With the summer grilling season around the corner, the Beef Checkoff Program is preparing its plans for what is annually a very key promotional period for the beef industry. Randy Irion, director of the retail program at NCBA, says 2005 will be no different.

Cut #1    :22       Outcue: "...participation by the retailers."

Irion says that in addition to the partnerships with retail supermarkets, other industry partnerships are also very beneficial to the program He noted A1 Steak Sauce and Sutter Home wine as two important partners.

Cut #2    :23       Outcue: "...better burger promotion."

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.