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The Beef Promotion Operating Committee has approved a comprehensive checkoff-funded promotion, research and information program for the fiscal year 2001. "The plan for fiscal 2001 is focused on helping the industry continue to build beef demand," says Les McNeill, Cattlemen's Beef Board Chairman. He said demand has increased for six straight quarters, and the industry can help continue that momentum through the checkoff. Funding was organized to include promotion, research, consumer information, industry information, foreign marketing and producer communications. Among items approved were promotion efforts totaling over $25 million, research totalling $4.5 million, and consumer information at $4.25 million, to mention a few. |
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