During a time when sales of middle meats are traditionally slower, the checkoff’s food and nutrition communications team, using conclusions drawn from checkoff-funded market research, is gearing up to capitalize on a month that boasts many familiar holidays and special occasions. Thus, the beef checkoff is initiating an “I Heart Beef” campaign.

The program was specifically designed to help strengthen interest in beef middle meats, cuts that have a proven return on investment for beef producers, by reminding consumers of their passion for great steaks like the T-bone and tenderloin. Not only that, but February is Heart Health Month.

“A growing body of evidence shows that lean beef, trimmed of visible fat, can be a part of a low saturated fat diet that does not increase heart disease risk factors,” says Dave Fugate, cow/calf producer from Greenback, Tenn., and chair of the Joint Public Relations Subcommittee. “The checkoff’s I Heart Beef campaign is strategically positioned during a time when consumers tend to focus on dieting, and we’re trying to make them aware of the heart health benefits of lean beef; meanwhile, aiming to increase sales of middle meats which aids the ultimate goal of the checkoff – increase beef demand.”

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