CONTACT: Sherrie Rosenblatt
Director of Public Relations
202-898-0100 x233
E-mail: srosenblatt@turkeyfed.org

About "Turkey. The Perfect Protein™" Campaign

The National Turkey Federation's (NTF) "Turkey. The Perfect Protein™" campaign seeks to increase consumption of turkey by raising awareness of its healthy, high-protein, low-fat profile, particularly among low-carbohydrate and low-fat dieters. Turkey has 8 percent more protein than beef or chicken¹, and the same protein but less fat than pork, making it a great choice for the 44 percent of adults who are counting carbohydrates and the 64 percent who are cutting fat.²

The $3 million integrated marketing campaign combines print advertising, public relations and consumer-friendly enhancements to the NTF's award-winning Web site, www.eatturkey.com, in an effort to provide consumers with the information and motivation they need to add turkey to their diets.

Tens of millions of Americans are on low-carbohydrate diets or attempting to eat less fat. Despite the increasing numbers of health- and diet-conscious consumers, turkey consumption has remained steady for 18 years.

Recent research indicates that the largest barrier to increased turkey consumption among consumers is lack of awareness of the variety of cuts now available to them and a lack of information on how to prepare turkey meals. However, research also shows that by getting consumers to think about turkey, the desire to serve it increases by 11 percent. Further research on specific messages reveals that the phrase "Turkey. The Perfect Protein™" motivates people to want to serve turkey more regularly.

The NTF is the national advocate for all segments of the turkey industry, providing services and conducting activities that increase demand for its members' products by protecting and enhancing their ability to profitably provide wholesome, high-quality, nutritious products. Its Web site, www.eatturkey.com, offers consumers, food professionals and the media an extensive library of information including healthy eating and restaurant trends, turkey cuts and purchasing tips, turkey nutrition and cooking techniques, and turkey facts and trivia. Additionally, the site presents a searchable database of more than 1,500 recipes, offers a recipe E-mail program and provides special seasonal and holiday ideas. NTF is headquartered in Washington, D.C.

More information, including facts, photos and a "Turkey. The Perfect Protein™" press kit is available for download from the pressroom at www.eatturkey.com.

1: Nutri-facts Update, a skinless, cooked 3-ounce turkey breast contains no saturated fat and 26 grams of protein, 8 percent more protein than a 3-ounce skinless, cooked chicken breast or 3-ounce, cooked top loin steak, trimmed of visible fat.
2: Opinion Dynamics Food Services Newsletter

About the National Turkey Federation
The National Turkey Federation (NTF) is the national advocate for all segments of the turkey industry, providing services and conducting activities that increase demand for its members' products by protecting and enhancing their ability to profitably provide wholesome, high-quality, nutritious products. Its award-winning web site, www.eatturkey.com, offers consumers, food professionals and the media an extensive library of information including healthy eating and restaurant trends, turkey cuts and purchasing tips, turkey nutrition and cooking techniques, and turkey facts and trivia. Additionally, the site presents a searchable database of more than 1,500 recipes, offers a recipe E-mail program and provides special seasonal and holiday ideas. The National Turkey Federation is headquartered in Washington, D.C.