Contacts:      Stephanie Darling         303/850-3359    sdarling@beef.org
                    Diane Henderson          303/850-3465    dhenderson@beefboard.org

   Partnership Heats Up Beef Checkoff’s Summer Grilling Program
 
       Burgers, Chinet® and Frank’s Red-Hot® Sauce Unite to Fill Picnic Plates 

CENTENNIAL, Colo. (May 12, 2006) — In a new seasonal partnership, two national retail brands will join the Beef Checkoff Program in creating a mouth-watering, incentive-based consumer promotion to sell ground beef this summer.  

Beginning June 18, the beef checkoff, Chinet® plates and Frank’s RedHot® Sauce will partner in a beef promotion targeting 40 million U.S. consumers. An eye-catching color newspaper insert features two hamburgers filling a sturdy Chinet® plate and offers a discount on the paper product. There is also a quick, easy burger recipe using Frank’s RedHot® Sauce, for consumers looking for ways to spice up this all-American summer meal.  

“This promotion offers a new taste twist, as well as convenience and value for the consumers – especially those who love summer burgers on the grill,” said Cattlemen’s Beef Board member Virginia Coelho, a California beef producer who chairs the industry’s Joint Retail Committee. The ad campaign is part of an aggressive summer beef promotional blitz. 

The distinctive beef checkoff logo and  www.beef.org Web site are prominently featured in the ad, as well as the brand marks and Web sites for Chinet® and Frank’s. This promotion marks the first time Chinet® and Frank’s RedHot® Sauce have joined a beef promotion, Coelho said.  

The product trio will also appear in a beef grilling and entertainment segment to air in June and July on Flavors® of America. This 30-minute cable TV show reaches 8 million U.S. households and is re-broadcast on public television stations across the country. Celebrity chef Jim Coleman, the show’s host, will be joined by Chef Richard Chamberlain, who continues to entice beef lovers with cooking demonstrations featuring dishes from “The Healthy Beef Cookbook,” created via a partnership between the American Dietetic Association and the Beef Checkoff Program.  

“We’re always looking for partners that allow us to present beef positively and extend the use of our checkoff dollar,” Coelho said. “With the dominant photo of two delicious burgers, a purchase incentive and a recipe, we know it will motivate the sale of a lot of ground beef at retail.”