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SAN ANTONIO, TEXAS (Feb. 3, 2005) — National foodservice restaurant chains have kicked in $68 for every checkoff dollar invested in foodservice/checkoff partnerships in recent years, the Cattlemen’s Beef Board (CBB) announced at the 2005 Cattle Industry Annual Convention in San Antonio, Texas, Feb. 2-5. During the last three years, the Beef Checkoff Program has leveraged a small percentage of cattlemen’s $1-per-head investments via more than 20 promotions with national foodservice restaurant chains to help extend the consumer message about beef and get more beef items on restaurant menus. While the CBB and state beef councils invested a combined total of $1.4 million, foodservice partners have invested more than $95.7 million in consumer media outreach about beef for the beef promotions. “That means that for every checkoff dollar invested in these beef promotions, restaurant chains chipped in $68,” said CBB member Laurie Bryant. “I don’t think there’s anyone who would argue that that’s a pretty impressive leveraging of producers’ investment.” Results of the partnerships include millions of public-relations impressions, the addition of new beef items to the chains’ menus, and incremental sales of millions of pounds of beef for the promotions. Some of the partnerships that the Beef Checkoff Program pursued in 2004 included Pizza Ranch, Quizno’s, RAM International, Domino’s, Taco Bell, Aramark, Arby’s, Ground Round, B.F. Saul, Stuart Andersons, Buckhead Brewery, Quaker Steak & Lube, and Dunkin Donuts. Besides the restaurant chains, other new retail checkoff partners during the year included Wal-Mart’s “Thrillin’ & Grillin’” promotion, Kraft, This Old House (magazine), A-1 Steak Sauce, Beringer wines, and Bordens. “Time after time, we’ve seen these checkoff partnerships yield great results in terms of beef sold, even though our investment is relatively small,” Bryant said. “That’s good news for anyone in the beef industry because increased beef sales benefit everyone in the industry, and it sure seems like cattlemen are getting a strong return on their dollar here.” The restaurant partnerships in 2004 were managed for the Cattlemen’s Beef Board and state beef councils by the National Cattlemen’s Beef Association (NCBA), which serves as one of the Beef Board’s contractors. Editor’s Note: This release is adapted from a news release distributed by the CBB. 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