Transcript CWNS 2002 Year in Review

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
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
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
What’s New in FY 2009
Protein Think Tank
James Krieger, M.S., M.S.
PRO Sports Club
Donald Layman, Ph.D.
University of Illinois
Nancy Rodriguez, Ph.D., R.D.
University of Connecticut
Doug Paddon-Jones, Ph.D.
University of Texas
Stuart Phillips, Ph.D.
McMaster University
Kevin Short, Ph.D.
University of Oklahoma
Robert R. Wolfe, Ph.D.
University of Arkansas
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!
Protein Toolkit
American Dietetic Association’s
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
Council for Women’s Nutrition
Solutions (CWNS)
IACP Nutrition and Food Science
subcommittee newsletter
Nutrient Rich Foods Coalition
Distributed to more than 15,000 RDs
www.NutrientRichFoods.org
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
U-Mail and BeefNutrition.org
• 4,100 U-mail subscribers
• 5,300 unique visitors in FY 2009
• MyPyramid materials continue to
be most popular
Nutrition Seminar Program
Several states
are building more
relationships by
sponsoring
additional
speakers and
seminars.
35 Nutrition
Seminars have
been scheduled
by State Beef
Councils so far
this year!
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
Nutrition Media Spokespeople
“I always pick ground
beef that’s 90 percent
lean or higher.”
FY 2008 Results:
More than 63 million impressions
Questions?
PRIORITIES
Youth Education and Information
Program Update
January 30, 2009
2009 Cattle Industry
Winter Convention
The Beef Checkoff
through the
National Cattlemen’s Beef Association
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
School Wellness Package
• Putting ZIP Into School
Lunch
– For school foodservice
managers
– Six checkoff-funded, kidfriendly recipes and
photos
– Promotional ideas and
games
– Two PowerPoint
presentations
Classroom Programs
• MyPyramid posters
– NEW MyPyramid for Preschoolers
– NEW MyPyramid for Pregnant and
Breastfeeding Moms
Websites
Materials
Ag Production Kit
Questions?