The materials feature Nebraska landscapes, cattle and producers, along with facts and figures about beef and beef production in the state. The "Proud to Buy Nebraska" logo, introduced two years ago, also is incorporated into the new material.

"This is a continuation of our initiative to further brand Nebraska beef, particularly in the foreign marketplace," Ibach said. "We have found, through our visits to places such as Hong Kong, Asia and Europe, that the story of beef production in our state is every bit as important as the food itself.

NDA teamed up with the University of Nebraska-Lincoln's Advertising Sequence in the College of Journalism and Mass Communications to develop the prototypes. The partnership allowed the class to get some real-world exposure, Ibach said. The Nebraska Beef Council also has been, and will continue to be, a partner in the initiative.

Ibach said the marketing prototypes are still being refined but that a few pieces soon will be launched in a promotion in Spain in coordination with a Nebraska beef importer from the Netherlands. The content of the materials may be subject to change, depending on the characteristics of a specific marketplace, the intended purpose and funding, he said.

NDA Agricultural Trade Representative Stan Garbacz said he is excited to begin partnering with importers and restaurant and grocery owners to use the materials.

"The flavor and tenderness of our beef will keep consumers coming back for more, but we need to tell a little bit about ourselves to get them to try the product in the first place," Garbacz said.