New York City half marathon fueled by beef
PIERRE — The South Dakota Beef Industry Council (SDBIC) and the New York Beef Industry Council (NYBIC) have once again teamed up to promote beef through the Northeast Beef Promotion Initiative (NEBPI). Using beef checkoff dollars, NEBPI will host an exhibit at the 2015 United Airlines New York City Half Marathon in Manhattan, N.Y. The exhibit will be part of a three-day health and fitness exposition that will take place on March 12-14, with race day scheduled for March 15.
Checkoff staff from the NEBPI and NYBIC and Penn State University’s Collegiate CattleWomen will be interacting with expo attendees in a variety of different ways to spread the positive nutritional role of beef in a healthy diet. Team Beef members will participate in the race to serve as first-party spokespersons on including beef in the diet of an athlete. Coupons for fresh beef will be distributed at the expo and are being supported by Fresh Direct, the largest online grocery retailer in the New York City region.
“In general, distance runners give a great deal of consideration toward what they include in their diets,” said Christie Brown, NEBPI director of promotions. “We simply want to remind these athletes that beef provides them with a great deal of high-quality protein and its that perfect ‘real’ or ‘whole’ food that many of them are looking for. We’ll talk with runners who swear by beef as a main staple in their diet and who recognize it’s nutritional value and then others who feel almost guilty for eating it, primarily because they perceive it to be a fatty protein. A lot of what we do is encourage runners that they can indeed feel confident about including beef in their overall healthy diets, and that it is such a rich and valuable source of protein that they need especially during marathon training and recovery.”
New York City may seem a world away for South Dakota beef producers, but reaching consumers in urban areas makes senses for checkoff stakeholders in rural America.
“The beef checkoff programs and promotions executed in the Northeast region have been focused on extending the Beef Industry Long Range Plan that zeroes in on the various demand drivers that have been identified as enhancing beef demand,” said Brown. “Through South Dakota’s beef checkoff support of the programs executed in the Northeast, stakeholders and producers can be assured that their dollars are reaching the region of the country that is home to 23% of the nation’s consumers who generally have perceptions associated with beef more unfavorable than consumers in the rest of the country. Their investment into this cattle-poor and consumer-rich region is channeling dollars toward our millennial consumer on programs specifically designed to address the primary areas of opportunity for the checkoff.”
For more information on this and other promotions, check out www.NEBPI.org or www.sdbeef.org.