Ag Alert January 27, 2021

California Beef Council sets promotion, education plans

tionprofessionals, with the goal of provid- ing science-based nutrition information about beef to community influencers. Continuedenhancement and rollout of digital resources andexperiences for retail and food-service professionals will also take place in 2021, providing them with beef education tools ideal for the virtual world, the council said. Forproducers, educational programs in Beef Quality Assurance certification, me- dia spokesperson training and advocacy will also take place. In addition to setting the stage for 2021,

the council said its staff also thoroughly reviewed the results andoutcomes of pro- grams funded in 2020. “This past year has certainly been chal- lenging, and like other organizations, the CBC had to pivot and refocus its efforts in the wake of the pandemic,” Larios said. “Yet despite some of the setbacks this year caused, wewere able to successfullymove forward with a variety of efforts that posi- tively representedour cattleandbeef com- munity. I amproud of thework the CBC is abletoaccomplisheveryyear,butespecially in this year of disruptionanduncertainty.”

The California Beef Council will invest more than$1millionthisyear initspromo- tional andeducational efforts, according to its 2021workplanandbudget,whichhave been approved by the council’s produc- er-led board of directors. Specifically, theplancalls for themoney to be used to promote beef, provide con- sumer information, engagewith food-ser- viceand retail stakeholders, informhealth and nutrition influencers, as well as pro- vide educational and informational re- sources to beef producers. “California Beef Council decisions are driven by beef producers, and the cattle- menandwomenwhoarepart of theorga- nizationcarefully consider all strategies to determinethebestway toinvestourcheck- off dollars with the overall goal of driving beef demand,” 2020 CBC Chairman Jesse Larios said. “Every year, the CBC reviews proposalsbrought forthfromCBCstaffand external organizations to determine how todistributeour funding inaway that best serves the long-termsuccessofCalifornia’s beef industry.” Programsplanned for 2021 include four seasonal integratedmarketingcampaigns, State signs dairy pact with Denmark California and Denmark have signed a memorandumof understanding focused ondairy innovationsandtechnologies that address climate change. California Department of Food and Agriculture Secretary Karen Ross and Minister Rasmus Prehn of Denmark’s Ministryof Food,AgricultureandFisheries signed theMOU in a virtual event that in- cluded agricultural representatives from California and Denmark, and featured a presentation from the Center for Policy ResearchonEnergy and theEnvironment at PrincetonUniversity. “In California, we have invested more than$264millioninclimate-smart agricul- turalprograms focusingonthedairysector over the last fiveyears,”Ross said. “Thishas resulted inmore than236projects thatwill achieve a reduction in CO2 emissions of more than 23 million metric tons of CO2 equivalents over 10 years.” Ross saidthepartnershipwithDenmark onclimate-smart dairy collaboration“will help to connect farmers, academia and government on the shared challenges re- lated tomethane emissions in theagricul- tural sector, providing the foundation for action and innovation in the future.” CDFA said thememorandumof under- standing continues the department’s in- ternational collaborationonclimate-smart agricultural activities. During the last fewmonths, the depart- ment conducted webinars with Portugal andSouthAfrica. During the last five years, CDFAsaidithasalsoincludedmorethan10 webinars on climate-smart agricultural is- sueswithavarietyof internationalpartners.

whichwill combine broadmarketing and advertisingeffortswithretail-level promo- tionsandincentives forpurchasingbeef. In 2019, similar campaigns resulted inmore than 97 million cumulative impressions, with the results of 2020 campaigns still be- inganalyzed, thecouncil said.Also includ- ed in the 2021 work plan are educational programs for California health and nutri-

Exhibitors Seminars Live Chats Demonstrations

January 27, 2021 Ag Alert 21