Evaluation of FY2020 Programs
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Evaluation of FY2020 Programs
Core Priorities, Tactics and Goals
I. Support the mission and vision of the beef industry long range plan.
Priority A: Capitalize on Wyoming’s ranching culture and heritage to improve the image of
the beef community among millennial parents and key thought leaders.
1. Reach Japanese consumers through a U.S. Red Meat Market Development Partnership
with the U.S. Meat Export Federation.
Goal: Reach 250,000 Japanese consumers and 100,000 Taiwanese consumers.
Results: Highlighting U.S. beef as the ideal Christmas dinner, the WBC, through
conducted a consumer cooking event inviting 30 Instagrammers who applied through its
website, Facebook and Instagram accounts. The presentation was led by Ms. Yuko
Kishida, a popular cooking specialist and instructor who launched her career through a
cooking blog while living in the U.S. for 16 years. Articles posted by audience members
on their Instagram accounts generated 30,000 reaches in total, with 2,000 new fans being
added to USMEF’s page.
Reaching Japanese consumers during a time when they had limited dining out
options, Wyoming Beef Council dollars encouraged them to cook more U.S. beef at home
through live cooking seminars on Instagram. The demonstrations featured popular
cooking celebrity Rika Yukimasa preparing U.S. in her own kitchen. Yukimasa’s videos
reached more than 50,000 Japanese consumers.
WBC funds were leveraged to conduct special sales promotions for American beef
in mid-January ushering in the new U.S. pricing structure (giving U.S. product the same
advantage as beef from CPTTP member countries). In particular, this investment
supported newspaper insertions and tasting demonstrations at the point of sale for 105
Ito Yokado outlets. The chain featured U.S. thick-cut chuck eye roll steak as main item
FY2020 Program Evaluation Document
Approved by WBC, August 13, 2020
Page 1
as well as coulotte, hanging tender, tongue, and short plate for yakiniku items. This
activity generated 1,067 mt in U.S. beef sales, a 17.6% increase over the same period last
year.
As part of its 2020 “Go U.S. Beef” campaign in Taiwan, USMEF initiated a WBC-
funded retail promotion for U.S. beef at nine outlets of RT Mart in May. Following suit,
in June, A-Mart resumed U.S. beef promotions with in-person promoters. Given that RT
Mart and A Mart sell 40 mt and 20 mt of U.S. beef a month, respectively, these are
important retail channels for U.S. chilled product. In fact, U.S. chilled beef sales through
these chains have averaged 20% higher in the last two months thanks to extra
promotional efforts keeping U.S. beef top of mind among consumers buying more beef in
general amid COVID-19.
WBC funds also supported a five-week retail promotion for U.S. beef at Keeper’s
importer-owned meat boutique. As part of the “Go U.S. Beef” campaign, this activity
was held in-store at Keeper’s one outlet and conducted through their online platform. In
addition, tasting events with U.S. beef have been ongoing via a mobile cart at six
different neighborhood locations during the promotional period. Interactive tools
utilized at the events encouraged photos and sharing on social media. Sales results are
pending.
See ATTACHMENT A for detailed program results.
2. Utilize wybeef.com and social media to share Wyoming ranching stories with millennial
parents and key thought leaders across the globe.
Goal: Increase wybeef.com page views by ten percent. (Current page views are just under
20,000 per year).
Results: wybeef.com page views dropped in FY 2020 from 20,000 to 14,800, a
difference of 5,200, or 27 percent decrease in website usage. While at first glance, this
appears to be a shortcoming on behalf of WBC planning and program execution,
examination into consumer internet usage easily explains this decrease. Global and
U.S. internet usage trends show that between 2019 and 2020, a significant migration
of consumers was experienced from website search and viewing to social media usage.
In fact, our target audience of millennial parents, aged 23-54 is currently spending
FY2020 Program Evaluation Document
Approved by WBC August 13, 2020
Page 2
twice as much time using apps for shopping and communication that on mobile web
pages. According to vpnMentor, a trusted resource for internet trends and data, this
gap is expected to widen in future years. 1 This trend is evident among WBC web and
social media properties, as well. While website page views decreased, social media
usage on the top two most popular platforms Facebook and YouTube both more than
doubled. Specifically, WBC Facebook impressions improved by 106,000 (from 75,000
to 181,000) and YouTube video views increased from 210,000 in FY 2019 to 429,000 in
FY 2020.
3. Create and promote four videos bringing every day ranch life into the homes of millennial
parents, key thought leaders and influencers across the globe.
Goal: Increase YouTube views to 300,000. (Views are currently 200,000 per year).
Results: During FY 2020, YouTube video views increased to 429,113 up more than
218,000 over FY 2019. Thirteen videos were produced and the top three most
frequently viewed videos were producer related: King Ranch 2, Farms and Flying E
Ranch 2. Videos related to Wyoming beef production accounted for nearly half of all
WBC YouTube video views.
Priority B: Entice millennial parents to cook beef and share recipes by providing recipes
that showcase Wyoming’s culture and heritage.
4. Through financial investment in the Federation of State Beef Councils the WBC will
support the industry in its effort to develop convenient beef recipes and share them with
millennial parents through beefitswhatsfordinner.com and social media outlets.
Goal: Increase Beef Demand Index measure by 2 percent annually.
Results: Results will be updated upon receipt of the 2020 Federation Services
Summary. In addition, these results along with data from projects conducted with
national checkoff dollars will be shared in the annual report of the Federation of
State Beef Councils and the Cattlemen’s Beef Board Annual Program Evaluation.
These documents will be available at the 2021 Cattle Industry Convention.
1
https://www.vpnmentor.com/blog/vital-internet-trends/
FY2020 Program Evaluation Document
Approved by WBC August 13, 2020
Page 3
5. Produce and promote six YouTube videos to feature quick and easy recipes prepared by a
Wyoming Culinary School graduate and nutrition and wellness tips from a Wyoming
registered dietitian.
Goal: Increase YouTube views to 300,000 and website pageviews by ten percent.
Results: As discussed under Tactic 2, website page views were down but Facebook
and YouTube impressions and engagement doubled during FY 2020. Six recipe
videos were produced during the year including step-by-step instructions for
barbecue meat balls, Asian lettuce wraps and chili mac and cheese. The other three
videos were critically adjusted to accommodate the COVID-19 pandemic and the
related closure of schools while also providing inexpensive options to feed a family of
five with fewer than 6 ingredients. Wyoming’s First Lady, Jennie Gordon was the
chef in these videos which successfully incorporated her campaign to end childhood
hunger with her (and our) passion for beef.
6. Identify and draw attention to two beef “holidays” through traditional press relations,
social media outreach and television and radio interviews.
Goal: Reach 10,000 Wyomingites with a positive beef message and draw attention to the
Wyoming Beef Council and Wyoming’s beef industry.
Results: WBC partnered with the Wyoming Business Council for a Wyoming Beef
Campaign which provided a portal for Wyoming consumers interested in purchasing
beef born and raised in Wyoming. While federal checkoff revenue cannot be used to
promote Wyoming beef, the WBC staff provided graphics, videos, and consumer
insights and beef industry facts for the advertising campaign which reached more
than 100,000 Wyomingites. The campaign ended with Wyoming beef burgers being
made available from Wyoming beef processors at the November Border War game
with CSU. WBC social media hit a new high in November due to the partnership
with Facebook impressions spiking to 123,000 with and engagement of 6,500. This
campaign was followed up by extension of the national holiday “drool log”
promotion. Multiple print and online news outlets shared the holiday release along
FY2020 Program Evaluation Document
Approved by WBC August 13, 2020
Page 4
with prime rib and holiday appetizer and leftovers recipes. Holiday drool log
outreach was seen by more than 27,000.
7. Through a three-month Google search and YouTube advertising campaign, the WBC will
draw millennial parents and key thought leaders to the WBC website and YouTube
Channel.
Goal: Increase YouTube views to 300,000 and website pageviews by ten percent.
Results: The WBC’s digital advertising campaign was live for 272 days and
completed on June 30, 2020. The campaign focused on generating video views for the
Wyoming Producer Image Campaign and Wyoming’s Beef At Home videos while
also promoting visits to the rancher profiles on wybeef.com through Google Search.
In total, the campaign generated 419,666 engagements through both YouTube and
Google search (video views + website clicks). Combined, the two campaigns resulted
in 960,624 impressions.
See ATTACHMENT B for detailed program results.
8. Through a beef-surplus state partnership coordinated by the Federation of State Beef
Councils, called the Top 5 States Media Campaign the WBC will increase traffic to the
“Beef. It’s What’s for Dinner” (BIWFD) website and BIWFD YouTube channel by
purchasing search terms in markets of the top 5 most populated states in the US. (CA, FL,
IL, NY and PA).
Goal: Deliver 2 million impressions, and 100,000 pageviews to beefitswhatsfordinner.com;
deliver 5 million video impressions, and 1.2 million video views to the BIWFD YouTube
Channel.
Results Summary: The Top 5 States YouTube advertising campaign generated
14,444,599 video views; 3 times higher than the view total of last year (4.8 million
video views). The :15 and :30 second ads had a Cost Per Video View (CPVV) of $0.02
while the 0:06 second ads had a CPVV of $0.004 (4/10ths of 1 cent), which
significantly increased the overall number of video views and the campaign’s reach.
FY2020 Program Evaluation Document
Approved by WBC August 13, 2020
Page 5
The Google Search campaign generated 111,631 clicks to the Beef. It’s What’s
For Dinner website, at a $0.19 cost per click. This cost per click outperformed FY18’s
campaign effort, which had a cost per click of $0.22 and 77,329 clicks.
The full evaluation report is attached to this document as ATTACHMENT C.
9. The WBC will support and encourage grassroots beef promotion and education efforts
directed toward millennial parents through partnership with Wyoming CattleWomen and
affiliated county CattleWomen groups.
Goal: Reach 200 millennial parents in Wyoming communities with positive beef nutrition
messages, compelling beef production information and quick and easy recipes.
Results: Wyoming CattleWomen utilized $300 in grassroots funding which was used
to provide beef during the holiday season to 24 food insecure families.
10. The WBC will support Wyoming’s First Lady Jennie Gordon in her initiative to combat
childhood hunger in Wyoming.
Goal: Reach 10,000 millennial parents with a positive message about the nutritional
benefits and satiety of beef through beef product donation and publicity surrounding
events.
Results: Three videos featuring Wyoming’s First Lady Jennie Gordon preparing
nutritious affordable beef meals garnered 83,000 views on the WBC YouTube
channel.
Priority C: Proactively educate influencers and apprise beef producers about environmentally,
socially and economically sustainable beef production practices.
11. Through financial investment in the Federation of State Beef Councils, the WBC will
support the industry in its effort to define, promote and educate consumers about
environmentally, socially and economically sustainable beef production practices.
Goal: Increase Beef Demand Index measure by 2 percent annually.
FY2020 Program Evaluation Document
Approved by WBC August 13, 2020
Page 6
Results: Results will be updated upon receipt of the 2020 Federation Services
Summary. In addition, these results along with data from projects conducted with
national checkoff dollars will be shared in the annual report of the Federation of
State Beef Councils and the Cattlemen’s Beef Board Annual Program Evaluation.
These documents will be available at the 2021 Cattle Industry Convention.
12. WBC will partner with Wyoming Agriculture in the Classroom to roll out the Wyoming
Stewardship Project classroom curriculum to Wyoming educators. These lessons will
arm educators and students with facts about environmentally socially and economically
sustainable beef production practices.
Goal: Lesson to be incorporated into 140 classrooms with outreach to 2,800 Wyoming
students.
Results: Wyoming Ag in the Classroom rolled out the Wyoming Stewardship
Project classroom curriculum to 142 educators through trainings, educator e-news,
website downloads and workshops. These educators average 20 students per class
reaching 2,840 students. Additionally, outreach was increased by the hiring of a
classroom coordinator who until the onset of COVID-19 was visiting classrooms
with program materials. The full evaluation report is attached to this document as
ATTACHMENT D.
Priority D: Educate health and nutrition influencers about the nutritional benefits of beef.
13. Through financial investment in the Federation of State Beef Councils, the WBC will
support the industry in its effort to identify health influencers and share research and
science based facts about the nutritional value of beef.
Goal: Increase Beef Demand Index measure by 2 percent annually.
Results: Results will be updated upon receipt of the 2020 Federation Services
Summary. In addition, these results along with data from projects conducted with
national checkoff dollars will be shared in the annual report of the Federation of
State Beef Councils and the Cattlemen’s Beef Board Annual Program Evaluation.
These documents will be available at the 2021 Cattle Industry Convention.
FY2020 Program Evaluation Document
Approved by WBC August 13, 2020
Page 7
14. WBC will reach out to nutrition and health influencers including the Wyoming Academy
of Nutrition and Dietetics (WAND), Wyoming Diabetes Management, Wyoming
Department of Health, Wyoming School Nurses Association, Wyoming Department of
Education, Women Infants and Children, UW County Extension Service and Wyoming
Cancer Control Consortium to provide educational opportunities featuring beef nutrition
and production facts.
Goal: Reach 120 nutrition and health influencers with positive beef messages.
Results: WBC Executive Director, Ann Wittmann presented a program called
“Fueling Strength” to 34 members of the Wyoming Association for Health, Physical
Education, Recreation and Dance and 22 attendees at the Memorial Hospital of
Converse County Diabetes Day educational forum. Surveys distributed to attendees
showed overwhelming appreciation for the information; 99 percent stated the session
was of value and contained relevant information. The spring health fair and
conference season was put on hold by state and local health organizations due to
COVID-19. The Wyoming Association of Nutrition and Dietetics, Wyoming
Department of Health, and Wyoming Association of Nutrition and Food Service
Professionals all postponed their annual meetings. The cancellation and
postponement of the meetings drastically reduced the opportunity for WBC staff to
present to this influencer audience. Additionally, many health professionals were
struggling to obtain their required continuing education credits which are usually
offered during these gatherings. As a result, WBC staff sent a list of available CEU
seminars to subscribers of health and nutrition news. Notifications to health and
nutrition influencers during FY20 showed a 33 percent open rate and 6 percent click-
through rate, significantly above average for health industry outreach.
15. WBC staff will research the potential for a Wyoming Team Beef and report to the
members of the Council by April, 2020.
Results: The WBC staff after much exploration and discussion did not recommend a
Team Beef project in the FY 2021 marketing plan. After reviewing requests and
inquiries received over the past two years, only 5 inquiries were received from three
FY2020 Program Evaluation Document
Approved by WBC August 13, 2020
Page 8
athletes interested in joining a Wyoming State Team Beef. Instead, resources were
proposed in FCCLA and Pro-Start.
II. Increase understanding of and support for the beef checkoff.
Priority E: Increase percentage of Wyoming beef producers who feel informed about the
checkoff to 80%.
16. WBC will reach 5,400 cattlemen twelve times with information about the use of beef
checkoff dollars through quarter-page, two-color ads in the Wyoming Livestock Roundup.
Results: Six full-color beef checkoff ads were developed and included in twelve issues
of the Wyoming Livestock Roundup. Circulation of the Wyoming Livestock Roundup
throughout 2020 was 5,600.
17. WBC will reach 13,444 Wyoming Farm Bureau members ten times with information
about the beef checkoff through quarter-page, black and white ads in Wyoming Agriculture,
a publication of the Wyoming Farm Bureau Federation.
Results: Five black and white beef checkoff ads were developed and included in
twelve issues of Wyoming Farm Bureau’s Wyoming Agriculture publication. The
publication is sent to a distribution list of 13,444.
18. WBC will produce an online annual checkoff report and call attention to it through
contract advertising and media relations. Printed copies will be inserted into the Wyoming
Livestock Roundup with additional copies available for trade show distribution.
Results: The FY2019 WBC Annual Report was completed, posted on the website and
announced to producers December 2019. The report was also included in the Winter
Cattlemen’s Edition of the Wyoming Livestock Roundup. Distribution through the
publication reached 5,600 households. Additionally, 225 copies of the report were
distributed to WSGA members in the registration packet of the winter convention.
FY2020 Program Evaluation Document
Approved by WBC August 13, 2020
Page 9
19. WBC staff will produce and e-mail a minimum of ten informational e-newsletters to inform
cattlemen about beef checkoff programs.
Results: Eleven “Raising the Steaks” producer newsletters were e-mailed during
fiscal 2012. As of July 1, 2020, the subscriber list exceeded 800 names, nearly 200
more than one year prior. Engagement by the members of the list is consistent with
the average of 23 percent for agriculture and food related newsletters.
20. WBC will reach cattlemen and consumers alike with 100 thirty-second catchy innovative
nationally-produced radio ads aired on 21 Northern Broadcasting stations.
Results: Four radio ads were rotated throughout the 26-week advertising flight. Ads
were aired a minimum of three times each week to 186,700 adults aged 18 and older.
Spots aired within Northern Ag Network programming to reach producer target.
Priority F: Increase approval rating of the beef checkoff in Wyoming to 75%.
21. Through public relations and visible presence the WBC will strive to display transparency
and accountability to checkoff investors.
Results:
• WBC Program Director, Kosha Olsen, joined a round table conversation
about the use of drones in ranching as part of the Progressive Rancher forum
on day one of the WSGA winter meeting. Also part of the discussion was a
member of the WYDOT Aeronautics staff and a representative from SAREC
(Sustainable Agriculture Research and Extension Center.) Attendees
numbered approximately 20, and good discussion was had about the legalities
of piloting and using a drone in Wyoming. Olsen talked about the recent
addition of a drone to the WBC marketing and imaging tools and her process
of getting licensed to fly it in the many classifications of airspace above
Wyoming ranchlands.
• WBC Executive Director, Ann Wittmann made presentations at two Laramie
County Stock Grower's meetings calling attention to Chuck Knows Beef and
statewide checkoff campaigns (reach 20 Laramie Co. producers).
FY2020 Program Evaluation Document
Approved by WBC August 13, 2020
Page 10• Lynn George presented checkoff program and structure information to 10
members of the Cody Country CattleWomen.
• WBC Staff showed a sampling of Wyoming Beef Council producer videos at a
luncheon during the WY Stock Grower’s Winter Roundup reaching an
audience of 240 including Wyoming Governor Mark Gordon.
• Wittmann also presented updates at marketing committee meetings at both the
summer and winter WSGA conventions reaching approximately 46 producers.
• Timmery Hellyer presented checkoff success stories and Federation of State
Beef Council structure information to 30 members of the Fremont County
CattleWomen.
• Scott George spoke to 40 members of the Green River Valley Cattlemen’s
Association about the beef checkoff and the value of beef exports.
22. WBC will measure how informed Wyoming producers feel about the checkoff and the
resulting checkoff approval rating by participating in a heavy-up of the national producer
attitude survey conducted annually by the Cattlemen’s Beef Board January 2020.
Results: This activity has been postponed pending further investigation into the
feasibility of conducting a state-specific survey with an error percentage of 3 percent
or less.
ADDITIONAL RESPONSIBILITIES—Collections Compliance
23. Maintain an inter-agency agreement with Wyoming Livestock Board, brand division, to ensure
continued beef checkoff collection.
Results: Wittmann reviewed the MOU and discussed the document with Steve True,
CEO Wyoming Livestock Board. The current agreement was found to be satisfactory as
no statutory changes that would affect the current agreement have occurred.
24. Conduct a fiscal year audit with McGee, Hearne & Paiz, LLP according to CBB and State of
Wyoming standards and requirements.
FY2020 Program Evaluation Document
Approved by WBC August 13, 2020
Page 11Results: The FY2019 WBC Financial Audit was conducted by McGee, Hearne & Paiz
according to CBB and State of Wyoming Standards. The Audit was presented to the
members of the Wyoming Beef Council during the November 4, 2020 conference call.
25. Provide all documentation and cooperation required by the Cattlemen’s Beef Board during the
fiscal year to fulfill the role of a qualified state beef council
Results: As confirmed by Jeff Lutz, CBB Compliance Manager in an E-mail dated
October 18, 2019, WBC is in full compliance for FY 2019.
26. Process and return state of origin money to originating states.
Results: State of Origin funds in the amount of $15,719 were disbursed to other states
for cattle sold in Wyoming within 30 days of leaving their state of origin; this was an
expenditure of 1.5 percent of revenue. State of Origin receipts for fiscal year 2020
totaled $126,954, equating to 12 percent of revenue.
ADDITIONAL RESPONSIBILITIES—Administration
27. WBC staff will provide administrative support services to all program areas and projects
approved by the WBC members.
Results: All administrative support services to program areas and projects were
provided by WBC staff, Ann Wittmann, WBC executive director (full time) and WBC
program director Kosha Olsen (half-time). Wages, taxes and insurance expense for
WBC staff totaled: $152,975 for FY 2020.
28. WBC staff will reimburse travel expenses for WBC members who travel to conduct Council
business. Vouchers will be completed by WBC staff within 5 days of having received the
necessary documentation and receipts from the member who traveled.
Results: All requested travel reimbursements were submitted to the Wyoming
Department of Agriculture for payment within 5 days of receipt of the signed voucher.
29. WBC Executive Director will conduct new member training and review fiduciary
responsibility and liability of board members annually.
FY2020 Program Evaluation Document
Approved by WBC August 13, 2020
Page 12Results: Fiduciary responsibility and liability of board member training was
conducted by legal consult Abigail Boudewyns from the office of the Wyoming
Attorney General at the October 26, 2019 meeting in Riverton. No new members were
appointed in FY 2019.
30. WBC will evaluate all programs according to the goals set in the FY2020 Marketing Plan.
Results: This document is the formal written evaluation of all programs based on the
goals set in the FY 2020 Marketing Plan. ATTACHMENTS A-D are referenced in
this document. ATTACHMENT E provides media metrics.
31. WBC Executive Director will attend appropriate Joint Ag interim topics committee meetings
and provide pertinent educational information to committee members.
Results: Wittmann presented beef checkoff structure and program information to the
Joint Ag committee and shared PowerPoint slides along with printed handouts.
Questions were entertained and information shared. A series of questions were asked
about packers controlling the checkoff and following the answer, concerns seem to have
abated from the majority of the group.
THE REMAINDER OF THIS PAGE INTENTIONALLY LEFT BLANK
FY2020 Program Evaluation Document
Approved by WBC August 13, 2020
Page 13ATTACHMENT A to FY20 WBC Evaluation Document
USMEF ACTIVITY REPORT TO
THE WYOMING BEEF COUNCIL
U.S. Beef Market Development Activities in Japan and Taiwan
July 2020
The USMEF activities described in this report were funded by the
WYOMING BEEF COUNCILWyoming Beef Council Activity Report This report summarizes market development activities conducted by the U.S. Meat Export Federation in FY2020 in Japan and Taiwan on behalf of the U.S. beef industry and its partner, the Wyoming Beef Council (WBC). USMEF would like to acknowledge and thank the WBC for its financial and personnel assistance in implementing these projects. JAPAN Japan’s 38.5% tariff rate was the highest U.S. beef faced in any major market in 2019. Meanwhile, the tariff rates for most of its non-U.S. suppliers (Australia, Canada, New Zealand, Chile and Mexico) declined significantly under CPTPP and the economic partnership agreement (EPA) between Japan and the EU which further tilted the playing field against U.S. beef. Despite this tremendous disadvantage, U.S. beef exports to Japan were down only 6% in both volume (311,146 mt) and value ($1.95 billion). Promisingly, the year concluded on a high note with the U.S. and Japan reaching a trade agreement (entering into force Jan. 1, 2020) that would bring tariff rates for U.S. beef in line with its competitors. To maintain U.S. beef’s position in Japan amid 2019’s complicated market situation, USMEF implemented an aggressive and proactive strategy to defend and develop market share, especially where U.S. beef has maintained a tremendous supply advantage when it comes to chilled product. USMEF also pushed U.S. beef’s superb quality, consistency and supply reliability as main points of differentiation and with funding support from WBC, advanced the correlation of the American beef image with specific American meat dishes and Western gastronomy through ambitious promotion and more comprehensive education for the end consumer. For example, the notions of “pound steak” (thick-cut steaks) and “urban barbeque” are now closely associated with U.S. beef. The quality and quantity of advertising and messaging about U.S. beef communicated to end users at all levels by USMEF in 2019 had a direct and tangible impact on consumer awareness. According to results from an annual third-party survey commissioned by USMEF, the unaided recall of U.S. beef (86%) exceeded that of Australia beef by 10pt. On a steady trajectory, awareness of the “American Beef” logo almost reached 30% (28%), which represents a 6pt increase from the year before (22%). In addition, the score for U.S. beef as “safe to eat” (27%) has seen a 7pt increase, which is indicative of the positive state of USMEF’s advertising and PR activities While Japan was still delivering excellent value for U.S. beef producers in 2019, tariff relief could not come soon enough. With a level playing field in 2020, the U.S. beef industry has been able to regain lost market share and tap into the tremendous growth opportunities stemming from rising beef consumption in Japan. As consumers are shouldering a lighter tariff burden when purchasing U.S. beef, one of USMEF’s key strategies going into this year has been to highlight the opportunity to upgrade to higher quality cuts than they purchased in the past while also encouraging higher volumes. With COVID-19 emerging as a major health concern and restrictions impacting consumer activity in Japan through the first half of the year, more people have been staying home and preparing their own meals. To capitalize on the growing interest in new cooking ideas at home, and to build on previous promotional efforts for U.S. beef, USMEF also utilized WBC support to intensify its consumer engagement through social media.
WBC-funded American Beef Christmas Dinner Event Highlighting U.S. beef as an ideal material for Christmas dinner, USMEF conducted a consumer cooking event inviting 30 Instagrammers who applied through its website, Facebook and Instagram accounts. The presentation was led by Ms. Yuko Kishida, a popular cooking specialist and instructor who launched her career through a cooking blog while living in the U.S. for 16 years. Explaining the advantages and attributes of U.S. beef, Ms. Kishida demonstrated two special U.S. beef dishes suitable for Christmas dinner and party menus – American beef pound steak and American beef quesadilla. Participants eagerly listened to Ms. Kishida’s take on life in the U.S. and her experience with American food culture, with many taking tons of pictures to later share on their own blogs and social media accounts. Attendees learned about U.S. cattle production through the lens of Wyoming beef producers that perfectly highlights what makes U.S. beef the uniquely high- quality product it is; beef raised in the wide-open and pristine grasslands and pastures of the high plains by families carrying on the ranching tradition and driven by the commitment to care for their animals and the land they are raised on. Images of Wyoming beef production and ranchers at work helped give attendees a true sense of the uniqueness of U.S. beef and help correct misconceptions about U.S. agriculture that is commonly perpetuated by competitors in the market. Participants were later treated to a classic American beef Christmas dinner with seasonal table settings in a warm friendly atmosphere. Articles posted by audience members on their Instagram accounts generated 30,000 reaches in total, with 2,000 new fans being added to USMEF’s page.
WBC-funded Instagram Cooking Demonstrations in Japan Showcase U.S. Beef
Reaching Japanese consumers during a time when they had limited dining out options, USMEF
encouraged them to cook more U.S. beef at home through live cooking seminars on Instagram.
The demonstrations featured popular cooking celebrity Rika
Yukimasa preparing U.S. in her own kitchen. As a bonus, the
campaign – aptly titled “Learning
American Meat Cooking by Simple
English” – was a bilingual program in
Japanese and English. USMEF’s purpose
was to attract people who are interested in
cooking and those interested in a simple
English lesson, such as parents with school-aged children at home. Rika
also explained that U.S. beef is so safe and tasty because of the strong
sense of responsibility cattle ranchers from Wyoming have as good and
caring stewards in raising their livestock. Many consumers posted
feedback indicating that they had greater trust and would buy U.S. beef
because of this information while viewing Rika’s presentations.
Yukimasa’s cooking demonstrations were distributed at 4 p.m. daily, as families began to think
about the day’s dinner and covered the following recipes:
• May 1: American beef thick cut steak: 17,000 viewers
• May 16: American roast beef (rib eye roll, sirloin): 15,000 viewers
• May 29: American beef stewed with white wine: 15,000 viewers
These segments were recorded for USMEF Instagram TV (@americanmeatjapan) and made
available as educational materials. On social media, USMEF has been able to extend its reach for
this cooking school as each demonstration gathered at least 1,000 “likes” and had between 10,000
and 15,000 viewers. Total reach was 47,000 consumers＋people who watched live Instagram
(3,000 consumers) = more than 50,000WBC-funded Retail Promotions A portion of WBC funds were leveraged to conduct special sales promotions for American beef in mid-January ushering in the new U.S. pricing structure (giving U.S. product the same advantage as beef from CPTTP member countries). In particular, this investment supported newspaper insertions and tasting demonstrations at the point of sale for 105 Ito Yokado outlets. The chain featured U.S. thick-cut chuck eye roll steak as main item as well as coulotte, hanging tender, tongue, and short plate for yakiniku items. This activity generated 1,067 mt in U.S. beef sales, a 17.6% increase over the same period last year. TAIWAN U.S. beef exports to Taiwan were record-large for the fourth consecutive year in 2019, climbing 6% from a year ago in volume (63,538 mt) and 3% in value ($567.1 million). Taiwan’s per capita beef consumption has increased 62 percent since 2005 (8 lbs. in 2005, 13 lbs. in 2017) while self- sufficiency has declined 32 percent. With these evolving eating habits, Taiwan consumers have shown a growing preference for higher quality protein options and a willingness to spend more on premium goods. Taiwan has also remained a fast-paced food market, where buyers and consumers are always looking for something “new”. This rising interest in excellent and novel eating experiences continued to help drive tremendous demand for U.S. chilled beef in Taiwan in 2019. This growth was also driven by success at foodservice and retail as Taiwan continued to embrace alternative cuts and as U.S. beef continued underpinning overall consumption growth. The United States now dominates Taiwan's chilled beef market, capturing approximately 75% of its chilled imports – the highest share of any Asian destination.
WBC-funded USMEF promotions in the retail sector have helped meat department personnel learn
the application and possibilities of new U.S. beef items, thus allowing them to gain solid sales
experience and confidence in the cuts. The success these targeted chains are enjoying will serve as
a solid example for other foodservice or retail operators considering
utilization of a wider range of U.S. beef cuts and chilled beef in the future.
As part of its 2020 “Go U.S. Beef”
campaign in Taiwan, USMEF initiated a
WBC-funded retail promotion for U.S.
beef at nine outlets of RT Mart in May.
The promotion represents a step forward
in Taiwan’s retail recovery amid COVID-
19 as USMEF was able to deploy U.S.
beef promoters in each of the stores.
Although each store determines which U.S. beef cuts to promote,
most are featuring boneless short rib and top blade. Following suit, in June, A-Mart resumed U.S.
beef promotions with in-person promoters. Given that RT Mart and A Mart sell 40 mt and 20 mt
of U.S. beef a month, respectively, these are important retail channels for U.S. chilled product. In
fact, U.S. chilled beef sales through these chains have averaged 20% higher in the last two months
thanks to extra promotional efforts keeping U.S. beef top of mind among consumers buying more
beef in general amid COVID-19.
USMEF also kicked off a five-week retail promotion for U.S. beef at
Keeper’s importer-owned meat boutique. As part of the “Go U.S. Beef”
campaign, this activity was held in-store at
Keeper’s one outlet and conducted through their
online platform. In addition, tasting events with
U.S. beef have been ongoing via a mobile cart at
six different neighborhood locations during the promotional period.
Interactive tools utilized at the events encouraged photos and sharing on
social media. Sales results are pending.
2020 U.S. Beef Export Update
U.S. beef exports trended lower in May, due in part to interruptions in slaughter and processing.
As protective measures related to COVID-19 were being implemented, plant disruptions peaked
in early May with a corresponding temporary slowdown in exports. For January through May,
U.S. beef exports fell 3% below last year’s pace in volume (512,596 mt) and 5% lower in value
($3.14 billion). These exports still accounted for slightly higher percentage of both total beef
production (14.1%, up from 14%) and muscle cut production (11.6%, up from 11.3%) compared
to last year. The January-May average export value per head of fed slaughter was $318.87, up 3%.
U.S. beef exports to Japan through May remained ahead of last year’s pace, increasing 5% in
volume (134,138 mt) and 2% in value ($841.7 million). Taiwan remained 2% ahead of last year’s
pace at 24,889 mt, with value slightly lower at $215.8 million (down 1%). The global economicoutlook is challenging, but USMEF looks for export volumes to recover quickly in most markets
as U.S. beef remains an important staple, not only in the United States but for many international
consumers as well. In what has been a remarkably turbulent year, consumer demand for U.S. beef
has proven very resilient. The recent rebound in beef production will help exports regain
momentum in the second half of 2020.
USMEF activities described in this report are funded through the Beef Checkoff Program as
well as various USDA market development programs and the national and state soybean and
corn checkoff programs.ATTACHMENT B
FY2020 Program Evaluation Document
Wyoming Beef Council YouTube and Google Search Campaign
Final Campaign Report
Campaign Dates: 10/3/2019 – 6/30/2020
Report Dates: 10/3/2019 – 6/30/2020
The Wyoming Beef Council’s digital advertising campaign was live for 272 days and completed on
June 30, 2020. The campaign focused on generating video views for the Wyoming Producer Image
Campaign and Wyoming’s Beef At Home videos while also promoting visits to the rancher profiles on
WyBeef.org through Google Search. The total campaign budget was $10,000 and the entire budget
was spent during this campaign.
Total Campaign Overview
• In total, the campaign has generated 419,666 engagements through both YouTube
and Google search (video views + website clicks).
• The two campaigns have resulted in 960,624 impressions.
• The total budget of $10,000* was spent during this flight
o *$9,000 was dedicated to YouTube video and $1,000 was dedicated to Google
Search
YouTube Campaign Overview
• The YouTube campaign promoted the Wyoming Beef Council’s Producer Image
Campaign videos from October through March and Wyoming At Home recipe videos
from March through June.
o In late March, Wyoming’s Beef At Home videos were added to the mix as part
of the COVID-19 pandemic response to promote recipe and meal inspiration to
consumers.
• These videos have combined for a total of 417,675 video views and have reached
people 912,311 times
o Video views are defined as the number of consumers who viewed the entire
video or at least watched :30 seconds.
• The campaign has a 45.78% view rate meaning four in ten viewers chose to watch at
least :30 seconds of the video that they were served.
• The average cost per view is $0.02, which is below our goal of $0.04 (industry
average is $0.05) allowing the Checkoff dollar to reach more consumers via digital
video.
Wyoming Stories Videos:
• Views: 254,704• Impressions: 588,853 • Cost Per View: $0.02 • View Rate: 43.25% • Video Breakdown:
Beef at Home Videos: • Views: 162,971 • Impressions: 323,458 • Cost Per View: $0.02 • View Rate: 50.38% • Video Breakdown:
Age Breakdown The majority of video views (50%) are within the target demographic of older millennial parents between the ages of 25-44. Due to some limited functionality in YouTube’s ability to fully track age, there is a large group of “unknown” users.
Video Views
120,000
96,381
100,000
79,892
80,000 71,293 71,296
58,486
60,000
40,000 25,852
14,475
20,000
0
18-24 25-34 35-44 45-54 55-64 65+ Unknown
Video Views
Device Breakdown
The majority of video views came from Connected TV Screens through the YouTube app
(41%) followed by mobile phones (39%). The rest of the video views comes from Tablets
(11%) and Computers (9%). This is consistent with what we have seen in other campaigns.
Video Views
Mobile Phones
TV Screens 39%
41%
Tablets Computers
11% 9%
Google Search Campaign Overview
• The Wyoming Beef Council’s Google search campaign has generated 1,996 clicks to
the Wyoming Beef Council website, WyBeef.org
o These Google search ads are promoting Wyoming Rancher profiles and beef
production information.• Wyoming ads have appeared in 48,327 searches
• The average cost per click (CPC) is $0.56
o This is slightly above our goal of $0.45 cost per click due to more market
competition. For future campaigns, we would recommend including some
recipe search terms, which are often cheaper, to help mitigate this cost.
Device Breakdown
The majority of clicks have come from users searching on a mobile device (70%) followed
by computers (22%) and tablets (8%). (FYI: Google Search does not track users’
age/demographics, so that type of data is not available from this platform.)
Clicks
Tablets
8%
Computers
22%
Mobile Phones
70%
Future Campaign Considerations
- Allocate a small portion of Search funds for recipe and meal inspiration to help
mitigate costs with highly popular yet lower-cost consumer content.
- For YouTube, use cut-down videos (:30-:45 second) to incorporate a retargeting
approach where a consumer is first exposed to and completes a shorter version and
is then served the longer version. The benefit of this approach is two-fold: 1) longer-
form videos are shown to consumers most likely to be positively predisposed to
viewing that type of content, and 2) the approach works to strengthen and reinforce
the brand and its messaging through multiple exposure.ATTACHMENT C
FY2020 Program Evaluation Document
Top 5 State Video and Search Ad Campaign
Final Campaign Report
Campaign and Report Dates: 5/1/2019 – 9/30/2019
This report captures results for the entire campaign, working to track findings across the “Top 5
State” footprint (California, Illinois, New York, Pennsylvania and Florida). These five states total
a population of over 100 million consumers, representing nearly a third of the total U.S.
population.
• For the YouTube video advertising portion of this campaign, the current content utilized
included the newest “Nicely Done” video series.
• Google Search topics that revolve around popular consumer search requests, including
Ground Beef Recipes, Summer Time/Grilling Recipes, and General Recipe and Meal
Ideas were used for the Google Search Advertising portion of this campaign.
• This year we utilized non-skippable 0:06 bumper ads due to their extremely cost-
efficient Cost Per Video Views and higher reach.
Campaign Overview
• The YouTube advertising campaign generated over 14,444,599 video views.
o This is 3 times higher than the video view total of last year.
The FY’18 campaign had a total of 4.8 million video views
o The :15 and :30 second ads had a Cost Per Video View of $0.02
o The 0:06 second ads had a Cost Per Video View of $0.004 (4/10ths of 1 cent),
which significantly increased the overall number of video views and the
campaign’s reach.
• The Google Search campaign has generated 111,631 clicks to the Beef. It’s What’s For
Dinner. website, at a $0.19 cost per click.
o This cost per click outperformed FY18’s campaign effort, which had a cost per
click of $0.22 and 77,329 clicks.Performance by State
Consumers in California and Florida generated the greatest number of video views and clicks to the Beef.
It’s What’s For Dinner. website.
YouTube Advertising:
State Video Views* Impressions View Rate Cost
California 6,093,043 7,881,623 77.31% $ 43,115
Florida 2,722,340 3,572,179 76.21% $ 19,625
New York 2,470,275 3,255,466 75.88% $ 18,217
Illinois 1,879,144 2,478,869 75.81% $ 13,668
Pennsylvania 1,298,537 1,728,820 75.11% $ 9,668
*Number of consumers who watched the entire video.
Search Advertising:
Row Labels Clicks Impressions CTR Cost
Florida 30,283 320,712 9.44% $ 5,581
Pennsylvania 22,564 243,305 9.27% $ 4,285
California 22,401 265,365 8.44% $ 4,224
New York 20,248 227,340 8.91% $ 3,831
Illinois 16,134 175,205 9.21% $ 3,088
The budget for FY2020 was $125,000. All funds were contributed by SBCs from their state
portion of the checkoff. Contributing states included: WY, IA, OK, IL, ND.Video Performance Breakdown
Here’s how each video breaks down in terms of number of completed views and view rate (% of
consumers who were exposed to the spot and chose to watch the entire video).
6 Second Bumpers:
Hungry For Beef? Keep Grillin’
Views: 5,803,074 Views: 2,921,486
View Rate: 100% View Rate: 100%
Holy Smokes
Views: 2,573,658
View Rate: 100%Nicely Done Videos:
Nicely done, beef. You’re Well Known As What’s For Dinner.
The King of Proteins
Views: 1,394,887 Views: 920,919
View Rate: 41.54%
View Rate: 40.35%
Tender, Savory Steaks Slice into Delicious
Views: 335,140 Views: 299,670
View Rate: 44.03% View Rate: 45.20%
Train of Thought Nicely done, beef. You’ve Always Been What’s For Dinner.
Views: 114,882
Views: 78,608
View Rate: 33.67%
View Rate: 42.90%
The Only Cut
Views: 2,269
View Rate: 35.98%Search Performance Breakdown:
Top 10 Google Search Topics:
Search Topics Clicks Impressions CTR Avg. CPC
Meatloaf Recipes 36,987 242,273 15.27% $ 0.15
Hamburger/Ground Beef Recipes 16,739 149,187 11.22% $ 0.20
Ground Beef Recipes 10,361 136,086 7.61% $ 0.20
Meatball Recipes 10,220 185,704 5.50% $ 0.19
Chili Recipes 10,207 119,949 8.51% $ 0.20
Sloppy Joe Recipes 5,682 31,927 17.80% $ 0.19
Dinner Recipes 5,487 89,867 6.11% $ 0.21
Recipes 4,925 74,775 6.59% $ 0.32
Pressure Cooker Recipes 3,429 69,937 4.90% $ 0.21ATTACHMENT D
FY20 WBC Program Evaluation Document
Contractor: Wyoming Agriculture in the Classroom
Project: Wyoming Stewardship Project
Project Manager: Jessie Dafoe
WBC Committed Contribution: $8,000.00
Amount of Funding Used: $8,000.00
WBC Strategy 1C: Proactively educate influencers about environmentally,
socially, and economically sustainable beef production practices.
The Wyoming Stewardship Project (WSP) specifically addressed Strategic Priority 1C:
Proactively educate influencers about environmentally, socially, and economically
sustainable beef production practices.
The WSP reinforced other priorities of capitalizing on Wyoming's ranching culture and
heritage to improve the image of the beef community. The WSP works to support the
mission and vision of the beef industry’s long-range plan.
Objectives cited in Funding Proposal:
Wyoming Agriculture in the Classroom's (WAIC’s) measurable objective for the Wyoming
Stewardship Project was to:
Proactively educate influencers about environmentally, socially, and economically
sustainable beef production practices.
Wyoming Agriculture in the Classroom selected one objective we felt was the most
important for the educators to grasp and be able to revise and implement lessons that
will be effective in classrooms across the state.
Results (circle one):
Objective Objective Objective
Not met Met Exceeded
Explanation of Results:
To reach our objective, Wyoming Agriculture in the Classroom had three goals listed in
the initial request. Please find the goals and results below.
1. Revise 4th Grade Agriculture Unit
a. During July, Wyoming Agriculture in the Classroom completed a week’s
worth of revisions for the lessons based on educator feedback and
industry review. The 4th Grade Agriculture Unit was completed and now is
loaded on the website, available for all educators to utilize in their
classrooms this school year.2. Website Revision
a. The website has been a constant moving target as we continue to gather
feedback and adjust the site to be as user friendly as possible for
educators. We believe we have finally reached a good place for the
website this school year. All lessons will be loaded and available by the
end of October. All agriculture units are currently available.
3. Educator numbers
a. We had stated a goal of 140 educators impacted through the revision
week, WAIC website (lesson downloads), and classroom visits. Our
Wyoming Stewardship Project Director is currently visiting classrooms
and supporting educators who participated in pilot summer workshops,
even without current classroom visit numbers, we have exceeded our
goal!
i. Signed up for educator e-news/viewing/downloading lesson: 105
ii. Revision week: 9
iii. Pilot educator summer workshops: 28
iv. Total: 142 educators impacted, if each teacher works with
approximately 20 students, we also exceed our goal 2,800
students, coming closer to 2,840 students.
We greatly appreciate the Wyoming Beef Council's support through the development
and revision process, and as we look towards implementation. We greatly appreciate
Ann Wittmann’s time to review and provide resources.
Summary of event:
We are so appreciative for your continued support of the Wyoming Stewardship Project.
With your help we have been able to accomplish amazing work. Our focus continues on
grades 2-5. This project has brought together people from across the state who are
dedicated and passionate about educating our youth by providing teachers the lessons
they need in their classroom. We can’t tell you how much your past support has meant
to us, as we have come so far in developing the lessons. We now have 12 units of
study, three for each grade level, and we are ready for implementation because of the
work accomplished this summer.
The grant request specifically requested funds for our work to revise the lessons and
standards in the 4th Grade Agriculture Unit (accomplished in July) and revise the
website for ease of educator use. We were also able to host three pilot workshops this
summer (Rawlins, Casper, and Sheridan).
We believe Wyoming beef production is an important component of these lessons. The
influencers (educators) must understand the environmental, social, and economical
sustainable beef production practices to revise lessons as well as teach the lessons. We
will continue to work to educate those teachers with the help and guidance of the
Wyoming Beef Council's strategic plan to highlight sustainable beef production practices.
Current Status:
Final units for grades 2-5 in Agriculture, Minerals & Energy, and Outdoor Recreation &
Tourism are all available free of charge from our website to educators statewide.
Wyoming Agriculture in the Classroom has their Wyoming Stewardship Project Director
now traveling the state to work with school districts, teachers, principals, and those inleadership positions to encourage adoption of the project. The Wyoming Stewardship Project Director has the primary responsibility to connect teachers with the lessons and provide necessary support and direction in the lessons. Research has shown it takes nearly 30-100 hours of professional development to maximize teacher learning and student achievement. The duty of the WSP Director is to gain more momentum within classrooms by connecting teachers to the lessons and supporting educators who attended the workshops this summer. Next Steps: The goal for WAIC is to educate 11,400 students annually by the end of 2022. WAIC’s next steps are to make schools, teachers, and communities aware of our product, a curriculum that will change mindsets and behaviors and increase the knowledge of agriculture, minerals & energy, and outdoor recreation & tourism in Wyoming. The long- term impact is for students to understand our major Wyoming economic drivers and become the future stewards of our natural resources. In 2020, we have outlined 12 workshops for teachers to be held across Wyoming. Those workshops will allow teachers to not only receive UW or PTSB credit for their time, but also become completely familiar with the content and confident in their ability to utilize the lessons with their students. Our big focus will be to build a Regional Advocates team to meet the needs of teachers across the state. What would you change to make this project more effective in the future? The biggest change to the project could be an increase in the number of Regional Advocates hired to help work with teachers. We simply need to find more funding, the interest from teachers is there. This would make the project even more effective. In fact, we believe there is a direct link from the number of professionals that we have traveling Wyoming to the number of students impacted. For WAIC, there is no major equipment. Our equipment and the tools to provide this project are our staff. WAIC intends to build our team over the next two years to implement and maintain this curriculum in Wyoming.
Facebook Recognition and Thank You:
WBC Use Only
Date due to WBC Office ____Early 2020___________
Date received by WBC office: __________________ Date Reviewed by WBC________________________ATTACHMENT E
FY2020 Program Evaluation Document
Media Reach Summary Fiscal Year 2020, July 1, 2019 through June 30, 2020
Date Sent Title # Sent % Open % Click- Print Mentions
through
Nutrition Publications
9/3/2019 Free Webinar w/CPE Credits 107 30% 7%
5/12/2020 RD CPE Credits available online 70 36% 6%
TOTAL Nutrition Outreach 33% 7%
Mailchimp Industry Standards 22% 2%
Press Releases
8/6/2019 Gov Reappoints Hendry, Hellyer 234 42% 0% Pine Bluffs Post, Roundup, WTE,
8/6/2019 Public notice, August meeting 195 30% 0% Douglas Budget
9/3/2019 Beef up lunch boxes for strength 309 30% 1% Sublette Examiner, Gillette News Record
10/3/2019 WBC releases producer videos 651 28% 4% WTE,
10/16/2019 Public notice, November meeting 198 34% 1% Roundup
11/7/2019 WBC approves/releases audit 840 23% 1% Roundup
12/6/2019 Drool Log in theatres near you 225 31% 4% WTE, Roundup, Cody Enterprise
Checkoff-Grassroots Decision Makers,
1/9/2020 sent by CBB Roundup
parts 1 & 2
Sublette Examiner, Roundup, Pine Bluffs
1/14/2020 WBC range cattle producer vacancy 862 35% 6%
Post, WTE
1/20/2020 Annual Report 221 30% 2% Roundup, WTE
3/16/2020 April Food's Day 198 27% 1%
3/18/2020 April Beef Council Meeting 203 35% Roundup
March Checkoff penalty repeal-vote fails not ours Saratoga Sun
March Checkoff penalty repeal bill not ours Saratoga Sun, Casper Star
Coverage of S.George presentation to
April Saratoga Sun, Sublette Examiner
GRVCA
4/2/2020 First Lady videos 308 38% 8% Roundup, PB Post
4/13/2020 Beef recipes-pantry/freezer staples 308 34% 22%
4/15/2020 Executive Session meeting announcement 181 30% 0%
5/23/2020 June meeting announcement 203 35% 6% Torrington Telegram, Lingle Guide, Roundup
national Wittmann
June United We Steak Roundup
release interviews
6/24/2020 Steak Swaps 308 35% 3% Roundup
6/25/2020 FY21 Budget & Marketing Plan 276 31% 1% Roundup
Total Press Releases : 30% 3%Mailchimp Industry Standard 23% 3%
Producer Newsletter
7/15/2019 July Raising the Steaks 878 18% 1%
9/4/2019 September Raising the Steaks 851 22% 2%
10/17/2019 October Raising the Steaks 842 24% 2%
11/7/2019 November Raising the Steaks 840 23% 1%
12/6/2020 December Raising the Steaks 837 21% 1%
1/20/2020 January Raising the Steaks 816 24% 2%
2/25/2020 February Raising the Steaks 813 25% 1%
3/19/2020 March Raising the Steaks 815 25% 1%
4/28/2020 April Raising the Steaks 804 28% 5%
6/28/2020 June Raising the Steaks 803 20% 1%
Total Raising the Steaks Producer Newsletter: 23% 2%
Mailchimp Industry Standard 23% 3%You can also read
