Fri., Jul 05 02 - Changing Beef’s Nutritional Image Helps Boost Demand

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The $1-per-head checkoff has funded programs that have helped turn around beef’s nutritional image, leading to higher beef demand, according to Texas beef producer Jay O’Brien, chairman of the Joint Nutrition & Health Committee. It was his interest in consumer awareness of beef nutrients that led O’Brien to first become involved as a beef industry leader, he says.

Cut #1        :16            Outcue: "...something to counteract this."

O’Brien says that through nutrition education programs funded by the checkoff, the industry has begun to turn around false consumer perceptions.

Cut #2        :28            Outcue: "...with the American public."

According to O’Brien, much work remains, but the results will be worth the effort.

Cut #3        :20            Outcue: "...as a healthy product."

O’Brien says any work to change nutritional attitudes has to be a long-term project.

Cut #4        :35            Outcue: "...get away from us."

O’Brien says through the checkoff, the industry will continue in its efforts to get the most recent beef nutrition information into the hands of health professionals, news media and consumers.