BEEF INDUSTRY REINFORCES FOOD SAFETY MESSAGE

Denver, Colo., (August 28, 1997) -- The U.S. beef industry is
reinforcing its proactive consumer food safety messages in light of
nationwide media coverage related to a recent large beef recall.
    
     "We want to make sure consumers know that no one cares more about the
quality and safety of  U.S. beef than America's one million beef
producers," said Max Deets, Beloit, Kan., president of the National
Cattlemen's Beef Association.  "We're committed to the research, the
scientific inspection procedures and the information efforts that give
consumers confidence in the beef they buy," he said.
    
     Deets noted a number of actions the industry has taken in recent days
to respond to consumer questions about beef quality, safety and appropriate
handling and preparation methods.
    
   - NCBA issued a public statement supporting aggressive action by USDA to
     resolve the Hudson Foods recall.  The statement, distributed to media
     nationwide, also highlighted the industry's multi-million dollar beef
     safety research program.
   
   - A consumer-oriented food safety video release was distributed via
     satellite to television stations nationwide.  The video, called
     "Avoiding Barbecue Blunders," emphasizes appropriate preparation
     and handling practices for consumers.
    
   - News releases focusing on safe handling and cooking have been
     distributed to national media across the country.
    
   - "Confident Cooking with Beef, Fast Family Favorites and Grilled Beef"
     recipe and information brochures have been distributed to over 750,000
     consumers through state beef councils and supermarkets.
    
     The beef industry has invested more than $1.5 million in E. coli
O157:H7 food safety research each year for the past five years, according
to Deets.  The industry formed a Blue Ribbon Task Force in 1993 to
aggressively address the E.coli O157:H7 issue.  The Task Force, made up of
top scientists from government, academia and the industry, developed a
blueprint action plan, including research priorities.  This research has
already resulted in USDA approval and packing plant use of technologies
like steam vacuuming and organic acid rinsing of carcasses which are proven
to reduce pathogens during processing.
    
     "We've also long supported the development of a science-based meat
inspection system," said Deets. Many plants have already voluntarily
adopted a Hazard Analysis and Critical Control Points (HACCP) inspection
system.  He noted a new USDA rule now requires all slaughter facilities to
test raw carcasses for generic E. coli bacteria.
    
     According to USDA,  E.coli O157:H7 in beef is quite rare, said Deets.
Of more than 14,000 random samples of ground beef tested by USDA over the
past three years, only seven have tested positive for the pathogen, Deets
stated.
    
     "We're proud of our product," said Deets.  "We're committed to
producing the highest quality, safest beef in the world," he concluded.
    
     Initiated in 1898, the National Cattlemen's Beef Association is the
marketing organization and trade association for America's one million
cattle farmers and ranchers.  With offices in Denver, Chicago and
Washington D.C., NCBA is a consumer-focused, producer-directed organization
representing the largest segment of the nation's food and fiber industry.
    
                                -- NCBA --