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Joint Nutrition and Youth Influencers Committee

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

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Joint Nutrition and Youth Influencers Committee

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  1. Joint Nutrition and Youth Influencers Committee The Beef Checkoff

  2. Joint Nutrition and Youth Influencers CommitteeFY2009 Program Update January 30, 2009 2009 Cattle Industry Winter Convention The Beef Checkoff

  3. FY2009 Strategy Strengthen beef’s position as a healthful food and as the premier nutritional protein so consumers and influencers feel good about the beef they love

  4. 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 Women’s Nutrition Solutions • Educate and provide resources/materials that support inclusion of beef in healthy diets

  5. What’s New in FY 2009

  6. Protein Think Tank Doug Paddon-Jones, Ph.D. University of Texas Kevin Short, Ph.D. University of Oklahoma Robert R. Wolfe, Ph.D. University of Arkansas Donald Layman, Ph.D. University of Illinois Nancy Rodriguez, Ph.D., R.D. University of Connecticut Stuart Phillips, Ph.D. McMaster University James Krieger, M.S., M.S. PRO Sports Club

  7. Ongoing Brand Enhancement Outreach: Protein Education “Interesting information that I’ve 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!

  8. Protein Toolkit

  9. American Dietetic Association’s Food & Nutrition Conference & Expo 6.5 million impressions • 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

  10. Council for Women’s 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

  11. Nutrient Rich Foods Coalition Distributed to more than 15,000 RDs www.NutrientRichFoods.org

  12. 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

  13. U-Mail and BeefNutrition.org • 4,100 U-mail subscribers • 5,300 unique visitors in FY 2009 • MyPyramid materials continue to be most popular

  14. 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 year’s 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

  15. Nutrition Media Spokespeople FY 2008 Results: More than 63 million impressions “I always pick ground beef that’s 90 percent lean or higher.”

  16. Questions?

  17. PRIORITIES

  18. Youth Education and Information Program Update January 30, 2009 2009 Cattle Industry Winter Convention The Beef Checkoff through the National Cattlemen’s Beef Association

  19. 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

  20. 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

  21. Classroom Programs MyPyramid posters NEW MyPyramid for Preschoolers NEW MyPyramid for Pregnant and Breastfeeding Moms

  22. Websites

  23. Materials

  24. Ag Production Kit

  25. Questions?

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