BQA Campaign Seeks Greater Understanding of Industry Efforts
Source: National Cattlemen’s Beef Association (NCBA)
via AgNetWest - October 31, 2019
(NCBA) – About 85 percent of U.S. beef today comes from Beef Quality Assurance (BQA)-certified farmers or ranchers. But do American consumers know that? Just as important, do they know what BQA is – and what it stands for?
Those are the kinds of questions a new Beef Checkoff-funded campaign from the National Cattlemen’s Beef Association, a Beef Checkoff contractor, is addressing. Its goal is to bridge the gap between what the industry is doing to produce high-quality beef in a humane, environmentally friendly way, and what consumers know about those efforts.
The new campaign, designed to meet the consumer’s desire to learn more about how beef is produced, kicked off in October with a series of videos from Beef. It’s What’s for Dinner. that bring the BQA program to life by highlighting how cattle farmers and ranchers across the country raise cattle under BQA guidelines.
The videos and corresponding audio clips will be used to advertise on platforms including YouTube, Hulu, Pandora and Spotify and will also be made available on a new BQA section of BeefItsWhatsForDinner.com. Consumers will also learn more about BQA through interactive “BQ&A” Instagram stories that address common questions about how cattle are raised. The video, website and social activations provide consumers with an overview of the BQA program and the ongoing commitment of cattle farmers and ranchers to care for their animals and provide the safest and highest quality beef possible.
In addition to the digital marketing and social activations, media sources, such as Bloomberg, Reuters, USA Today and others will be introduced to BQA, and influencers and beef advocates will share BQA information with their audiences.
“The campaign expands the reach of a traditionally producer-facing program,” says Josh White, executive director of producer education at NCBA, a contractor to the Beef Checkoff. “Beef farmers and ranchers are committed to not only caring for their animals and the environment in which they do that, they are dedicated to delivering the safest and highest quality beef possible,” he says. “At the same time, research shows that consumers want to know more about how and where their food is raised. This new effort shares information about the program with consumers in a way that benefits both producers and those who enjoy their beef.”
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