Tues., Aug 13 02 - Beef Industry Seeks New Generation Of Beef Eaters

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Beef checkoff programs aim to not only increase beef demand among today’s consumers, but also tomorrow’s, according to Barbara Selover (Sa-LOW-ver) of NCBA. For example, Selover says, the “Celebrate America” program for 4^th and 5^th graders contains a video that showcases the global popularity of beef and salutes our nation’s cultural diversity through the foods we eat.

Cut #1        :24            Outcue: "...one of their favorite things."

Selover says about 7,000 video kits will be distributed to teachers this fall to aid in teaching cultural diversity.

Cut #2        :25            Outcue: "...was a shrimp kabob."

According to Selover, teachers are bound to find the program useful.

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Selover says the beef industry believes it is important to reach 4^th and 5^th graders with a message about healthy lifestyles.

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Nutrition education programs are funded through the $1-per-head beef checkoff, which is managed by the Cattlemen’s Beef Promotion and Research Board.