As part of its Northeast Beef Promotion Initiative (NEBPI), the checkoff recently concluded the “Share Your Sizzle” beef photo contest with Northeast shoppers through the partnered effort with 11 regional retail chains totaling 323 retail locations.

Laurie Steiner of Spotswood, N.J., won the contest with her “Summer Beef Tortillas” beef photo. Steiner is a shopper at King’s Food Markets, a 25 location grocery chain based in Parsippany, N.J. Steiner chose to photograph her favorite “Summer Beef Tortilla” recipe because she felt it was something different, while being delicious at the same time. Steiner and her family love to grill during the summer and their favorite cut of beef to grill is the rib steak.

Participating retailers received on-pack promotional recipe labels, electronic artwork and a sample social media library of posts to support the contest. Starting May 23, shoppers were encouraged to purchase and cook with beef at home this summer and share a photo of their meal on the Northeast Loves Beef Facebook Photo Contest App. On Aug. 7, 10 photo finalists were chosen and Facebook fans were encouraged to vote on the winning photo until Aug. 29. The photo with the most votes was the grand prize $500 grocery gift card winner and three runner-up photos were selected by votes to win a $100 grocery gift card.

“We are delighted that a King’s Customer was the Grand Prize Winner in the beef checkoff’s Facebook contest! Every time we can assist our time pressed shoppers with content of value, whether it be a recipe or just a great beef or veal promotion, we make the task and decisions of that meal more enjoyable,” says Mike Lamb, Director of Meat Sales & Merchandising for King’s Food Markets. “The on-pack recipes that the checkoff provides offer our customers a break from the everyday meal with clear concise instructions, easy to follow recipes plus great nutritional information. We believe that promotions on beef and veal offer our customers great meal options whether it is dinner for the family or a special occasion. These two categories can be up to 50 percent of our total sales dollars in a given week and even higher on a holiday. No holiday dinner is complete without a beef dish!"