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Beef Buzz News


How the CBB Turned a COVID-19 Year into an Opportunity for U.S. Beef

Wed, 01 Dec 2021 10:39:59 CST

How the CBB Turned a COVID-19 Year into an Opportunity for U.S. Beef Often when the going gets tough one may hear, “when life gives you lemons, make lemonade.” There is nothing like a global pandemic to help folks exercise optimism. We can all take a lesson in making lemonade from the Cattlemen’s Beef Board leadership, who turned the pandemic into one huge opportunity for U.S. beef.

Greg Hanes, CEO of the Cattlemen’s Beef Board, told Ron Hays, director of Radio Oklahoma Ag Network, that 2021 was, “a very positive and successful year for us.”

After getting acquainted with consumer needs during 2020’s restaurant shutdowns, scarcity in grocery stores and stay-at-home orders, CBB was prepared to educate consumers all over the world on how to prepare delicious beef meals at home.

“A lot of the educational programs we were doing with teachers or nutritionists were able to expand with zoom and social media,” Hanes said. “The impacts there were bigger than with just in-person meetings.”

The CBB website has always had a library of recipes handy for beef consumers. With supply chain issues affecting grocery store shelves, go-to cuts of beef were not always available.

“You had these different cuts and people did not really know how to cook them,” Hanes said. “They would come to the Beef. It’s What’s For Dinner website and find recipes for different cuts. That was a huge asset and developing all those recipes does not happen overnight, it has taken years to build.”

Hanes said having all sorts of recipes available online is a perfect example of how Beef Checkoff’s long-term vision is spot on.

In 2021, CBB also focused efforts more on retail promotions with retail companies at home and overseas, Hanes said.

“Those (promotions) were showing benefits with consumers shopping more and cooking at home,” Hanes said. “That had a big impact and moved a lot of beef. Even in the international markets, working within COVID restrictions we were seeing record values of (U.S. beef) exports over several months.”

Hanes said the whole situation worked out to create a huge opportunity for the U.S. beef industry.

Click on the LISTEN BAR below to hear more from Ron Hays and Greg Hanes as they talk about the opportunities 2021 presented for U.S. beef and what the CBB is looking forward to in 2022.

The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR below for today’s show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.


   
   

Listen to Ron's conversation with Greg here.
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