BEEFSHI MAKES ITS DEBUT A new culinary concept that ‘beefs up’ traditional sushi was launched by the North American Meat Institute (NAMI), a contractor to the Beef Checkoff. Developed by a Culinary Institute of America-trained chef, Beefshi integrates prepared beef favorites — from pastrami and bologna, to hot dogs — into sushi style rolls. Eight videos, shot in a traditional sushi restaurant, depicted how to prepare each recipe. This generated considerable interest among consumers and retail and food service channel marketers. NAMI RESULTS Consumer reach generated through Beefshi Campaign: 9.9 million + F P O F P O