Suggested Lead: Randy Irion, director of channel (retail) marketing for the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff Program, says June 2009 – which is the latest month that FreshLook and Promodata is available – was a good month for beef in the grocery store meat case. Beef dollar sales advanced more than the entire protein category, exceeded the growth for pork and matched chicken dollar growth…tape
Cut #1 :35 O.C...”52-week period”
Irion notes that the checkoff’s retail program recognized that middle meats presented a great opportunity for increased profit this summer, and the opportunities continue as we head into the fall…tape
Cut #2 :16 O.C...”meats more aggressively”
Irion explains the importance of the retail program as it affects beef demand and the bottom line for producers…tape.
Cut #3 :38 O.C...”overall economic downturn”
For more information about the checkoff-funded retail program, visit www dot beef retail dot org (www.beefretail.org) or www dot my beef checkoff dot com (www.MyBeefCheckoff.com).
Contact: Melissa Slagle, 303-867-6306; mslagle@beefboard.org
------------------------------------
The Beef Checkoff Program 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.