Feb. 28, 2005 - Beef Industry Focuses on Youth Market: O’Brien”

Cattlemen’s Beef Board Vice Chairman Jay O’Brien, a cattle producer from Amarillo, Texas, says that educating the youth market about the benefits of beef is critical to maintaining strong beef demand.

Cut #1     :31  Outcue: "...for a long time."

O’Brien emphasized that beef offers nutrients important to proper development, even in pre-natal stages.

Cut #2     :26  Outcue: "...young person can have."

He added that the Beef Checkoff Program has a great opportunity for outreach with the youth market, especially with beef being such an enjoyable product. 

Cut #3     :30 Outcue: "...it’s right for them.”

The national Beef Checkoff Program is administered by the Cattlemen’s Beef Board, a group of 108 beef producers appointed by the Secretary of Agriculture.  They represent producers from coast-to-coast and volunteer their time to help identify programs that can help increase beef demand.  The checkoff was created in the 1985 Farm Bill, with oversight provided by the U.S. Department of Agriculture.