Checkoff News
Firehouse Grill-Off Heats Up Houston!
April 28th, 2009
AUSTIN, TX - Beef was the star of the first annual Firehouse Beef Grill-Off at the Houston Livestock Show and Rodeo where teams of firefighters participated in friendly competition and put their grilling skills to the test.
The competition, sponsored by the Texas Beef Council (TBC), pitted teams of firefighters from Houston Fire-Rescue stations 17, 18, 20, 73 and Homeland Security against one another to grill the best steak. Each team prepared 10 steaks, using their unique rub or marinade recipe and put them to an audience taste test.
"TBC staff is on-hand at the Houston Livestock Show and Rodeo for the duration of the show sharing beef samples, recipes and nutrition information with consumers," said Jennifer Matison, TBC Senior Manager of Consumer Promotions. "Adding this competition to our outreach efforts has proven to not only be a great way for the checkoff to attract more consumers, but also reach more consumers through the media coverage generated by the event."
Pre-event media coverage included interviews on a popular morning radio show and five live segments on the local FOX morning television show. The event was also covered by the local NBC and ABC news stations as well as the Houston Chronicle and the San Antonio Express-News. The Houston Firehouse Beef Grill-Off reached over 1.2 million consumers through print, television and radio outlets.
"This is a great example of how the beef checkoff is leveraging dollars and getting more bang for your checkoff buck," said Linda Joy Stovall, cow-calf producer and chair of the TBC communications committee. "TBC utilized an existing event and added a public relations component to enhance efforts and reach more consumers with beef information."
The winning team, Fire Station 17, edged out the competition and were crowned "Kings of the Grill" until next year when firehouses will be back to compete for the title.
For more information on this and other checkoff-funded programs, please visit www.texasbeef.org or call (800)846.4113.
The competition, sponsored by the Texas Beef Council (TBC), pitted teams of firefighters from Houston Fire-Rescue stations 17, 18, 20, 73 and Homeland Security against one another to grill the best steak. Each team prepared 10 steaks, using their unique rub or marinade recipe and put them to an audience taste test.
"TBC staff is on-hand at the Houston Livestock Show and Rodeo for the duration of the show sharing beef samples, recipes and nutrition information with consumers," said Jennifer Matison, TBC Senior Manager of Consumer Promotions. "Adding this competition to our outreach efforts has proven to not only be a great way for the checkoff to attract more consumers, but also reach more consumers through the media coverage generated by the event."
Pre-event media coverage included interviews on a popular morning radio show and five live segments on the local FOX morning television show. The event was also covered by the local NBC and ABC news stations as well as the Houston Chronicle and the San Antonio Express-News. The Houston Firehouse Beef Grill-Off reached over 1.2 million consumers through print, television and radio outlets.
"This is a great example of how the beef checkoff is leveraging dollars and getting more bang for your checkoff buck," said Linda Joy Stovall, cow-calf producer and chair of the TBC communications committee. "TBC utilized an existing event and added a public relations component to enhance efforts and reach more consumers with beef information."
The winning team, Fire Station 17, edged out the competition and were crowned "Kings of the Grill" until next year when firehouses will be back to compete for the title.
For more information on this and other checkoff-funded programs, please visit www.texasbeef.org or call (800)846.4113.
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Texas Beef Council Contact:
Erin Johnston
(512) 335-2333
Erin Johnston
(512) 335-2333
