November 1, 2000

More than 9,500 dietitians and other health professionals attended The American Dietetic Association (ADA) Food & Nutrition Conference & Exhibition in Denver Oct. 16-19 where beef checkoff-funded programs helped generate visibility for beef nutrition and the industry's efforts to join with dietitians in promoting healthy lifestyles for Americans.

Jay O'Brien, a rancher from Amarillo, TX, and chairman of the beef industry's Nutrition & Health Committee, helped staff the beef industry booth at the event and actively communicated with dietitians there, as well as at a special checkoff-sponsored workshop and the ADA Foundation dinner.

"At the booth we continually heard positive statements about beef," said O'Brien. "These comments demonstrate that our work is helping turn around dietary perceptions about beef."

The industry's checkoff-funded "Everyday Heroes" campaign was one of the efforts designed to impress the dietitians. One of programs was a workshop attended by approximately 1,000 professionals called "Women as Everyday Heroes: Understanding and Shaping Their Nutritional, Physical and Emotional Needs Across the Lifecycle." The workshop showed beef as an important solution for women to overcome key nutrition and physical activity challenges. The workshop featured three members of the beef industry's Council for Women's Nutrition Solutions (CWNS).

A booth at which samples of convenient, microwaveable pot roast were distributed was another checkoff-supported program at the event. Sponsorship of a beef meal at The ADA Foundation banquet Oct. 17 was also included. At that banquet, the National Cattlemen's Beef Association received the prestigious Corporate Award for Excellence 2000 from the Foundation for the organization's many years of checkoff-funded support of, and work with, registered dietitians, the ADA and the ADA Foundation.

The beef industry's booth at the exhibition featured four stations at which attendees were able to both sample beef and learn about beef industry nutrition efforts. Information about the various nutrition materials available through the beef checkoff was also provided.