72 NEBRASKA CATTLEMAN January 2025 PEERS MAKING LASTING CHANGE POSSIBLE ANN MARIE BOSSHAMER | NBC EXECUTIVE DIRECTOR As we ring in the New Year, people are setting goals for themselves or making resolutions. Statistics show that only 8 to 9 percent carry out those resolutions throughout the year, which really isn’t a great number! In my opinion, to succeed you must have a firm foundation to start with and a true desire to make it happen. Now, you’re probably wondering what this has to do with the Beef Checkoff and our programs at the Nebraska Beef Council (NBC), so read on and find out. Promotion, research and education are the three areas that we are allowed to fund through the checkoff, but the success of these programs can only be achieved through the firm foundation of research. When you consider the amount of foundational research that producers have funded through the checkoff over the years, it has allowed us to build a strong arsenal of data that essentially positions beef positively in the areas of health, nutrition, product quality, food safety and sustainability. Research isn’t something that happens overnight; it takes foresight and vision! How exactly does research affect promotion and education? Here are a couple of specific examples. Consumer market research occurs on behalf of the Beef Checkoff each month across the nation so that we can have a pulse of what the consumer wants, believes and perceives about the beef industry and beef production. This information then allows us at the state and national levels to build marketing campaigns for the Beef. It’s What’s for Dinner brand to continue our efforts in making beef the top protein choice of consumers. Another example of research directly impacting other efforts is the Beef in an Optimal Lean Diet (BOLD) study, which was conducted in 2011. It concluded that consumers could, in fact, lower their heart disease risk factors by consuming lean beef. This revolutionary study has allowed us the opportunity to bring beef cooking demos to cardiac rehab facilities across the state. The research’s unbiased credibility has been tremendous for garnering relationships with nutrition and health professionals and bolstering consumer confidence. Research is key to all Beef Checkoff-funded programs, and it also helps our board of directors make insightful decisions for checkoff funding. In addition to updating our strategic plan, each year our board prioritizes the types of projects they are going to fund. There are many requests for funding, but when you take the time to build a plan, it can come together much easier. Our state beef council partners with other beef councils and the National Cattlemen’s Beef Association, among others, to help fund researchers once their proposals have been presented and approved by the board. Some of the current, cutting-edge research comes CONTINUED ON PAGE 76 www.jandcsimmentals.com J&C SIMMENTALS Jay Volk 402-720-7596 Clark Volk 402-720-3323 Adam Stutzman 402-641-2282 volkjk@aol.com 5/8 Blood Chief x Boulder M864 Saturday, January 25, 2025 l 12:30 pm Washington County Fairgrounds, Arlington, Nebraska M917 5/8 Blood Stone Cold x Innovator 1/2 Blood TJ Chief x Boulder dam M442
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