1406-R

AUTHORIZATION REQUEST FOR FY 2014

CBB Budget Category: RESEARCH

Name of Contractor: National Cattlemen’s Beef Association

I.OVERVIEW
  1. AR Description: The following AR summarizes Strategies and Tactic supporting the Research CBB Budget Category. Each area of focus includes an introduction that provides a detailed description of the plan of work to be completed, the measurable objectives to be achieved and the supporting tactic(s). Specifically, this AR includes detail in the following areas of focus:

Domestic Consumer Preference / Beef’s Image
Beef Safety Research (pre-harvest) / Market Research
Nutrition Research and Scientific Affairs / Freedom to Operate
Product Quality Research / Sustainability Research
Product Innovation and Culinary
Market Research

Note that there are indicators throughout this AR identifying where primary and secondary tactical focus will take place. The following key will introduce each tactic with black indicating primary area(s) focus and gray indicating secondary area(s) of focus. For example:

To maximize efficiency this plan is highly integrated across program areas allowing for synergy and leverage of resources and expertise.

B.Costs Requested from this AR:

Source of Funding / Total / Direct Costs / Est. Implementation
Beef Board/BPOC / $ 8,499,809 / $ 5,073,407 / $ 3,426,402
Federation of SBCs (FSBCs) / $ 1,259,191 / $ 751,593 / $ 507,598
Other Sources (describe) / $ / $ / $
Total Funds Requested / $ 9,759,000 / $ 5,825,000 / $ 3,934,000

*NOTE: This represents NCBA’s estimated implementation to complete this AR.

C.Start date: October 1, 2013Completion dates: Range from September 30, 2014

To September 30, 2016

II.PLANNING INFORMATION FOR THIS AR
  1. Long Range Plan Core Strategies/ Demand Drivers Addressed by This AR:
  2. Improve domestic consumer preference for beef
  3. Safety
  4. Nutrition & Health
  5. Convenience
  6. Taste
  7. Value
  8. Strengthen the image of beef and the beef industry
  9. Protect and enhance our freedom to operate
  1. Committee(s)recommendations for work plans funded by this AR:

All Committees and Subcommittees who reviewed activities in this AR recommended them for funding by the Beef Promotion Operating Committee. These included:

  1. Domestic Consumer Preference (including Subcommittees)
  2. Beef’s Image
  3. Freedom to Operate
III.PROGRAM INFORMATION FOR THIS AR

A.LRP Core Strategy 1: Domestic Consumer Preference for Beef

Strategy 1 Proposed Cost: $8,544,310(Direct Cost + Estimated Implementation)

Beef Safety Research (pre-harvest) – Completion Date: May 31, 2015

In a recent report prepared for the Cattlemen’s Beef Board titled Beef Demand: Recent Determinants and Future Drivers, safety, along with price and product quality are three critical factors influencing consumer demand. The study recommended:

“Industry investments focused on beef food safety and consumer perceptions about beef safety are paramount. Food safety is the most important demand driver and an attribute that industry experts believe the industry can positively influence.”

Safety is seen as “the price of entry” into the domestic or international markets and essential for consumers to believe before they will purchase beef for them or their families.

Safety research uncovers steps towards industry solutions to safety challenges which in turn, help provide safe beef for consumers. This program strives for high quality outcomes that provide sound science to base industry change throughout the beef production chain. Outreach is a critical phase of research which emphasizes engaging thought leaders in evidence-based discussions to educate/inform.

Though many challenges to beef’s safety can be identified, resources must be focused. Therefore, the factors posing the greatest immediate threats to beef’s safety and consumer’s confidence in beef will be addressed in this plan.

Measurable objectives:

Each task will utilize scientific evidence to educate and/or engage key opinion leaders, industry decision makers or partners, academics conducting future beef safety research, or other audiences impacting the real or perceived safety of beef. The goal is to align stakeholders to key priorities for future safety research focus and engagement. Qualitative feedback will be gathered along the way to help confirm progress and direct future work. A survey monkey will also be implemented to gain a more quantitative view on thecontent and effectiveness the eventshowcasing research and industry challenges.

  • Complete at least 5 scientific research projects to fill critical knowledge gaps identified in the research roadmap.
  • Host at least 1 strategic planning session with experts from industry and the consumer influencer environment to monitor program progress and direct future program work.
  • Host at least 1event to showcase safety research and industry challenges to reach industry influencers.
  • Place 5 safety-science presentations in industry or influencer forums to share research advances in safe beef production.
  • Publish 2 safety-related resources online or in print that showcases new science or compilations of current knowledge (i.e., literature review).

Tactic 1A: Pre-harvest Beef Safety Research and Science-Based Outreach

This tactic will produce evidence to build resource materials to educate and engage key thought leaders on how actions in the pre-harvest sector can impact the safety of beef and its potential impact on public health. Research will be based on input from the Safety Subcommittee of Domestic Consumer Preference and the recently developed Beef Safety Research Roadmap. This input identified the need for projects that focus on understanding and reducing currently known critical pathogens (Salmonella and Shiga Toxin producing E. coli – STECs), antibiotic use and its impact on resistance development, and risk analysis and perspectives for known and perceived beef safety risks. One perceived beef safety risk is foot-and-mouth disease (FMD). This disease has not been in the United States since 1929, thus most Americans are unfamiliar. The disease is endemic in many countries so it is possible for the disease to be transferred to the United States via common travel patterns of today. A scientific literature review focused on potential food security and perceived food safety risks as well as the potential for an animal vaccination plan to control an outbreak would be critical insight needed to develop a plan to ensure consumer confidence in beef.

Research results from current and completed checkoff projects will be highlighted along with other critical beef safety science funded by other sources to provide insight and education to key industry stakeholders, state partners, or thought leaders in domestic or international science-based venues including desk side visits, workshops, symposiums, research forums or in written form. In those cases where international audiences are involved, it may be necessary for checkoff staff to travel internationally, or for the checkoff to fund international researcher travel to the U.S. The Beef Industry Safety Summit will be planned to feature checkoff and non-checkoff research as well as timely industry topics.

This tactic will also provide technical expertise (written or oral) to other checkoff programs and state partners. An emphasis will be placed on collaborative efforts to share pre-harvest research results with the Beef Quality Assurance program and the producer audience it targets, the Issues Management and Communications (PR) program in efforts to protect beef’s image or showcase positive beef safety information, and in the Channel Marketing programs to share the progress the industry has made in beef safety and information on potential future safety challenges consumers may inquire to them about.

  • Proposed cost: $1,100,940(Direct Cost + Estimated Implementation)

Supplemental Information – Beef Safety research

  1. Will all of the work detailed in this AR be completed by the end of the fiscal year? If not, please provide an explanation.

No. The work of this program will be completed by May 31, 2015. This safety plan exceeds 12 months due to time needed for a Request for Proposals (RFP) and/or targeted research download and project design meetings, industry expert review of proposals, contract negotiation and project approvals by university campus committees may be required if live animals will be used in the research. These standard requirements for biological science research take additional time before a project can begin. Therefore, to provide an ample timeline for project work to be completed, additional time is needed (20 months in total).

B. Changes from FY 2013 Approved Program:

The research tactic again indicates a narrower focus (only pre-harvest research) as resources have become more limited. Additionally, this year topics are pre-identified based on a recently completed strategic roadmap which utilized committee and industry expert panel input. Outreach programs continue to be essential to spur implementation of science.

C.Subcontractor information (agencies, etc.):

Various food testing laboratories, universities and government agencies will be used to complete the research program outlined here. Subcontractors will be chosen via a Request for Proposals process and/or through the development of targeted research projects that are based on previous research expertise, industry need, and committee priorities.

D. Identify any relationships between this AR and projects previously funded by the Operating Committee:

This program builds upon knowledge gaps identified as previous safety research was completed, industry practices changed/developed that identified the need for evidence-based information in certain key areas, or public health or regulatory organizations identified new challenges in beef safety. This program provides the science foundation for other checkoff programs to utilize when answering industry, media and consumer questions about the safety of beef. This information is also the foundation used to train key industry or researchers with specific expertise. These individuals are utilized by Issues and Reputation Management and Communications programs to tell the safety story or defend product safety when it is questioned in the media. In addition, when Market Research projects identify declines in consumer confidence, the knowledge gathered through beef safety research projects can be used to communicate with external stakeholders and influencers the beef industry’s commitment to beef safety to minimize additional negative impact on consumer confidence and demand for beef. Relevant research will also be a foundation for the BQA educational programs to help reduce true or perceived food safety risks in the production sector. NCBA will share learnings from this and previously funded research with other beef industry stakeholders to speed the development of a united industry plan to reduce/eliminate pathogens in beef.

Nutrition Research and Scientific Affairs – Completion Date: September 30, 2016

Nutritional concerns about beef remain a top attitudinal barrier keeping key opinion leaders and consumers from choosing and recommending beef more often. The Beef Checkoff nutrition research program is the only research initiative focused on providing the scientific proof that beef is a food forhealth, as well as providing scientific evidence to protect the role of beef in future nutrition guidance. The projects and programs in this plan provide the scientific foundation for establishing beef as a food for health and as such are leveraged by all other nutrition related Beef Checkoff programs and the industry at large.

The desired outcome of nutrition research and scientific affairs is to have an increasing number of nutrition scientists and academic thought leaders agreeing beef is a food for health. Sound nutrition research and education on beef’s role in health is essential for communicating to health professionals and nutrition thought leaders, who rely on translating sound science in their practices. Through a foundation in high quality, uniquely beef specific nutrition science and education outreach, this area of focus aims to improve the scientific understanding and alignment that beef can optimize health when it is consumed as part of a healthy diet.

Measurable objectives:

Each objective is aimed at educating, enabling, and/or engaging key science opinion leaders in communicating the positive nutrition and health benefits of beef. Qualitative feedback will be gathered at events along the way to help confirm progress and direct future work.

  • Complete at least 4 scientific research projects
  • Publish and extend at least 10 scientific resources (checkoff supported research publications and/or internally produced technical resources)
  • Host at least one beef nutrition research workshop for external audiences and 1 strategic research planning session to identify future research gaps and opportunities.

Tactic 1B: Nutrition Research and Scientific Affairs

This tactic will generate and utilize scientific research to educate and engage national and international nutrition science thought leaders on the positive nutrition and health benefits of beef. In those cases where international audiences are involved, it may be necessary for checkoff staff to travel internationally, or for the checkoff to fund international researcher travel to the U.S. Original human nutrition research will continue to be emphasized in support of the 2015 Research Roadmap, the 5 year plan for nutrition research priorities developed with input from producer leadership and external scientific experts. Research projects will remain focused on how and why beef’s high quality protein and nutrient density improve satisfaction, vitality, stamina and help Americans build healthier diets. Additionally, the increasing interest in the intersection of nutrition and sustainability will be addressed through science based approaches illustrating the impact of nutrient rich beef in healthy sustainable diets.

This tactic also supports an increased emphasis on information based activities that provide technical expertise and perspectives on checkoff and non-checkoff beef relevant nutrition research and substantiate beef’s role in a healthful diet. Activities such as preparation of public comments, desk side visits, workshops, symposia and written materials will be used to reach scientific audiences, advisory committees, state partners and other checkoff programs.

  • Proposed cost: $2,022,570(Direct Cost + Estimated Implementation)

Supplemental Information – NUTRITION RESEARCH

  1. Will all of the work detailed in this AR be completed by the end of the fiscal year? If not, please provide an explanation.

No. The work of this plan will be completed by September 30, 2016. This work exceeds 12 months due to time needed to develop human nutrition research including external expert review of proposals, contract negotiation, project approvals by university campus Animal Care & Use Committees if live animals will be used in the research and in case of human subjects, Institutional Review Board reviews. These are standard requirements for biological science research that prevent initiation and completion of research in the typical period of 12 months. Most human nutrition research projects completed throughout this plan require 30-36 months from receipt of initial proposal to research completion.

B. Changes from FY 2013 Approved Program:

Increased accessibility and extension of human nutrition research results through summaries and downloadable access to published science for state partners and industry stakeholders.

C. Subcontractor information (agencies, etc.):

Universities and health science centers and their affiliated research scientists, independent research companies and laboratories and other contractors and vendors to be determined as appropriate. Subcontractors will be chosen via a Request for Proposal process and/or through the development of targeted research projects that are based on checkoff research priorities, research expertise, budget rational and industry need.

  1. Identify any relationships between this AR and projects previously funded by the Operating Committee:This plan builds upon knowledge gaps identified upon the completion of previous nutrition research and insights attained through market research indicators. It provides the scientific foundation and helps substantiate nutrition communications aimed at establishing beef as a food for health through the Marketing, Communications and Issues Management programs.

Product Quality Research – Completion Date: May 31, 2015

Beef’s taste attributes like flavor, tenderness and juiciness make it a preferred protein choice for consumers and help drive beef demand. In a recent report prepared for the Cattlemen’s Beef Board titled Beef Demand: Recent Determinants and Future Drivers, beef product quality was identified as a critical priority for the industry to address and experts pointed out that the industry is well positioned to improve beef quality. This report states “the long-run potential for the industry to boost beef demand via improvements in quality is one that should be emphasized.” Moreover, it states that “the need to improve product quality and develop new products that consumers find enticing should be one of the beef industry’s highest priorities.”

Product Quality Research is the only checkoff program providing scientific evidence to improve beef’s product quality and maximize eating satisfaction and consistency. Beef does not always deliver a consistent, repeatable eating experience and failures in taste do occur. As stated in the Beef Demand report, “Products that fail to meet or exceed quality expectations of consumers every time have a significant negative impact on beef demand.” Beef’s taste and quality must continue to progress to meet consumer’s increasing expectations and deliver on beef’s overall value equation in the minds of consumers. The goal of Product Quality Research is to deliver great tasting, consistent eating experiences to beef consumers. The work is considered longer-term in nature to solve complex issues associated with product quality and consistency outliers. This is achieved through generation of novel meat science research that provides mechanisms for taste and quality improvements and through science-based education and outreach of this knowledge to key industry influencers. The name of the program has been changed from Product Enhancement Research to Product Quality Research for FY 2014 to more accurately describe program work.

Measurable objectives:

  • Complete at least 5 novel research projects to fill significant knowledge gapsand provide industry direction for improving beef product taste and eating satisfaction.
  • Conduct at least 1 strategic research planning session with experts on high-level research focus areas such as beef flavor and/or tenderness.
  • Create at least 2 new educational materials for industry influencers utilizing checkoff-funded science information.
  • Promote reach of research information generated through this program via outreach efforts and evaluate this reach via website ( utilization and publication distribution. Compare FY 2014 data to previous fiscal years.

Tactic 1C: Product Quality Research and Science-Based Outreach (R)