NEBPI AFBFA RESULTS RESULTS 13 on-air demonstrations across Northeast TV stations + Estimated educational reach: 20,000 teachers and 3.8 million students + CONSUMER INFORMATION 8 TRANSFORMING CHEFS INTO INFLUENCERS As part of the NEBPI’s 2018 plan — supported by the Beef Checkoff — eight professional chefs were media trained to promote beef. This first-of-its-kind training elevated regional chefs into advocates for beef, covering topics ranging from tailgating with beef, to easy weeknight meals, each highlighting beef’s nutrient profile and versatility during peak beef consumption times. RAISING DEMAND FOR BEEF The American Farm Bureau Foundation for Agriculture (AFBFA), a contractor to the Beef Checkoff, hosted a series of On the Farm events in 2018. Out of the 81 responses it received from post-event surveys conducted after the On the Farm events, 28 percent said that “In the future, I plan to eat more beef than I currently consume.” The On the Farm events drive immediate beef demand among the participants, with a long-term goal to drive beef demand among future consumers.