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Jim
Korkow, Korkow Rodeo Company prepares to speak to the press as South Dakota
Stockgrowers Association President Ken Knuppe shows off CCMP's new logo to
promote USA Raised Beef. Korkows will carry signs on all three of their trucks
as they travel to rodeos across the country.
April
27, 2005
FOR
IMMEDIATE RELEASE
Information:
Carrie Longwood, SDSGA 605.342.0429
Chase Carter, OCM 402.817.4443
CCMP
Stakeholders Introduce New USA-RAISED BEEF Logo
Lincoln
,
NE
~ Stakeholder groups in the
Cattlemen’s Competitive Market Project (CCMP) introduced today a sweeping new
campaign to promote domestically raised beef.
During a press conference held in
Rapid City
,
SD
officials unveiled the new
“USA-RAISED BEEF” logo
which will heighten consumer awareness about the safety and nutritional value of
beef born, raised and processed in the
U.S.
“This campaign marks a new
beginning for
U.S.
cattlemen,” said Ken Knuppe, president of South Dakota Stockgrowers
Association (SDSGA). “
America
’s cattle producers deserve a national promotional program that distinguishes
their product from that of foreign nations.
The current mandated $1.00 per head checkoff promotes generic beef and
that includes foreign beef imported into
America
, sold under the guise of the USDA grade stamp of approval.
CCMP is rolling out a logo and promotional campaign designed to enhance
demand for USA-RAISED BEEF, which is the safest, most nutritious beef in the
world. We’re very enthusiastic about the opportunities that exist for American
cattlemen and consumers through this program.”
SDSGA is a stakeholder in CCMP,
a voluntarily funded producer self-help program established in part to enhance
demand for
U.S.
cattle and beef, and educate consumers about the nutritional values of
USA-RAISED BEEF.
Independent
Cattlemen of Nebraska (ICON), Montana Cattlemen’s Association (MCA), Cattle
Producers of Washington (CPOW),
R-CALF
USA
and the Organization for Competitive Markets (OCM) are also stakeholder groups
in CCMP.
“The USA-RAISED BEEF program
is part of
U.S.
cattlemen’s developing partnership with consumers.
In effect it is our contract with them,” noted Rick Fox, SDSGA
vice-president. “
America
’s cattlemen work hard to produce the safest meat in the world under the most
rigorous standards on the face of the globe.
We’re proud of what we produce and we want it labeled.
Until now, cattlemen have not had a promotional campaign that emphasizes
the facts about the safety and security of purchasing USA-RAISED BEEF.
Now we do. It is our goal to
reach every consumer in every corner of
America
, encouraging them to demand
U.S.
born and raised beef.”
Carrie Longwood, SDSGA
Executive Director agreed adding, “This program answers a call from grassroots
producers who want a promotional campaign supporting domestically born and
raised beef; that sets apart U.S. beef from that of foreign origin. Experience
has shown that throwing billions of dollars at a generic promotional program
doesn’t showcase USA-RAISED BEEF nor does it enhance consumer demand for our
product. The idea for this program
came from the grassroots and it will be driven by
U.S.
producers through CCMP. Success
can’t be measured by merely the amount of money thrown at a concept; it’s
the quality of the ideas that provide the thrust.
Our feedback shows that producers are coming together solidly behind this
campaign and SDSGA is proud to lead the charge.”
The new logo and promotional
campaign made its debut today through an arrangement with Korkow Rodeo Company
of
South Dakota
. Jim Korkow, rodeo producer and
cattleman, said the concept was born when he learned the nationally mandated
beef checkoff could not promote
U.S.
beef. “Frankly, I was stunned to
learn the facts about the national checkoff,” noted Korkow.
“I made a proposal to the South Dakota Beef Industry Council requesting
funding to promote
U.S.
beef. I was advised that unless we
promoted generic beef we would not receive any funding. As a cattleman myself, I
simply can’t justify promoting my competitor’s beef.
I presented my idea to promote USA.-RAISED BEEF to the Cattlemen’s
Competitive Market Project through the South Dakota Stockgrowers Association,
and they took the concept and ran with it. This
goes to show what a voluntary producer funded effort can do.
You can bet that Korkow Rodeo trucks will carry the USA-RAISED BEEF logo
proudly and we’ll do all we can to promote American cattlemen and their
product throughout the year.”
Chase Carter, OCM Executive
Director said, “This is a win-win combination for consumers, producers and
yes, even meat processors and retailers. As
we increase domestic demand for
U.S.
beef, everyone will benefit. This
is one of the simplest value-added programs ever developed.
By encouraging consumers to demand
U.S.
beef, we add value to the national cattle herd and consumers will be asking the
right questions at the retail case. Now
that seafood labeling has been implemented, the absolute right next step is to
see that all meat is labeled as to country of origin.
This new campaign is designed to provide that impetus.
U.S.
cattlemen have a wonderful relationship with consumers.
It’s time that we expand that relationship and ask consumers to demand
USA-RAISED BEEF.”
The new logo is patriotic in
nature, with the slogan “Not Just Any Beef.
USA
RAISED BEEF. Ask For It.
The logo has been trademarked and will begin appearing through agreements
with CCMP.
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