NCBA Joins Initiative
With Jimmy Dean Foods

CHICAGO — Jimmy Dean Foods has joined with the National Cattlemen's Beef Association in a new partnership to test marketing concepts which will include beef. This project represents a major initiative in new product development for NCBA as the industry looks for innovative ways to add value to beef.

NCBA president John Lacey predicts that Jimmy Dean Foods' recognized name and excellence in brand marketing will result in a successful partnership.

"This is an example of how NCBA is creating partnership programs that help the industry deliver what consumers want," says Lacey. "Beef producers and consumers will benefit from this effort to find new ways of marketing beef products."

Jimmy Dean Foods is a division of the Sara Lee Corporation, a Fortune 500 company with $18 billion in sales. Jimmy Dean holds the number one market share in major categories such as breakfast sausage and meat case sandwiches, and is a widely recognized brand.

Jimmy Dean Foods' president and CEO Bob Kopriva says the popular brand name will work well for beef products. "We're excited about having the opportunity to work with the industry," said Kopriva. "The successful combination of our abilities will benefit everyone involved."