YEAR END REVIEW REVEALS TEN KEY BEEF CHECKOFF RESULTS

DENVER (November 30, 1999) -- As the last year of the 1900s comes to a close, members of the Cattlemen`s Beef Promotion and Research Board have been pleased to see significant positive gains for the cattle industry in the many checkoff programs for which they`re responsible. 

"It`s been an encouraging year for beef producers," says Lyle Gray, a cow/calf producer from Leon, Ks, and chairman of the Beef Board.  "We think there are reasons for optimism in the beef industry, and reasons for feeling good about what we`re doing to address consumer demand for beef."

Gray says there are literally dozens of examples of success generated by the beef checkoff, but lists 10 that highlight the Beef Board`s efforts.  This Beef Checkoff "Top 10" are:

Beef Demand Appears to be Improving.  Several indicators show that beef demand may be on the upswing.  While obviously not all of the improvement can be attributed to the checkoff, the checkoff is working in areas that impact beef demand and the marketplace for both beef and beef animals.

New Beef and Veal Products Appear on the Market.  Several new items were introduced in 1999 that are helping move the demand needle, including Dairy Queen Steakmelt Basket, Crockery Creations Beef Stew and the Rotiss-A-Roast.  The "R&D Ranch," a team of new product experts from throughout the industry, is helping develop and promote new beef and veal ideas that can have success in the marketplace. 

New Studies Continue to Show that Beef is a Healthy Part of the Diet.  A multi-year checkoff-funded study published in the Archives of Internal Medicine in 1999 found that eating lean beef is as good as eating chicken when it comes to lowering blood cholesterol levels.  Other research, on CLA, provides even more reasons that a varied diet that includes beef is beneficial.

Beef Exports Reach the 1 Million Metric Ton Level for First Time.  Despite financial turmoil in Asian countries, exports of U.S. beef have shown tremendous strength.  Some of this is a result of checkoff-funded efforts to raise awareness of the quality, safety and appropriateness of U.S. beef.  This is important because 96 percent of the world`s population -- much of it increasing in income -- lives outside of this country.

"Beef Made Easy" Hits 23 of top 34 Retail Supermarket Chains.  Shoppers will be more comfortable around the beef case in the future, thanks to a checkoff-funded program that helps the meat case reflect how consumers shop and prepare the product.  With package labels and color-coded signage, shoppers will be more likely to purchase beef.

"Multiple Hurdle" Food Safety Studies Significantly Reduce E. coli O157:H7.  Packers who have implemented pathogen-reducing technology are now decreasing incidence of E. coli O157:H7 on carcasses by at least 99.55 percent.  The technology is the result of years of research conducted through the checkoff. 

"Beef. It`s What`s For Dinner" is Back!  And it`s better than ever, with a message in the wings that combines nutrition and convenience in a campaign that tackles two of the biggest issues facing consumers today.  The comprehensive campaign combines advertising, public relations and information efforts in a way that maximizes producer investments.

Behind the Scenes Food Communications Efforts Reach a Billion Plus.  The nation`s leading publications depend on -- and have come to expect -- support from the beef industry in developing beef-related stories for their readers.  Last year, the circulation of newspapers and magazines that used materials and information generated by the beef checkoff exceeded 1.2 billion.

Technologically, Beef Communications Jump into the 21st Century.  More and more people are surfing the Internet to find out what they need to know… and thanks to the checkoff, the beef industry is there.  There are beef Web sites for many audiences who produce or market cattle or beef, and the industry is increasing the number of people using them on a regular basis for accurate, positive beef information.

New Kit Provides Tools that Reach Tomorrow`s Consumers.  With a distribution that included most of the family education teachers in the nation`s public schools, "Take a Cook on the Wild Side" provided tools that teachers can use to better inform students about beef.  While the industry`s first goal is to move beef today, there are millions of potential consumers for beef waiting in the wings.

"This is just a sample of the many programs we`ve overseen that have made an impact on our cattle marketing environment," says Gray.  "Our efforts are definitely generating results in the consumer demand arena, and that`s an important aspect of our cattle businesses."

The 111 members of the Beef Board are appointed by the Secretary of Agriculture.  They oversee the collection of the $1-per-head checkoff, certify state beef councils, implement the provisions of the Federal order establishing the checkoff and evaluate the effectiveness of checkoff programs.

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Initiated in 1898, the National Cattlemen`s Beef Association is the trade association of America’s cattle farmers and ranchers, and the marketing organization for the largest segment of the nation’s food and fiber industry. NCBA is producer-directed but consumer-focused, with offices in Denver, Chicago and Washington D.C.