03/17/05 Youth beef promotion

Youth Beef Promotion Beef promotion may expand its marketing in a different direction. I'm Jeff Keane; I'll be back in one minute to explain. Jay O'Brien, vice president of the Cattlemen's Beef Board that promotes beef through the federal portion of the $1-a-head National Beef Checkoff feels possibly youth markets should be developed. Right now the CBB has very successful promotion targeting the adults that make meal-buying decisions. O'Brien believes promoting beef to the next generation would be a good long- term investment. But as with all well thought out plans it wouldn't happen over night. If a new beef promotion designed for youth would be implemented, It would include market research in 2005, examination of data and strategy development in 2006, then programs would appear in 2007 if all aspects point toward success of the project. Mary McIlrath, a youth marketing specialist, says the youth market is "huge." She states this market has young people with money to spend and "very clear ideas about what they want." McIlrath warns the youth market is not an easy one to win as it tends to be driven by emotion, but children can have a big influence on family meal decisions. I think with as much advertising as kids are bombarded with today a fresh, interesting promotion for beef in meals would be well-invested money, and I'm sure the Cattlemen's Beef Board would develop a very innovative program. I'm Jeff Keane. Capital Press 3/4/05