MEAT LABELING PROMOTED IN WASHINGTON, D.C. ADVERTISEMENTS

WASHINGTON, D.C. (September 17, 1998) – "It's all about truth," reads the new issue advertisement for meat labeling that is running in Washington, D.C. publications, the National Cattlemen's Beef Association (NCBA), said today.

"Did you know that nearly 15% of beef and 30% of lamb is imported to the United States but actually sold as U.S. meat? When consumers buy U.S. beef and U.S. lamb, they expect to get what they pay for," the ad reads.

The new ad, funded by NCBA dues dollars, is running in Congress Daily A.M., a daily publication for congressmen and congressional staff with a circulation of over 6,400. It also is scheduled to run in Roll Call, a twice-weekly newspaper for Congress with a circulation of nearly 18,000. Both publications are read by lawmakers in addition to other decision-makers and newsmakers in Washington, D.C.

"Meat labeling will be a tough issue to win this year, but I think we will," said Chandler Keys, NCBA vice president for public policy. "We're up against a tough lobby of packers and processors who are opposing meat labeling, but I know the support of grassroots producers is making a big difference, and this new advertising campaign will help take us over the top."

The American Sheep Industry Association, the American Farm Bureau Federation and the National Farmers Union have all signed on to the ad.

The meat labeling measure is currently awaiting consideration by the House-Senate agricultural appropriations conference committee.

Note to editors: a copy of the advertisement is below. More information about meat labeling is available by calling NCBA or on the beef industry web site at www.beef.org.

-- NCBA --

Initiated in 1898, NCBA 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.

It's all
about
truth.

This fall, Congress can vote to give
consumers truth in meat labeling.

Did you know that nearly 15% of beef
and 30% of lamb is imported to the
United Sates but actually sold as U.S. meat?

When consumers buy U.S. beef and lamb,
they expect to get what they pay for.

Support truth in meat labeling. Support beef and
lamb import labeling in the agricultural
appropriations conference.

National Cattlemen's Beef Association -- Farm Bureau Federation
National Farmers Union -- American Sheep Industry Association