For Immediate Release Oct. 28, 2000

For Information, contact Burt Rutherford at TCFA
Bridget Little at Advance Food Company (405) 775-8617

ADVANCE FOOD COMPANY WINS
BEEF MERCHANDISER AWARD

In recognition of its long-standing and aggressive efforts to add value to beef while providing convenient products to consumers, the Texas Cattle Feeders Association (TCFA) has awarded Advance Food Company of Enid, Okla. with its Beef Merchandiser Award for 2000.

The award, presented during the TCFA "Partnering for Progress" Annual Convention in Oklahoma City, recognizes companies that set the pace in innovative efforts to sell beef to consumers.

"Advance Food Company is one of the best examples of 'Partnering for Progress' that you'll find in the beef sector today," said TCFA Chairman Paul Hitch. "It was founded in 1973 and has quietly been leading the industry in new product development, innovative thinking and agile merchandising ever since."

For the past two years, the company has enjoyed a 25-30% annual increase in sales, and combined retail and foodservice division sales exceed $250 million, with beef items leading the product list.

"Their retail division led the recent national trend toward value-added, heat-and-serve beef items by introducing a line of beef products 10 years ago called Fast Fixin', which includes beef patties, beef fingers, chuckwagon patties and meat balls," Hitch said. "In 1999, they added another retail line called Easy Beginnings that further enhanced their presence in the heat-and-serve beef category. Their foodservice side is known for having the most diverse line of country fried steaks in the category and has staked their claim as the country fried steak experts."

One of the company's traits that cattlemen appreciate, Hitch said, is their continual drive to grow and improve, particularly in developing new products from lower-value cuts such as the chuck and round. This effort to grow and improve led the retail division to form a joint venture with Excel packing company. The result will be a new retail-based company called Advance Brands, which will allow the company to become even more prominent in the value-added beef category.

"The value-added, heat-and-serve category is a growing area for beef," Hitch said. "More and more people are looking for convenience items in the grocery store. Advance Food Company showed us the way more than 10 years ago and continues to help new value-added beef products find markets. We're proud to have them as partners in the beef industry and are pleased to recognize their efforts with this award."