1. What’s “NEWS” at the meat case?

2. Who are we? Iowa Beef Industry Council Iowa Pork Producers Association

3. We are government “speech” Oversight by USDA / AMS – Agricultural Marketing Service – Abide by federal laws: Food and Drug Administration – labels, health claims, nutrient content Federal Trade Commission – advertising, brochures, web content U.S. Department of Agriculture – nutrient data, Dietary guidance, how commodity is grown, food safety

4. “Makeover” at the meat case Effort to simplify meat case … New PORK names New BEEF names New “suggested” labels

5. In 1973, URMIS was developed to help consumers The Uniform Retail Meat Identity Standards (URMIS) program was established in 1973 by the Industry- wide Cooperative Meat Identification Standards Committee (ICMISC). The consumer oriented identification system was developed to simplify and standardize the perplexing array of fresh meat cuts and their names. The URMIS program, adopted by food stores, was seen as a guarantee for consumers that the same cut of meat would have the same name in every store, in every city across the country. URMIS later led to development of the U.P.C. codes for fresh meats.U.P.C. codes

6. The goals of the URMIS update Confusion Consumer Satisfaction Sales

7. Consumer focus groups ₋Primary Grocery Shopper ₋Frequent fresh meat consumer ₋Mix of major demographics ₋Younger Consumer vs. Older Consumer Image Source: Meaty photo series by Dominic Episcopo

8. They only purchase cuts they are familiar with Ribeye Steak NY (Strip) Steak Ground Beef Porterhouse Steak Chuck Roast T-bone Steak Sirloin Steak Flank Steak Tri-tip steak Pork Chops Tenderloin Ribs

9. Pork Loin Blade Chops Boneless = Loin Chops Pork Shoulder Blade Butt Roast = Shoulder Roast Beef Chuck Top Blade Pot Roast = Chuck Roast Beef Loin Top Sirloin Steak = Sirloin Steak Shorter and more familiar names

10. Some names - geographic Beef Chuck Eye Edge Pot Roast BonelessDenver Roast Beef, Under Blade, Boneless Beef Chuck Under Blade Center Steak Boneless Denver Cut Denver Steak Beef, Under Blade, Boneless Beef Top Round Cap Steak BonelessSanté Fe Steak Beef, Top Round Cap, Boneless Pork Spareribs St. Louis-Style Spareribs St. Louis-Style Pork, Bone In Pork Leg Eye Steak Boneless Pork, Eye Of Leg, Boneless Des Moines Steak

11. New Pork Names 14 cuts of fresh pork with simplified names – Similar to beef names – More consumer-friendly

12. New Labeling Consumer-friendly names Cut characteristics Suggested preparation method or other helpful information … Best when roasted Grill for best results Use on salad

14. Retail Cut Nomenclature

15. USDA Approved 145° F. Cooking Temperature for Pork

16. New Cooking Temperature Whole muscle cuts … – 145° F. followed by a 3 minute rest time Ground pork … – 160° F. to ensure cooking throughout

17. Cook it your way! 145°F - 160°F.

18. Evolution of Leaner Pork Technology have helped pork producers to: – Provide better environment for pigs – Better health for pigs – Better nutrition – Protect the environment – Producer safer, leaner product

19. 30 years ago Today Evolution of Leaner Pork

20. Leaner Pigs = Leaner Pork USDA research shows … Six common cuts of pork have: – 16% less fat – 27% less saturated fat. Pork tenderloin just as lean as skinless chicken breast.

21. Evolution of Leaner Beef 1942 prize-winning Hereford steer 2011 prize-winning Hereford- Gelbvieh cross steer Used with permission from Audrey Monroe, MS, RD

22. Changes in Breeding Beginning in the 1970s, U.S. cattle breeds increased in diversity 1 Changes in breeding practices resulted in: o Increased overall leanness o Reduced external fat thickness o Appropriate levels of marbling to maintain palatability 22 1. McNeill SH et al. Meat Sci. 2012, 90(1): 1-8.

23. Changes in Trimming Dietary recommendations influenced consumer demand for leaner cuts and increased the trimming of visible fat by retailers and butchers. 81% decrease in 26 years 1980 2005

24. Changes in Fat Content Composition of beef has become significantly leaner over time o Total fat ↓ 34% 1,2 o Saturated fat ↓ 17% 2,3 *Per 3.5 oz serving 1 USDA, ARS. 1963. Composition of Foods. Pork Products: raw, processed, prepared. Agriculture Handbook 8-13. 2 USDA, ARS. 1990 Composition of Foods: Raw, processed, prepared. Agriculture Handbook Number 8 3 USDA, ARS. 2010. USDA National Nutrient Database for Standard Reference, Release 23. Definition of “lean” o < 10 g total fat o < 4.5 g saturated fat o < 95 mg cholesterol Changes in Fat and Saturated Fat of Sirloin Steak -34% -17%

25. Lean Beef: Available, Accessible & Popular Now more than 29 cuts of beef meet USDA definitions of “LEAN” 17 of the top 25 most popular fresh meat cuts sold at retail are lean. 65% of all beef in the fresh meat case is lean. Popular Beef Cuts are Leaner Than You Thought Most popular lean beef steaks chosen at restaurants: Most popular lean beef steaks in the meat case: Top SirloinTop Loin (Strip or New York steak) Tenderloin (Filet Mignon or Medallions) Top Round steak Top Loin (Strip or New York steak) Top Sirloin T-Bone steak Fresh Look Marketing Group, Total US Beef, 52 Weeks Ending 9/25/2011 Definition of “Lean” (Per 3.5 oz cooked serv) <10 g total fat < 4.5 g saturated fat < 95 mg cholesterol

26. Beef Choices for Today’s Consumers Traditional/grain fed Natural Organic Grass-fed Locally grown Branded All beef is wholesome and nutrient-rich!

27. All cattle eat grass … Iowa Beef Industry Council

28. Cattle are “ruminants”

29. Grain-finished Beef (Traditional) Most of US beef today Calves on pasture or range ---- feedlot at 7 to 18 months Grain-finished - 120 to 180 days – Feed grain, not food grains Taste panel research shows consumers prefer flavor of grain- finished beef

30. Benefits of grain feeding Flavor from marbling Increased tenderness from young cattle

31. “Naturally Raised” Natural – minimally processed USDA defines as voluntary claim (as of January 19, 2009): – No growth promotants – No antibiotics – No animal by-products

32. Organic Defined and regulated by USDA Certified to meet USDA’s National Organic Program Standards: – 100% organic feed – Some vitamin and mineral supplements – No growth hormones – No antibiotics for any reason Sick animals removed and treated – Access to organic pasture – Organic fertilizer (livestock manure) – No irradiation – Natural pesticides and fungicides – No synthetic products All beef is safe, wholesome and nutritious

33. Iowa Beef Industry Council “Grass-finished” Pasture-fed through life Grass fed standard –grass and/or forage shall be the feed source consumed for the lifetime of the ruminant animal, with the exception of milk consumed prior to weaning. –The diet shall be derived solely from forage and animals cannot be fed grain or grain by-products and –must have continuous access to pasture during the growing season Usually leaner and less tender No safety difference

34. Putting it into Perspective Grain-Fed Grass- Finished Total fatDV = 65 grams 4 - 6.7 g 2.3 - 3.7 g Cholesterol 53 - 61 mg 49 -57 mg n-3 LCPUFA US Dietary Guidelines – 2 fish meals/week or 250 mg/day 2 - 19 mg 5 - 33 mg CLAAv. Supplemented in human trials – 5.8 g/day 20 mg Comparison of a 100 gram steak (mixed cuts) Source: Van Elswyk and McNeill. 2014. Meat Science 96:535-40

35. What is “ Local”? Farmers Market? Grocery Store / Meat Case?

36. Farm–to–Table Path Farm to Processing Processing to grocery store

37. Iowa pork producers … producing food for you! 8,300 Iowa pork producing farms Market 37 million pigs annually Approximately 33% of nation’s pork

38. Meet Iowa pork farmers producing pork for YOU!

39. Pork Producers commitment to YOU! To produce safe, affordable pork To care for their pigs To protect & promote animal well-being To safeguard natural resources To protect public health

40. Other consumer concerns: Antibiotics (or antibiotic-free) “Hormones” – growth promotants )– or hormone- free) Livestock production practices Local is better? Sustainability Animal care

41. www.FactsAboutBeef.org

42. Questions?

43. The Statement of Principles Regarding Nutrition and Health was first adopted by the beef industry in 1984.