Guest guest Posted May 23, 2003 Report Share Posted May 23, 2003 NCBA launches new ad campaign to support beef The ads are part of the beef checkoff’s $13.4 million advertising budget for fiscal year 2003, generated by beef producers through a $1-per-head assessment on all cattle sold. 23/05/2003 The cattle industry is trying to dethrone the reign of chicken as the healthiest of proteins through a series of nationwide print ads launched last week. Each print ad tells consumers that lean beef has only 1 more gram of saturated fat than a skinless chicken breast, but six times more zinc, three times more iron and eight times more vitamin B12. One ad boldly asks, “Makes you wonder about eating all that skinless chicken, doesn’t it?† The first beef nutrition ad appeared in the May 15 issue of USA Today. The ads are part of the beef checkoff’s $13.4 million advertising budget for fiscal year 2003, generated by beef producers through a $1-per-head assessment on all cattle sold. The ads are based on research of the six leanest beef cuts: top round steak, eye round steak, shoulder pot roast, round tip roast, shoulder steak and top sirloin. In total, there are 13 cuts of beef that meet the federal government’s guidelines for leanness, meaning that they are low in saturated fat and cholesterol, said Mary Young, executive director of nutrition at the National Cattlemen’s Beef Association (NCBA). “The campaign not only has a compelling message for consumers, but it works on two levels, both on an emotional and a rational level,†Young said at a press conference last week. “You will see that this campaign really shows how well-balanced meals can be both nutritious and tasty.† Young said American consumers love the taste of beef, but when they want to make nutritious food decisions, they tend to buy skinless chicken breasts. Beef consumption per capita has steadily dropped from a high of 86.3 pounds in 1977 to 62.9 pounds in 2001, according to the U.S. Department of Agriculture’ s Economic Research Service (ERS). In comparison, chicken consumption per capita has grown from 29 pounds in 1977 to 53.9 pounds in 2001.  Mark Thomas, NCBA’s vice president of global marketing, said the ads challenge the consumers’ belief that chicken is healthier than beef.  “For a number of years, there’s been this misperception regarding beef’s nutrient qualities, and some people hold up chicken really as the gold standard,†Thomas said.  “ The fact of the matter is these six cuts compare extremely favorably with boneless, skinless chicken breast, and we want Americans to know that beef can also be a part of that great nutrition halo,†he said. Nelson Curry, a Kentucky cattle producer and vice chairman of the Cattlemen’s Beef Board, said the ad campaign is an aggressive, science-based attempt to regain the market share lost to chicken. “Anytime you see a competitor come in and take away your market share the way that chicken has done to beef, certainly we want to put our dollars to work trying to turn that tide and set the record straight,†he said. Young said the beef nutrition ads will appear in 23 magazines, including men’ s, women’s and lifestyle publications, during July and September. The beef industry’s consumer Web site, <A HREF= " www.beefitswhatsfordinner.com " >www.beefitswhatsfordinner.com</A> , also features the ads, along with a comprehensive nutritional comparison of beef against chicken. “As a nutritionist, I call beef nature’s best tasting multivitamin,†Young said.  “We want to share that information with consumers to help them feel good about the beef they love.â€Â Source: Ifbf.org ---------------------- " Uneducated people believe what they are told... Educated people question what they are told " Reasons I have chosen veganism as a way of life for myself and my family: <A HREF= " www.dumpdairy.com " >www.dumpdairy.com</A> <A HREF= " www.milksucks.com " >www.milksucks.com</A> <A HREF= " www.goveg.com " >www.goveg.com</A> <A HREF= " http://www.helpinganimals.com/ " >http://www.helpinganimals.com/</A> <A HREF= " http://www.stopanimaltests.com/ " >http://www.stopanimaltests.com/</A> <A HREF= " http://www.furisdead.com/ " >http://www.furisdead.com/</A> <A HREF= " http://action.fund.org/action/index.asp " >http://action.fund.org/action/ind\ ex.asp</A> <A HREF= " http://www.animalsvoice.com/ " >http://www.animalsvoice.com/</A> <A HREF= " http://www.commandochicks.com/ " >http://www.commandochicks.com/</A> <A HREF= " http://www.notmilk.com/ " >http://www.notmilk.com/</A> <A HREF= " http://www.pcrm.org/ " >http://www.pcrm.org/</A> <A HREF= " http://www.vegsource.com/ " >http://www.vegsource.com/</A> <A HREF= " http://www.veganoutreach.com/ " >http://www.veganoutreach.com/</A> <A HREF= " http://www3.mistral.co.uk/traub/faqvegan.html " >http://www3.mistral.co.uk/t\ raub/faqvegan.html</A> <A HREF= " http://www.vegan.com/ " >http://www.vegan.com/</A> <A HREF= " http://www.vegan.org/ " >http://www.vegan.org/</A> <A HREF= " http://www.coolvegan.com/ " >http://www.coolvegan.com/</A> Meet Your Meat: <A HREF= " http://www.goveg.com/mym-hi.rm " >http://www.goveg.com/mym-hi.rm</A> Subscribe to my Vegan_Animal_Rights today: <A HREF= " Vegan_Animal_Rights/ " >http://groups..co\ mVegan_Animal_Rights/</A> Quote Link to comment Share on other sites More sharing options...
Recommended Posts
Join the conversation
You are posting as a guest. If you have an account, sign in now to post with your account.
Note: Your post will require moderator approval before it will be visible.