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In an effort to increase demand for their cattle, beef producers are joining forces with businesses responsible for marketing or processing the meat those animals produce. And they're finding that, in successful partnerships, both partners win. According to Mary Adolf, vice president for consumer marketing for the NCBA, partnerships supported through the national beef checkoff are especially important today. New convenient, branded beef products are becoming more popular, but are not typical to the beef industry. Partnerships with private companies in manufacturing, retail and restaurant sectors of the industry are helping make the products successful which, in turn, is benefiting beef producers. "By forming partnerships, beef producers can achieve more than they ever could expect to achieve on their own," says Adolf. "Almost every partnership creates a win-win situation." For example, the beef industry is teaming up with a supermarket chain to test products developed with checkoff funds to increase usage of underutilized cuts. NCBA is also working with two grocery stores to develop a more consumer-friendly meat case. NCBA and Information Resources, Inc. are also developing a database for random weight fresh meat. The goal is to develop market level point-of-sale data for meat so product and retail marketing decisions can be made using fact-based approaches like category management. "These examples demonstrate that through effective partnerships, two plus two can equal five," Adolf says. The partnerships are part of the information and promotion programs, which are funded by the checkoff. |
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