VEAL ADVERTISING CAMPAIGN TARGETS FOODSERVICE OPERATORS

CHICAGO, (August 12, 1997) -- The Veal Committee of the
National Cattlemen's Beef Association has launched a new veal
image advertising campaign targeting foodservice operators.  The
checkoff-funded advertising is aimed at fine dining, high-end
casual restaurants.
    
     "Targeting restaurant operators ultimately helps us reach
consumers," says Carl Blackwell, director of promotions for veal
at NCBA.  "Restaurants provide an occasion for consumers to try
veal.  A great dining experience encourages diners to buy veal
the next time they are in the supermarket because they know how
good it tastes."
    
     The campaign consists of three print ads that communicate
the key reasons operators can benefit from serving veal,
including enhancing a restaurant's quality image, veal's
compatibility with contemporary flavors and the availability of a
wide variety of cuts, including those that are less common, yet
economical.  The ads use exceptional food photography and
leverage visually appealing, appetizing recipes to create
excitement about veal among chefs and operators.
    
     The ads will appear in foodservice industry magazines.  The
placement strategy pairs veal advertising with food-focused
publications and editorial and matches veal's flavor and usage
benefits to a readership of advanced chefs.
    
     An aggressive public relations campaign is helping to build
an even greater presence for veal in foodservice publications.
Restaurants who are enjoying veal's appeal are at the focal point
of this effort.
    
     The Veal Committee represents checkoff-funded veal industry
interest within NCBA. 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.
    
                           -- NCBA --