The South Dakota Beef Couincil is going help pay for a radieo advertising campaign promoting beef in Minnesota in the month of May.
The advertising campaign, which will target consumers in Minneapolis and St. Paul, as well as the mid-size cities of Rochester, St. Cloud and Duluth, was approved during the SDBIC quarterly meeting in Pierre on April 5.
A cost-share program with the Minnesota Beef Council, the campaign will also use Spanish language radio ads which were developed by the California Beef Council on two Minnesota Spanish radio stations. Most of the advertisements will be a 50/50 partnership with the state's retailers and restaurants.
While the Minnesota partnership will help the SDBIC reach a large consumer population, the Council also approved summer promotions at events closer to home, including the Brown County Fair in Aberdeen, the South Dakota State Fair in Huron, and the Black Hills BBQ Festival in Rapid City. The Council also voted to help fund a Restaurant Needs Assessment project. As part of the project, Extension specialists at South Dakota State University will gather baseline data on the level of beef knowledge of wait staff at several independent, higher-end restaurants in South Dakota. Results of the study will be used to help develop training tools to increase beef consumption at the foodservice level.
In an effort to expand its reach to health professionals, consumers, media, retail and foodservice sectors with beef nutrition programs, the SDBIC voted to hire Briana Burgers beginning in July as the new nutrition assistant and director of on-line communications. Serving as a part-time assistant since last summer, Burgers will work under the direction of Holly Swee, SDBIC's director of nutrition and consumer information. Burgers received a BS in Nutrition & Food Science from SDSU and is currently earning a Masters Certificate through Iowa State University Dietetic Internship. Prior to the board of directors meeting, Daniel Scholl, director of the SDSU Ag Experiment Station, addressed members of the SDBIC Research Committee. Scholl discussed the unique role South Dakota can play as the demand for food — especially for protein sources such as beef — grows globally. He explained the important role ag research plays in helping prepare ag producers to be adaptive, innovative and ready to take advantage of the opportunities in food production, but also explained that government funding for producer-focused research conducted at ag research stations has declined over the past several years. Scholl told the committee that partnerships between the AES and commodity groups such as SDBIC are pivotal to the future of ag research.
The SDBIC collects and administers the $1 beef checkoff on cattle sold in South Dakota. Checkoff dollars are utilized strictly for promotion, education or research programs. Fifty cents of every dollar is directed to the Cattlemen's Beef Board for programs on the national level. The SDBIC retains 50 cents, which is invested in additional national programs or in-state programs.
The SDBIC is comprised of three representatives from eight agricultural organizations: SD Beef Breeds Council, SD Cattlemen's Association, SD Cattlemen's Auxiliary, SD CattleWomen, SD Farm Bureau, SD Farmers Union, SD Livestock Auction Market Association and SD Stockgrowers Association.