Contact:           Polly Ruhland               303/850-3394                pruhland@beef.org

                        Diane Henderson          303/850-3465        dhenderson@beefboard.org

Julie Miller                    303/850-3376                jmiller@beef.org

THE HEALTHY BEEF COOKBOOK MAKES WAVES

IN NEWSPAPER REPORTS ACROSS AMERICA

DENVER (Feb. 3, 2006) —  A cookbook introduced by the Beef Checkoff Program and the American Dietetic Association is generating wide publicity in newspapers across the country.  A report about the success of The Healthy Beef Cookbook: Steaks, Salads Stir-Fry and More is being delivered at the Joint Nutrition and Health Committee meeting during the 2006 Cattle Industry Convention and Trade Show here today.

According to media research, nearly 80 million consumer impressions have been created as a result of publicity about the Cookbook in newspapers and magazines nationwide.  Among papers running stories or items about the book include the Philadelphia Inquirer, Detroit Free Press, St. Louis Dispatch, Omaha World Herald, Honolulu Advertiser and Austin American-Statesman.  The National Examiner, which reaches nearly 1.7 million readers, ran a story on the cookbook and gave away five copies to its readers. Drover’s also profiled one of the co-authors, Chef Richard Chamberlain, in its current edition.

The book was produced by the food and nutrition experts of the American Dietetic Association and the beef authorities at the National Cattlemen’s Beef Association, on behalf of the Cattlemen’s Beef Board.  It was co-authored by Richard Chamberlain, nationally known chef and owner of Chamberlain’s Steak and Chop House in Dallas, Texas, and registered dietitian Betsy Hornick.

The Healthy Beef Cookbook contains more than 130 delicious and nutrient-rich recipes, color photos, nutrition tips and culinary techniques that feature lean beef. Many of the recipes take 30 minutes or less to prepare.

Unveiled in October at the American Dietetic Association’s Food & Nutrition Conference & Expo in St. Louis, Mo., the book is now available wherever books are sold and on Web sites like www.amazon.com.

 “We’re thrilled with how The Healthy Beef Cookbook has taken off,” said Cattlemen’s Beef Board member Mike Cline, an Iowa beef producer and chairman of the Joint Nutrition & Health Committee.  “As more and more bookstores around the country carry the book, its value to consumers and to the beef industry will be even greater.”

Taking advantage of new USDA data that shows 29 beef cuts meet government guidelines for lean, The Healthy Beef Cookbook highlights all lean cuts in nutritious recipes that were thoroughly tested by the Checkoff-funded Culinary Center.  All 29 lean beef cuts have, on average, one more gram of saturated fat than a skinless chicken breast per three-ounce serving.

“Getting the book to the shelves took three years,” says Mary K. Young, M.S., R.D., executive director of nutrition, NCBA. “But the end results will prove the effort was worth it.  Showing consumers that the beef they love is good for them too is a key goal of the Beef Checkoff Program.  The Healthy Beef Cookbook presents beef to consumers as the contemporary, lean, nutrient-dense and very delicious product that it is.”

To purchase The Healthy Beef Cookbook or to download lean beef nutrition facts and a Lean Cuts Wallet Card, go to www.BeefItsWhatsForDinner.com.

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The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.

The American Dietetic Association is the nation’s largest organization of food and nutrition professionals. With nearly 65,000 members, the Chicago-based ADA serves the public by promoting optimal health and well-being for all people. Visit ADA at www.eatright.org.