Florida Cattlemen’s Institute

Florida Beef Council Update

January 26, 2012

The Florida Beef Council is a wholly owned corporation of the Florida Cattlemen’s Association. Founded in 1956, the Council functions as the promotional and educational arm of the beef industry in the state of Florida operating under the guidelines of the National Act and Order for the Beef Checkoff.

Mission Statement

The Florida Beef Council’s mission is to effectively maintain and build demand for beef products through integrated and focused market development programs, while increasing the opportunity for the beef industry to earn an adequate return on investment.

FBC Board of Directors

• • • • • • Florida Cattlemen’s Association Florida Farm Bureau Federation Institute of Food and Agricultural Sciences Florida Association of Livestock Markets Florida Cattlewomen, Inc.

Allied Industries

FBC Board of Directors

• • • • • • • • Roger Butler, Lorida, Chairman Erik Jacobsen, St. Cloud, Treasurer Randy Barthle, Dade City Cliff Coddington, Bradenton Ashby Green, High Springs George Fischer, Chipley Dwain Johnson, Gainesville Alan Kelley, St. Cloud • • • • Carl McKettrick, Arcadia Melissa MontesDeOca, Okeechobee Sean Sexton, Vero Beach Larry Williams, Gainesville • • • Ex-Officio Members Don Quincey, Chiefland, FCA President Sarah Childs, Lake Placid, CBB Jim Lefils, Osteen, CBB

Consumer Information

• According to the Beef Act, consumer information means nutritional data and other information that will assist consumers and others in making evaluations and decisions regarding the purchase, preparation and use of beef and beef products.

FDA Annual Conference

• • • 600 attendees Georgia Kostas – 200 Family Mealtimes Kits Nutrition materials – Brochures – Recipes

Consumer Information

• • • • Website domain name – www.floridabeefcouncil.org

Florida Cattlewomen, Inc.

– Beef Ambassadors National Beef Cookoff Facebook page

Consumer Education

• Clearwater Beach Uncorked – – – 3,000 attendees 250 lbs of flat iron steak Volunteers from FBC, FCA, FCW and FCA Sweethearts – Partnership with Sam Adams beer • Boston Lager marinated flat iron recipe

Consumer Education

• Clearwater Beach Uncorked – – FBC recognition on signage of event, pre-event highlights, and loud speaker recognition during event.

Partnered with Publix Aprons cooking school • Demo two flat iron recipes – – – Chimichurri-style steak Coffee-Ginger Crusted Steak. Recipes provided

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Foodservice

Increase beef’s share of foodservice menus and sales of beef through dissemination of new recipe ideas to chefs, food-service distributors, foodservice personnel, and continue to provide muscle profiling information. Promote safe food handling guidelines at the foodservice level.

Foodservice

• Florida Restaurant and Lodging Association Show – Best of Beef Recipe Competition – Networking with FS professionals

Beef Backer Award

• • 2010 Foodservice Innovator of the Year Red, the Steakhouse – Miami, FL

US Foodservice Beef 101

• • • • • 100 attendees Dr. Chad Carr- UF Certified Angus Beef Restaurant operators and sales staff Pasture to plate focus

Producer Communications

• • • • Southeast Ag Net

Florida Cattlemen’s Livestock Journal

Compliance letter BQA Trainings

Federation Funded Projects

• Three grants approved – Total: $61,000 • • • Hispanic Heritage Month ($40,000) Veal for Columbus Day ($15,000) Florida Beef Industry: A Movie ($6,000)

Beef Month

• To build awareness of beef throughout Florida during a focused month-long campaign,while highlighting the versatility and affordability of beef by utilizing new media to create a buzz among non-traditional audience.