Members (22): / Nancy Jo Bateman, Reid Blossom, Roy Copelan, Fred Lombardi, Joe Moore, Ann Wittmann, Thomas Alger, Dawn Caldwell, Sarah Childs, Dan Hinman, Judy Hinman, Kyra O’Brien, Susie O’Brien, Dale Oeschger, Joan Ruskamp, Bill Sexten, Gary Sharp, Helen Wiese, Davie Wright, Jim Steinbeisser, Barbara Jacques
Staff (6): / NCBA—Shenoa French, Bridget Wasser, Karli Millspaugh, Wendy Neuman, Dave Zino, Meredith Stevens
ANCW—Sara Bonhekamp,
MICA- Christie Brown
CBB—Kevin Morales
Guests (16): / Donna Sharp, SD. Chris Calkings, NE. Jeff Savell, TX. Emily Grittiths, OH. Rebecca Acheson, SD. Amanda Blair. SD. Janna Sullivan, TN. Ashley Huges, FL. Jennifer Dibbern, NE. Mellissa Brever, OH. Rhonda Miller, TX, Henery Kempfer, FL. Dawn Johns, FL. Cevin Jones, ID. Geneise McCale
Welcome/Call to Order
Meeting started at 12:07 by chair Jim Steinbeisser. The chair led introductions of the committee and reviewed ground rules.
The agenda was approved by Helen Weise and seconded Dan Hinman. Motion carried. The minutes from the previous meeting were approved by Susie O’Brian and Roy Copelan. Motion carried. Reviewed mission statement and the goals for the taste committee.
Taste background information
Meredith Stevens presented an overview about the millennial target audience. She provided insights into their behaviors related to food such as online searches
Wendy Neuman presented checkoff research about millennials and beef taste. She covered studies focused on the target audience that address topics such as their willingness to pay for beef, factors impacting their purchases and their needs related to the taste of beef
Shenoa French led the committee through a tasting exercise. The committee sampled three different beef cooking methods: braised, grilled, pan seared. She had the committee describe the tastes they picked up from the various samples.
Bridget Wasser reviewed the science of taste. She shared more about the balance of taste and nutrition as well as the importance of marbling. She covered taste attributes including tenderness and flavor. She reviewed influences such as genetics, feed, maturity, aging and packaging that impact consistency in the end result.
Agenda Items 3 Check off program updates.
· Bill Sessions reviewed the marketing plan for veal promotions through the North American Meat Association.
· Christie Brown, MICA presented an overview of the marketing plan for the Northeast Beef Promotion Initiative.
· Laura Hagen, NCBA reviewed the culinary work such as Recipe Development and Culinary Knowledge.
· Wendy Neuman NCBA presented the foundational demand tracking market research.
· Karli Millspaugh NCBA presented an update on the Integrated Communications marketing plan including consumer education, retail/foodservice education, consumer influencer engagement and digital advertising.
· Bridget Wasser NCBA reviewed product quality research and education.
· Sarah Bohnenkamp ANCW presented an update on the Moms, Millennials and Me program including online and face to face events and promotions.
Priority exercise
Chair Jim lead the committee in a 2015 priority development exercise based on the long range plan and demand drivers.
Changed the following three priorities to supporting role
· 1)identify and capitalize on growth opportunities with target market segments
· 2)educate, enable and engage key influencer and opinions leaders
· 3) Leverage the brand equity of the us beef industry to a support role not a major focus.
The committee broke into groups and brainstormed challenges and opportunities for each initiative owned by the taste committee. They then voted upon the priorities that most related to the taste subcommittee.
Adjournment
Chair Steinbeisser reviewed the next steps. Sarah Childs and Dan Hinmann moved to adjourn.
The committee adjourned at 4:05 p.m.
CC: Camille Reents by March 18, 2014
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