Tues., Jun 11 02 - Beef Board Increases Investment In Grilling Promotion

Suggested Lead:

The Beef Promotion Operating Committee has voted unanimously to reallocate $814,500 from other retail projects to expand a checkoff-funded summer grilling promotion. According to Amarillo, Texas beef producer Jay O’Brien, a member of the Operating Committee, the effort is an attempt to address the current weakness and oversupply in the cattle market.

Cut #1        :19            Outcue: "...at the retail stores."

O’Brien says retailers have been enthusiastic about participating with the beef industry in the promotion.

Cut #2        :10            Outcue: "...this summer grilling program."

According to O’Brien, promotional activities by retailers will greatly expand the reach of the beef industry’s message.

Cut #3        :30            Outcue: "...to increase that number."

O’Brien says that while much of the checkoff program aims to increase beef demand over the long-run, it is also flexible enough to be used for more immediate needs.

Cut #4        :23            Outcue: "...get our product moved."

The summer grilling campaign is an integrated program of radio advertising, public relations and in-store marketing working to convince retailers to feature beef in their stores and to encourage consumers to grill beef more often this summer.