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Joint Foodservice Committee Bill Jackson, chairman Scott McGregor, vice chairman

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Joint Foodservice Committee Bill Jackson, chairman Scott McGregor, vice chairman Foodservice Marketing This program champions beef s versatility and value to ... – PowerPoint PPT presentation

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Title: Joint Foodservice Committee Bill Jackson, chairman Scott McGregor, vice chairman


1
Joint Foodservice Committee Bill Jackson,
chairman Scott McGregor, vice chairman
2
  • Foodservice Marketing
  • This program champions beefs versatility and
    value to increase menu presence
  • 1/2 of volume sold domestically
  • Target menu decision-makers
  • 26.3-billion in wholesale purchases

3
  • Foodservice Marketing 09 Highlights
  • BEEFlexible campaign
  • Addy and National Best of NAMA awards for
    trade advertising
  • Denver Steak among top entrée trends in National
    Restaurant Associations chef survey
  • Proactive, positive positioning on environmental
    sustainability

4
Foodservice Marketing Recession fewer
restaurant visits, consumers seeking out lower
price points, fine dining, casual dining,
steakhouses hit hard
5
Checkoff Response in Foodservice Accelerated
pitching special articles on beefs versatility
and profit potential
6
  • Checkoff Response in Foodservice
  • Enhanced BEEFlexible campaign with Profit
    Power messages and website

7
  • Checkoff Response in Foodservice
  • Collaborate with Consumer PR to create Deals
    for Dining Out section on www.beefitswhatsfordinn
    er.com
  • A beef option for every meal occasion at home
    or away from home

8
NCBA Foodservice Draft AR 2010
9
Product Strategy Objective Enhance the value
proposition of beef in the marketplace
  • Committee Priority Convenience

10
NCBA Authorization Request 1,552,000
11
Tactic 1A
  • Foodservice Channel Adv 650,000
  • Ensure menu decision-makers in all segments
    receive positive messages about beef's menu
    versatility, product diversity, and business
    value-proposition

12
Tactic 1B
  • Foodservice Public Relations 467,000
  • Protect and enhance beef's reputation within the
    foodservice industry by working with credible,
    third-party trade media outlets, maintaining a
    positive, trustworthy presence for beef with
    channel leaders

13
Tactic 1C
  • Channel Information Resources 380,000
  • Develop and distribute beef foodservice recipes,
    product information, fact sheets, trend reports,
    and webinars. Materials and resources will also
    be used by State Beef Councils

14
Tactic 1D
  • Co-operative Promotions 55,000

Promotional partnerships that increase beef
demand through incremental sales and support
breakthrough menu introductions for a variety of
products considered high-priority by the industry
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