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For more information
f 1 r * * The Pennsylvania Beef Council
I *>oo Fulling Mill Rd ■
News and Views on $1 per head Beef Checkoff Program Middletown, pa 17057 I
° 7T7-959-7QOO ■
Beef Producers Show “PA Pride” ■ FREE """ ■ I
at Farm Show | “BEEF. It’s What’s You Want.” Water Bottle | I
Each January, thousands of consumers flock to Harrisburg for the annual g Bring this coupon to Pa Beef Council Booth _____ g I
Pennsylvania Farm Show. This year on behalf of all cattle producers, the ■at 1998 Pa Farm Show in the Beef Barn (NW Bldg.) |!JNN| ■ I
Pennsylvania Beef Council will be sharing their “Pennsylvania Pride, ” a brand | Must have coupon to receive bottle mjSJSiV I I
new specially designed exhibit. g One bottle per coupon. „ IT , S WHAT YOU WANT”H I
The theme focuses on the sense of pride beef, dairy, and veal producers have for I
the beef and veal industry, as well as on the importance the industry bears on the _ _ * IjJjjJjE * IJjjjJE *E *JJ[* * ® I
economy of Pennsylvania. Beef and veal recipes will be distributed to consumers “ " -H
throughout the week. Many recipes will be of Pennsylvania flavor. Also, free ® ® I
samples of various condiments from Heinz will be available to all attending! I kPAtovFw \_/JT Jl I I
The Beef Council is also coordinating the meat display in the Farm Show’s " CTlr'AK' T nVITU’C * I
Food Pantry exhibit area. Beef, veal, pork and lamb products processed in * dltbAIV L/LIVEK S ■ ■
Pennsylvania will be displayed in a special meat case in the Food Pantry exhibit I ' Bring this coupon to PA Beef Council Booth I I
area. Additionally, chef and product demos will be conducted throughout the five- ® at 1998 Pa Farm Show in the Beef Barn (NW Bldg.) ■ I
day event. ® Must have coupon to receive discount. For use at 1998 PA Farm Show I H
Beef On The Internet Happier Holidays Planting Seeds of I
Cattlemen on the Web (hup//www beet org), the industry’s Web site r ar «/ <= ’ ■
lot agncultural audiences, has undergone major reconstruction The new- 01 ays are assocldtec * wll h lamilies and lood BoiYlQlirl I
and-improved sue- winch contains new graphics, more mlormat.on, and Peo P le cnjoy B , ctlm g t °B cthcr and swa PP ,n 8 stones OeiUdna ■
a newer format lor easier surlmg- debuted June 1997 Consumers can over great meals Beet checkoff funds help increase In i drmin g y oU ’ve got to plant the seed to reap the H
learn more about the heel industry by taking a tour ot Cow Town America interest in heel over the holidays by providing recipe rcwd rd It’s the same with heel demand, with seeds ■
on the Wch (hup //wwwcowtown org) Cow Town America is a great 1 CdS 10 * OO e ltors reminding consumers that beet is what they ically want
source (or beet tacts, recipes, photos, chpart. audio, and dtar.es of cattle ° nc su " h e, I ,ort rcsul ' cd ,n art,cles ,n more ,han when tfs tune to cat ■
tannlies Why not surl the Web lor heel today 9 sixteen hundred publications, such as Good Not a month will go by this year without commercials H
Housekeeping and Ladies Home Journal In 1997 appearing on television The emotional approach H
A FpW Spfltsi Rpmaitl Foi* placements were made in publications reaching 124 capitalizes on the consumer’s love for heel. H
Z-l. J. IVLIIiaiU lUi billion homes Through food communications, A dl ,d will reach 87 percent o( adults ages 25-54 ■
dollars hclp ,ncreasc an average ol 14 limes during the year Thanks H
-DCCI demand t 0 that’s a total ol 101
'' Cattlemen from all segments ol the commonwealth’s heel industry will million people who will be reminded regularly H
base the oppoitumty to paiticipale in a three-day course January 9-12, that beef is what they want
1998 at Penn State University Bcel 2000 is coordinated by the PA Beet H
Council in cooperation with Penn State Department ot Dairy and Animal H
Science and the Pennsylvania Cattleman’s Association H
The program with provide participants the opportunity evaluate live U | j -mj • H
battle with the use ol ultrasound equipment and then observe the Ivl .DcHSIES*** H
slaughter process in the packer s shoes, as well as grade and inspect the School children have more to learn these days than ever But they still need the basics - including I
carcasses with a USDA inspector and grader Participants will then basics about nutrition Through their checkoff program, U.S beef producers arc helping provide students I
tabneate the carcasses into wholesale and retail cuts, assessing a value to . ~ , . , ... . ■
the toduct ilnou >h each stc with information on good eating habits, the environment and the wholesomeness ol heel ■
‘ program ,s an outstanding opportunity to ° ver a f,ve yCai P cr,od ’ morc lhan 32 m,11,0n students rrom P ,e - sch ° o 1 through h.gh school arc reached ■
help cattlemen become more cll.e.cni in their business practices, while throu S h checkoff-funded education materials. Th.ough its education programs, the heel checkoff is ■
mingling with other cattlemen The registration cost is $3O per PA increasing knowledge among tomorrow s consumers
producer and $lOO per agribusiness representative or out-01-state H
pioduccr, plus overnight accommodations The Beet Council has tried H
diligently to keep the costs ol this program down with the help ol the PA I
Cattleman’s Association and several animal health companies H
Applications arc available by contacting Tammy Weaver, Director ol . H
Industry Relations at PBC, (800) 572-2020 Space is limited ■
Veal Industry ||jB|MBi IT’S WHAT YOU WANT. SM I
Makes Changes Oi/wnar/. (Jafwed. I
Veal industry leadcis recently kicked off two brand new NCBA Ropf TnHll<lft*V IVpW AH F 1 5111111511(111 I
initiatives at Veal Summit meetings held in Philadelphia and Chicago uccl 11IUU3U J UllVClia iICVT H
Those initiatives include the exciting new veal laghne and logo, as well From steakhouses to the family table, bed is once Two other ads "Soaps” and "What’s Possible," icveal H
as updates lor several new and on-going aggressive marketing again tempting Americans’tastebuds Capitalizing on people longing tor beef A fourth spot, “Slat," exposes H
ptograms consumer’s craving lor beet both at home and in a lonely rotissene chicken’s desire to become as H
The taghne, “Veal. Eat Smart. Eat Well” Positions veal as a versatile, icstaurants, the beet industry is launching a new exciting and sought-alter as the more popular steak All H
great tasting meat as well as a nutritious dietary choice The combined advertising campaign Featuring the taghne "Bed It’s ol the commercials end with the last chords ol Aaron H
message reinforces the existing perceptions ol veal as a tasty, nutrition- What You Want," lour new spots began airing on Copland’s “Rodeo” music, featured in the previous H
wise indulgence to consumers and loodservtcc professionals The national television August 4 "Bed It’s What’s lor Dinner ” spots H
taghne will be featured on retail packaging, advertising and cneulars, "Beef It’s What You Want ’ gets to the heart ol The commercials will air nationally on prime-time, H
retail point-of-sale materials, recipe cards as well as in toodservice people's inherent passion lor bed," explains Dave daytime, early morning syndication, early morning, H
advertising and collateral Ivan, executive director ol advertising and marketing cable networks and sports programming The campaign H
Thanks go to several state bed councils, including Pennsylvania, services tor the National Cattlemen’s Beet Association is scheduled to run through September 1998 It will be H
who have contributed funding tor a new culinary brochure The veal “These ads get to the emotional level ot eating beef supported by local radio advertising sponsoring by H
industry will benefit from a new culinary school brochure that will while our previous campaign focused on the functional most of the 44 stale bed councils H
include detailed cooking methods, cut charts and virtually anything a aspect of meal planning and preparation The new ads According to Eorgolt, the new ads arc part ol the H
chef, culinary student or distributor sales representative would need to demonstrate bed’s popularity in home settings as well industry’s overall initiative to operate morc like a H
know about veal Work on the brochure is now underway and will be a d s restaurants, especially in places like steakhouses, branded product Other new marketing initiatives H
valuable training tool which continue to boom ” include a category management program lor retail and H
In Pennsylvania a veal cook-01l challenge tor culinary students is Using humorous vignettes, the lour 30-second ads an award lor the best new branded bed product at H
being planned tor this spring, veal demos sampling in area spot-light situations in which consumers give in to their toodservice or retail H
supermarkets for the summer months and the second annual Veal 101 bed cravings One spot, called “Meteor,” shows one The "Bed It’s What You Want " campaign and H
class tor industry suppliers this tall It you have any questions man’s desperate attempt to grill up his last meal, a other bed promotion programs are funded by bed H
concerning PA veal programs please contact Alexa Kroutch, Veal steak, after he spots a meteor hurtling toward Earth producers around the nation H
Programs Director at the PA Beef Council office at (800) 572-2020.
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The beef checkoff is working for you.
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