PRESS RELEASE For Immediate Release
March 5, 2008 www.agr.ne.gov		Contact: Christin Kamm (402) 471-6856

KEARNEY - Nebraska Agriculture Director Greg Ibach today announced the creation of new promotional materials that will be used to showcase Nebraska beef in international markets. The prototypes of the marketing documents were unveiled during the 20th annual Governor's Ag Conference in Kearney.

The materials feature Nebraska landscapes, cattle and producers, along with facts and figures about beef and beef production in the state. The "Proud to Buy Nebraska" logo, introduced during the agriculture conference two years ago, also is incorporated into the new material.

"This is a continuation of our initiative to further brand Nebraska beef, particularly in the foreign marketplace," Ibach said. "We have found, through our visits to places such as Hong Kong, Asia and Europe, that the story of beef production in our state is every bit as important as the food itself.

"The materials highlight our open spaces, our abundant natural resources and the professionalism of our farmers and ranchers," he said.

NDA teamed up with the University of Nebraska-Lincoln's Advertising Sequence in the College of Journalism and Mass Communications to develop the prototypes. The partnership allowed the class to get some real-world exposure, Ibach said. The Nebraska Beef Council also has been, and will continue to be, a partner in the initiative.

"International markets are a vital part of our business and continued success. The cooperation between NDA and the Beef Council has been a successful partnership that has truly benefited Nebraska and its beef producers," said Ann Marie Bosshamer, executive director of the Nebraska Beef Council. "NDA has done an excellent job of identifying a number of opportunities in various countries, and the Beef Council has helped to provide funding and manpower to strengthen beef demand in the global marketplace."

Ibach said the marketing prototypes are still being refined but that a few pieces soon will be launched in a promotion in Spain in coordination with a Nebraska beef importer from the Netherlands. The content of the materials may be subject to change, depending on the characteristics of a specific marketplace, the intended purpose and funding, he said. The items also could be used to brand Nebraska beef in domestic markets if such an opportunity became available in the future.

NDA Agricultural Trade Representative Stan Garbacz said he is excited to begin partnering with importers and restaurant and grocery chain owners to use the materials.

"The flavor and tenderness of our beef will keep consumers coming back for more, but we need to tell a little bit about ourselves to get them to try the product in the first place," Garbacz said.

Media interested in accessing copies of the prototypes for reproduction should e-mail NDA Public Information Officer Christin Kamm at christin.kamm@nebraska.gov.