ANNCR: 
 The Beef Checkoff is one of only five honorees and the first commodity to be inducted into the Multi-Unit Food Service Operators “Supplier Hall of Fame” an honor accepted during the MUFSO (MUFF-SO) annual conference in Dallas, Oct. 15-18. The award, as well as the event, is produced by Nation’s Restaurant News, the weekly national news publication covering the foodservice channel, says CBB chairman and Texas producer Jay O’Brien.   

O’BRIEN:
“It was exciting to watch these foodservice folks who move about 50 percent of our product, dollar-wise, to watch their enthusiasm for beef. They recognize the passion consumers have for beef. They recognize that beef has a great nutritional profile. So they see beef as an essential part of their success.”  

Cut #1 :22    Outcue: “…essential part of their success.”

ANNCR:
Overall, in FY 2006, foodservice sold some 8.4 billion pounds of beef, valued at more than $25.7 billion wholesale. Foodservice and beef make great partners, O’Brien said.

O’BRIEN:
“The fact they gave this incredible honor to the beef checkoff is amazing because it shows the incredible respect they have for our product and our organization.” 

Cut #3 :20    Outcue: "...are truly at work.”

Background:
The MUFSO event is held annually for senior executives and other top professionals in the foodservice industry and this year drew more than 800 participants. This channel represents 925,000 individual locations, with projected sales for calendar 2006 of $511 billion.