CATTLE PRODUCERS' HARD WORK PAYS OFF: OPRAH SETS RECORD STRAIGHT

DENVER, April 24, 1996 -- On Tuesday, Oprah Winfrey set the
record straight on the issue of Bovine Spongiform Encephalopathy
(BSE), thanks to the work of cattle producers across the country,
says National Cattlemen's Beef Association (NCBA) President John
Lacey.

     Winfrey first discussed BSE and other food safety issues on
her April 16 show.  Lacey condemned that show, saying Oprah gave
"anti-meat activists a platform for biased and unsubstantiated
claims against beef."  Dr. Gary Weber of NCBA was also on the
show.  However, 75% of Weber's statements were edited out of the
final show.

     Industry response was immediate, with many cattle producers
and others contacting Winfrey to air their frustration with the
show.  Winfrey said letters, faxes, phone calls and e-mail
responses about food safety were "overwhelming."  As a result,
Winfrey offered to clear up unanswered questions, and invited Dr.
Weber back to the show on April 23.

     NCBA staff negotiated extensively with the Oprah show about
a return appearance.  NCBA agreed to appear on the April 23 show
only if segment on BSE was unedited, and without opposing
spokespersons.  Both sides also agreed that there was a need to
provide a more balanced look at the issues of BSE and the feeding
of animal-derived supplements to cattle.

     "NCBA's successful return to the Oprah Winfrey show was the
direct result of a lot of hard work by cattlemen.  Even though
they've got low cattle prices on their minds, they took the time
to let Oprah know that she was unfairly doing more damage to an
industry already suffering through tough economic times," said
Lacey.  "Cattle producers' dedication is the reason Oprah let us
go back and get the correct messages out to consumers."

     Lacey also said he and other producers appreciate Oprah's
commitment to fairness by offering NCBA the opportunity to return
to the show and set the record straight.

     Iowa cattle farmer Connie Greig also appeared on the show.
She reassured Oprah viewers that cattlemen are concerned about
food safety and are committed to protecting consumers.

     "It's the responsibility of cattlemen to produce a safe and
wholesome product for consumers, and we work hard at that," said
Greig, who serves as chairman of NCBA's Cattle Health and Well-
Being committee.

     Greig invited Oprah to visit her cattle operation and spend
a day in the life of a cattle producer.

     NCBA has tracked the BSE issue for 11 years in an effort to
make sure BSE is kept out of the U.S. cattle population.  Those
efforts coincide with the beginning of the cattle industry's Beef
Quality Assurance program.

     The National Cattlemen's Beef Association, a result of the
merger between the National Cattlemen's Association and the
National Live Stock and Meat Board, is a consumer-driven,
producer-directed organization representing all segments of the
beef industry.  NCBA for the first time brings together policy
and marketing efforts under a single plan and incorporates many
aspects of the Beef Board through a joint operating agreement.
The organization began operation on February 1, 1996.

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