NCBA TEAMS WITH SYSCO TO BRING VALUE AND CONVENIENCE TO BEEF AND VEAL FOODSERVICE PRODUCTS

CHICAGO (August10, 1998) - The National Cattlemen’s Beef Association (NCBA) continues its focus on new product initiatives by helping SYSCOÒ Corporation, the country’s largest foodservice distributor, introduce several new beef and veal foodservice products. NCBA and SYSCO worked together to develop and launch the beef and veal lines which include Oven Ready Roasts, Specialty Beef Steaks, Smart Cut Veal, Veal Bacon, and beef and veal appetizers.

The NCBA/SYSCO initiative began six months ago when NCBA’s New Product Team shared several product concepts with SYSCO. Realizing these concepts had potential for the foodservice setting, SYSCO requested NCBA’s assistance in developing and bringing the new products to the marketplace. Now, each of the product lines are available to SYSCO’s individual operating units.

"We were impressed by NCBA’s new product concepts and were anxious to work with them and their new product specialists to develop these product lines," said Robert C. Thurber, vice president of merchandising for SYSCO Corporation.

SYSCO, which sells more than 2 percent of the nation’s total beef, expects the new beef and veal product lines to have a positive impact on its total sales, which hit nearly $15 billion in the 1997 calendar year.

"Our role at NCBA is one of a catalyst. We want to help companies such as SYSCO develop new products that add value to foodservice operators and help them deliver a great beef experience to their customers," said Carl Blackwell, Executive Director, Product Development, for NCBA. "The new SYSCO lines are especially important to us because many of the great tasting products are made from the chuck and round. By finding new uses for these undervalued cuts, we can help build beef demand and consumption which will benefit all players in the beef industry."

The chuck, round and trimmings make up 69 percent of the carcass, yet continue to lag behind rib and loin sales. NCBA’s New Product Team has dedicated its efforts to adding value to the chuck and round cuts in its new product development.

The Menu

One new product line designed to ease concerns of foodservice operators and deliver enhanced quality to the end customer is SYSCO’s new line of Specialty Beef Steaks. Made from USDA choice beef sirloin tip, the steaks are grill-ready, trimmed for leanness and are available in a range of portion sizes. These value-added elements help foodservice operators ease on-site preparation of the specialty beef steaks and save on labor costs.

The products also meet consumer needs for quality and great taste through pre-seasonings and marinades. Research indicates consumers have an increasing interest in ethnic foods and flavors. Specialty Beef Steak products such as Sirloin Tip Marinated Fajita Strips and Teriyaki Brochettes satisfy these consumer tastes while helping foodservice operators broaden their beef selection.

SYSCOÒ Imperial Oven Ready Roasts also provide operator and consumer benefits. They range from three to six pounds and come in smaller, lighter boxes which is important for foodservice operators as heavy boxes are often difficult for kitchen staff to move. The roasts are fully trimmed and netted for quicker, more convenient preparation. And, with products ranging from the beef sirloin tip roast, beef chuck pot roast and beef shoulder pot roasts, the SYSCOÒ Imperial Oven Ready Roasts enable foodservice operators to carry a wider selection of roasts. On the consumer side, the roasts deliver more menu variety and more consistency in doneness because they are pre-cut and trimmed.

SYSCO and the NCBA New Product Team have created several new veal products to help satisfy consumers’ cravings and broaden foodservice menus. SYSCOÒ Imperial Veal Bacon offers an upscale twist to traditional bacon products, and it contains nearly half the calories and 35% less fat than pork bacon. Available to accompany breakfast plates and sandwiches, veal bacon can also be positioned as a delicious alternative for consumers who cannot eat pork.

SYSCO and NCBA also developed two exciting options for appetizers: beef and veal strips and beef and veal fingers. The beef strips and veal parmesan strips are pre-breaded, whole muscle products. The beef strips use a seasoned, homestyle breading, while the veal strips are marinated with onion and garlic and then breaded with a Japanese breadcrumb coating flavored with Italian seasonings.

Beef and veal fingers are made through a restructuring process and are ideal for operators looking for great tasting beef and veal appetizers at a lower cost than the strip products.

The beef and veal strip and finger appetizers are a tender, great tasting alternative to chicken fingers, chicken nuggets and chips and dip.

SYSCOÒ Imperial Smart Cut Veal offers high quality veal products at affordable prices. Products from this line are created from undervalued veal primals and come in a variety of sizes. Among the products in the SYSCOÒ Imperial Smart Cut Veal line are veal ribs, which offer an upscale spin to pork ribs. They are as tender as pork ribs and as meaty as beef ribs.

-- NCBA --

Initiated in 1898, the National Cattlemen’s Beef Association is the marketing organization and trade association for America’s 1 million cattle ranchers and farmers. 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.