MINUTES
Joint Foodservice Committee
2006 Cattle Industry Summer Conference
Reno, Nevada
July 12, 2006
Laurie Bryant, Chairman
Brian Healey, Vice Chairman
Call to Order, Approve Agenda
· Chairman Laurie Bryant called the meeting of the Joint Foodservice Committee to order.
· Chairman Bryant reviewed the meeting agenda and the roles/responsibilities of the joint committee; introductions were made.
Action: A motion was made and seconded to approve the agenda with an added brainstorming session. Motion carried.
Action: A motion was made and seconded to approve joint committee minutes from the 2006 Cattle Industry Annual Convention. Motion carried.
2006 Foodservice Marketing Program Update
· Staff presented a brief overview of foodservice industry strength and provided a program update on channel communications initiatives by referencing materials and reports included in the committee binder.
· Staff presented projected costs of the Beef Culinary Seminars held June 12-16 at CIA/Greystone, and briefly recapped program stats which included the highest number of chefs in attendance (40) and the highest number of state beef council sponsoring (9) since the event premiered in 1999. Joint committee representatives who attended -- Bill Jackson, Laurie Bryant, Rob Reviere, and Brian Healey -- shared their observations and comments on the event.
· Staff announced that the Monday Night Beef Reception at MUFSO will be held at the Hilton Anatole in Dallas, October 16, 2006. The reception theme will be “The Texas Steak Fair.”
· Staff reported on partnership promotions on the Quizno’s “Prime Rib Sub,” TravelCenters of America “Road to the Ranch” (ranch steak), and Golden Corral’s “Applewood Bacon Wrapped Sirloin Steak Filet,” as well as anticipated promotions with Red Robin (bacon cheeseburger and “Burger Parmigiana”) and Steak ‘n Shake (five varieties of steak burgers).
Presentation of Draft 2007 AR’s
NCBA Draft Foodservice Marketing AR
· Jane Gibson and Jeff Huemoller presented NCBA’s Foodservice Authorization Request for FY2007 and shared the staff’s rationale for increasing the budget for channel communications, noting that communication costs have increased substantially. The shift of additional funds to ‘communications’ is reflected in a budget reduction of the “relationship marketing” tactic. Staff explained that they are unable to build the rationale for a Foodservice Symposium in 2007 because there are now other, more efficient ways to reach the target audience through cross-functional collaboration and leveraged media value-add. Under NCBA’s draft AR, the budget for partnership promotions is unchanged from FY2006, but funding of the ServSafe® tactic was reduced by $10,000 at the strategy team level.
· The joint committee inquired why the NCBA Draft AR and Budget for FY2007 is $60,000 less than the approved FY06 budget. Staff responded that the reduction took place in the budget allocation stage of NCBA’s planning process.
Northeast & Northern Virginia Draft AR And Attachment A
· Laurie Bryant recused himself, and Brian Healey assumed the chair for the presentation of the 2007 Northeast and Northern Virginia Beef Promotion Initiative.
· Allison Wenther presented the AR, assisted by Paul Slayton and Laurie Bryant. The AR is intended to extend the reach of the national program to develop relationships with regional foodservice chains in the densely populated Northeast. Tactic 1A ($60k) would involve conducting two partnership promotions with mid-size restaurant chains to facilitate the introduction of new beef menu items, focusing primarily on the chuck and round and other lower value cuts. Attachment A ($30k) would provide the funding to cover the administrative costs to conduct at least one additional partnership with a Northeast regional chain.
Action: Vice Chairman Healey presided over the motion, second, and unanimous recommendation for funding of the $90,000 request for the Northeast Beef Promotion Initiative programs. Motion unanimously carried.
Action: A motion was made and seconded to recommend for funding DRAFT AR as presented. Motion unanimously carried.
Further joint committee discussion regarding increasing beef supply and extra funds:
· In light of the extra funding available this year, the joint committee discussed additional funding requests through a supplemental AR, noting that foodservice funding had been reduced by $500,000 in the past few years and had never been restored. In its deliberations, the joint committee discussed possible uses for supplemental funding, including additional partnerships and promotion of a soon-to-be-completed training tool known as “Beef University for Foodservice.”
Action: A motion was made and seconded to petition the Operating Committee for $110,000 in additional funds for NCBA’s partnership promotion tactic. Motion unanimously carried.
To clarify their actions and intent, the joint committee drafted the following statements:
The Joint Foodservice Committee unanimously recommends funding the NCBA foodservice AR for $2,555,000, as written, with a recommendation to request funding of an Attachment “A” in the amount of $110,000 to increase the number of foodservice promotions under this A.R.
The Joint Foodservice Committee also unanimously recommends the funding and adoption of the Northeast Foodservice Promotion Initiative as written for the amount of $60,000 and the approval and funding of the Northeast Attachment “A” in the amount of $30,000.
Joint Foodservice Committee priority ranking of the above is:
#1 NCBA AR funding for $2,555,000
#2 Northeast Foodservice Promotion Initiative funding $60,000
#3 Northeast Foodservice Promotion Initiative, Attachment A in the amount of $30,000
#4 NCBA Foodservice Partnership Promotions Attachment A to fund a fourth national promotion in foodservice in the amount of $110,000
Total recommended budget for Foodservice FY2007 is $2,755,000.00
Joint Committee Input:
· Chairman Bryant lead a brainstorming session in which committee members shared ideas for program expansion and enhancement, intended to give staff a sense of direction as they look ahead to developing plans and recommendations for FY2008. Tactics discussed included the possibility of holding Beef Culinary Seminars on both the East and West Coasts. In addition, they encouraged staff to proceed on their request to explore new and different types of cross-promotion opportunities.
· Meeting was adjourned.
Joint Foodservice Committee
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Members Present
Laurie Bryant (Chairman)
Heather Buckmaster
Bill Dale
Ron Eustice
Brian Healey (Vice Chairman)
Kim Holzner
Bill Jackson
Nancy Meyring
Rex Moore
Rob Reviere
Tim Shaw
Thomas Toll
Members Absent
Doug Dickmann
Scott McGregor
Jason Schmidt
Mike Thoren
NCBA Staff
Jane Gibson
Jeff Huemoller
Agency: Ketchum
Tia Woodward
Guests
Tami Arnold
Steve Barratt
Linda Bebee
Matt Bishop
Ann Marie Bosshamer
Courtney Burns
Chris Calkins
Emily DeBord
Michelle Gorman
Susan Hojer
Rob Noel
Rich Otley
George Quackenbush
Kenneth Payne
Erica Samons
Paul Slayton
Sharla Stewart
Tracy Thomas
Dawn Thurnau
Allison Wenther
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MEETING EVALUATION
Date: July 12, 2006 Name of Meeting: Joint Foodservice Committee Meeting
1. Did you receive meeting information in a timely manner?
Yes __ 7 __ No ___0___
2. Was the information adequate?
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3. Please rate the format/agenda of the meeting?
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4. Was there adequate opportunity for individual input and discussion on issues of importance before action was taken?
1 ___7__ 2 __-___ 3 ___-___ 4 __-___ 5 ___-___
5. Rate the meeting room set-up
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6. Was the meeting conducted in a fair and open manner allowing diverse points of view to be heard?
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Other suggestions/comments:
· Good Meeting
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