NCBA LAUNCHES CENTENNIAL CELEBRATION WITH HAPPY BEEF DAY PARTY IN WASHINGTON, D.C.

WASHINGTON, D.C., (September 18, 1997) -- The National Cattlemen's Beef Association (NCBA) commemorated its 100th anniversary by hosting a "Happy Beef Day Party" in Washington, D.C. where it showcased a variety of beef products and celebrated beef's status as the nation's number-one meat choice among consumers.

   The reception premiered new beef products and beef dishes that are enjoyed by millions of Americans every day as part of a healthy, nutritious diet. The beef products -- designed to reduce meal planning, shopping and preparation time -- were prepared in several ways to showcase beef's versatility and drew on a number of regional influences, including Mediterranean, Mexican, Asian and American.

   Among the innovative new products showcased at the event: the "beefeata," which is marinated beef, coated with a seasoned breading and pan-fried; a pre-cooked, vacuum-sealed pot roast from the Harris Ranch Beef Company; and rotisserie beef.

   "Our organization has worked for 100 years to move the industry forward and to produce beef that consumers want," said Charles P. Schroeder, NCBA chief executive officer. "This celebration launches a year-long celebration as the industry prepares for the next millennium of meeting consumer needs."

   Beef remains the number-one meat choice among American consumers. In 1997, beef per capita consumption is expected to be 63.5 pounds (USDA-boneless weight), compared to 49.6 pounds for chicken and 44.5 pounds for pork.

   "This is a day to remember the culinary and economic contributions the beef industry has made in the past and to celebrate the kind of quality products we will bring consumers in the future," said NCBA President-Elect Clark Willingham, Dallas, Texas. Schroeder and Willingham were joined at the event by leaders from the Maryland and Virginia Cattlemen's Associations and members from the U.S. Senate and U.S. House Beef Caucuses, news media and other opinion leaders.

   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.