Updates from Oklahoma

The Oklahoma Beef Council (OBC) is proud to announce its sponsorship of the Oklahoma Secondary School Activities Association (OSSAA), a partnership that will underscores a commitment to the health and performance of student-athletes across Oklahoma through nutrition education featuring beef as the premier protein. 

As an official partner of OSSAA, OBC will leverage a variety of year-round elements to engage coaches, administrators, and athletes. These initiatives include email blasts directed at coaches and administrators, offering valuable insights and resources in the Beef Checkoff-developed Sports Nutrition Game Plan. Additionally, OBC will have the opportunity to speak at key events, such as the Athletic Directors Conference, coach clinics, and sport webinars.  

OBC’s presence will also be felt through a full-page ad in the winter and spring sports guides, along with strategic social media posts on Facebook and X throughout the year.  With a rotating banner ad on both the OSSAA website and the OSSAA Rankings website, OBC will reach a wide audience, with approximately 1.5 million impressions annually.

Our commitment extends to supporting key state championship events, including softball, football, and basketball. At the state championship games for all classes, OBC will feature positive beef messaging through static banner signs, rotational digital signage, and video board spots, complemented by PA announcements to ensure our message reaches everyone in attendance. OBC will also have a table activation opportunity for one day, allowing us to directly engage with attendees. 

 Through this extensive partnership with OSSAA, OBC is excited to contribute to the development of young athletes across Oklahoma, providing them with the nutritional guidance and support they need to reach their full potential on and off the field.

A Snapshot of OBC Efforts in FY 2024

We are proud of the work we do to help strengthen beef demand in Oklahoma, the US and around the world.  Below is a short snapshot of these efforts.  To learn more and for a copy of the full 2024 OBC annual report coming this spring, please sign-up for The Drive quarterly newsletter at www.drivingdemandforbeef.com.  

Global Investments-The OBC invested in market development programs in Mexico, Japan, South Korea and Africa in 2024.   As an example of these efforts, for two weeks in February 2024, the US Meat Export Federation, a contractor to the Beef Checkoff, conducted a roadshow campaign in all 33 Costco outlets showcasing U.S. prime grade beef to consumers via tasting demonstrators and specialized signage. The campaign highlighted a range of U.S. beef cuts including chuck eye roll, top blade, striploin, short loin, rib eye roll, butt tenderloin, coulotte, chuck rib, pastrami plate, outside skirt, and even tongue. The roadshow running April 27 through May 4, 2024, made possible with OBC funds, achieved remarkable success, with U.S. beef sales exceeding 707,000 lbs., a substantial 91% increase during the promotion period, which coincided with Golden Week, a major holiday in Japan. 

OBC Reaches Oklahoma Consumers with Beef Ads 20 Million Times-The 2024 OBC digital marketing campaign’s goal was to inspire and educate consumers in Oklahoma about the inherent value of beef, while reminding them to choose it for their next meal. The digital campaign began on December 1st, 2023, and completed its flight on September 30th, 2024. With a strong emphasis on connected TV, the OBC showed ads on live sports including Oklahoma bowl games and the 2024 Summer Games in Paris.  Overall, the campaign reached Oklahoma consumers 20 million times.   

E-Commerce Promotions in Oklahoma-E-commerce has become a critical component of modern retail strategies.  In 2024, the OBC participated in a 6- week national e-commerce promotion targeting Oklahoma consumers with a national retailer during February Heart Month and March Nutrition Month.  The campaign resulted in $2.25 million in traceable/attributable beef sales with a return on investment of $225.07 for every Oklahoma dollar invested in the campaign.  Oklahoma was the top performing state.   

Association of Nurse Practitioners-The OBC hosted Dr. Heather Leidy who presented The Perfect Storm: Nutritional Risks Among US Adolescents & How Protein-rich Foods Can Help during a product session and sponsored breakfast with over 200 nurse practitioners in attendance.    

Adolescent Medial Professional Outreach Program-The Oklahoma Beef Council funded 221 kits for mailing to Oklahoma physician offices as part of the Adolescent Medical Professional Outreach Program through the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff.    

• Key Highlights: 
• 63% Increase in the likelihood of medical professionals recommending beef to their patients.
• 11% Boost in medical professionals’ attitudes towards beef 

OBC Hosts Tours with Future Dietitians-The OBC hosted multiple tours and events in FY 2024 with dietetic interns where they learned all about beef nutrition, animal care and sustainability.  The quality of the tours and panel discussions has led to university programs making attendance mandatory for its students.