Beef Returns to the Boston Marathon
A volunteer beef brigade learned that many consumers will find and enjoy beef, even in the middle of a wild Nor’easter storm. The Northeast Beef Promotion Initiative (NEBPI), a project of the Cattlemen’s Beef Board and several northeast state beef councils, braved what Boston media called “Monsoon Monday” to serve 4,000 barbecue beef samples and promote lean beef during the nation’s most famous foot race, April 16.
The severe weather kept all but 200,000 of the race’s heartiest fans on the sidelines. But that proved to be a blessing in disguise for reaching consumers with samples and information about healthy beef, said Kelly Dietrich, director of public relations for the beef checkoff initiative. Representatives of the Beef Checkoff Program’s National Beef Ambassadors assisted at the beef booth.