CB-Lancaster Fanning, Saturday, May 21, 1994 MEXICO CITY, Mexico Traditionally a slow period for beef sales, the American beef in dustry is pulling out the stops this month in Mexico to stimulate de mand for high-quality U.S. beef. In fact, the U.S. has joined with Mexican industry leaders to pro claim that the month of May is “U.S. Beef Month.” To kick off the nationwide cam paign, cattle producer and U.S. Meat Export Federation Chairman Jim Mullins recently welcomed mote than 300 Mexican meat in dustry leaders lata special recogni tion ceremony in Mexico City. Most of those in attendance will take part in a promotional cam paign involving no less than 100 restaurant and 200 supermarket promotions featuring U.S. beef during the month of May. “This is entirely a cooperative effort,” said Mullins. “And with Science Awareness Dispels Misinformation UNIVERSITY PARK (Centre Co.) One day the papers say decaffeinated coffee is OK, the next day the television news says it is bad. One week oat bran cuts cholesterol, the next week it does not. So what do all these conflict ing reports about health and nutrition mean? Awareness about scientific studies can help people understand why research results may seem contradictory or vague, said a nutritionist in Penh State’s College of Agricultural Sci ences. “Most occurrences in the biological sciences are not easily explained,” said Dr. Madeleine Sigman-Grant, assistant professor of food sci ence. “Scientists must analyze and interpret the data they gather and ask themselves what the re sults mean. What is the significance and who is affected?” To be useful, results must be interpreted care fully. “Researchers are very cautious about drawing conclusions, and they try to present re sults and interpretations in carefully worded re ports,” Sigman-Grant said. “But scientists may differ about what a set of data indicates.” The media use scientific reports, along with interviews, press releases, and comments from other scientists, to compile stories. Unfortunate ly, journalists, consumer activists, and even sci entists themselves may apply results in ways not supported by the original study. “The popular press may imply that a study’s results are final, that we have all the answers,” Sigman-Grant said. “When a later report contra dicts that story, it’s easy to become confused about what all these studies really add up to.” People can jump to mistaken conclusions when reading articles citing scientific reports. “Subtle word differences can dramatically change a story’s meaning,” said Sigman-Grant. “If a study finds that a behavior ‘contributes’ to disease risk, it does not mean the behavior caus es the disease. If a scientist finds that a food ‘re duces the risk’ of a disease, it does not mean this food prevents that illness. “No single study is going to give us a conclu sive answer about health and nuutrition issues,” said Sigman-Grant. “When the media report on new research results, neither scientists nor the public should assume the results are conclu sive.” Research begins with a preconceived notion, or hypothesis, about possible outcomes. “How ever, invesigators must keep in mind other fac tors that might also explain their results,” Sig man-Grant said. “If they don’t explore other possible explanations, their report may be more open to misinterpretation. This could lead to public misconceptions and could damage the re searchers’ credibility,” If you are concerned about a science-based story in the popular media, Sigman-Grant sug gests getting as much information as you can about it. “Read about the research in several dif ferent publications to get a variety of interpreta tions,” she said. “You may find the scientist’s original report or journal article in the library. Referring to a reputable source of information can help demystify scientific reports.” Beef Month To Spur U.S. the passage of NAFTA, the timing and marketing environment is just right. Since NAFTA," our beef ex ports to Mexico are up significant ly, and will continue to rise throughout the year.” On January 1, 1994, the North American Free Trade Agreement (NAFTA) eliminated import tar iffs of IS and 20 percent on U.S. beef sales to Mexico. The latest USDA report shows U.S. beef ex ports up 28 percent in volume and 43 percent in value since NAFTA went into effect. Mullins explained that the U.S. beef industry’s extensive promo- tional and market development ef fort in May is expected “to cany us through the summer and into September, which is a very festive month' in Mexico. We’re reaching out to virtually every sector in the Mexican market importers, re tailers, hotels, restaurants, and consumers.” In addition to the supermarket and restaurant promotions, the campaign includes consumer ad vertising, a national cooking con test with professional chefs, a spe cial culinary school focusing on cooking with high-quality U.S. beef, and a national trade sym- THE ONLY THING SHMUNG IS THE COMPETITION Introducing Kubota's new Grand L-Series diesel tractors. Four compact models with 25 to 37 PTO HP. Designed to take on any job that demands power and mobility. Available in 2WD and 4WD, the Grand L-Series features Kubota's new ETVCS diesel engines that run quietly with cleaner emissions. 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