DENVER, Colo. – The National Cattlemen's Beef Association (NCBA)
has received the prestigious Corporate Award for Excellence 2000 from The
American Dietetic Association Foundation. The award recognizes the
organization's many years of support of, and work with, registered
dietitians, ADA and ADA Foundation.

The award was presented at an ADA Foundation dinner Oct. 17 attended by
thought leaders in the nutrition community. Accepting the award on behalf
of NCBA was CEO Chuck Schroeder. Also on hand for the presentation were Jay O'Brien, beef producer from Amarillo, Texas, and chairman of the beef
industry's Nutrition & Health Committee; Nelson Curry, beef producer from
Paris, Ky., and Nutrition & Health Committee vice chairman; and Wade
Zimmerman, a beef producer from Sugar City, Colo., and chairman of the
industry's Health Professional Influencers Subcommittee.

"Dietitians are very important to our society, since so many of the
guidelines and recommendations for American diets are developed by this
group," according to Curry, whose operation includes 200 purebred and 400
commercial cows. "It's important that we support their efforts, as well as
work with them by providing information on how beef can fit into the diets
of healthy Americans."

The dinner, which featured beef sponsored through the checkoff, was held in
conjunction with the Food & Nutrition Conference & Exhibition of The
American Dietetic Association. Among checkoff-funded events at that event were a workshop that helps nutrition professionals understand the special needs of women, and a booth at which the thousands of attendees of the Exhibition could learn more about the nutritional value of beef and sample new beef products currently on the market.

"For years the beef checkoff has funded nutrition research that has provided us with facts about protein, iron, zinc and other nutrients that are found in beef," says Zimmerman. "By passing that information along to dietitians we're improving the health of both the American public and the American cattle industry."