01/28/05 Beef Checkoff value

Is the National Beef Checkoff worth the cost to producers? I'm Jeff Keane and I'll be right back to answer that question. Beef checkoff dollars went to work in a big way from September 6, through October 17, 2004. In a promotion partnership, the Beef Check off Program and Quiznos Sub introduced the Steakhouse Beef Dip Sub. The new sub sandwich was advertised nationally on radio and television spots as well as with coupons in newspaper inserts. The Beef Checkoff logo was used in all visual advertising so there would be no doubt what money was paying for this promotion. Quiznos predicted the introduction would sell 880,000pounds of beef in six weeks and two million pounds by December 31st. Actual sales topped one million pounds by promotion end and over 2.2 million pounds by November 30th. I doubt if any one producer could fund a program to sell one million pounds of beef in six weeks, but look at the results of combined checkoff dollars. Washington State Beef Commission extended the promotion with new coupons through December 31, 2004. The redemption rate was 10 to 40 times greater than normal coupon returns. The Steakhouse Beef Dip Sub will now have a permanent menu spot at over 3,500 Quiznos worldwide. Trey Hall, chief marketing officer for Quiznos Sub says the Steakhouse Beef Dip Sub was the most successful menu introduction in our history and he looks forward to future beef promotions. The Beef Checkoff worked for everyone in this program. I'm Jeff Keane. Ketch Pen, January 2005