For Immediate Release                                                                     
Nov. 8, 2004

For Information: Burt Rutherford at TCFA                        
Charlie Bradbury at Nolan Ryan's Tender Aged Beef  (936) 436-1622

NOLAN RYAN'S TENDER AGED BEEF WINS TCFA BEEF MERCHANDISER AWARD

            In its short history, Nolan Ryan's Tender Aged Beef has shown that a branded beef program, that makes and then backs up its claims for "Guaranteed Tender," can help all segments of the beef industry.  That success earned Nolan Ryan's Tender Aged Beef the 2004 Beef Merchandiser Award, presented by the Texas Cattle Feeders Association (TCFA).  

            The award, presented during the TCFA Convention in San Antonio , recognizes companies that set the pace in innovative beef merchandising. 

            "One of the unique aspects of Nolan Ryan's beef-aside from Nolan himself-is the 'Guaranteed Tender' claim that goes with each package," said TCFA Chairman Ernie Morales in making the award presentation.  "This is the first USDA certified beef product to sell with this guarantee." 

            Nolan Ryan's Tender Aged Beef is made up of 35 partners in eight states, and all the cattle are fed and processed right here in Texas , Morales said.  With strict standards for the feeding phase and for carcass characteristics, the branded product is able to consistently deliver a top quality experience to a growing number of consumers. 

            Currently, Nolan Ryan's beef is marketed in more than 215 Kroger Food Stores in Texas and Louisiana , 110 Fry's Food Stores in Arizona , and select stores in New Orleans .  Three products have been certified by the American Heart Association under their Food Certification Program.

            Nolan Ryan's Tender Aged Beef got its start in 2000.  In the past 12 months, around 80,000 head have been harvested and the company generated $10.6 million in beef sales in the last 12 months.  Sales have increased an average of 29% every year in the company's history and sales for 2004 have increased by 24%. 

            "And when it comes to marketing, Nolan Ryan is a natural.  Nolan is not only a legendary former professional baseball pitcher, he is also a respected Texas cattleman," Morales said.  "Nolan is a Texas icon whose integrity and strong family values make him an idea spokesperson for a high quality, lean, all natural beef product."  

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