June 5, 2006

US beef expected to come into season as summer approaches

Beef producers are expecting prices to moderate as demand soars during the summer grilling season.

The industry hopes to boost their beef sales through promotional programmes from May through August. Burger recipe contests and in-store displays in 1,600 supermarkets all over the country are expected to spice up demand.

Even Father's Day is seen as another opportunity for the beef industry as it is a prime day for barbeques.

In order to promote beef, the beef industry is teaming up with various partners to launch promotions to draw in consumers, including a media blitz on print and radio.

Supermarkets are also part of the game-plan as they would be taking advantage of the increased beef supply and put popular summer grilling cuts on sale.

Prices for nearly all beef cuts are moderating with the exception of the loin cut, said Randy Irion, director of retail marketing for the National Cattlemen's Beef Association.