Leveraging Checkoff Dollars
In FY 2010, checkoff-funded foodservice public relations garnered more than $2.5 million in feature-article space between October 2009 and July 31, 2010. For example, the June Food Arts magazine features New York City's Waldy Malouf on its cover, with a shell (strip-loin) roast. The cover story, "Holy Smoke: How the Masters Cook a Steak," describes steak-cooking techniques of Malouf and other well-known chefs, including Michael Lomonaco and the cattle industry's own Tom Perini. The print edition also an additional two-page techniques section on "Barreled Beef."