services Laboratory (NVSL) and the Center for Veterinary Biologics, operated by USDA’s Animal and Plant Health Inspection Service (APHIS). All branches contribute to the nation’s livestock industry by conducting research, diagnostics and training, as well as testing vaccines and evaluating veterinary biological products.

Last year, APHIS and ARS scientists and employees worked around the clock to test the first samples of the H1N1 virus, leading to the important discovery that infected pigs did not have any of the virus in their tissues and confirming the safety of the food supply. The work from ARS and APHIS staff protects food sources for consumers all over the world — and protects public health by minimizing human infectious diseases and food safety pathogens that might be transmitted from animals or their products.

ARS is the principal intramural scientific research agency of USDA. APHIS is responsible for protecting and promoting U.S. agricultural health, administering the Animal Welfare Act, and carrying out wildlife damage management activities.

— Release by USDA.

U of I Agricultural and Biological Engineering Graduate Program Ranks #1 in Nation

U.S. News & World Report recently announced its 2010 ranking of the best engineering schools in the United States. U.S. News surveyed 198 programs to get the information used in the ranking. This year, the top-ranked graduate program in agricultural and biological engineering was awarded to the Department of Agricultural and Biological Engineering (ABE) at the University of Illinois (U of I) at Urbana-Champaign. The U of I program received the highest ranking, tied with Purdue University, followed by Texas A&M University, Cornell University, and University of California–Davis to fill the top five spots.

The U of I Department of Agricultural and Biological Engineering is affiliated with the College of Engineering and the College of Agricultural, Consumer and Environmental Sciences (ACES). The department offers graduate programs at the master’s and doctoral levels. Faculty conduct research in all major areas of agricultural engineering, including automation, bioenergy and sustainability, biosystems and nanotechnology, building environment, food process and bioproducts, indoor air quality, emission control, off-road equipment, precision agriculture, safety in agriculture, soil and water resources engineering, and water quality and sustainability.

The U of I department’s undergraduate program also ranks best in the nation and has held this honor for four consecutive years. The undergraduate program offers two curriculum paths for students, including engineering science and design and technology management. Currently, there are 272 undergraduate students enrolled in these programs.

For more information about the U of I Department of Agricultural and Biological Engineering, visit http://abe.illinois.edu.

— Release by U of I Department of Agricultural and Biological Engineering.

— Compiled by Mathew Elliott, assistant editor, Angus Productions Inc.