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B Par more information contact: B
B m 1 The Pennsylvania Btef Council B
■ ihr 1 I. 1500 Fulling Mill Rd. B
I News and Views on $1 per head Best Checkoff Program !^®^ 0 PA 17057 I
I “Steak Your Claim” at PA Farm Show I
■ Each January, thousands of consumers flock to Harrisburg Consumers are invited to get rich on the essential nutrients The Beef Council is also coordinating the meat display in B
■ for the annual Pennsylvania Farm Show. This year the of beef and veal, discover at least 49 reasons to ‘make beef the Farm Show’s Food Pantry exhibit area. Beet, veal, pork, B
B Pennsylvania Beef Council is encouraging Farm Show and veal part of every meal, and to receive a wide variety of and lamb products processed in Pennsylvania will be B
■ visitors to “Steak a Claim" in the great taste of beef and veal. recipes being served from the display chuckwagon. Also, displayed in a special meat case in the Food Pantry exhibit B
■ at their specially designed exhibit. free sample packets of Lea & Perrins Worcestershire sauce area. Additionally, chef and product demos will be B
■ The theme focuses around the era of the Gold Rush times. can be claimed by all attending. conducted throughout the five-day event. B
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■ fir 0 * I 1/ uilPii firm Show in the Beef Bara IIHH I I
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I Beef Producers Proactive Burger Update I
■ • « a* New menu items continue to be introduced in October. All of these sandwiches refled B
■ - in uaucation I in the $lOO billion fast food business. the growing trend among fast food operators B
■ McDonald’s has introduced their bigger 1/3 to emphasize value with bigger portions, B
I In this era of tight school budgets, beef education students. P° und Arch Deluxe burgers, and have rather than cutting price. B
■ producers throughout Pennsylvania are . Third-and-fourth grade students arc the increased the weight of their “base patty” I
■ helping out by offering educational target audience of Dig Ini, the second new used * n s ' n s e hunbutgers, cheeseburgers, B
■ materials to teachers. The materials, offered product. Students learn about the Food “ d ®*B M ,cs by toa Wendy’s recently B
■ at little or no cost through the Pennsylvania Guide Pyramid while studying the types of introduced a “Double Stack Burger” and B
■ Beef Council, address topics as diverse as foods eaten by the ancient Egyptians. Hardees Food Systems introduced the .SdBMHKnSfiH B
I conservation, food safety, nutrition, “Studies have shown that kids don’t eft a “Monster Burger” featuring two quarter- B
■ recycling and grocery shopping for students balanced diet,” saidLWeaver. “This package pound beef patties, three slices of cheese and I
■ in preschool throughcpjlege. is part of an ongoing effort to emphasize the I
B of eattleprbducers have showif importance of eating from all the food j B
■ that one of their main concerns is the groups.” W OIHCH 13r2CtCU I
■ education of young people,” said Tunmy Through Dig Ini, students learn basic . ~ . .... . . ■
■ Weaver, Industry Relations Director of the skills in the areas of language arts, social The “Beef. It’s What’s For Dinner” beef industry’s target market wtll be reached B
■ Pennsylvania Beef Council. “Just like other studies, math/ technology, science/health advertising program is delivering key “easy with numerous beef messages; More than B
■ parents and business people, cattle and fine arts. A unique, specially designed versatility” messages to more than 56 1.500 television commercials and 44 B
■ producers want to sec children, receive a Food Guide Pyramid included in the “»«*“ women >« ed f. 5 ’ 54 . throu « h magazine ads m over 20 publications wiU B
■ good education-especially as it relates to materials features food that the Egyptians television, print and radio be . seen by Pennsylvania consumer. B
| beef, the beef industry and agriculture in ate, including beef. Throughout 1996- 997 99% of throughout 1997. ■
■ general.” Other beef industry educational materials Pennsylvania women (2,693,261) in the B
■ Two new checkoff-funded educational include posters, educational video kits, T c A rpii _x p B
■ products have recently been introduced to study print programs and fact sheets. For ISCvI IS JT OUCI X Ildl B
■ help in that effort. The first, And the Winner more information about educational • _ B
■ «... Ground Beef, focuses on food shopping, materials available or how you can educate BOOSt YOUf IVIOOCI I
■ using ground beef as an example. The children in your area about the beef industry B
■ sports-themed booklet teaches the- please call Timmy Weaver at the Beef is listed among several “foods that more oxygen-rich blood. Shane was quoted ■
■ fundamental principles of food safety, Pennsylvania Beef Council, 800-572-2020 boost your moods.” A Ladies Home Journal. as saying, “Women need to change their B
■ health, nutrition and value shopping to ext. 203. articl e by Jennifer Reid Holman says beef thinking about beef as something that is B
I junior and senior high school consumer can help overcome low-level iron terrible for them. — 1 ■ fl
B deficiencies that make some women feel Beef is by far the OHOZOB OUT B
B " 1 " tired and blue. (Adequate iron keeps the best source of 1 Illirj B
B , > , body’s cells fueled with oxygen and, thus, iron.” Other R*uii«* (union* of DolUn) B
I Beef Ads Continue to Sell Products Most at risk for iron deficiency are has shown the J l6- I
B women who exercise frequently, have been values of lean B
B pregnant in the past two years or consume beef in low-fat B
B fewer than 2,500 calories per day. diets. B
B Dr. Jan Shane, Illinois State University B
B nutrition researcher, found that women ' B
B eating 3 oz. of beef per day improved iron •BeiudeH* B
absorption by; Smart: I, pwmtSn Imhim
B almost 200%, potentially paving the way to i , - B
I Beef’s Share of Retail Ad Space |
Four hundred checkoff-funded televisions industry earns merchandising credits that
commercials airing over a three week period redeemed through the execution of targeted
helped the “Beef. It’s What’s For Dinner*” marketing programs, including further
message reach millions of consumers in distribution of recipe brochures .
September. The commercials included one Participating in these “added value”
airing during the Miss America Pageant, programs are such magazines as Better
which reached an estimated five million Homes and Gardens, Good Housekeeping,
women aged 25-54, beef’s target audience. Cooking Light and Parenting.
The end-of-suramer campaign also “The beef industry moved a half-million
included advertisements in women’s and recipe books this summer through these
food magazines such as Better Homes and programs,” said Roger Welder, chair of the
Gardens, Women’s Day, Country America Advertising Subcommittee for the National
and the popular “Best and Worst Dressed” Cattlemen’s Association. Research shows
issue of People. The lowa Beef Industry that consumers make three additional beef
Council joined the ad campaign by recipes in the eight-to-10 week period after
supplementing the national ads with local getting a beef recipe book. Since some of
radio advertisements and recipe distribution the meals get added to a consumer’s regular
through a 1-800 line. menus, more beef meals are prepared over
Magazfne advertising will continue to time,
appear in major women’s magazines Recipes were offered by the magazines at
through next June. More than 2,000 requests grocery stores, schools and recreation
for recipes in the ads and others are received centers and sent out through the mail. For
from consumers each week as a result of the example, 100,000 copies of “30 Mesls in 30
Minutes” recipe books were distributed to
Added-value programs ate another key , families at YMCAs in June as part of
way of disseminating recipes. Because it the industry’s added-value program with
advertises in national magazines, the beef Parenting magazine.
Reaches Ten-Year High
U.S. supermarkets have advertised and points above comparable 1993 levels. Not
promoted beef more during 1996 than at since 1986, when beef ad space was 49.6%,
any time in the past 10 years, according to has beef’s share of retail meat advertising
data from the National Cattlemen’s Beef been this large.
Association/Cattle-Fax Beef Featuring During the past three years, beef has
Analysis Program (BFAP). This program taken advertising space away from all of the
monitors weekly retail meat advertising other major meats. Comparing the first eight
activity of 134 chains across the country. months of 1993 to the same time period in
The BFAP database includes over IS years 1996, chicken ad space declined from
of weekly beef, pork, ham, chicken, turkey, 22.4% to 20.5%; pork ad space dropped
and veal features. from 25.2% to 22.5%; while turkey’s share
Beef’s share of total retail meat of meat ad apace dropped from 9.2% to
advertising space rose' to 48.3% during the 6.4%. \feal remained unchanged,
first eight months of this year-up more than representing 2.2% of retail advertising
four percentage points from the same time space,
period last year, and over seven percentage
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