beef^ PENNSYLVANIA BEEF COUNCIL Atnysue Eshelman, Berks County, promotes beef to several customers in one of her many in-store Beef and Veal promotions. Amysue is a promotions assistant with the Pennsylvania Beef Council. She is scheduled for approximately 75 summer promotions. Certificates promote beef and veal To address increased beef and veal marketings, the Penn sylvania Beef Council is initiating a beef and veal gift certificate program with the help of cooperating retailers. Beef and veal certificates are checks written by the Penn sylvania Beef Council, available in denominations of $5, $lO and $25. The certificates are good for one year towards the purchase of any fresh beef or veal product Beef education efforts emphasize PBC sponsors seminar for medical students With studies showing an in creasing number of adults turn ing to their physician for nutri tion advice, the Pennsylvania Beef Council aimed their educa tional efforts toward medical students. In cooperative programs with the Hershey Medical Center and Thomas Jefferson Univers ity, the Pennsylvania Beef Coun cil sponsored nutrition and education seminars which show ed students and other health pro fessionals how lean beef and veal fit diets of persons who must lower fat and cholesterol intake. PBC promotes beef to image-conscious teens Many teenagers view image as everything, unfortunately the image obsession can have serious health repercussions, especially in diet and weight. In order to combat these potential health problems and help teens attain a healthy diet with a variety of foods, the beef industry has created “Mirror Mir ror”, an educational resource packet, which is distributed to at the grocery store or meat market specified by the cer tificate purchaser. The gift certificates are used like a check, and the Penn sylvania Beef Council stands behind each issued certificate. For more information on the beef and veal gift certificates write to the Pennsylvania Beef Council, 4714 Orchard Street, Harrisburg, PA, or call (717) 545-6000. In addition to reaching medical students, the Penn sylvania Beef Council also sponsored an evening “Conti nuing Medical Education” nutri tion program for practicing physicians. More than 200 students, physicians, nurses and dietitions were reached through the conferences. The success of these initial programs has led the Penn sylvania Beef Council to discuss future cooperative efforts with representatives from medical schools in Pennsylvania. school guidance high counselors. The packet emphasizes special meal planning and in cludes nutrient contents of various meat sandwiches and smart fast-food menu choices. The Pennsylvania Beef Council and 43 other state beef commissions are distributing 10,000“ Mirror Mirror” packets to school guidance counselors. Advertisement Hess’s BBQ & Catering wins ‘Beef Backer’ award People still want beef, just more variety, says Lloyd Hess, co owner of Hess’s Barbecue Shop and Catering, recently named the 1993 Beef Backer by the Penn sylvania Beef Council. Hess’s, owned and managed by Lloyd and Paul Hess, have understood and adjusted to meet consumer needs for the past 15 years. Hess’s, Willow Street, Pa., have expanded from a small but cher shop, initially, to the fourth largest catering service in Penn sylvania, a start to finish beef but chering operation and two barbecue take-out shops. Lloyd says Hess’s recently opened the second barbecue shop because of the increased demand for take-out meals. Hess’s have also noticed an increase in catering; they present ly serve between two and three thousand people per week. Beef constitutes 65% of Hess’s sales and their menu features beef ribs, prime rib and chopped sirloin steak. Fatlaning CholMlwoi Not Healthy Crual to Animals Tastaeßad Poultry Healthier Poultry Lae* Fatty Chomlcala/Drugs Bad (or Environment Methane Gas Destroy Rain Forest Nothing Don't Know Panel sets youth promotion priority A recent four month study released by a select panel of meat and livestock industry represen tatives has recommended nutri tion as the top priority focus for industry-funded youth education programs. The Youth Initiative Task Force was initiated to set priorities based on message, audience seg ment and program type for long term checkoff funded youth programs. The recommendations were based on data from consumer research and a benchmark survey of attitudes among youth. The national survey, by Bruskin Lancaster Fainting, Saturday, Juna 26,1M3-A2l 19% 2% 2% 2% 2% about meat products 16% 20* 30* 0* denotes less than 1/2 of I* Rnmytvania m Beef Council For more information contact: The Pennsylvania Beef Council 4714 Orchard St. Harrisburg. PA 17109 (717) 545-6000 Although demands are shif ting towards catering and take out, Lloyd says he is proud to own such a diverse business. “We can slaughter your beef for you as well as cook and serve it,” says Lloyd. “The Beef Backer award is our way of thanking Hess’s for representing and promoting on ly the highest standards for beef,” says Kelley Shearer, the foodservice coordinator for the Pennsylvania Beef Council. “Hess’s has been innovative and aggressive in marketing quality beef products.” Did you know that? M Wf A recent independent study by an economist from the University of Florida has shown a $5.80 return for every beef checkoff dollar invested. Research indicates that 60% of all buying decisions are made within the store. It also shows that POP material in crease meat sales by an average of 5%, nutrition Youth Concerns Research, found misinformation and interest in nutrition high, while concern over animal rights issues was minimal and declin ed with age. The task force recommend ed kindergarten through fourth grade as the priority target au dience and advised checkoff funded programs to expand beyond just schools, to include youth organizations and publications. The Youth Initiative study findings will assist in guiding future Pennsylvania Beef Coun cil school education efforts. 40* 30*
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