Beef Mobile Debuts, Whets Appetite For Beef

COLORADO SPRINGS, COLO. (Jan. 19, 2004)-The Beef Checkoff Program's new "Beefmobile" made its industry debut at the National Livestock Producers Association annual meeting in Phoenix, Ariz. and now it awaits approval from cattlemen at the Cattle Industry Convention, Jan. 28-31.

Producers can get a chance to see the Beefmobile at the Cattlemen's Beef Board booth during the trade show at the cattle industry's annual meeting in Phoenix.

R. Scott Stuart, president and CEO of NLPA, said livestock marketing facilities and retail stores that have been contacted to date are embracing the Beefmobile as a way for the checkoff to reach out to grassroots producers with information about the checkoff program and to consumers with information about beef and beef products.

Stuart also acknowledged state beef councils and American National CattleWomen members who are taking an active role in providing information during Beefmobile visits.
"Funding for the Beefmobile covers 100 visits to livestock marketing facilities and 100 stops at retail stores," Stuart said. "Many state beef councils are helping identify target states and stops.

"We are taking every step possible to maximize exposure of the Beefmobile and spend beef checkoff dollars most efficiently."

The goal of the Beefmobile, Stuart said, is to reach out to as many producers as possible, sharing information about checkoff-funded research and promotion efforts aimed at building beef demand. Another goal is to provide consumers with the information they want about beef safety, nutrition and value.

Beef producers unable to attend the Cattle Industry Convention in Phoenix should watch for the Beefmobile in their local auction markets or on the nation's highways, where it will serve as a rolling billboard for the beef industry between stops, Stuart said.

"The design of the Beefmobile makes my mouth water, as it loudly and clearly shouts 'Beef. It's what's for dinner'," states Lee McCoy, regional manager, Southeast AgNet Radio Network. "The design is positive, direct and classy, and it will definitely whet consumer appetites for beef."

Trent Loos with Faces of Agriculture, Loup City, Neb., agreed, stressing that the Beefmobile's design "puts our product front and center."

"Beef producers can take pride in having a vehicle traveling U.S. highways that is labeled 'America's Beef Producers' and displays the Beef Checkoff logo on all sides," Loos said. "The message is clearly conveyed that beef producers feed people."

Funding for the promotional vehicle comes from producers through the Cattlemen's Beef Board, the 108 producers who oversee the $1-per-head Beef Checkoff Program. Under checkoff funding approved for fiscal 2004, the Beefmobile will visit 100 livestock marketing facilities and make 100 consumer stops.

Coordination and promotion of the Beefmobile are handled by National Livestock Producers Association of Colorado Springs, Colo.

The Beef Checkoff was established as part of the 1985 Farm Bill. The Checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen's Beef Promotion and Research Board, which administers the national Checkoff program, subject to USDA approval. Checkoff revenues may be used for promotion, education and research programs to improve the marketing climate for beef.

The National Livestock Producers Association, founded in 1921, is an organization of livestock marketing cooperatives and credit corporations representing more than 200,000 livestock producers nationwide.