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National Beef Ambassador Program

AR# II-03-2011. National Beef Ambassador Program. American National CattleWomen, Inc. Overview.

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National Beef Ambassador Program

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  1. AR# II-03-2011 National Beef Ambassador Program American National CattleWomen, Inc.

  2. Overview The National Beef Ambassador Program has worked for twenty-two years educating consumers about beef and building the demand for beef. Young adults begin their journey as State Beef Ambassadors, moving up to National Beef Ambassadors and becoming life long advocates for beef.

  3. Funding Sources • Beef Checkoff $100,000 • Partners, sponsors, grantors $ 40,000 • Farm Credit Services • ZimmComm • ANCW Foundation • New York Beef Industry Council • Certified Angus Beef • Browning Kimball Foundation • USDA • Private donors Total including implementation $140,000

  4. Priorities Addressed For This AR • Educate Influencers on Beef and Beef Production • Reconnect Consumers with Beef Production • Make Beef an Easy Choice • Capitalize on the Power of Lean

  5. What Are We Going To Do? Educate Consumers about the Beef Industry through Personal Presentations, Beef Event Promotions and Fresh Personal Contact on Selected Online Properties

  6. How Are We Going To Do It? • 20 State Beef Ambassadors • Making Youth Presentations • In classrooms • At After school programs • For youth organizations • Talking to consumers in their states at: • Grocery stores • Consumer expos • Health fairs

  7. Five National Beef Ambassadors • Telling their beef story to consumers through: • Promotions in conjunction with the NEBPI and State Beef Councils • Online venues • Blog • Facebook • Twitter • You Tube

  8. What Does Success Look Like? • 1,800 youth learn about beef from peers in 20 states • 20,000 consumers receive pasture to plate message from state beef ambassadors • 100,000 consumers taste delicious samples and hear beef production, nutrition message from National Team • Blog readers up by 10%, Facebook and Twitter followers up by 15% • 500 video views

  9. Checkoff Program Relationships • MBA • Each ambassador will complete the MBA • Educational Materials • Will use materials developed by other checkoff programs • NEBPI • National Beef Ambassadors are experienced, educated, booth staff at consumer promotions

  10. Thank You Questions?

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