Tues., Aug 20 02 - Cattle Market May Be Suffering Now But Future Is Bright

Suggested Lead:

Beef producers are suffering under a sour market at the moment, but their future is bright, according to Mark Thomas. Thomas is vice president of Consumer Marketing for the National Cattlemen’s Beef Association. He says the people implementing programs funded by the $1-per-head checkoff are relentless in their pursuit of a better market and better times for beef producers.

Cut #1        :23            Outcue: "...that’s critically important."

Thomas says time is on the side of beef producers.

Cut #2        :27            Outcue: "...of the playing field."

According to Thomas, consumers are more sophisticated and the beef industry has more to offer them than ever before.

Cut #3        :29            Outcue: "...to be a growth industry."

Beef industry consumer marketing efforts are funded by beef producers through their $1-per-head checkoff, administered by the Cattlemen’s Beef Promotion and Research Board.