Beef Checkoff: State/national partnership key to new beef retail marketing program
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.
BAM creates smaller filets and roasts out of beef ribeyes, top loins and top sirloins. These new cuts are thicker than many being sold by retailers, which have been sliced thinner because of larger beef carcass sizes and a retail desire to control package weights. By increasing cut thickness, final product quality is protected. At the same time, smaller portions give consumers the sizes and nutritional profiles they seek.