NEW VEAL ADVERTISING TAGLINE AND LOGO SHOWCASE VEAL'S BENEFITS

CHICAGO, Ill., (September 16, 1997) -- The Veal Committee of the National Cattlemen's Beef Association will roll out a new veal advertising tagline and logo this month. The tagline, "Veal. Eat Smart. Eat Well.," positions veal as a versatile, great-tasting meat and a good dietary choice. The combined message reinforces consumers' and foodservice professionals' existing perceptions of veal as a tasty, nutrition-wise indulgence.

"The new tagline and logo create a personality for veal as a brand, rather than a commodity," said Bill Ehrke, Ft. Atkinson, Wis., chairman of the Veal Committee. "These efforts to drive consumer demand were prompted by the Brand-Like Initiative of the NCBA."

The tagline was developed through extensive consumer research. A panel of consumers reviewed statements about the benefits of veal and rated 30 proposed taglines. "Veal. Eat Smart. Eat Well.," scored the highest.

The tagline will be featured on retail packaging, advertising and circulars, retail point-of-sale materials, and recipe cards as well as in foodservice advertising.

The Veal Committee represents checkoff-funded veal industry interests within NCBA. 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.