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MBIC Program Plan
Our Vision
A strong and profitable beef industry in Missouri.
Our Mission
To protect and improve the marketing climate for beef.
Our Values
- We will utilize a staff-board partnership to maximize return-on-investment for all beef producers.
- We will take seriously our role as stewards of other people's money.
- We will apply the principles of fairness, respect and honesty in all relationships to honorably represent the beef industry in Missouri.
- We will continuously strive to improve our customer service.
- We will be a dependable provider of useful and accurate information.
Objectives
- To ensure consumer confidence in, and build demand for, beef.
- To maintain producer support for the checkoff program at more than 65 percent in Missouri.
- Develop a communications network that reaches all appropriate target audiences.
- Manage programs in coordination with national organizations and neighboring states.
- Increase consumer and producer awareness of the beef council and its resources.
Strategies
- Leverage beef's enjoyment advantages to differentiate beef from other proteins.
- Maintain and increase consumer confidence in beef safety.
- Protect beef's image as a healthful food and increase consumer and influencer understanding of beef's role in a healthful diet.
- Work with retail and foodservice channels to align beef's product offerings to serve the changing relationship consumers have with food.
- Support efforts to increase US Beef exports, strengthening beef demand and creating effective carcass utilizations.
- Establish the checkoff and MBIC as a resource for all industry segments to enable growth opportunities, create positive change, and protect the business climate for beef.
- Elevate the relevance of the checkoff to the bottom lines of producers.
Top Five Priorities
- Nutrition. Implement effective public relations and media relations programs that solidify MBIC as a vital resource for useful information about beef's role in a healthful diet.
- Convenience/Consumer-Friendly Beef. Increase MBIC effectiveness in channel marketing, promotion, and public relations efforts to expand the product offerings for beef.
- Safety. Incorporate safety messages into our public relations program and fine-tune Missouri's crisis response plan.
- Coordinated state-regional-national program. Balance state advertising, public relations, and issues management efforts with what's being done by the Beef Board, NCBA, and USMEF.
- Enhance the industry position of MBIC. Improve overall media relations efforts. Increase awareness and approval levels among producers and industry allies.
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