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Group

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HumanNutrition

Research

®

Annual ReportJanuary 2009


ProducerEducation


ProductEnhancement

Research

SafetyResearch

MarketResearch

BeefInnovations

Group

CulinaryServices

HumanNutrition

Research

The Research, Education and Innovation Department (REI) at National Cattlemen’s Beef Association is an outcome of the reorganization plan implemented in April 2008. For the first time,

all the developmental resources from farm to fork charged with the responsibility to enhance beef’s competitiveness are gathered into one group. The chain to your right represents the REI program areas “linked together to strengthen beef’s value.” All interact to ensure the efficient use of checkoff funds as well as a collaborative approach to opportunities and challenges. The department mandate is to “make beef its very best” by generating research and implementation solutions that relate to beef quality, safety, convenience, nutrition and culinary appeal.

The Producer Education and Beef Quality Assurance (BQA) programs are the education links in the REI chain and connect the cattle producer to the latest knowledge and technologies to help keep the industry profitable. In partnership with Pfizer Animal Health, the Producer Education program manages the Cattle Learning Center and other educational initiatives that provide producers access to information about safe, wholesome beef production. Through BQA, cattle producers acquire the tools for higher quality cattle production which in turn enhances their economic potential. BQA and Producer Education rely heavily on the knowledge revealed by the Product Enhancement and Beef Safety Research programs.

The REI research teams manage checkoff-funded research in four areas – Beef Safety, Human Nutrition, Product Enhancement and Market Research. The knowledge gained through the work completed in these areas not only provides direction to all checkoff-funded marketing, promotion and education programs, but also ensures that our efforts, as well as the efforts of our industry partners, are based on sound science. The success and influence of checkoff research programs reflect the commitment of America’s cattle-producing families to provide the most healthful, safest, highest quality beef product possible to the global consumer.

The REI innovation teams are the Beef Innovations Group (BIG) and Culinary Services. The BIG program leads the industry in product

development activity to ensure that relevant and profitable new beef products are regularly brought to market. Once developed by BIG, these innovative new products are pushed through the channels by the checkoff-funded retail and foodservice programs. The knowledge gained by Market Research and Product Enhancement Research provides the foundation for the BIG program. The Culinary Services team plays a critical role in both the education and innovation functions of REI. They develop innovative ways to showcase beef products and educate food professionals by providing reliable, applicable and easily understood information on beef and veal. Culinary Services is also the REI direct connection to consumers with nearly 100 recipes created each year to help them enjoy beef at its very best.

This report, “Linked Together to Strengthen Beef’s Value” provides snapshots of some key checkoff-funded

initiatives that have been addressed collaboratively by several REI teams. They illustrate the potential that can be realized when the efforts of producer volunteers, staff, researchers, state beef councils and industry partners unite to meet the needs of consumers. On pages 14-18 you’ll find information about some other significant achievements of the

individual REI programs.

Thank you for your support of these important research, education and innovation efforts. Working together, we can

continue to build consumer demand and create opportunities for beef producers now and in the future.

Yours truly,

J.O. Reagan, Ph.D.Senior Vice PresidentResearch, Education and Innovation

C.R. Dick Sherron, M.D.Chairman, Research, Education & Innovation Group

Remarks from Industry Leaders

Annual ReportJanuary 2009

®

The Research, Education & Innovation Department (REI) is organized to align with the Joint Committees that make

funding recommendations to the Beef Promotion and Operating Committee (BPOC) each year.

The REI Committees implement projects on differing funding cycles. For example, because human clinical trials may take up to three years, Human Nutrition Research is funded on a 36-month cycle. In contrast, New Products and Culinary Initiatives and Producer Education projects, including BQA, are funded on 12-month cycles.

Research projects undergo a rigorous screening process involving a nine-step planning and implementation program beginning October 1. The Beef Industry Long Range Plan provides direction while expert panels in all research areas meet to assess research priorities and plans. Producer committees assess recommendations and state beef councils review plans and provide input. After this process is completed, Authorization Requests are presented to the Joint Research Committees at summer conference. The final Authorization Requests are approved by the BPOC at its September meeting.

Once Authorizations Requests are approved, Requests for Proposals (RFPs) are sent to a broad range of research scientists to solicit proposals which then go through another round of reviews in regards to potential impact. On average, only 20% of proposal dollars submitted each year receive funding.

The results discussed in this report reflect the recently completed projects initiated by the different committees. All of the work was completed during FY2008 though the projects may have spanned up to a three-year period.


ProducerEducation

ProductEnhancement

Research

SafetyResearch

MarketResearch

BeefInnovations

Group

HumanNutrition

Research


CulinaryServices

NCBA Beef Production Research CommitteeBarry Dunn, Ph.D., ChairmanJames Henderson, Vice ChairmanBridget Wasser, M.S., Staff Director

Joint Beef Safety CommitteeDuane Theuninck, Ph.D., ChairmanMark Riechers, Vice ChairmanMandy Carr, Ph.D., Staff Director

Joint Producer Education CommitteeRoger West, Chairman

John Maas, D.V.M.Vice Chairman

Tom Field, Ph.D., Staff Director

Joint Human Nutrition CommitteeBecky Walth, Chairman

Richard Thorpe, M.D.,Vice Chairman

Shalene McNeill, Ph.D., Staff Director

New Product & Culinary Initiatives CommitteeTom Holtz, Chairman

Mark Pendleton, Vice Chairman

Ellen Gibson, Staff Director

Joint Product Enhancement CommitteeGlen Dolezal, Ph.D., ChairmanPaul Parker, Vice ChairmanBucky Gwartney, Ph.D., Staff Director

Joint Market Research Working GroupCraig Uden, Chairman

Laurie Bryant, Vice Chairman

John Lundeen, Staff Director

Joint Research, Education & Innovation Group

C.R. Dick Sherron, M.D., ChairmanCraig Uden, Vice Chairman

James O. Reagan, Ph.D., Staff Director

2008CommitteeStructure

Increasing beef demand is the ultimate goal of all checkoff-funded programs. The Beef Consumer Index, conducted biannually by the Market Research team, is an assessment

of those demand drivers that impact consumer attitudes and behavior about beef relative to other meat proteins. The chart to the right is a ranking of what matters to consumers and how beef performs against these demand drivers.

In recent years, checkoff-funded programs have been initiated for the purpose of positively influencing the consumer’s highest scoring demand drivers. Various committees across program areas and strategies commit funding towards these initiatives. Pages 4-13 will spotlight just a portion of REI’s work, focusing on how total team solutions are applied to make innovation and delivery of results a reality. Pages 14-18 will cover additional projects in the pipeline which are an important part of the industry’s investment in “making beef its very best.”

Importance * (Top 2 Box)

Rank Consumer Perception Beef’s Performance—At Home

Beef is: Jan-07 May-07 Feb-08 Jul-08

1 Great tasting 85% 82% 84% 85%

2 Extremely safe to eat 55% 60% 50% 57%

3 Good value for the money 60% 54% 62% 62%

4 Delivers good results consistently n/a n/a n/a 73%

5 Feel good about eating 62% 63% 66% 70%

6 Balance of taste and nutrition 57% 65% 65% 71%

* In choosing a main dish for consumption at home

u Rounding out the top 12 most important characteristics are know how to prepare well, always tender, great starting point for meal options, provides energy and fuel, options are quick and easy to prepare, and easy to pick the right cuts.

Initiative Page

Enhancing Beef’s Nutrient Rich Package 4-5Helps change the dialogue with consumers to an appreciation for the total nutrient package that beef delivers. Makes the balance of taste and nutrition for beef a greater reality.

Adding Value through the Chuck Roll 6-7Creates beef products that deliver on taste and value for the consumer, while increasing the return on under-valued portions of the chuck – a “win-win” for the consumer and the industry.

Improving Beef Safety 8-9Fosters the trust relationship with the consumer through an ongoing producer investment in the safety of our product.

Improving Quality through Pre-Harvest Management 10-11Connects production practices to final beef products that consistently meet consumer expectations.

Getting the Word Out 12-13Makes the science actionable.

Other significant REI program results 14-18

Web sites 19

CONTENTS

4

As a founding member of the Nutrient-Rich Foods Coalition (NRFC) in 2003, The Beef Checkoff, through the National Cattlemen’s Beef Association, has been advancing scientific and market research to develop tools that make it easier for people to understand and incorporate nutrient-rich foods (NRF),

like lean beef, into their everyday diets. In response to a call to action to help people “get more nutrition from their calories,” by the 2005 Dietary Guidelines for Americans, the NRFC and The Beef Checkoff have developed a scientifically valid definition of nutrition density. Rigorous consumer and market research has resulted in the development of

a tool that helps translate the complicated science into a useful tool/system that can help consumers build healthier diets by consuming nutrient-rich foods like lean beef. The work highlighted here is an outgrowth of nutrition research that demonstrates the benefits of beef’s package of nutrients. It reflects checkoff-funded efforts to help consumers shift their focus from calories alone, “good/bad foods” or “nutrients to avoid,” to a more balanced, science-based approach that facilitates an understanding of the complete nutrient package of foods.

NATURALLY NUTRIENT RICHa sc ient i f i c sympos ium

…Putting More Power on Americans’ Plates

CENTER FOR ADVANCED FOOD TECHNOLOGY

THE NUTRACEUTICALS INSTITUTE

®

America's Beef Producers CALI FORNIAKIWIFRU IT

HOSTED BY:

IN ASSOCIATION WITH:

BROUGHT TO YOU BY:

Following the Dietary Guidelines call for a scientifically valid definition of nutrient density,

a research meeting is convened to begin the development of a nutrient-rich foods index.

“Nutrient profiling of foods: creating a nutrient-rich food index” is published in Nutrition Reviews and calls for scientific validation of nutrient-profiling systems as opposed to simple

comparisons based on prevailing public opinion.

REI Programs Contributing:

Product Enhancement ResearchHuman Nutrition Research

Beef Innovations GroupCulinary ServicesMarket Research

Stimulating Action through EducationThe Beef Checkoff influencer program publishes Live Well!, a kit which provides health professionals the tools and tips necessary to help consumers understand the nutrient-

rich foods approach to healthy eating.

The NRFC’s consumer-friendly Web site, www.NutrientRichFoods.org, disseminates information on nutrient-rich diets, recipes, tips and more and is based on the Live Well!

health professional tool kit.

In cooperation with the Human Nutrition Research program, the Health Influencer and Nutrition Public Relations programs continue to provide industry briefings and health

professional communications on the validity of the nutrient-rich foods approach.

2005 - 2006 DECEMBER 2007 MARCH 2008

Enhancing Beef ’s Nutrient Rich Package

From the Beef Innovations Group, the Youth-Convenience Initiative is developing products that are easy to prepare, portable, and easy to eat (no mess). By keeping products out of the deep fryer, using leaner raw materials, and incorporating bakeable/microwaveable coating systems (or no coatings at all), The Beef Checkoff is providing nutrient-rich alternatives for consumers while showcasing the great taste of beef.

On an ongoing basis, Culinary Services develops recipes

that showcase beef’s nutrient-rich profile and pairs beef with other nutrient-rich

foods to marry taste and nutrition for the

health-conscious consumer.

The 2005 Market Basket Survey, published in November 2006, shows that the

retail case is filled with beef products that are leaner and nutritionally superior to those

of the past. This is attributed to genetic, management, marketing and merchandising

efforts by the entire beef chain.

Consumer research is initiated

to determine the best terms and messages

for communicating the nutrient-rich

foods concept.

A “Practice paper of the American Dietetic

Association: nutrient density: meeting nutrient goals within calorie needs” is published in the Journal of the American

Dietetic Association.

The science supporting the NRF index is finalized and tested against other accepted measures of a healthy diet. The NRF index score evaluated over 25 nutrients.

The final index represents 12 nutrients from all food groups, including protein and iron from the meat group.

The index can help consumers identify more nutrient-rich foods within and among food groups.

5

“Nutrient profiling can help identify foods of good nutritional quality for their

price: a validation study with linear programming”

is published in The Journal of Nutrition.

During the spring and early summer, Culinary Services presents beef’s flavor advantage within the

nutrient-rich foods concept to health influencers on behalf of the Texas, Kansas, Missouri and Nebraska Beef Councils.

A 3-ounce serving of lean beef (179 calories) contributesless than 10 percent of calories to a 2,000-calorie diet,

yet it supplies more than 10 percent of the Daily Value for:

Source: USDA

Beef is an Excellent Sourceof these nutrients

51%

38%37%

26%

20%17%

15% 14%

PROT

EIN

ZINC

B 12

SELEN

IUM

PHOS

PHOR

US

NIAC

IN

B 6

IRON 12%

RIBOF

LAVIN

Beef is a Good Sourceof these nutrients

Next StepsPublish in a peer-reviewed journal the NRF Index research.

Host a thought leader summit to establish NRF as the premier nutrition profiling system.

Validate the NRF Index potential to impact dietary behavior through a demonstration test.

Throughout FY 2008, consumer research continues to develop and refine messages and visuals to communicate the

NRF concepts as well as the NRF icon. Consumer research also reveals high consumer acceptance of NRF tools to help with meal

planning, food selection and overall diet assessment.

MARCH 2008 JUNE 2008 SEPTEMBER

Nutrient-density, or consuming foods and beverages with more nutrients per calories, is an established dietary principle and the cornerstone of the 2005

Dietary Guidelines for Americans and MyPyramid.

Through membership in the Nutrient-Rich Foods Coalition, The Beef Checkoff contributes to the national dialogue about healthy eating and becomes part of the solution to the challenge of maintaining a diet high in nutrients and low in calories.

As the only system validated against other measures of a healthy diet (notably, the U.S. Department of Agriculture Healthy Eating Index), the Nutrient-Rich Foods Index

eclipses other nutrition profiling systems based on “nutrients to avoid.”

The process of review and revision of the Dietary Guidelines for Americans has been initiated in preparation for a 2010 publication date. Given beef’s rich nutrient profile, efforts to promote the NRF approach to healthy eating helps protect beef’s beneficial

role in the diets of Americans.

Why It Matters

The NRF Index score tool is completed.

6

Checkoff-funded Muscle Profiling research was initiated in Product Enhancement in the late 1990s with the goal of improving the then declining value of the beef chuck and round in relation to middle meat cuts. This in-depth research identified several “diamonds in the rough,” or individual muscles that were often overlooked but perform very well individually as value-added cuts. The work highlighted here on the beef chuck roll is an outgrowth of this foundational research that’s still paying great dividends today.

Technical work for chuck roll optimization

is achieved.

Technical, culinary and marketing materials are completed

and distributed to industry.

Key meat processors meet to share expectations.

Cuts are placed in consumers’ homes

in 4 U.S cities to further determine interest,

pricing expectations, cut strength and

potential purchase frequency.

DECEMBER 2006 DECEMBER 2007 JANUARY 2008

Innovations in the beef shoulder clod have helped increase the value of the beef carcass by $70 per head; innovations in the beef chuck roll are expected to further increase this value and improve industry profitability.

Chuck roll value-added cuts are designed to provide consumers with steak and roast choices that are priced between beef middle meat cuts, like the tenderloin, and ground beef – an important point considering today’s economic environment.

Why It Matters

Adding Value Through the Chuck Roll

REI Programs

Contributing:

Product Enhancement

Research

Beef Innovations Group

Culinary Services

Human Nutrition Research

Market Research

Culinary Center supports photograph development for new

chuck roll.

Chuck roll marketing materials

are shared with State Beef Councils.

Chuck roll cuts are sensory tested.

Checkoff Foodservice BEEFlexible

ads are released that feature Delmonico Steak

and Boneless Country-Style Beef Chuck Ribs.

Chuck roll press release is issued by The Beef Checkoff.

USDA gives regulatory approval

for names.

Names are created and validated

by consumers.

7

New and updated marketing materials are shared

with State Beef Councils, Foodservice and Retail.

A National Restaurant Association

survey found new/fabricated cuts of meat, such as the

Denver Cut, one of the top five hottest trends in 2008.

Next StepsThe Human Nutrition Research program is conducting nutritional analysis on new cuts to be completed and

published by USDA by September 2009.

BIG will continue to educate and support the industry through full adoption of the new cuts.

The Foodservice program will add the Denver Cut to the BEEFlexible ad campaign for FY 2009.

Chuck roll cutting demos and rollouts are held with numerous packers, processors, retailers,

foodservice operators, etc. across the U.S.

DECEMBER 2008

12 consumer recipes are

developed at Culinary Center to promote

new cuts.

Stimulating Action Through EducationThe Denver Steak is featured on Colorado Black-Eyed Pea menus.

The Checkoff’s Retail and Foodservice programs launch campaigns to promote the chuck roll in their channels.

Cutting guides, recipes, etc. are disseminated to the industry.

The new chuck roll cuts gain traction and acknowledgement in industry publications.

Cooking method and cooking time recommendations

are developed.

Checkoff Foodservice BEEFlexible

ads are released that feature Delmonico Steak

and Boneless Country-Style Beef Chuck Ribs.

Momentum gaining for new chuck roll cuts; cuts begin appearing on restaurant menus

and in retail meat cases.

Chef roll-out meetings are

held with checkoff Foodservice program as well international

chefs for menu incorporation.

Culinary Services and Cargill team up to share

new cuts at Research Chefs Association

meetings.

New cuts are tested in-store

at retail.

Chuck Roll Stars:

Delmonico SteakDenver Cut

America’s Beef RoastBoneless Country-Style Beef Chuck Ribs

Sierra Cut

8

Processing interventions to reduce microbial contamination

are developed and implemented.

Research is conducted to quantify pathogen prevalence from gate to plate.

Research focus is prioritized utilizing recent results while

accounting for current industry challenges.

“Judicious Use of Antibiotics” policy is established by BQA

Advisory Board.

Potentially negative public health impacts from beef are

monitored.

Safety systems continue to be

improved via new technologies and

information.

Initial National Fed Beef Audit is

completed.

Initial Market Cow and Bull Quality Audit is completed.

2007

Improving Beef Safety

Measuring Progress & Identifying ChallengesMarket Research Consumer research to identify safety issues of concern and safety messages include:• Consumer confidence in beef safety is routinely tracked. Over time, confidence has

increased, but can drop temporarily when a safety event occurs.• The “Safe & Savory at 160°” consumer message was tested to evaluate consumers’

safety behaviors and the likelihood they would utilize a meat thermometer when cooking ground beef. Results showed including the savory message with safety information increases the likelihood of consumer behavior change because it promises a great eating experience while encouraging safe cooking practices.

Today, more than ever, consumers are more conscious of product safety when making purchasing decisions. “Extremely safe to eat” was chosen as the second most important measurement in what matters to consumers when

choosing a main dish for consumption at home in the most recent Consumer Beef Index Survey. Threats to beef safety at any stage from farm to fork could negatively impact consumer confidence and, in turn, decrease sales and beef demand. However, these

checkoff programs work together to strengthen beef’s value by effectively improving consumer perceptions of the safety of beef.

Why It Matters

• Recognize and optimize cattle value• Monitor health• Market cattle in a timely and appropriate manner• Prevent quality defects• Be proactive to ensure beef safety and integrity

Executive Summary of the 2007National Market Cow and Bull

Beef Quality Audit

Beef Cattle Edition

Improving beef’s safety continues to be a focus for America’s beef producer with cooperative work conducted through multiple checkoff programs as seen below. In the early 1990s, when the safety program was first funded, safety research focused on developing and validating interventions for the processing sector. New technologies and knowledge developed through checkoff-funded research were implemented. Since the early years, the focus has expanded to include the pre-harvest sector and consumer education on safe handling and cooking steps. The result has been collaborative efforts from farm to fork that continually strive to enhance the safety of U.S. beef products. Through the outreach of each program, results are shared with industry audiences with one common goal in mind ….improving the safety of the beef that feeds the domestic and international consumer.

40%

50%

60%

70%

80%

90%

Feb-0

2

Sept-0

2

Feb-0

3

Sept-0

3

Feb-0

4

Sept-0

4

Feb-0

5

Aug-

05

Feb-0

6

Nov-

06

Oct

-07

May

-08

Large Ground Beef Recall

First U.S.BSE Case

Largest Ground Beef Recall

Consumer Confidence in Beef Safety Tracking

9

BQA Advisory Board is convened to

define the components of future industry audits.

Research is initiated for National Market Cow and Bull Beef Quality Audit.

Beef Industry Safety Summit is

convened.

BQA-sponsored survey

of dairy veterinarian practices to

avoid residues is published.

State BQA coordinators annual

meeting is held.

Conditional license for a pre-harvest vaccine is

awarded.

2008

Beef Quality Assurance (BQA) Efforts to identify safety issues and disseminate safety research findings and tools include:• The National Market Cow and Bull Beef Quality Audit identified biological

(pathogens), chemical (residues), and physical (buckshot, needles) hazards as industry concerns with market cow beef.

• “Judicious Use of Antibiotics” brochure was produced and distributed in Spanish to supplement the English version previously distributed.

Safety Research Notable findings and results from safety research completed in 2008 include: • New educational tools to enhance the dissemination of Beef

Industry Food Safety Council (BIFSCo) Best Practices were developed including a video on N=60 sampling.

• Genetic differences in E. coli O157:H7 from cattle were identified and may be useful in determining the cause of human illness cases as well as for the development of targeted interventions.

• The unique sequences of six non-O157 E. coli serotypes were mapped and will provide the foundation for the development of new testing methods for these pathogens.

• Use of ceftiofur in beef production was found to be unlikely to cause pathogens to become resistant to this class of antibiotics used in human medicine.

• Multiple new interventions applicable in the processing sector were evaluated.• Fat was found to provide better initial cell attachment/transfer

to surfaces than lean or liquid materials during the formation of biofilms.

• Proactive monitoring of new safety threats prompted the Shiga-toxin-producing E. coli (STEC) Think Tank meeting to assess the current state of the science and the potential threat of this class of E. coli to beef safety.

Culinary Services Opportunities for promoting consumer beef safety practices include:• Safe cooking temperature recommendations (160°F) are

incorporated into each ground beef recipe developed in the Beef & Veal Culinary Center.

• In conjunction with the “Safe & Savory at 160°” campaign, thermometer usage, as the indicator for doneness in ground beef, was promoted at the Women’s Agriculture Expo in South Dakota.

Stimulating Action Through Education “Safe & Savory at 160°” is the foundation for the consumer education

campaign conducted by the Issues and Reputation Management Program.BQA guiding principles and procedures on judicious use of pharmaceuticals allow cattle

to be raised without residues so consumer concern can be minimized.Safety research is the foundation for consumer and media responses about industry interventions or steps to produce safe beef.

Safety research is utilized by regulatory decision makers in their quest for policies based on sound science.BIFSCo members serve as industry spokespeople for checkoff communication programs.

Retail and Foodservice programs utilize the Beef Industry Safety Summit as an opportunity to bring sector members together to address safety challenges in their businesses.

Recipes utilizing safe ground beef preparation procedures are utilized by food communication programs to reach additional consumers through print media.


Market ResearchBeef Safety Research

BQACulinary Services

10

Checkoff-funded National Market Cow and Bull Beef Quality

Audits are conducted in 1994 and 1997.

Checkoff-funded

National Beef Quality Audits are conducted in 1991, 1995,

2000 and 2005.

Pre-Harvest

Guide for Enhancing Beef

Tenderness Executive

Summary is published.

DEC 2006

Tenderness ResearchThe executive summary titled Pre-Harvest Guide for Enhancing Beef Tenderness was developed as a general industry information piece on the link between pre-harvest management and beef quality or carcass merit. This document was published in 2006 and has served as an important industry resource since then.

Heifer vs. Steer ResearchCheckoff research addresses industry questions head-on and recently documented a difference in steer versus heifer tenderness and determined that management can impact this difference. This research is ongoing since 2004 and resulted in the publication of an informational executive summary titled Pre-Harvest Factors Affecting Beef Tenderness in Heifers.

Distiller’s Grain ResearchAs the demand for ethanol has increased

in recent years, the price of corn and the availability of ethanol co-products (i.e., distiller’s grains) have also increased. This surge in availability left the industry searching for answers on how to feed these products and what they might mean for final product quality. Checkoff research joined this fact-finding mission in 2007 and has funded a handful of important projects to help answer beef quality questions when distiller’s grains are fed at high levels in the diet. These project results were shared through a checkoff-funded webinar in October of 2008 and an executive summary completed in December of 2008.

Market Cow ResearchIn 2006, market cows accounted for approximately 16% of all beef animals harvested in the United States (2.4 million dairy cows and 2.9 million beef cows - USDA-NASS, 2007). Checkoff-funded market cow beef quality research, ongoing since 2006,

has evaluated methods for improving market cow quality via feeding, supplementation and growth enhancement technologies.

Nonconformities ResearchBeef carcass nonconformities, such as dark cutters and heavy weights, have been identified as challenges in previous checkoff-funded National Beef Quality Audits. These challenges are being addressed through checkoff research projects, industry reports, meetings and published summaries.

Genomics & the Carcass Merit ProjectThe checkoff-funded Carcass Merit Project was initiated in 1999 to validate previously discovered quantitative trait loci (QTL) for important carcass and consumer satisfaction traits such as marbling, tenderness and meat composition. This project also collected carcass data to enhance existing industry knowledge and build a database from which breeds could develop Expected Progeny

Beef Quality Assurance (BQA) BackgroundThe precursor of BQA that arose in the late 1970s and early 1980s was aimed at assuring that beef was free of violative chemical residues. Originally called “Beef Safety Assurance,” the emphasis at the time was on targeting real and perceived beef

safety issues. By the mid-1980s, program founders began expanding the program’s scope to include Total Quality Management (TQM) principles for beef production in an effort to improve consumer confidence and eating satisfaction. Today, active BQA programs exist in nearly every state and work diligently to educate producers on best management practices for cattle production to improve beef demand.

Product Enhancement Research BackgroundScientific evidence suggests several different pre-harvest factors influence the eating quality of beef and can be managed to enhance quality characteristics of the end product. As a result, optimizing pre-harvest management to produce beef with enhanced quality can help the beef industry chain obtain its goals of increasing consumer demand and adding value to the carcass.

On an annual basis, with support from Pfizer Animal Health, the Producer Education team includes a variety of pre-harvest topics in their cutting-edge Cattlemen’s College curriculum. Attendees learn from leading industry experts in the field who provide them with the best knowledge and resources available to be successful in today’s marketplace.

Since 1993

Improving Quality through Pre-Harvest Management

Differences (EPDs) for tenderness. Economic analyses were conducted to predict increases in beef consumption, and subsequently beef prices, as a result of tenderness improvement. This information was intended to fill knowledge gaps that exist between pre-harvest management practices and total product quality. Having a large, unbiased resource population representative of the U.S. beef cattle population stands to be the project’s greatest legacy.

11

Why It MattersThe BQA program is the only check-off funded program that provides cattle producers the opportunity to directly see their checkoff dollars at work. Under the direction of

the BQA advisory board and through the hard work of the program’s extensive network of state BQA coordinators, America’s beef producers have the opportunity

to receive continual education on current best management practices to improve product quality and increase consumer demand.

Stimulating Action Through Education BQA benchmarks the current status of the beef industry through regular

quality audits which highlight where the industry can improve cattle management.

Successes include:• Reduction of injection site lesions • Reduced prevalence of carcass bruising • Improved cattle consistency and predictability

The Carcass Merit Project created a sizeable database of phenotypic information and DNA samples used to validate genetic tests.

Pre-harvest beef quality information equips the Industry to make business decisions that improve or maintain beef quality and consistency.


BQAProduct Enhancement Research

Annual BQA Advisory Board and State Coordinators Meetings are held

from 1991 through 2008.Ethanol Co-

Products Summit is held and meeting

summary printed and distributed.

Checkoff-funded Executive Summary is completed in conjunction with

Beef Safety Research.

Checkoff-funded Ethanol

Co-Products Research Webinar is held to

share project results.

Nonconforming products industry

meeting is held and a meeting summary is

printed and distributed.

Beef edition of 2007 National Market Cow and Bull Beef Quality Audit is released;

Dairy edition is released in April of 2008.

Standardized National BQA Trainers Manual

and BQA Feedyard Self-Assessment is created.

Pre-Harvest Factors Affecting Beef Tenderness in Heifers Executive Summary is

published.

DEC 2008JAN 2008DEC 2007

Pre-Harvest Cattle ManagementPractices for Enhancing

Beef TendernessEXECUTIVE SUMMARY

Pre-Harvest Cattle ManagementPractices for Enhancing

Beef TendernessPrepared for the National Cattlemen’s Beef Association

53335NCBA_Bro 6/26/06 12:48 PM Page 1

Next StepsContinue ongoing research to

answer critical pre-harvest beef quality questions.

Continue work on feeding high levels of distiller’s grains to

determine the impact on beef shelf-life and color stability; work

to evaluate impact of newer co-products with altered

fat or moisture.

Continue evaluation of new feedstuffs.

Continue implementation of quality audits and

development of educational tools for cattle producers.

Publish market cow white paper.

12

Research • Education • Innovation


ProducerEducation


ProductEnhancement

Research

HumanNutrition

Research

SafetyResearch

MarketResearch

BeefInnovations

Group

CulinaryServices

Dissemination


ProducerEducation


ProductEnhancement

Research

SafetyResearch

MarketResearch

BeefInnovations

Group

CulinaryServices

Dissemination



HumanNutrition

Research

Dissemination efforts by all REI teams ensure the effectiveness and integration of all research, education and innovation programs. Collaboration among REI teams and other checkoff-funded programs is optimized through effective dissemination initiatives. In addition, it is through dissemination that the latest research and innovations are communicated to the appropriate industry audiences – producers, packers,

manufacturers, retailers and foodservice – and put into meaningful action. With all research, education and innovation expertise now housed in one department, greater opportunities exist to share comprehensive information with targeted industry segments. This section offers a snapshot of some recent REI dissemination activities.

Getting the Word Out

OCTOBER 2007 - MARCH 2008Month Team(s) Project Key Activities Audience

October Producer Ed. IRM Redbook Published annually as management tool Cattlemen BIG Staff/SBC meeting Shared marketing information on new chuck cuts SBCs/Staff CC Northwest Women’s Show Demoed healthy recipes/appeared on morning news Consumers PE Res. Fact Sheets Ranking of Beef Muscles for Tenderness Industry Beef Packaging Color Changes in Cooked Beef Adding Enzymes to Improve Beef Tenderness Marination of Beef for Enhancement Meeting Summaries National Beef Instrument Assessment Plan III Non-Conforming Beef Research SummitNovember CC USMEF Support Hosted hands-on cooking session Chinese ChefsJanuary BIG Chuck Roll Guide Shared information on cutting and culinary applications Industry/Stakeholders PE Res. Executive Summaries Post-Harvest Practices for Enhancing Beef Tenderness Industry Dry Aging of Beef Summarized in California Cattlemen Magazine in July/August 2008 MR Project Snapshots Beef Target Audience Industry Nutrition Labeling Retailers’ Hispanic Program In-Home Chuck Roll National Meat Case Prod Ed. Cattlemen’s College Shared latest production advances ProducersMarch Safety Res. Beef Industry Safety Summit Addressed safety challenges Industry Published Executive Summary Nutr./PE Res. Fact Sheet Understanding the Different Kinds of Beef All Reprinted in California Cattlemen Magazine in November 2008

FY 2008 - Ongoing EffortsThe BIG and Product Enhancement Research teams had 68 meetings

with industry companies (packers, processors and food manufacturers) to share knowledge on the chuck and round.

Culinary Center staff supported ten state beef council events with presentations, media interviews and cooking demonstrations.

Checkoff-funded research was published in several peer-reviewed scientific journals.

Quarterly Publications:REI E-Newsletter to producer leadership, state beef councils and staff

BIG E-Newsletter to Industry

Web Sites: Research: www.beefresearch.org BIG: www.beefinnovationsgroup.com BIFSCo: www.bifsco.org Culinary: www.beefandvealculinary.com BQA: www.bqa.org Producer Ed: www.cattlelearningcenter.org

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APRIL - SEPTEMBER 2008Month Team(s) Project Key Activities Audience

April BIG/PE Res. Round Milestone Meeting Assessed/prioritized round Industry Reps opportunities Safety Res. Pre-harvest Interventions Shared checkoff data USDA/APHIS Safety Res. Pre- and post-harvest interventions Shared checkoff data USDA/FSIS Nutr. Res. Experimental Biology Conference Hosted a mixer with the American Society of Nutrition on protein benefits Nutr. Researchers BQA National Market Cow and Documented advances in carcass quality Producers Bull Beef Quality Audit May BIG USMEF Convention Identified seven new value-added Foreign Buyers products and applications CC/BIG National Restaurant Show Shared information on chuck roll National Chains CC USMEF Support Hosted hands-on cooking session Dutch/Belgian Chefs Safety Res. Non-O157 Shiga-toxin-producing Hosted Think Tank Industry Leaders E. coli Assessment Published Meeting Summary PE Res. Innovative Fabrication Shared research results Industry Research Meeting Nutr. Res. Supplement to the American Published proceedings from the Researchers/Nutrition Journal of Clinical Nutrition checkoff-funded Protein Summit Thought Leaders Total of eight scientific manuscripts June CC Beef Boot Camp Presented cooking demos Food Editors PE Res. AMSA Reciprocal Meat Conf. Presented checkoff-funded Meat Scientists Co-sponsor research projects BQA BQA Advisory Board and Shared latest beef production information BQA Coordinators State Coordinators Meeting and Leaders BQA/Safety Res. Judicious Use of Antibiotics Document distributed in Spanish IndustryJuly BIG/PE Res. Round International Meeting Assessed innovative round fabrication methods USMEF/Academia MR Project Snapshots Primal Optimization Project Industry Consumer Food Safety Attitudes The Psychology of GrillingAugust Nutr. Res. Protein Summit, Continuing Shared science on dietary protein Scientists/Health Education for Health Prof. ProfessionalsSeptember Safety Res. BIFSCo Best Practices Distributed at NAMP meeting Meat Processors PE Res. Drovers Magazine Featured article, “The Science, Industry and Art, of Beef Quality” BQA National Train-the-Trainer Manual Published and distributed to all BQA Coordinators State Coordinators BQA Feedyard Self-Assessment Published manual Feedyard Operators CC Creating Crave Information on creating sensational Recipe Developers beef-eating experiences Foodservice

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Beef Production Research

Under the current law, production-related research funding is not allowed through The Beef Checkoff. As a result, the NCBA Beef Production Research Committee is a policy-only committee, though it centers on research. The committee does not fund research, but rather,

recommends priorities to facilitate appropriate research through academia and the government.

National funding for beef production research is scarce and could further diminish in the future. Scarcity of funding directly impacts all avenues of production research. The NCBA Beef Production Research Committee aims to reduce this impact by setting production research priorities to promote the most efficient use of limited dollars. A total of 22 specific research priorities fall under 5 broad categories outlined below:1. Interactions between Nutrition, Genetics, Reproduction & Carcass Merit Examples: feeding strategies, genomics2. Profitability & Marketing Examples: unit cost of production, economic indexes3. Prevention and Early Detection of Disease Examples: foreign animal disease, injection site lesions4. Environmental Impact Examples: ground water & air quality, nutrient management5. Technology Transfer Examples: beef center of excellence, information dissemination

This committee also advocates policy initiatives. For example, a resolution was submitted by the committee at the Cattle Industry Annual Convention in Reno in early 2008 to encourage more pre-harvest research with checkoff dollars. The resolution also called for a change in restrictions against production research funding if the Beef Promotion and Research Act and Order are ever opened for discussion. This resolution was passed as policy by the membership.

Producer Education

“In times of change, learners inherit the earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists.” Eric Hoffer

The mission of NCBA is to increase profit opportunities for cattle and beef producers by enhancing the business climate and building consumer demand. Attainment of this mission depends on access to useful information, appropriate technology, and a network of technical specialists and professionals.

While producer education is staffed in the Research, Education, and Innovation group – providing quality educational experiences to members is a shared goal within the organization. The Producer Education team will be laboring during 2009 to develop and implement an effective course of action to assure that the educational demands of NCBA members are met. Concurrently, the team will be seeking strategic partners in the area of producer education. The long term goal is to investigate, acquire, and integrate appropriate technology to enhance information delivery, facilitate development of learning communities, and provide decision-making tools to members.

Cattle producers are faced with two over-arching challenges – to generate enterprise profitability within the resource, climatic, and ecosystem constraints of their individual operations while producing calves that meet the needs of the supply chain and, ultimately, the beef consumers of the United States and across the globe. Access to information, technical expertise, and effective management decision tools are critical to meeting these challenges.

Cattle producers must deal with a broad set of competencies including genetics, reproductive physiology, nutrition, forages, marketing, finance, risk management, human resources, information systems, and animal husbandry to name a few. In light of the volume of available information resources originated from both technical and popular press sources, the task of staying informed and integrating emerging ideas, protocols, and techniques into existing management systems is overwhelming. The emerging role of the Producer Education team at NCBA is to facilitate access to the most critical information sources, build bridges and partnerships to enhance learning opportunities for beef cattle producers, and to serve as a collective voice to impact existing agricultural and beef-related research, extension, and education agencies and efforts in such a way as to enhance the success of the beef cattle industry.


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The Beef Production Research Committee and the Producer Education program are funded by the National Cattlemen’s Beef Association. Other REI proram areas are funded by The Beef Checkoff.

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Beef Quality Assurance

FY 2008 Program InitiativesThe goal of the checkoff-funded Beef Quality Assurance programs is to help ensure consumers that all cattle used in beef production are healthy, raised humanely, managed responsibly and are produced with

environmentally sound production practices. The BQA program is a cooperative effort among beef producers, veterinarians, nutritionists, extension staff, and many others from veterinary medical associations and allied industries. The efforts of these dedicated professionals have played an important role in the successful completion of several programs during FY2008. • National BQA Train-the-Trainer Manual

- Formalized training materials which allows all state BQA coordinators to train their BQA educators from “one book” to ensure consistency for all state BQA programs.

• National Standards for BQA certification- Established unified standards for certification for all

state BQA programs. • Focal Point DVD -An Auction Market Beef Quality

Assurance Guide- Produced through a collaborative effort between the

BQA program and the Livestock Marketing Association (LMA). Greater than 99% of all U.S. auction markets have received this useful training material.

• BQA Feedyard Self-Assessment- Designed to help all cattle feeders benchmark their

operations in areas such as animal welfare, cattle handling, record keeping, etc. Created with the help of many representatives from the major cattle feeding states.

Beef Safety Research

Beef Industry Food Safety Council OutreachThe Beef Industry Food Safety Council (BIFSCo), founded in 1997 by The Beef Checkoff, has catalyzed collaboration and communication

initiatives across all segments of the beef chain to enhance beef safety systems. Consumer confidence in the safety of U.S. beef products is essential for a successful beef industry, and checkoff-funded programs have resulted in knowledge and tools that are utilized by the beef industry to ensure production of wholesome products. BIFSCo has led the development of Best Practices that can be used by all sectors of the beef production, processing and marketing chain to strengthen safety programs. To improve the application of the Best Practices, new educational tools have been developed. These include a video that demonstrates proper sampling of beef for microbiological analyses as well as an accompanying document that explains the sampling program, techniques and guidance on implementation of a sampling program. All Best Practice documents are updated as new knowledge is gained through research and real-world application of new technologies. All resources can be accessed at www.bifsco.org.

In addition, BIFSCo members serve as spokespeople as they educate the media and consumers on the industry’s commitment to safety. An additional component of BIFSCo initiatives includes pro-active monitoring of safety threats. Early in 2008, a group of invited experts representing the beef industry, including diagnostic test kit manufacturers, contract laboratories, processors, government and academia participated in a workshop to discuss laboratory methodology related to the detection and characterization of Shiga toxin-producing Escherichia coli (STEC) in beef products. Emphasis was placed on non-O157 STEC. There is considerable scientific uncertainty in defining the molecular characteristics associated with pathogenicity and the interpretation of food safety risk associated with this heterogeneous group of organisms. The discussion summary is available for use as this safety threat evolves and the industry continues to monitor this issue.

The Beef Industry Food Safety Council is an example of how The Beef Checkoff serves as a source of knowledge, a catalyst for collaboration and a conduit for dissemination of information that results in enhancements in consumer confidence.


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A SAFE, WHOLESOME AND HEALTHY BEEF SUPPLY

TRAIN-THE-TRAINERMANUAL

TRAIN-TH

E-TRAINER M

ANU

ALBQ

A.org

For more information contact:National Cattlemen’s Beef Association

9110 E. Nichols Avenue, Suite 300 • Centennial, Colorado 80112303.694.0305 • BQA.org

© 2008 Cattlemen’s Beef Board and National Cattlemen’s Beef Association

A SAFE, WHOLESOME AND HEALTHY BEEF SUPPLY

FEEDYARD ASSESSMENT

Assessor’s Guide

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Human Nutrition Research

Emerging Protein ScienceCurrent protein recommendations, such as those outlined in the 2005 Dietary Guidelines and the Dietary Reference Intakes, are based on the minimal amount of protein needed to prevent a deficiency, rather than

amount needed for optimal health.

The general assumption is that most Americans easily meet these minimal levels. However, government data shows that for many individuals, and especially the elderly, over-consumption of high-quality protein does not occur.

Additionally, emerging evidence suggests that protein recommendations based only on minimal requirements to prevent deficiency may shortchange individuals from realizing the added benefits of protein’s role in optimizing health. Optimal health benefits include improvements in lean body mass, strength, appetite control, blood lipids, insulin function and more.

Many scientists recognize that the inadequacy of current protein recommendations is becoming a potential public health issue. They believe it is necessary to evaluate the latest science, and raise the discussion about protein’s role in health and disease prevention and re-evaluate protein recommendations. Emerging research suggests that protein intakes about twice the minimal level amount can contribute to optimal health.

Over the last five years The Beef Checkoff has capitalized on this opportunity by investing in human research studies that demonstrate the benefits of beef-based higher protein diets in weight management, improving body composition (maintaining muscle mass) and protein’s role in stimulating muscle building in the young and the elderly. With positive research results now published in the scientific literature, the focus has been to disseminate these findings to the research and health professional communities in an effort to increase awareness of the benefits of these higher protein diets.

Over the last 18 months, the The Beef Checkoff has been a leader in leveraging this accumulation of positive protein research by hosting forums and summits designed to raise awareness in the researcher, health professional and nutrition thought-leader communities about the benefits of high quality protein in optimal health.

Product Enhancement Research

InstrumentationBeing able to measure beef product characteristics in the marketplace is paramount to supplying the product consumers want. As far back as 1994, when the industry developed the first National Beef Instrument

Assessment Plan (NBIAP), the Product Enhancement Research program has been heavily involved with doing relevant work in this important area, whether it’s measuring the yield characteristics of the animal, its quality, or its tenderness.

New technologies for predicting beef tenderness on-line have been evaluated for years, and a recent advancement in near-infrared (NIR) technology shows great promise. However, no sufficiently accurate, nondestructive method exists to date. The use of NIR has been investigated recently through the Product Enhancement Research program, and these studies show that NIR could be the future for predicting beef tenderness and toughness. Although the results aren’t perfect, investment in this innovative technology holds promise.

USDA’s recent approval of video image analysis systems for use to predict yield grade and ribeye size is just one example of what the checkoff-funded Product Enhancement Research program can accomplish for the industry and beef producers. In addition, the use of video imaging is being researched for the prediction of beef quality and should be approved soon. The Beef Checkoff continues to invest dollars and time into this endeavor, which helps to send more accurate product signals up and down the beef marketing chain.

Post-harvest quality researchAnother area of priority interest for the Product Enhancement Research program is in the area of post-harvest quality issues. This program has had a long history of doing innovative, impactful research on the beef product, including studies like muscle profiling or developing aging parameters of muscles cuts for dry- and wet-aged product. Ongoing research is evaluating the flavor issues with beef and identifying how to fabricate carcasses and subprimals more innovatively to optimize the value proposition of beef in the marketplace for consumers and industry partners.

The real success of any of these research areas is the ultimate adoption of the information by the industry to drive demand. The checkoff-funded Product Enhancement Research program has had historic success and will continue to be a leader in beef instrumentation and post-harvest quality research for years to come.


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Market Research

During FY 2008, market research completed more than 25 projects providing direction for the nutrition, safety, and product strategy teams. In addition, market research has produced nine

project snapshots, available on www.beefresearch.org, providing an overview of consumer attitudes and preferences regarding specific topics relevant to the beef industry.

Some significant projects completed by the Market Research team in FY 2008, not included in the timelines presented on pages 4-13, are the concept development research conducted for the Retail team’s Primal Optimization (or Beef Alternative Merchandising) Project, the ongoing development of the Consumer Beef Index and some findings on consumer attitudes about thermometer usage and grilling.

To maximize the profitability of the five percent of carcasses penalized for being non-conforming due to excess weight, the Market Research team collaborated with the Retail team to find solutions for challenges facing retailers marketing the ribeye, top loin and top sirloin from heavier-weight carcasses. Research results showed consumers are very accepting of alternative fabrication styles providing smaller-portion packages as well as netted steaks and roasts, which they considered highly appealing.

The Consumer Beef Index provides a meaningful, actionable, data-driven performance measure of change in consumer demand for beef relative to other meat proteins. The fourth wave of the study, conducted in July 2008, showed a 50 percent increase in the number of consumers who believe the positives of beef strongly outweigh the negatives (from 22 percent to 33 percent). The number of consumers who believe the positives somewhat outweigh the negatives remained relatively constant at 45 percent. Additionally, the research showed that beef is increasingly seen as a protein that delivers both taste and nutrition.

Motivating consumers to use thermometers to ensure ground beef is cooked to 160o has been an ongoing challenge to The Beef Checkoff . A series of in-home ethnos (observational studies) were conducted to look for behavioral cues which could lead to the increased use of thermometers during the cooking of burgers. A message combining the ability to get consistently great burgers while hitting threshold temperatures for safety (“Safe & Savory at 160o”) was the best. Other important learnings included the need to tie into other food safety habits, means for delivering the safe and savory message, and situations that were most likely to encourage trying a thermometer.

A study of the psychology of grilling supports numerous opportunities for checkoff promotion efforts. Grilled foods are kid-friendly and the grilling experience brings people together – friends, neighbors, communities. Grilling allows expressions of heritage and individuality by using ethnic flavors, secret ingredients and favorite cuts. Grilling is considered simple, fast, foolproof, easy and relaxing.

Beef Innovations Group

Innovation is the process of creating and delivering new customer value in the marketplace.

Checkoff-funded Muscle Profiling research was initiated in Product Enhancement in the late 1990s with the goal of improving the then declining value of the beef chuck and round in relation to middle meat cuts. In-depth research identified several “diamonds in the rough,” or individual muscles that were often overlooked but perform very well individually as value-added cuts.

Capitalizing on this foundational research, the Beef Innovations Group has successfully brought many new cuts to a large portion of the retail and foodservice marketplace. Initially, this innovation added value to the undervalued and underutilized beef cuts in the shoulder clod and the chuck roll. The shoulder clod cuts were introduced in late 2000 and, in 2007, sold over 174 million pounds in foodservice and were offered in over 10,000 retail stores. The successes of these cuts have led to an increase of $50 - $60/head of cattle which conservatively adds $1.4 billion each year to the beef production chain. During FY 2008, five new chuck roll cuts have been introduced to domestic buyers and seven new cuts have been made available to foreign buyers.

The round represents 23 percent of the carcass and is valued below the average price of other cuts from the carcass. Considering the checkoff’s track record in adding value to under-valued cuts and bringing new cuts to market, it is estimated the success of the round conservatively could add $20 - $30/head, an additional half billion dollars to producers annually.

Over the years, the poultry industry has been progressive in bringing new products to market. To position beef competitively, The Beef Checkoff is working to deliver new beef products to youth and busy adults that are easy to prepare, portable, and easy to eat. These attributes are very important; however, the Youth-Convenience Initiative also works to develop products that are healthier than other similar handheld and convenience items currently in the market. Without proper research and product development work, this effort to increase beef meals in the busy American household will not be successful. On average, new products account for 33 percent of company sales. If the beef industry does not innovate, there may not be products available that appeal to the ever-evolving consumer.


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Culinary Center

Creating CraveIn addition to being a support center for all checkoff programs, State Beef Councils and industry partners, the Culinary Center is dedicated to disseminating correct and accurate beef cookery information. One

of the ways this was accomplished in FY 2008 was the publication of the updated and revised, critically acclaimed Creating Crave booklet.

Creating Crave was first published in 2002 and is now in its third revision ensuring that the content is relevant and up to date. The Beef Checkoff is seen as a leader in the food industry regarding the fifth taste—Umami. Major national food publications often recognize the groundbreaking work of the checkoff to promote umami and beef’s great flavor profile.

This edition is more information-packed than ever. As an enhancement over previous editions, the content is presented graphically to ease understanding and make the information applicable to product and menu development. An added feature in this edition is the incorporation of the checkoff-funded Chemistry of Flavor study, a deep dive into the science behind flavor, conducted by the Product Enhancement Research program.

The primary purpose of this publication is to educate food professionals. This audience includes chefs, product developers and test kitchen staff. The goal is to provide pertinent and reliable beef information to help these professionals better understand the product and, as a consequence, menu it more often or develop more beef products at the retail level.

Beef UniversityAn additional achievement of the Culinary Center was the development of Beef University, a 2-CD set containing 17 modules of beef information for the foodservice professional. The first CD contains modules with industry information, foodservice beef cuts, nutrition, flavor and cooking in PDF format. This CD also contains a glossary and Web site information. The second CD is a build-your-own presentation creator, facilitating the creation of custom presentations to meet the needs of a specific audience. Beef University was nominated as a finalist for the International Association of Culinary Professionals Awards of Excellence.


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REI Staff

J.O. “Bo” Reagan, PhD, Senior Vice President Deb Baughman, Director Test Kitchen Services

Mandy Carr, PhD, Executive Director Beef Safety Research Debbie Cole, Administrative Coordinator

Jim Ethridge, Director New Product Industry Partnerships Tom Field, PhD, Director Producer Education

Shenoa French, Manager BDC Heather Gerstein, Senior Culinary Specialist

Ellen Gibson, MBA, Executive Director New Products Initiatives Jessica Gordon, Manager Culinary Center

Ashby Green, DVM, Vice President Producer Education Dinae Hoem, Administrative Assistant

John Lundeen, MBA, Executive Director Market Research Margaret Martin, Technician Culinary Center

Shalene McNeill, PhD, RD, Executive Director Nutrition Research Michelle Melody, Senior Grants Coordinator

Michaele Musel, Associate Director BDC Sharon Nichols, Administrative Coordinator

Betty Anne Redson, Director Research DisseminationMichelle Rossman, MS, Director Beef Safety Research

Ryan Rupert, Director, Beef Quality Assurance Brad Schneider, Associate Director BQA & Producer Education

Melissa Taylor, Administrative Coordinator Steve Wald, Director New Product Development

Bridget (Baird) Wasser, MS, Director Product Enhancement Grace Webb, Administrative Coordinator

Dave Zino, Executive Director Beef & Veal Culinary Center

For more information, contact National Cattlemen’s Beef Association

Research, Education and Innovation Department9110 East Nichols Avenue

Centennial, CO 80112Phone: 303-694-0305

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Beef Quality Assurancewww.bqa.org

Cattle Learning Centerwww.cattlelearningcenter.org

Beef Research and Knowledge Managementwww.beefresearch.org

Beef Industry Food Safety Councilwww.bifsco.org

Beef Innovations Groupwww.beefinnovationsgroup.com

Beef and Veal Culinary Center www.beefandvealculinary.com

REI Web Sites

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