Thurs., Aug 01 02 - Participation By States, Retailers Expands Beef Program

Suggested Lead:

Strong participation by state beef councils and grocery stores nationwide is expanding the reach of the beef industry’s Summer Grilling Program. According to Bernie Thon (rhymes with “on”), manager of retail promotions for NCBA, the $2.8 million program has attracted involvement by 34 state beef councils and 6,000 retail stores, including Wal-Mart, Albertson’s and Safeway.

Cut #1        :17            Outcue: "...the entire supply chain."

Thon says the beef industry is combining several marketing and promotion efforts to encourage consumers to choose beef when grilling and to grill more often.

Cut #2        :25            Outcue: "...time missing in stores."

According to Thon, the checkoff-funded program should help put more money back in the pockets of beef producers and provide retailers with an annual program they can count on to move more beef.

Cut #3        :33            Outcue: "...just on the weekends."

The $1-per-head checkoff is overseen by the Cattlemen’s Beef Board, members of which are appointed by the Secretary of Agriculture.