Mon., July 14 03 -- Checkoff Program Joined for Summer Beef Campaign

Suggested Lead:

Both state beef councils and the national beef checkoff programs are involved in an aggressive summer grilling campaign going on now.  According to Randy Irion (EAR–ee–un), director of retail marketing services for the National Cattlemen’s Beef Association, the promotion is fairly new.

Cut #1    :15       Outcue: "...want to promote beef."

Irion says initial response to this year’s promotion has been excellent.

Cut #2    :27       Outcue: "...extremely well-received."

According to Irion, one of the goals of the campaign has already been reached.

Cut #3    :12       Outcue: "...one of our benchmarks."

Irion says another goal has been to get a promotion that works as well at the state level as it does at national.

Cut #4    :16       Outcue: "...with what we’re doing."

The checkoff-funded summer grilling program is being conducted on behalf of the Cattlemen’s Beef Board by the National Cattlemen’s Beef Association and state beef councils.