Joint Nutrition and Youth Influencers Committee

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Joint Nutrition and Youth Influencers Committee
The Beef Checkoff
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Joint Nutrition and Youth Influencers
CommitteeFY2009 Program Update
January 30, 2009 2009 Cattle Industry Winter
Convention
The Beef Checkoff
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FY2009 Strategy

• Strengthen beefs position as a healthful food
  and as the premier nutritional protein so
  consumers and influencers feel good about the
  beef they love

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How Do We Reach Nutrition Influencers?

• Engage in strategic partnerships to influence
  what they tell members, other health
  professionals and consumers
• Build relationships with spokespeople and
  credentialed media
• Enlist third-party allies such as the Council for
  Womens Nutrition Solutions
• Educate and provide resources/materials that
  support inclusion of beef in healthy diets

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Whats New in FY 2009
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Protein Think Tank
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Ongoing Brand Enhancement Outreach Protein
Education
Interesting information that Ive been reading
for the past two years but no conference has
presented. Awesome event! -Protein Summit
attendee
Local Protein Summits and Webinars
More than 200 Attendees!
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Protein Toolkit
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American Dietetic Associations Food Nutrition
Conference Expo

• Sponsored two sessions with 2,100 attendees
• Aging Boomers Is Muscle Loss the Silent
  Epidemic?
• Optimizing Muscle Metabolism to Enhance Health
• 3,000 visitors sampled Brand Enhancement ad
  recipe
• Supported ADA Foundation Gala Dinner for 1,000
  nutrition leaders

6.5 million impressions
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Council for Womens Nutrition Solutions (CWNS)
IACP Nutrition and Food Science subcommittee
newsletter
FY2009 Results To Date 800,000 impressions More
than 718 million media impressions since inception
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Nutrient Rich Foods Coalition

Distributed to more than 15,000 RDs
www.NutrientRichFoods.org
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Educational Materials

• Distributed nearly 6,000 posters and tear sheets
  extending MyPyramid and MyPyramid for Kids
• Distributed more than 5,600 Live Well! tool kits

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U-Mail and BeefNutrition.org

• 4,100 U-mail subscribers
• 5,300 unique visitors in FY 2009
• MyPyramid materials continue to be most popular

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Nutrition Seminar Program
35 Nutrition Seminars have been scheduled by
State Beef Councils so far this year!
Several states are building more relationships by
sponsoring additional speakers and seminars.

• Protein topics featured in this years program
  include
• Role of Muscle in Health and Disease
• Sarcopenia and Aging Dietary and Exercise
  Countermeasures
• Protein and Exercise for Weight Management
• Optimal Protein Intake vs. The Recommended
  Dietary Allowance
• The Power of Protein in Treatment of Obesity,
  Metabolic Syndrome and Diabetes

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Nutrition Media Spokespeople
FY 2008 Results More than 63 million
impressions
I always pick ground beef thats 90 percent lean
or higher.
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Questions?
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• PRIORITIES

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Youth Education and Information Program Update
January 30, 2009 2009 Cattle Industry Winter
Convention
The Beef Checkoff through the National
Cattlemens Beef Association
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Youth Update

• September 2008
• Operating Committee votes to extend FY2008 AR
  through Dec. 31, 2008
• Operating Committee votes not to fund FY2009
  Youth Education and Information programs

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School Wellness Package

• Putting ZIP Into School Lunch
• For school foodservice managers
• Six checkoff-funded, kid-friendly recipes and
  photos
• Promotional ideas and games
• Two PowerPoint presentations

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Classroom Programs

• MyPyramid posters
• NEW MyPyramid for Preschoolers
• NEW MyPyramid for Pregnant and Breastfeeding Moms

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Websites
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Materials
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Ag Production Kit
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Questions?