On March 31, the beef checkoff-supported Culinary Center will host a grilling event for news media in New York City, highlighting beef’s benefits for “Tween” girls – ages 8 to 12. This follows a March 15 event in Chicago at which the Culinary Center hosted a focus group of young girls to experiment with beef recipes, explains Jay O’Brien, Cattlemen’s Beef Board Vice-Chairman and Texas cattle producer.

Cut #1    :26       Outcue: "...exciting for the ‘Tween’ girls."

O’Brien says that while beef has much to offer girls in this age group in terms of nutrition, the industry must position beef as a fun and appealing product.

Cut #2    :23       Outcue: "...and to eat beef."

He noted that the objective of these youth events is to generate interest in beef by gaining exposure in media outlets that appeal these age groups – an investment aimed at ensuring future beef demand.

Cut #3    :17       Outcue: "...consumers all their life."

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.

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