MINUTES

Joint Foodservice Committee Meeting Minutes

2007 Cattle Industry Annual Convention

Gaylord Opryland Resort & Convention Center

Nashville, Tennessee

February 2, 2007

Brian Healey, Chairman

Bill Jackson, Vice Chairman

Call to Order, Purpose, Approve Agenda

  • Chairman Healey called the meeting to order
  • Introductions were made, including committee members and guests

Action: A motion was made and seconded to approve the agenda. Motion: carried.

Action:A motion was made and seconded to approve joint committee minutes from July, 2006 Joint Foodservice Committee Meeting. Motion: carried

Foodservice Marketing Program Update

  • National Beef Backer Award Winners were introduced to the committee. The Award winners addressed the committee regarding their restaurants’ commitment to menuing and marketing beef. The committee commended the winners for their outstanding efforts and recognized them as partners with the beef industry.
  • Independent Restaurant Award winners: Buckhorn Steak and Roadhouse, Winters, California. John and Melanie Bajakian Pickerel, owners; Kate Lovel, Cow School Instructor; Chris Polston, general manager.
  • “Innovator of the Year” Award winners: “Mortimer’s,” Boise, Idaho. Jon and Shara Mortimer, owners.
  • Chain Restaurant Winner: “O’Charley’s” Nashville, Tennessee. Dawn Boulanger, VP Marketing; Sandra Matthews, Advertising Manager.
  • NCBA staff introduced new BEEFlexible ad series with focus on “Tikka Masala Naan.” Committee members invited National Beef Backers and committee observers to join them to sample the recipe for lunch.
  • Emilie Miller, Pennsylvania Beef Council, presented a report on the Northeast Promotion Initiative, assisted by Paul Slayton. Emilie reviewed a four-week flat-iron promotion with SBC Restaurant and Brewery during which more than 1500 steaks were served. Committee members asked Emilie to ascertain how many pounds of beef were sold during the promotion in order to determine return on investment.
  • Jeff Huemoller, NCBA, reviewed 2006 national promotions and measurable results.
  • CBB Director of Evaluations, Rich Otley, addressed the committee regarding decline in beef demand, pointing out that the demand index does not include foodservice sales – an increasingly important consideration given the fact that 2006 beef volume in foodservice increased almost 1-Billion pounds over the previous year.
  • Vice-chairman Bill Jackson led committee’s review of Long Range Plan priorities and members re-affirmed foodservice committee priorities, established in February, 2006:
  • Creating VALUE: Critical Links in the Chain – increase beef’s presence at point of sale….by creating and communicating the business case for beef…reinforce beef as a…menu highlight for consumers
  • Creating GROWTH: Demand Growth, Public Opinion, Beef’s Uniqueness, Market-by-Market Product Strategy, and Consumer Trends
  • Gibson reviewed foodservice successes and growth opportunities vs. traditional program spending, pointing to a five-year history of investments in partnership promotions that establishes reliable pattern of promotion investments that average $415,000 per year. History, therefore, suggests that the tactic can be executed without compromise at the $400,000 level, making it possible to increase funding for new and enhanced program activities under the other foodservice marketing tactics in FY2008.
  • At the committee’s request, Tia Woodward of Ketchum B2B, presented program recommendations “Blue-Sky Thinking” and ideas to build on existing communications and relationship marketing activities, after which committee members responded by voting for their favorites. Those scoring in double digits includeda makeover of beeffoodservice.com, culinary seminar at CIA Hyde Park and/or Greystone, “Best of Beef Backer” brochure, “Beef and Red Wine” collateral, culinary school “beef bowl,” small plates brochure.In addition, there was some discussion, led by John O’Carroll, about the advisability of making inroads with chain marketing executives, based on their increasing power and influence over the menu. Gibson suggested that a sponsorship with MEG (the Marketing Executives Group) might be explored, although it had not received a high score among “Blue-Sky” options. Chairman Healey instructed Gibson and Woodward to develop budgets and plans based on committee input and present for committee review and approval at Summer Conference.
  • Chairman Healey affirmed the committee’s ongoing support of the ServSafe® sponsorship as a cornerstone of sustaining beef’s dominance as King of Proteins in the channel.

The Chairman called for other business and, there being none, the meeting was adjourned.

Joint Foodservice Committee Attendee List

Committee Attendees

Heather Buckmaster

Bill Dale

Doug Dickmann

Ron Eustice

Brian Healey, Chairman

Bill Jackson, Vice Chairman

Scott McGregor

Rex Moore

John O’Carroll

Rob Reviere

Jason Schmidt

Tim Shaw

Mike Thoren

Craig Uden

Keith Welty

Ronnie Yeargin

NCBA Staff

Jane Gibson

Jeff Huemoller

Stephanie Mayr

Agency: Ketchum

Tia Woodward

Absent

Ron Allen

Bill Carlson

Nancy Meyring

Thomas Toll

MEETING EVALUATION

Date: February 2, 2007Name of Meeting: Joint Foodservice Committee Meeting

  1. Did you receive meeting information in a timely manner?

Yes__ 11 __No___0___

  1. Was the information adequate?

1___5___ 2___5___ 3___1___4 __-___ 5 ___-___

  1. Please rate the format/agenda of the meeting?

1__5____ 2 __5____ 3 ___1__ 4 ___-___ 5 ___-____

  • Chairman needs to keep meeting moving and keep speakers on task.
  1. Was there adequate opportunity for individual input and discussion on issues of importance before action was taken?

1___7 _ 2 __3___ 3 ___1___ 4 __-___ 5 ___-___

  1. Rate the meeting room set-up

1 ___7___ 2___4___ 3___-___ 4 ___-___ 5 ___-___

  1. Was the meeting conducted in a fair and open manner allowing diverse points of view to be heard?

1 __8__ 2 __3___ 3 ___-___ 4 ___-___ 5 ___-___

Other suggestions/comments:

  • Print Financials
  • Lunch was great

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