BEEF -- IT’S WHAT’S IN DENVER

DENVER (January 15, 1998) -- More than 8,000 cattlemen and women will converge on Denver Feb. 4-7 to celebrate 100 years of prosperity for the beef industry, making the event one of the largest agriculture meetings of 1998.

The Cattle Industry Centennial Convention & Trade Show will be held at the Colorado Convention Center in Denver to commemorate the founding of the association 100 years ago in Denver. Several organizations will be holding annual meeting during the event, including National Cattlemen's Beef Association (NCBA), Cattlemen's Beef Board, American National CattleWomen, National Cattlemen's Foundation and Cattle-Fax.

America’s farmers, ranchers and industry experts will meet to address ways to meet consumer needs, form association policy and study cattle industry trends. During the convention, the NCBA will host the beef industry’s largest trade show, which will exhibit high-tech farming and ranching techniques, as well as offer educational seminars on marketing and management.

"Denver is a fitting location for our members to celebrate the Centennial," said Max Deets, the Beloit, Kan.-based president of NCBA. "Denver has a rich history, both for the cattle and beef industries and for our organization’s origins. Denver is the perfect place for us to commemorate our past and look forward to our future."

This year’s theme is "Our Legacy: the Land, the Family, the Cattle." Though the industry has changed significantly in the last 100 years, the family ranching tradition remains strong; 83 percent of cattle farms and ranches have remained in the same family for more than a quarter of a century, and 10 percent for more than 100 years. NCBA will honor this tradition by recognizing centennial ranches -- those that have been in the same family for more than 100 years.

$250,000 Award for Best New Beef Product

While it is rich in history and tradition, the industry has also seen many advances. To recognize the importance of meeting consumer needs, NCBA will award $250,000 for the best new beef product, chosen during a national contest in 1997. The winner will be announced at the Centennial convention. The award recognizes a creator or marketer of a retail or food service beef product. Some of the criteria include: great taste, consistently addresses consumers’ needs and effectively addresses food safety issues.

Celebrity Participants

Other festivities planned for the Centennial celebration include private concerts for attendees by world-famous country singers Clint Black and Terri Clark. Actor Tommy Lee Jones -- a longtime rancher himself -- will officially open the convention on Wednesday, Feb. 4 at 4:30 p.m. Also during the opening session, President Clinton will address the attendees via a recorded video greeting.

NCBA History

NCBA was founded in 1898 as the National Live Stock Association. Its mission was to address problems and concerns of cattlemen in the 20th century. In 1906 the organization changed its name to the American National Live Stock Association. Most recently, in 1996, the National Cattlemen’s Association and the National Live Stock and Meat Board merged to form the NCBA. A coffee table-style book was published to commemorate the beef industry’s rich history and can be purchased at the convention or by calling 800-722-6932.

NCBA Today

NCBA is today’s marketing organization and trade association for America’s 1 million cattle farmers and ranchers. With headquarters in Denver and offices in Chicago and Washington, D.C., NCBA is a consumer-driven, producer-directed organization representing the largest segment of the nation’s food and fiber industry.

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