State beef councils are joining with the national beef checkoff program in support of a new retail beef marketing program that has the potential to significantly increase U.S. beef sales. The checkoff-funded program, called Beef Alternative Marketing (BAM), has identified innovative cutting techniques and marketing strategies for securing beef purchases from shoppers who previously looked elsewhere for nutritious, high-quality, size-appropriate proteins.
Many retailers are embracing the program because it capitalizes on the popularity and profitability of middle meats. BAM includes a complete cutting and marketing program, including retailer training materials, point-of-sale materials, recipes, cooking instructions, charts, photos and instructional cutting posters.
According to Jim Henger, executive director of channel marketing for the National Cattlemen’s Beef Association (NCBA), a checkoff contractor, BAM is a perfect product for the times because it allows retailers to offer a product that has a new nutritional selling point, is sized to increase sales and retains the cooking quality of larger steaks. Furthermore, focus groups have shown that consumers not only like the new shapes and thicknesses of the cuts, they are not concerned about higher per-pound costs because there is a lower price per package.