Nutrition InfluencersFY 2009 Update

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FY2009 Strategy

Strengthen beef’s position as a

healthful food and as the premier

nutritional protein so consumers

and influencers feel good about

the beef they love

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• Engage in strategic partnerships to influence what they tell members, other health professionals and consumers

• Build relationships with spokespeople and credentialed media

• Enlist third-party allies such as the Council for Women’s Nutrition Solutions

• Educate and provide resources/materials that support inclusion of beef in healthy diets

How Do We Reach Nutrition Influencers?

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“Interesting information that I’ve been reading for the past two years –

but no conference has presented. Awesome event!”

-Protein Summit attendee

Ongoing Brand Enhancement Outreach: Protein Education

Local Protein Summits and Webinars

More than 200 Attendees!

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Protein Toolkit

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• Checkoff sponsored two sessions with 2,100 attendees:

• Aging Boomers: Is Muscle Loss the Silent Epidemic?

• Optimizing Muscle Metabolism to Enhance Health

• 3,000 visitors sampled Brand Enhancement ad recipe

• Supported ADA Foundation Gala Dinner for 1,000 nutrition leaders

6.5 million impressions

American Dietetic Association’s Food & Nutrition Conference & Expo

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IACP Nutrition and Food Science subcommittee newsletter

Council for Women’s Nutrition Solutions (CWNS)

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• Distributed nearly 6,000 posters and tear sheets extending MyPyramid and MyPyramid for Kids

• Distributed more than 5,600 Live Well! tool kits

Educational Materials

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• 4,100 U-mail subscribers• 5,300 unique visitors in FY 2009• MyPyramid materials continue to

be most popular

U-Mail and BeefNutrition.org

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Protein topics featured in this year’s program include:• Role of Muscle in Health and Disease• Sarcopenia and Aging: Dietary and Exercise Countermeasures• Protein and Exercise for Weight Management• Optimal Protein Intake vs. The Recommended Dietary Allowance• The Power of Protein in Treatment of Obesity, Metabolic Syndrome

and Diabetes

Nutrition Seminar Program