August 23, 2002

Striving to move beef supplies during challenging market conditions, the beef industry this summer is focusing its $1-per-head beef checkoff on programs designed to capture consumer attention and increase market channel support for beef.

"While some checkoff programs are intended to boost beef demand over the long run, many are designed to provide an immediate impact on beef sales," said Iowa beef producer Wythe Willey, president of the National Cattlemen's Beef Association.

Since the discovery of BSE in Japan last September, the U.S. beef industry has worked to assure Japanese consumers that U.S. beef is safe and wholesome. Funded in part with beef checkoff dollars, the $8.4 million promotion is working to restore demand for beef in the No. 1 U.S. beef export market. It has helped promote a steady return to beef and an increase in U.S. market share during the first half of 2002.

The checkoff-funded summer grilling promotion was expanded to increase beef sales even further this summer when the Beef Promotion Operating Committee approved an increase of $800,000 to the $2 million program in June. The additional funds allowed the program to be extended to nine new markets for a total of 16. In addition, Wal-Mart agreed to use elements in over 1,300 of its stores across the country.

In June, 21 TV stations participated in a satellite media tour promoting beef grilling. In July, a grilling radio media tour aired more than 450 segments, generating over 16.5 million impressions. The beef industry's public relations team worked with 36 radio stations in six key markets to promote the program.

Thirty-five state beef councils and 6,100 stores are participating in the program, and more than two million brochures and recipes have been distributed to consumers. Radio advertising has reached 72 percent of the target audience nine times. Public relations activities have generated more than 363 million media impressions.

In an effort to create awareness of the nutrition benefits of beef and increase sales at retail, the beef industry partnered with the American Culinary Federation's "Build a Better Burger" promotion, running May through September. The contest asks consumers to enter their favorite burger recipe using beef or veal for a chance to win $20,000. The goal is 5,000 stores participating in the program throughout the summer.