BEEF INDUSTRY TO HAVE STRONG PRESENCE AT ADA CONFERENCE

DENVER, CO (October 6, 2000) -- Beef producers will be well represented when The American Dietetic Association (ADA) holds its Food & Nutrition Conference & Exhibition in Denver Oct. 16-19.  The industry`s checkoff-funded "Everyday Heroes" campaign is expected to make a huge impression when thousands of the organization`s members join other nutrition authorities at this national event.

Included in the beef industry-supported programs at the event is a workshop called "Women as Everyday Heroes: Understanding and Shaping Their Nutritional, Physical and Emotional Needs Across the Lifecycle."  The workshop will feature members from the beef industry`s Council for Women`s Nutrition Solutions (CWNS) and summarize consumer research and identify opportunities for young women to overcome key nutrition and physical activity challenges with beef as one of their solutions.

Other beef checkoff-supported programs at the Food & Nutrition Conference & Exhibition include an extensive booth in the Trade Show Oct. 17-19 and sponsorship of beef meal at The American Dietetic Association Foundation banquet Oct. 17.

According to Jay O`Brien, a beef producer from Amarillo, Tex., and chairman of the beef industry`s Nutrition & Health Committee, the entire event is a chance to provide facts about beef to an important audience.

"These professionals help determine what kinds of foods are appropriate for the diets of Americans," O`Brien says.  " Yet our research shows that the nutrients in beef aren`t widely recognized by this group.  By providing dietitians and nutritionists with credible, scientific information, we`re helping them better understand how beef fits in those diets."

The beef industry`s booth at the trade show, coordinated by the National Cattlemen`s Beef Association, will be especially powerful, according to O`Brien.  It will feature four stations at which attendees will be able to learn about beef.  Samples of convenient pot roast from RMH Foods will be offered at the first station, while a video of CWNS members will be featured at station number 2. 

At station 3 visitors can review a Dietary Guidelines Alliance toolkit called "It`s All About You," and attendees will receive a packet of materials on beef as a solution for Everyday Heroes and information about the industry`s soon-to-be-launched electronic nutrition newsletter at station 4.  After visiting all four stations attendees can receive a free "Everyday Heroes" t-shirt.

"The contacts we make every year at the national ADA convention solidify our good reputation in the nutrition field," O`Brien says.  "We can see the positive results we`re having through our checkoff-funded efforts directed at nutritionists and other health professionals."

Beef industry nutrition efforts are funded by beef producers through their $1-per-head checkoff program and are managed for the Cattlemen’s Beef Board and state beef councils by the National Cattlemen’s Beef Association.  The national beef checkoff is administered by the Cattlemen’s Beef Promotion and Research Board.  This 110-member board is appointed by the Secretary of Agriculture to 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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