Beef may still be what's for dinner but the National Cattlemen's Beef Association wants to make sure the dinner is good.
NCBA is producing original recipes and food ideas directed at both food editors and consumers, trying to help keep these audiences up-to-date on beef. The latest beef checkoff-funded materials were developed to increase usage of beef by giving those who use or recommend it to consumers new ways of preparing and serving it.
Produced by NCBA on behalf of the Cattlemen's Beef Board and America's cattle producers, all of the materials are reaching millions of consumers through newspapers and magazine articles and brochure offers.
State beef councils throughout the country are also helping distribute these and other consumer recipe materials.
Among the materials is a full-color news release page called "Celebrate St. Pat's Day With A Taste o' the Irish." With four recipes that feature corned beef and beef chuck, the page has already been requested by 354 newspaper food editors with total circulation of more than 10 million.
Another feature release page, called "Great Meals in Minutes," contains four recipes for quick, family-style meals that can be prepared and cooked in less than 30 minutes. Only available since Feb. 28, the page has already been requested by 122 papers with total circulation of 4.2 million.
The beef industry tied in with Birds Eye* Frozen Vegetables for this cooperative effort to newspaper food editors.
Newspaper and magazine editors also have recently received the latest installment of a checkoff-funded publication called "Breaking Beef News," a regular update on beef industry issues important to them. Included in this edition is information on BSE, burger cooking safety and new beef products. The publication is distributed bi-monthly.
Finally, a new consumer recipe brochure called Hurry Let's Eat! is being distributed nationwide by NCBA and state beef councils. The checkoff-funded publication contains recipes that use heat-and-serve beef products as well as beef nutrition information. Recipes include Beef, Potato & Pepper Skillet; Philly Cheese Meatball Sandwiches; Italian Meatball Soup; Easy Beef & Broccoli; and Fiesta Beef Pot Roast. A free copy of the brochure is available by sending a self-addressed, stamped, #10 (business-size) envelope to National Cattlemen's Beef
Association, Dept. FCHLE, P.O. Box 670, Bloomingdale, IL 60108-0670.