NCBA Launches Plan
To Move Excess Beef

DENVER — With beef supplies near record levels, the beef industry will launch immediately an eight-point action plan to move beef supplies, says a news release from the National Cattlemen’s Beef Association.

The plan includes four full-page ads in USA Today to alert consumers to beef’s great value. The ads focus on beef’s affordable price and will provide summer grilling recipes to motivate consumers to purchase beef at their supermarkets. The ads will debut in the cover section of USA Today beginning August 5 and will continue each Wednesday throughout the month.

In addition to the full-page ads, the beef industry effort will include:

• letters to the top 100 retail chains from NCBA President Clark Willingham asking their cooperation to promote immediate beef sales. The letter will include a copy of the USA Today ad and the August ad schedule.

• A letter sent to USDA Secretary Glickman urging him to purchase beef for international food aid.

• An "Issue Alert" about beef featuring activity to 100 retailers.

• An "Issue Alert" about beef supply to key foodservice companies, calling for continued and increased menu promotion.

• An "Issue Alert" to retail and foodservice media.

• An alert to business and consumer food media, stating that beef is plentiful and a good value, and that now is the time to buy.

• Press briefings in major metropolitan areas focusing on new pot roast products; a price/supply message will also be communicated.