FY17 Veal Supplemental Program Update. Did You Know?

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1 FY17 Veal Supplemental Program Update l Vea a z z Pi D w? o n u o Y id

2 AR#1702P Committee Name: nnovation Tactic 3A: ntegrated Consumer and Channel Marketing Export Growth Protect & Enhance Consumer Trust Beef s Value Revolutionize Veal Marketing and Merchandising Connect and Communicate Directly with Consumers Leveraging New Media Opportunities Engaging Veal Advocates and ndustry Leadership and Opinion Leaders

3 The Changing Complex Marketplace Changing Complex Channels of Distribution Retail/supermarkets Foodservice/restaurants Online shopping Changing Complex Consumer = nfluencers = ey Opinion Leaders Consumer Bloggers Trendsetters Goal: Get veal in the consideration set Wants more information Has instant and always available information Has multiple sources of information Wants to be in control of decision making Consumer has the power Choices Marketplace Complex Multiple Channels Choices Veal s Challenges Represents a small percentage of the meat category Doesn t have full national distribution Not top of mind with consumers Not top of mind with channel marketers Retail Meat Buyers, Channel Marketers Meat Suppliers & Vendors Foodservice Culinary Schools Chefs

4 How our programs effectively reach decision makers, influencers and key opinion leaders and impact all areas of this complex marketplace ey Opinion Leaders/nfluencers include channel decision makers, industry stakeholders, bloggers and traditional journalists, nurses and other healthcare workers including fitness professionals, culinary professional, producers who engage with the public, dietitians, nutritional science thought-leaders, importers, retailers, owners of trade or HR accounts, etc. Eat Better Eat Veal Channel Promotion (Example) Reaches and influences the supermarket decision makers, key opinion leaders and industry stakeholders: Veal is available in-store Veal is promoted in ads and in-store Drives additional sales for veal Reaches suppliers/packers who in turn influence the channel decision makers nformation supplied to State Beef Councils who then share with their influences Reaches and influences the consumers Online through social media Online at website Online with bloggers n-store at point-of-purchase with on-pack recipe labels and a promotion sweepstakes to drive consumer online to the website

5 Promote and Strengthen Beef s Value Proposition through Strategic nitiatives The FY17 Veal AR s primary focus is to connect and inspire consumers and channel marketers with innovative veal products and menu solutions. Consumer Marketing Revolutionize the way veal is marketed and merchandised and informing consumers about the nutritional benefits of including veal in as part of a healthy lifestyle. Social media platforms Channel promotions Newsletter outreach Recipe development inspired by today s trends New media technologies Channel Marketing New and enhanced media technologies are used to reach and engage channel marketers and key opinion leaders to promote veal products. newsletter/blog outreach to the veal industry & stakeholders social media platforms industry meetings bloggers recipe development

6 Why the Checkoff is mportant to the Veal ndustry Veal is a unique protein, with great opportunities for the future. Veal promotions program relies heavily on the Checkoff funding to continue building on the past successes. Veal producers, like beef producers, contribute to the Beef Checkoff Program. We will continue to innovate and position veal as a fantastic protein choice for today s consumer, utilizing new media opportunities, and leveraging partnerships to extend veal s Checkoff dollars. The program will continue to be aligned with the new Beef Long Range Plan and will support the nnovation Committee s priorities by revolutionizing beef marketing and merchandising.