Beef Council Teams Up With Public Broadcasting

High School Playoffs Garner Beef’s Attention

  PIERRE (November 21, 2006)—Tens of thousands of South Dakotans watched their state’s young athletes compete recently on South Dakota Public Broadcasting’s (SDBP) coverage of the South Dakota High School Football and Volleyball Championships. In addition to watching tackles, interceptions and serves, the television audience was receiving information on the nutritious value of beef, thanks to the state’s beef checkoff dollars.

            The South Dakota Beef Industry Council (SDBIC) is placing informational spots that encourage viewers to “Team Up With Beef” as part of its sponsorship of SDBP’s coverage of high school sports championships this season, including football, volleyball, wrestling and basketball. 

            “There are so many South Dakotans who watch these athletic events,” says Mike Stahly, a rancher from Cavour and chairman of SDBIC’s Promotions Committee. “These are the people we want to reach with the message that beef is an important part of a nutritious diet.”

            Stahly says the decision to support the high school sports programming on public television was made during the Beef Council’s annual meeting in October. “We felt it would be a great way to spend checkoff dollars,” he explains. “People in this state love to watch our young people compete. The audience is there and the message is right.”

            Pat Adrian, SDBIC executive director, says the council earmarked funds during its 2006-2007 fiscal year to help sponsor the televised events for the first time in many years. “We’ve considered becoming a sponsor in the past,” she says, “but this year the time seemed right and our nutrition information is very appropriate.” Messages running during the championships focus on the zinc, iron and protein available in beef.

            “We are pleased to be a sponsor of public television because we know how important it is to the state,” adds Adrian . “It also provides us a venue in which we can get our important message out to South Dakotans .”

The SDBIC collects and administers the beef checkoff on cattle sold in South Dakota . Checkoff dollars are utilized strictly for promotion, education or research programs. At least 50 cents of every dollar is directed to the Cattlemen’s Beef Board for programs on the national level. The SDBIC can retain up to 50 cents, which it can invest in additional national programs or in-state programs.

            The SDBIC is comprised of three representatives from eight agricultural organizations: SD Beef Breeds Council, SD Cattlemen’s Association, SD Cattlemen’s Auxiliary, SD CattleWomen, SD Farm Bureau Federation, SD Farmers Union, SD Livestock Market Association, and SD Stockgrowers Association.