ENGLEWOOD, Colo. -- The National Cattlemen's Association here is promoting its commitment to safe beef through a print ad and daily sponsorship of National Public Radio's Morning Edition news program.
The ad, scheduled to appear several times through May 17 in the national editions of The New York Times and The Washington Post, and the Eastern edition of The Wall Street Journal, highlights the industry's voluntary participation in the Beef Quality Assurance Program.
Begun in January 1994, the advertising project is part of a public relations program created to show consumers and "opinion leaders" that the industry is addressing safety issues, according to NCA spokeswoman Alisa Harrison.
"We want people to know we're aware of the issues and are dedicating resources to them," she said.
Using member Dan Webster of Webster's Feedlots in Greeley, Colo., as a spokesman, the ad includes the following reassurance: "About 98 percent of all fed cattle in America are now raised in states with an active BQA program. We even recently took part in a USDA study to help scientists learn more about E. coli O157:H7 and how to prevent it."
The NPR sponsorship is accompanied by a tagline which says, "Brought to you by the National Cattlemen's Association and Beef Board, stewards of an American tradition."
