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Nebraska beef takes center stage in NYC

beef plate-t-boneA delegation of some 30 Nebraskans, led by Nebraska Governor Pete Ricketts, will travel to New York City this week to promote Nebraska beef.

Nebraska director of agriculture Greg Ibach, who will also take part in the promotion, says it’s a first for the Cornhusker State

“We have done quite a bit in international marketplaces, especially in Asia and Europe, to try to brand Nebraska within the U.S. beef category as kind of a premium or a special brand of beef. But we really haven’t tried to do that domestically,” Ibach says. “So this represents the first time we’ve tried to associate our Nebraska brand with beef in a place like New York City.”

While beef export news tends to grab the headlines, Ibach points out that 85 percent of Nebraska beef is consumed domestically.

“That really drives our day-to-day marketplace.  So working on a domestic level, in partnership with groups like the Nebraska Beef Council and Nebraska Cattlemen, really—we think—is important as well,” he says.

The delegation, which consists of farmers and ranchers, food scientists and processor representatives, will promote Nebraska beef at three restaurants and a butcher shop in New York City.  In addition to the general public, Ibach says they will also be reaching out to key influencers such as food writers, nutritionists and culinary experts.

AUDIO: Greg Ibach

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