2013 alabama checkoff marketing plan
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2012 Alabama Beef Checkoff Marketing Plan
1. Consumer Marketing & Advertising…….……Page 2 A. Special Consumer Events B. Beef Education C. Consumer Advertising D. Retail Channel Marketing E. Foodservice Channel Marketing
2. Industry Information………………………………...Page 10 F. Public Relations G. Industry Communications H. Issues Management I. Producer Communications
3. Quality…………………………………………….……….Page 18 J. Beef Quality Assurance K. Beef Quality Research
4. Producer Education…………………………..………Page 19 L. Production Programs M. On-Farm Youth Programs N. Production Research
5. Checkoff Support…………………….….….…………Page 22 O. National Program Support P. Collections & Compliance Q. Administration
Welcome,
We are pleased that you have received a copy of the 2013 State Checkoff Marketing Plan. This plan
was developed by cattle producers in a series of meetings and the document details each strategy
and action item where checkoff dollars will be funding this year.
Producers at the national level worked last year through a series of committees to first research
consumer trends and concerns about beef. Then, they met to develop priorities and programs that
would address these consumer concerns resulting in stronger beef demand. A joint committee of
twenty producers from the Federation of State Beef Councils and the Cattlemen’s Beef Board met
and approved each program request.
Later, in October, we participated in a three-day workshop where the new checkoff programs were
rolled out. In November, a group of producers and advisors met to determine which programs could
best be implemented in Alabama. In addition, a committee worked on programs that could also be
funded only by the state checkoff to enhance profitability for our cattlemen. Next, the ACA
Executive Committee and finally the Board approved a checkoff budget to fund these programs.
I invite you to look through this marketing plan and see the numerous programs that your state and
national checkoff dollars are funding this year. As a cattle producer, I am pleased to be a part of this
effort that is so vital to our ability to produce cattle and sell beef.
Thank you for supporting this program. Please call if you have questions or suggestions on how best
to promote our product – beef.
Best wishes,
Donna Jo Curtis
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Use 3 foodservice companies like Sysco, that supply restaurants in
Alabama, to get more restaurants involved in the contest.
Produce a poster for restaurants to use to promote the “Alabama’s Best
Steak” contest.
Educate and train 20 County cook-off chairmen how to conduct a county
cook-off to increase participation at state contest.
Partner with the county cattlemen’s chapters and other groups such as
Alabama Farmers Federation and Alabama Cooperative Extension
System to educate about support needed in counties that do not have a
CattleWomen’s chapter.
Partner with State Dept. of Education to help promote State Beef Cook-
off contest to all Family and Consumer Science (FACS) teachers as a way
to increase participation.
1. Consumer Marketing & Advertising
Objective A. Special Consumer Events: Supply consumers with information about
beef information and beef’s role in a healthy diet during public events.
Strategy #1: Encourage and teach high school students to cook with beef by hosting the Jr. /Sr. High Beef
Cook-off.
Work with Alabama CattleWomen’s Association to host a state beef
cook-off at the Alabama Cattlemen’s Association building.
Utilize collegiate cattlemen’s chapter at Auburn University to assist with
state cook-off program .
Strategy #2: Spread beef’s healthy message to the athletic community by assembling spokespeople and
sponsoring running events to promote beef.
Be a sponsor of a major running event and host a “Beef Tent” at post-
event celebration to hand out beef samples to athletes and educate
them about beef’s healthy attributes.
Participate in other major sporting events in Montgomery to promote
beef's good nutrition to athletes.
Strategy #3: Conduct “Alabama’s Best Steak” competition to increase beef demand at independent
restaurants and gain positive media exposure about beef.
Create an online survey for consumers to use to vote for their favorite
restaurant during the contest.
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Get a testimonial interview from each restaurant placed in the “Top 5”
with Randall Weiseman to talk about the contest and how beef is a great
component of their restaurant’s menu.
Purchase 200 reading books for K-2 grades and 100 reading books 3-4
grades that have a cattle storyline and distribute to cattlemen and
cattlewomen throughout the state of Alabama.
Purchase materials for each county that participates to provide to
classrooms about the cattle industry (coloring books, stickers,
bookmarks, etc.).
Promote and educate county cattlemen/cattlewomen leaders by holding
an informational session about the reading to school children program at
ACA annual convention.
Purchase an online advertising buy with a statewide news source as a
way to promote the contest and drive consumers to the survey.
Send to each nominated restaurant a notification packet to educate and
promote the contest to restaurants.
Use the winning restaurant to market and promote a “Beef It’s What’s
For Dinner” recipe on their menu for 3 months following the contest.
Utilize county cattlemen leaders to present plaques and make award
presentation in the area of each Top 5 restaurant to gain media
exposure for the restaurants.
Conduct an awards presentation and media event at the winning
restaurant.
Strategy #4: Put a face on the cattlemen by reading about beef cattle in elementary school classrooms
during October Beef Month.
Strategy #5: Sponsor a Cowboy Cook-off during the SLE Rodeo as a way to promote and educate consumers
about beef.
Partner with SLE Rodeo to conduct a Cowboy Cook-off during SLE Rodeo
week.
Publicize the event with SMI Advertising to get 20 local business teams
to enter into the contest.
Create a flyer/poster to publicize the event for SLE Rodeo members to
use at the local level to increase number of teams to 20 teams.
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Partner with FCCLA to have 10 student helpers during the Cowboy Cook-
off.
Purchase and distribute beef materials and posters/banners to county
cattlemen & cattlewomen chapters for use in their county fairs and local
consumer events during October Beef Month.
Host a luncheon of the “Distinguished Young Women of Alabama”
allowing the opportunity to showcase new beef products to an
influential group of young thought leaders.
Appear on 10 television news stations during the year to promote beef
recipes and cooking tips to viewership.
Partner with Auburn University to support Ag Discovery Day to promote
beef safety and nutrition to over 500 consumers.
Purchase a new display to use at consumer events and trade shows to
display beef’s healthy role in the diet.
Purchase new technology for displays at consumer events and trade
shows to interactively involve consumers about beef cuts, recipes and
nutrition.
Contact all television stations in Montgomery to assemble a team for the
Cowboy Cook-off in order to increase media attention around the event.
Partner with Western Supermarkets to exhibit at the Birmingham Home
and Garden Show/Western Supermarkets Food Expo in February to over
15,000 consumers about beef cuts, recipes and nutrition.
Purchase 2 outdoor “Beef It’s What’s For Dinner” flags to use at outdoor
consumer events.
Strategy #6: Participate in other consumer events around Alabama as a way to promote beef to various
consumer groups.
Work with local cattlemen/cattlewomen to have a beef display or
presence at the Alabama Peanut Festival and Alabama National Fair
providing materials and recipes to consumers.
Purchase beef brochures from NCBA or have printed locally to distribute
or printed locally at consumer events and through mailings.
Utilize AU Collegiate Cattlemen to conduct a “BBQ Boot Camp” during
the Cowboy Cook-off for consumers to learn about beef marinades, cuts,
and recipes.
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National State Total
Special Consumer Events Total $57,000 $93,000 $150,000
Write a beef consumer blog post every month to highlight a beef recipe
and a positive beef fact.
Use ACA YouTube page to create and share 12 “beef tip” videos to
educate consumers.
Use social media and smart phone technology to increase exposure
about new beefitswhatsfordinner.com tools to the Millennial consumer
generation.
Post weekly updates to the ACA Facebook page to include positive
information about beef.
Utilize five 3rd person influencers (athletes, doctors, chefs) to write
blogs creating a positive image about beef nutrition and healthiness to
target millennials.
Add content to our blog by using advertising media videos provided by
NCBA to promote beef as a safe and nutritious product.
Educate consumers about the different internet resources available to
them through handouts, emails, websites, and social media.
Contract with 2 food bloggers to deliver a positive beef message and
cooking tips to a large blog viewership.
Use NCBA Pinterest page as a way to promote beef recipes to consumers
that follow Alabama Cattlemen on Pinterest.
Partner with Western Supermarkets to have a stage demonstration at
the Birmingham Home and Garden Show to educate 100 consumers
about lean beef cuts.
Partner with a health organization to host a “Beef Day” in Montgomery
during October Beef Month to increase positive media exposure for
beef.
Strategy #7: Use the communication tools of social networking to target individual consumers with a
positive beef message.
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Work with Auburn University in developing a cattle harvest video at the
Meats Laboratory to use for BEEF 101 programs.
Have a farm tour for 4 culinary schools to share the facts about animal
production on the farm.
Have a farm tour for Alabama Dietetic Association members to share the
facts about animal production on the farm.
Strategy #9: Utilize the BEEF 101 checkoff education program as the primary beef education tool for key
influencer groups to highlight the “Pasture to Plate” beef story.
Create a beef program online survey to use with influencer groups as a
way to judge the overall perception of beef before and after the beef
program.
Implement 4 regional BEEF 101 programs throughout the state and
invite FACS teachers and students to each location.
Identify 10 key influencers in Alabama to teach the “Pasture to Plate”
story to serve as contributors to beef’s positive image.
Strategy 8: Identify and train volunteers to serve as beef instructors for the BEEF 101 program at the
regional and county level.
Objective B. Beef Education: Work with influencers around Alabama to educate
about beef production and the benefits of beef in a healthy diet to increase
knowledge about the product and how it is raised.
Utilize WEBEX and webinars to do online continuing education once a
quarter with volunteer BEEF 101 coaches.
Identify and extensively train 10 volunteer leaders to serve as BEEF 101
coaches for county education programs.
Purchase and distribute materials about beef production to use with
farm tour attendees.
Host programs for 4 culinary schools in Alabama at Auburn University
Meats Lab to educate students about beef processing.
Provide beef cuts charts to 5 culinary schools in Alabama for use in the
classroom.
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National State Total
Total Beef Education $23,000 $29,000 $52,000
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Strategy #12: Expand the reach of the national “Beef. It’s What’s For Dinner” online advertising in
Alabama.
Partner with independent retailer to match funds for an online
advertising campaign during the “Summer Grilling Season”.
Sponsor a speaker at the Alabama Dietetic Association Convention to
speak to over 250 dietitians about the nutrition of beef.
Host 3 “Lunch and Learn” programs at the ACA building to teach
influencer groups (dietitians, nurses, school lunchroom program) about
beef’s role in a healthy diet.
Participate in a general session at the FACS summer conference in
Birmingham to educate teachers about availability of BEEF 101 programs
for their students and beef teaching materials.
Provide information in the FACS quarterly newsletter that reaches over
500 FACS teachers & 133 Career Tech. teachers. (Cook-off information,
recipes, nutrition information, food safety information, etc.).
Provide information in the ED-Notes newsletter (monthly) to entire
Alabama Board of Education employees. (cook-off, recipes, nutrition,
food safety)
Maintain email-list and provide for nutrition and health professionals in
Alabama to distribute updates about beef nutrition information.
Objective C. Consumer Advertising: Expand the impact of the national “BEEF. It’s
What’s For Dinner” advertising campaign to consumers in Alabama.
Strategy #11: Provide resources, speakers, and materials detailing beef’s role in a healthy diet to health
influencers around Alabama.
Maintain links of education materials on Bamabeef.org for teachers to
be able to locate and download educational materials.
Participate in two webinars to over 500 FACS teachers (grades 7-12) to
provide educational information for each cluster areas: Human Services,
Hospitality & Tourism, and Education & Training.
Strategy #10: Partner with leaders from Alabama Dept. of Education to provide information, training
programs, and materials about beef to targeted teacher groups
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National State Total
Total Consumer Advertising $17,000 $45,000 $62,000
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Purchase “I Heart Beef” car magnets for cattlemen to place on their
vehicles.
Purchase and distribute 300 posters for local consumer’s events to
distribute throughout the year to county chapters, fairs, etc.
Objective D. Retail Channel Marketing: Work with Alabama retailers to increase
beef sales by providing retailers with National educational materials and training
retail workers to provide positive messages about beef to consumers.
Purchase statewide online advertising buy to promote beef during
October Beef Month.
Purchase online advertising with Facebook during Summer Grilling
Season to promote grilling recipes to Facebook users in Alabama.
Strategy #13: Expand the reach of the national “Beef. It’s What’s For Dinner” and “I Heart Beef” print
advertising campaign in Alabama by using selected consumer print media outlets.
Purchase one statewide billboard campaign in major Alabama markets to
promote “Lean Beef Profile Cuts” in Alabama.
Partner with individual cattlemen and supply 20 BIWFD signs for cattle
farms in Alabama that run along major highways and interstates to
promote the product to passsersby.
Place National Beef ads in programs during special events like rodeos,
fairs and festivals.
Strategy #14: Expand the National “Beef. It’s What’s For Dinner” and "I Heart Beef" campaigns by providing
consumers with nationally produced promotional items.
Provide "I Heart Beef" stickers at consumer events and for promotional
programs.
Purchase BIWFD meat thermometers to disperse at beef promotion
events in the state.
Strategy #15: Implement promotional campaigns developed by National to independent retailers in
Alabama as a way to increase beef sales across the state.
Partner with Alabama Grocer’s Association to utilize an email list to send
national promotion news to their membership list.
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National State Total
Total Retail Channel Marketing $12,000 $15,000 $27,000
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Visit supermarket meat merchandisers twice a year to recruit
participation in seasonal beef enhancement and promotion programs.
Conduct a “Summer Sales Competition” with Western Supermarkets
meat markets to increase beef tonnage, food safety and marketing
materials in all 8 stores.
Objective E. Foodservice Channel Marketing: Work with Alabama retailers to
increase beef sales by providing them with National educational materials and
training to deliver positive messages about beef to consumers
Strategy #17: Increase the knowledge of beef production and beef markets by providing materials and
programs for foodservice distributors in Alabama.
Host 2 "BEEF 101" class for foodservice companies as a training tool for
new employees about basic beef processing at the AU Meats Lab.
Provide ACA staff person to serve as a resource to assist in the
development of locally grown/freezer beef programs and producers in
Alabama.
Use NCBA “Sticky Drives” to promote newly updated Beef University to 3
foodservice partners in Alabama.
Communicate with NCBA’s regional retail manager concerning regional
and national supermarket chains participation in checkoff programs.
Provide independent retailers with P.O.S. marketing items from NCBA to
be used in meat case at supermarkets.
Purchase 1000 promotional posters to distribute to independent
retailers for use in store during seasonal campaigns.
Work with NCBA to develop and purchase Quick Response (QR) codes to
implement on meat package labels in 60 Belle Foods in Alabama.
Strategy #16: Supply retailers in Alabama with materials developed by NCBA to help train retail workers to
provide the correct message about beef when asked by consumers.
Conduct 2 “Talking to the Consumer” programs for two retail
supermarket chains at the ACA building to educate about new beef cuts,
safety, and ways to communicate with the customer.
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National State Total
$13,000 $13,000 $26,000
Strategy #18: Media: Increase the number of positive beef impressions in Alabama media.
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Partner with an Alabama restaurant chain to conduct an incentive
promotion in the restaurants to increase customers and sales of beef.
Serve as the spokesperson for the state’s cattle and beef industry by
providing information and responding to radio, print media and
television reporter’s calls.
Conduct a foodservice sales promotion during the spring to increase
sales and tonnage of beef in the state during the slow sales season.
Objective F. Public Relations: Serve as the voice of the state’s beef cattle industry
delivering positive messages about cattle production.
2. Industry Information
Total Foodservice Channel
Marketing
Schedule desk side visits with foodservice companies to go over national
promotions twice a year.
Conduct a foodservice sales promotion with Sysco Foodservice during
October Beef Month to increase sales and tonnage of beef in the state.
Utilize major cattle/beef events as opportunities to get positive
cattle/beef stories in the media, including social media.
Prepare and send news releases of upcoming cattle industry events and
responses to hot topics to state and local print, radio, and TV media
sources on a regular basis.
Co-sponsor with the SLE in February with the Rodeo Media Kickoff
Luncheon for 50 members of the media, providing positive beef industry
information.
Host a major media event in the Tennessee Valley area where cattle
leaders can meet and get to know members of the media.
Assist the Alabama LMA and Montgomery Stockyards in publicizing the
World Championship Auctioneer Contest to be held in Montgomery in
June.
Work with the ACWA in publicizing their major beef promotion events.
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Action Step 4: Redo the “Wow the Cow” coproducts exhibit.
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Partner with the Alabama Cattlemen’s Association and its network of
county leaders across the state to connect young people with
mentorship opportunities alongside interested cattlemen.
Strategy #19: Develop ways to get the Millennial segment involved in learning and using positive messages
about beef and cattle production.
Provide a PowerPoint presentation with extensive directions for use by
county level volunteers in schools and civic club talks on beef cattle
production in Alabama for a consistent, simple message.
Work with the Collegiate ACA/ACWA chapter providing materials and
training and encourage them to complete the MBA program.
Use social media – Facebook®, Twitter®, and YouTube® as a forum
where young farmers can talk to consumers.
Update the marketing materials for The MOOseum and provide a lesson
plan for the teachers on the cattle production and beef’s role in healthy
diets.
Work with the State Capitol, Archives and History tour directors and tour
bus companies in driving more traffic to The MOOseum.
Strategy #20: Take advantage of the thousands of fourth graders from across the state traveling to
Montgomery to tour the nearby State Capitol and State Archives by making The MOOseum apart of the trip
to learn about beef cattle production.
Partner with the Alabama Cattlemen’s Foundation in upgrading The
MOOseum to enhance the beef production story.
Utilize technology to strengthen the cattle production story by having
videos of cattle farmers talking to the students about taking care of their
animals, describing what cattle eat and are raised.
Simplify and strengthen the positive beef message targeting 4th graders
in the kitchen area and include grilling steaks and burgers on the patio.
Host a function at the ACA Convention for the millennial crowd and AJCA
Alumni.
Maintain a list of contact information for past scholarship winners and
AJCA officers encouraging their support and involvement.
Create a Young Cattlemen’s leadership program that will consist of a
series of 5-6 meetings that are dispersed throughout the state.
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Produce 8 "Producer Profile" videos highlighting cattlemen in Alabama
and post them on the Bama Beef Blog.
Support and have a presence at Auburn University's College of
Agriculture Roundup.
Upgrade ACA Exhibit to use latest technology to show farmers caring for
their animals and land.
Develop policy of purpose of ACA Facebook page with the possibility of
creating separate pages for members, farmers, etc.
Recruit three MBA graduates to link their blogs and other social media
sites to www.bamabeef.org.
Strategy #22: Promote the fact that cattle farmers care for their animals and are good stewards of the land
and environment.
Coordinate the timing of posting on social media positive stories about
cattle farmers caring for their animals and land to maximize impact.
Work with AL LMA and AL Farmers Federation in getting Ag
Commissioner to develop an animal investigation unit for theft and
animal cruelty cases and developing a “Clearing House” for missing
cattle.
Encourage county chapters to promote The MOOseum to local schools
and assist county schools in making the trek to Montgomery.
Purchase additional materials for The MOOseum kitchen for children to
use in learning about the positive aspects of beef in their diet.
Strategy #21: Social Networking: Use the communication tools of social networking to target individual
consumers with a positive cattle industry/production message.
Post regular updates to the ACA Facebook page to include positive
information about beef and the beef cattle industry.
Utilize social network posts, blogs, and web diaries to send a positive
beef message to consumers.
Increase use of Facebook, Twitter, YouTube and network with people
already online.
Promote MOOseum through the board/ACA members and network with
4th grade teachers through e-newsletters.
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National State Total
Total Public Relations $20,000 $80,000 $100,000
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Objective G. Industry Communications: Increase the number of positive messages
for the beef cattle industry by having more producers and industry leaders equipped
to serve as spokespersons.
Update "The MOOseum" to increase emphasis on "Cattlemen Care"
issues.
Produce a PowerPoint presentation on cattle industry facts and
production, make available to farmers to use for civic club talks.
Partner with Natural Resources Conservation Services (NRCS) and the
Alabama Department of Agriculture to recognize the Alabama
Environmental Stewardship Award on Earth Day as part of the
Environmental Stewardship Awards Program.
Work with AL Farm Animal Care and Well Being Coalition to provide
Minimum Care Standards for Beef Cattle to the State Veterinarian using
subjective language.
Provide all county presidents with a sheet on tips for getting the local
newspaper more involved in covering cattle events in the county.
Get each county chapter to assign someone as the PR person with
responsibility for getting media coverage of local beef cattle events and
to send information to the Alabama Cattleman .
Encourage county chapters to involve the local news media at events
such as annual meetings, scholarship presentations, & beef cattle field
days.
Hold a workshop at the convention or following the spring board
meeting for county chapters to learn how to increase the number of
news stories focusing on local news, cattlemen, or county chapter
activities.
Strategy #23: Increase the number of county chapters that get positive cattle production stories in local
papers.
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National State Total
Total Industry Communications $2,000 $13,000 $15,000
Strategy #25: Maintain and Update the state Issues Management team.
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Action Step 4: Activate the Team when a crisis arises.
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Hold a spokesperson training session for MBA graduates, state cattlemen
leaders, auction market operators and key members of the Dept. of Ag
staff.
Provide state and county leaders with the basic points on what to do
when the media calls.
Post talking points on current issues on the “Board Member Page Only”.
Objective H. Issues Management: Be ready to respond quickly and accurately to the
media when a negative story appears and a disease or food safety outbreak occurs.
Strategy #24: Train farmers and third party friends on how to speak to the media and consumers about the
cattle industry.
Maintain a list of cattle farmers, who have received spokesperson
training, divided by the major media markets.
Maintain a file of talking points on potential negative issues and archive
on “Board Members Only” page.
Provide a staff person contact for the Beef Issues Management Team.
Update the list of key individuals who are on the Beef Issues
Management Team keeping email addresses and cell phone numbers
current.
Host a luncheon for a statewide Food Safety Coalition and discuss
potential threats and define responsibilities.
Strategy #26: Monitor the Media (including Social) for Unfavorable Stories on beef and stay abreast of
potentially damaging issues that could impact consumers’ confidence in beef.
Use Google Alert and other methods for monitoring stories about cattle
production and beef.
Regularly monitor NCBA’s Beef Issues report and keep them on file.
Attend meetings on potential food safety problems and cattle diseases.
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National State Total
Total Issues Management $20,000 $26,000 $46,000
Place a link to NCBA’s “Facts About Beef” on the front page of
www.bamabeef.org.
Utilize NCBA’s Issues Management staff to develop plan to respond to
these negative stories and then respond on a timely basis.
Strategy #27: Be prepared to counter media stories and statements that portray raising cattle and beef
consumption in a negative way.
Have a well laid out plan in place on handling negative media stories
including social media reports.
Keep talking points ready for use on a wide array of potential issues.
Increase number of MBA graduates to 100 during 2013 by encouraging
the Auburn Beef Production Class, AU ACA/ACWA Collegiate Chapter, AU
Block and Bridle Club and AgriScience students/FFA to participate.
Maintain a file of MBA graduates and post in the Alabama Cattleman at
least annually.
Distribute 500 copies of the “Your Guide to Having a Beef Conversation”
booklets to ACA & ACWA state officers, county leaders, AU Collegiate
Cattlemen and CattleWomen, auction market owners, 20-40 leaders,
AJCA directors, Extension Beef Team and REA’s and other thought
leaders.
Publish an article in the Alabama Cattleman on potential issues and
related facts as well as what to do in response to negative stories, listing
sources of information.
Maintain a Fact Sheet file on the “top five” issues coupled with
responses for top five on the “Board Members Only” page.
Encourage county leaders to report any negative Letters to the Editor or
other news stories to the state office.
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Strategy #28: Increase awareness of the mybeefcheckoff.com website and educate producers on how
checkoff dollars are spent.
Have local leaders visit auction markets encouraging the use of
Mybeefcheckoff.com for information on checkoff programs and leaving
behind posters and checkoff materials.
Send out article to the Ag media encouraging farmers to go to
Mybeefcheckoff.com for information on checkoff programs.
Work with the Cattlemen's Beef Board to send Mybeefcheckoff.com
updates to leaders serving on the ACA Board, the ALFA Beef Committee,
and the AL LMA officers.
Strategy #29: Utilize Ag industry media to inform AL producers about checkoff programs funded with their
dollars.
Objective I. Producer Communications: Keep cattle producers informed about how
their checkoff dollars are being spent.
Run checkoff producer communication ads in the Alabama Cattleman
quarterly.
Expand the number of cattle producer email addresses on file to 5,000
and send out checkoff program updates at least quarterly.
Provide checkoff information to producers via the Southeast AgNet radio
program, partnering with CBB.
Prepare an annual report on the beef checkoff including information on
the state and national programs, publish in the Alabama Cattleman and
provide copies at producer meetings and to stockyards.
Inform cattle producers about the beef checkoff program by providing
information in the special July issue of the Alabama Cattleman which
will be sent to over 16,000 producers.
Strategy #30: Collection Points: Work with auction markets and other collection points to increase
awareness of beef checkoff programs.
Promote use of www.mybeefcheckoff.com as a source of information on
the beef checkoff programs.
Provide stock checkoff buyers cards to stockyards upon request at no
cost for first 1,000 and include on card "provided by checkoff funds".
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Action Step 4:
Action Step 5:
National State Total
Total Producer Communications $29,000 $43,000 $72,000
Sponsor a meal or learning session at the Reciprocal Meats Conference
which will be hosted by Auburn University in 2013.
Keep auction markets operators informed about the beef checkoff with
frequent correspondence; provide a speaker and sponsor the meal for
the Alabama Livestock Markets Association's summer workshop.
Have producer leaders get checkoff posters, brochures and other
materials at each board meeting to delivery to each stockyard and major
order buyer in their area.
Send 50 -150 copies of the July Issue of the Alabama Cattleman to each
auction market and 10-20 copies to AFC stores, Tractor Supply, etc.
Attend and update members on beef checkoff activities at approximately
30 county chapter annual meetings and other producer gathering.
Provide industry leaders and Auburn University beef cattle faculty,
including CEC’s and REA’s, with checkoff updates and talking points at
least quarterly.
Update ACA directors at regular scheduled board meetings about the
checkoff programs.
Work with CBB to send ACA Board of Directors and other industry
leader’s information about the beef checkoff programs by promoting
mybeefcheckoff.org.
Send materials to auction markets and collection points regarding
checkoff programs and accomplishments at least quarterly.
Strategy #31: Keep producers informed about programs funded with their checkoff dollars by speaking to
producers at meetings and other gatherings.
17
Action Step 1:
Action Step 2:
Action Step 1:
Action Step 2:
Action Step 3:
Action Step 4:
National State Total
Total Beef Quality Assurance $8,000 $14,000 $22,000
Strategy #34: Fund research projects using national checkoff funds to improve beef quality & safety.
Action Step 1:
3. Quality
Strategy #32: Increase the awareness of the humane handling of cattle among the auction markets and
order buyers.Work with Auburn University and the Alabama Cooperative Extension
System to offer every auction market and major order buyer a third
party audit of their employees' handling practices of animals.
Objective K. Beef Quality Research: Support beef quality research at Auburn
University in cooperation with a cattlemen’s research panel.
Objective J. Beef Quality Assurance: Expand the reach of the national Beef Quality
Assurance (BQA) program to improve the quality and consistency of beef produced
in Alabama.
Work with Auburn University and the Alabama Cooperative Extension
System to offer every auction market and major order buyer a private
training session for their employees on the humane animal handling
techniques.
Strategy #33: Increase the number of BQA certified cattlemen in Alabama and help promote that list of
cattlemen to cattle buyers.
Advertise and promote the online BQA training resource
animalcaretraining.org
Work with Auburn University and the Alabama Cooperative Extension
System to offer every auction market and major order buyer the
opportunity to host a cattle producer workshop on the proper
management of cull cows as well as educational session on getting
certified BQA.
Establish a state BQA committee of cattlemen to plan further efforts to
boost number of BQA certified cattlemen.
Send Alabama’s state BQA Coordinator and ACA leader to the National
BQA State Coordinators Annual Meeting.
Participate in NCBA’s Research committee and stay abreast of beef
research needs.
18
Action Step 2:
National State Total
Total Beef Product Research $11,000 $3,000 $14,000
Action Step 1:
Action Step 2: Archive and link educational articles on bamabeef.org.
Action Step 3:
Action Step 4:
Action Step 5:
Action Step 1:
Action Step 2:
Action Step 3:
4. Producer Education
Objective L. Production Programs: Provide educational opportunities for cattlemen
to help them meet the challenges they face in producing beef in Alabama.
Partner with the Southeastern Livestock Network and Auburn University
to educate cattlemen on Source & Age Verification programs.
Educate producers on the Alabama Animal Identification program
through the State Veterinarian's office by meetings and articles in the
Alabama Cattleman .
Partner with Alabama BCIA to purchase and distribute extra copies of the
IRM Red Book to cattlemen in Alabama.
Strategy #36: Host meetings, field days, and other events that provide learning opportunities for cattlemen.
Partner with the Alabama Cooperative Extension System to promote the
2013 Alabama Forage Conference.
Promote the Alabama beef industry by showcasing Alabama feeder
cattle with a booth partnering with the Southeastern Livestock Network,
LLC, at the National Cattle Industry Convention and Trade Show in
Tampa, FL.
Attend Sustainability Research Summit in Denver, CO and report findings
in the Alabama Cattleman .
Fund a meats science graduate student at Auburn University to work
under Christy Bratcher, Ph.D, in beef quality or safety. Specific research
projects to be determined by the Cattlemen’s Research Task Force.
Strategy #35: Publish and provide materials on a monthly basis highlighting the cost and value of methods
and practices that cattlemen can use in the production sector.
Develop a series of 12 articles to be published in the Alabama Cattleman
that focus on addressing production costs, growing feeds on the farm,
rebuilding herds, etc.
19
Action Step 4:
Action Step 5:
National State Total
Total Production Programs $0 $28,000 $28,000
Action Step 1:
Action Step 2:
Action Step 3:
Action Step 4:
Action Step 5:
Action Step 6:
Action Step 7:
Action Step 8:
Incorporate educational messages highlighting the importance of
economics and financial recordkeeping on a beef cattle operation by
sponsoring Cattlemen's College at the 2013 ACA Convention.
Cosponsor at least one young cattle farmer to represent Alabama at the
NCBA Young Cattlemen’s Tour.
Objective M. On-Farm Youth Programs: Provide educational opportunities for young
people involved in the cattle industry.
Utilize AJCA directors and Collegiate Cattlemen/Cattlewomen as mentors
at the 2013 AJCA roundup.
Sponsor the “Relentless Excellence” Livestock Judging Camp for
members of 4-H, FFA, and AJCA to be held in Auburn.
Increase participation in upcoming junior cattlemen events by
advertising entry information online through Facebook and Twitter.
Strategy #37: Host and sponsor events targeted at young people in Alabama to bolster and encourage their
involvement in the beef industry.
Host four regionally located, hands-on beef field days for high school
AgriScience students, 4-H clubs and county AJCA chapters - teaching
animal handling, health principles, marketing, nutrition, hauling, and
showing; provide break-out sessions for volunteer leaders and advisors.
Provide teaching materials to cattlemen for use in Alabama schools
when making presentations to science or math classrooms on
technologies used in the beef industry.
Partner with the Farm Service Agency and other lenders to host a Junior
Cattlemen’s Marketing Q&A session that focuses on FSA youth loans
during the 2013 ACA Convention in Birmingham.
Provide learning opportunities for Alabama youth by supporting the 10
educational contests held during the statewide Alabama Junior
Cattlemen’s Association Round-Up.
Teach youth about the beef carcass, retail beef cuts, beef cooking
methods, and live animal evaluation by sponsoring BEEF U in April of
2013 with involvement from ACA staff.
20
Action Step 9:
Action Step 10:
Action Step 11:
Action Step 1:
Action Step 2:
Action Step 3:
Action Step 4:
Action Step 5:
Action Step 6:
Action Step 7:
Action Step 8:
Action Step 9:
National State Total
Total On-Farm Youth Programs $2,000 $51,000 $53,000
Strategy #38: Partner with existing organizations to provide opportunities for youth within the beef
industry.
Partner with Auburn University’s College of Agriculture to sponsor the
2013 spring judging clinics.
Partner with the Alabama CattleWomen's Association to send the Beef
Ambassador winner to the National Contest.
Support the state winning 4-H Livestock and Meats Judging teams as well
as the winning FFA Livestock Judging team to attend national contests.
Partner with the Alabama Cattlemen’s Association to staff a Summer
Youth Activities student intern position.
Partner with Auburn University’s Animal Science Outreach department
to offer a 3-tiered Jr. Cattlemen Leadership Program.
Educate youth about Alabama’s beef cattle industry at the 2013 Alabama
FFA Convention with a trade show exhibit.
Host a roundtable discussion for AgriScience teachers at their summer
conference to discuss cattle handling and cattle production.
Purchase and distribute cattle production materials for AgriScience
Departments to disperse at their Regional meeting in August.
Sponsor and/or support statewide events and shows that target
Alabama Jr. Cattlemen members, such as the AGR Christmas Classic and
Collegiate FFA Winter Classic.
Connect with AJCA members, volunteer leaders, and supporters through
a quarterly newsletter mail out.
Partner with the Alabama CattleWomen's Association to have a Beef
Ambassador competition.
Educate youth about the beef cattle industry by sponsoring and
developing a program with Alabama 4-H that will send Beef Production
and Meat Science state winners to National 4-H Congress.
21
Action Step 1:
National State Total
Total Production Research $0 $20,000 $20,000
Action Step 1:
Action Step 2:
Action Step 3:
National State Total
Total National Program Support $33,000 $31,600 $64,600
5. Checkoff Support
Objective N. Production Research: Support production beef cattle research at
Auburn University focusing on forages, herd health, reproduction, feeding, and
genetics in cooperation with a cattlemen’s research panel.
Objective O. National Program Support: Provide funds for support of the
development and implementation of national and foreign beef promotion,
information, education, and research programs.
Strategy #39: Fund research projects using state checkoff funds to add profitability to cattle producers in
Alabama.
Projects to be determined after meeting of Cattlemen's Research Panel
(up to $20K).
Strategy #40: Fund national programs through the National Cattlemen’s Beef Association, Meat Export
Federation and the Cattlemen’s Beef Board to help improve beef demand.
Support the national checkoff program by sending the Federation of
State Beef Councils monies from both the national and state beef
checkoff to meet requirements for two board seats.
Send monies collected from the national checkoff funds to other states
as required by the State-of-Origin Act and Order. The SE states maintain
the agreement of auction markets where all dollars collected stay with
the state where the yard is located.
Support the USMEF's efforts in prompting beef in global markets by
becoming a member with a contribution of at least $8,600.
22
Action Step 1:
Action Step 2:
Action Step 3:
Action Step 4:
Action Step 5:
Action Step 6:
Action Step 1:
Action Step 2:
Action Step 3:
Action Step 4:
Action Step 5: Monitor stockyard and board sale reports and compare with monthly
remittance reports.
Mail letters with remittance forms to all state purebred breeders
advertising production sales in the Alabama Cattleman and other
publications on a monthly basis.
Contact sites found to be in non-compliance, through letters, telephone
calls, and personal visits, conducting audits when necessary.
Increase collections of checkoff dollars from private treaty sales by 10%
during 2013 for both the national and state checkoff programs.
Place at least two ads for both the National and State program with
private treaty remittance forms in the Alabama Cattleman .
Strategy #42: Collection Point Surveillance: Ensure collection points and private treaty sales are complying
with the national and state laws and perform audits as needed.
Objective P. Collections & Compliance: Ensure that beef cattle sellers and buyers are
complying with the laws and regulations governing the checkoff program. This
means collecting and remitting a dollar whenever an animal is sold.
Continue use of latest BCCS computer software and provide staff for
data entry and reports on collection and compliance with the national
checkoff program.
Strategy #41: Collection Point Materials: Provide forms and other materials for collecting and remitting the
dollar per head to all potential collections points.
Print and distribute remittance forms and supplies as needed for
collection sites.
Mail at least one letter to all purebred breeder sales and board sales
with compliance information and remittance forms.
Keep collection points abreast of compliance issues by communicating
with them at least twice annually.
Work with the auditors in the State Department of Agriculture to insure
that all auction markets collect and remit the state $1.00 checkoff on all
cattle sold.
Work with the ACA on maintaining a mail list of cattle producers along
with e-mail addresses.
23
Action Step 6:
Action Step 7: Mail refunds to producers monthly from the state program.
Action Step 8:
National State Total
Total Collections & Compliance $11,000 $16,000 $27,000
Action Step 1:
Action Step 2:
Action Step 3: Report to ACA Executive Committee on compliance issues.
Action Step 4:
Action Step 5:
Action Step 6:
Action Step 7:
National State Total
Total Administration $62,000 $114,000 $176,000
National State Total
Total $320,000 $634,600 $954,600
Reimburse State Department of Agriculture three (3) percent of the
state checkoff for collecting and remitting monies to Alabama
Cattlemen's Association.
Reimburse auction markets for their assitance in collecting and remitting
checkoff funds to State Department of Agriculture to ACA.
Reimburse the Southeastern Livestock Exposition building account for
rent of office and meeting space, use of the demonstration kitchen,
storage space and equipment usage.
Reimburse the Alabama Cattlemen's Association for general
administrative expenses to include the costs of miscellaneous supplies
and services for the checkoff program not related to other program
areas.
Assemble and provide timely accounting information for management.
Conduct a year-end audit for the national checkoff program and an every
other year-end audit on the state checkoff program using an
independent CPA firm.
Strategy #43: Support Services: Work through the Alabama Cattlemen’s Association to provide
administration and operations support services for the checkoff program.
Objective Q. Administration: To provide adequate and efficient administrative
services to the state beef checkoff program.
Meet with staff at Department of Ag at least twice annually to go over
the state checkoff collections.
Work with the State Department of Agricultures in auditing two order
buyers to ensure proper collections of checkoff dollars and the proper
use of Non-Producer Status Forms.
24
2013 Marketing Plan Task Force Committee
Bea Jai Merriman, Etowah County, Alabama Cattlewomen’s Association
Bob Helms, Coffee County, Cattle Producer
Cathy Crow, Morgan County, Alabama Cattlewomen’s Association
Christy Bratcher, PhD, Auburn University, Dept. of Animal Science
Chuck Madaris, Lowndes County, Cattle Producer
Clay Kennamer, Jackson County, Cattle Producer
Colin Wilson, Jackson County, Cattle Producer
David Wilbanks, Limestone County, Cattle Producer
Donna Jo Curtis, Limestone County, Cattle Producer
Eric Smith, Pickens County, Cattle Producer
Erin Smith, Pickens County, Alabama Cattlewomen’s Association
Frank Owsley, PhD, Auburn University, Dept. of Animal Science
J. Lee Alley, DVM, Montgomery County, Cattle Producer
Jason Edmondson, Macon County, Cattle Producer
Jim Akin, Lauderdale County, Cattle Producer
Jim Martin, Lawrence County, Market Operator
Jennifer Adams, Alabama Dept. of Education
Jimmy Holliman, Dallas County, Cattle Producer
John Starnes, Lee County, Cattle Producer
John Westbrook, Dallas County, Cattle Producer
Judy Brown, Alabama Dept. of Education
Karen Hill, Cullman County, Family and Consumer Science Teacher
L.D. Fitzpatrick, Lowndes County, Cattle Producer
Leo Hollinger, Wilcox County, Cattle Producer
Max Bozeman, Coffee County, Cattle Producer
Mike Dee, Pickens County, Cattle Producer
Mona Plyler, Tuscaloosa County, Alabama Cattlewomen’s Association
Nate Jaeger, Montgomery County, Alabama Farmer’s Federation
Phillip Paramore, Alabama Dept. of Education
Randa Starnes, DeKalb County, Producer
Richard Meadows, Houston County, Cattle Producer
Seth Moore, Pickens County, Cattle Producer
Tina Hammonds, Lowndes County, Cattle Producer
Tyler Ellis, Lowndes County, Cattle Producer
Wayne Greene, PhD, Auburn University, Dept. of Animal Science
Woody Clark, Covington County, Cattle Producer
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