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Beef Takes Checkered Flag for Promotion
Published Wednesday, February 20, 2008 at 04:45 AM
NASCAR has the first race of the 2008 season under its safety belt. But even as the California race nears, the beef industry is remembering with pride the Monster Mile at Dover, Delaware last June. That’s where a monster-sized initiative, sponsored by the beef checkoff, caught the attention of 135-thousand race fans. And because it did, the National Agri-Marketing Association has awarded it with the Region 6 Best of NAMA Award, Public Relations category.

Fans at the Monster Mile remember the “Beef. It’s What’s For Dinner” blimp towering above Dover International Speedway. The effort was coordinated by the Northeast Beef Promotion Initiative, a project of the Cattlemen’s Beef Board. The Spring Race Weekend aimed to help strengthen the connection between beef and NASCAR fans, the nation’s fastest growing sport fan-base?

In accepting the award, Emilie Miller, Director of Retail & Foodservice Relations for the Northeast Beef Promotion Initiative in Middletown, Pennsylvania, said - this award is just another testimony of work being done in the northeast as a result of checkoff dollars. She said - the NASCAR campaign is just a small part of NEBPI’s overarching goal of increasing awareness about the beef checkoff and also encouraging consumers to regain their love of beef.

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