BEST NEW BEEF PRODUCT CONTEST DEADLINE NEARS

CHICAGO, Ill., (August 20, 1997) -- Entries are arriving
from across the United States for what their creators hope will
be named the Best New Beef Product in America, as the deadline
nears for the National Cattlemen's Beef Association's Cattlemen's
Centennial Award.  Announced in June, less than two weeks remain
to submit entries in the contest which is part of the beef
industry's aggressive effort to recapture market share.
    
     Designed to encourage the development of consumer-focused
branded beef products, the award highlights the changing nature
of today's beef products and recognizes those products that
deliver a great-tasting beef experience to consumers.
    
     Mark Thomas, NCBA New Marketing Initiatives vice president,
says the response has brought forth just the type of products the
beef industry needs as it moves towards a more consumer-driven
focus by better meeting consumer demands for convenient, tasty
and high quality products.
    
     "The entries we have received are all very innovative and
creative," says Thomas.  "There is no doubt these products will
spur additional new product development within the beef
industry."
    
     The award is available to the creator or marketer of a new,
branded retail or foodservice beef product or product line that
delivers consumer value on a number of criteria, including taste,
convenience, innovation, packaging and quality.
    
     Official entry forms and rules for the Cattlemen's
Centennial Award can be found on Cattlemen On the Web,
(http://www.beef.org), the beef industry's website for
agricultural professionals, and on CowTown America,
(http://www.cowtown.org), the beef industry's website for
non-agricultural audiences.
    
     Entry forms and rules can also be obtained by faxing a
request to (312) 670-9414, or by writing to: Melissa Denny,
Cattlemen's Centennial Award, National Cattlemen's Beef
Association, 444 N. Michigan Ave., Chicago, Illinois 60611.
Completed entries should be sent to the same address.  All
entries must be received by close of business, August 31, 1997.
    
     A selection committee, including retail and foodservice
industry leaders, will evaluate all entries based on the award
criteria.  Based on the committee's decision, the winner of the
"Cattlemen's Centennial Award for Best New Beef Product in
America" will be announced at the beef industry's Centennial
Convention in Denver, Co., February 4-7, 1998.  In addition to
recognition at the Centennial Celebration, the winner will
receive $250,000 to help research and develop new beef products.
    
     The Beef Board is accountable for overseeing the national
one-dollar-per-head beef checkoff program including planning,
budgeting, evaluating programs, collecting checkoff assessments,
assuring compliance with the Beef Promotion and Research Act and
Order and certifying state beef councils.  The Beef Board's 111
members are appointed by and held accountable to the Secretary of
Agriculture.  Board members represent all segments of the beef
industry including beef, veal and dairy producers and importers.
    
     Initiated in 1898, the National Cattlemen's Beef Association
is the marketing organization and trade association for America's
one million cattle farmers and ranchers.  With offices in Denver,
Chicago and Washington D.C., NCBA is a consumer-focused,
producer-directed organization representing the largest segment
of the nation's food and fiber industry.

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