Tues., Sep 10 02 - Mark Of Quality Seeks To Elevate Beef’s Consumer Image

Suggested Lead:

The beef industry’s Mark of Quality program, funded by the $1-per-head checkoff, highlights the industry’s focus on consumer needs, according to James Herring. Herring, a cattle feeder from Amarillo, Texas, is chairman of the industry’s Brand-Like Commission, which monitors the Mark of Quality program. Herring says the program has helped boost the image of beef with consumers and retailers.

Cut #1        :30            Outcue: "...of that Mark of Quality."

According to Herring, the Mark of Quality helps beef compete with other proteins for the center-of-the-plate position.

Cut #2        :22            Outcue: "...with pork and poultry."

Herring says the Mark of Quality identifies beef products – or products typically used with beef -- that meet consumer expectations of quality and convenience.

Cut #3        :19            Outcue: "...key to our success."

Over 50 branded beef products now carry the beef industry’s Mark of Quality.