New Year With Beef
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Through its Northeast Beef Promotion Initiative (NEBPI), the checkoff is gearing up to launch fifth annual New Year’s beef promotion, which is on tap for Jan. 9 - March 29, 2013 in 111 retail supermarkets in the heavily populated Northeast corridor. “Livin’ Lean. Lovin’ Beef” will remind supermarket shoppers to include lean beef in their healthy active lifestyles as they implement their New Year resolutions. In-store promotional materials will include beef recipe booklets, shelf wobblers and, for the first time ever, on-pack labels. Retailers are asked to feature the promotion on their websites and in their ad circulars. The promotion also encourages shoppers to visit www.LeanBeefSweepstakes.com for more nutritional information, recipes and entry into the associated sweepstakes.
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.