A promotion was developed at a major Milwaukee festival where top chefs in the area would create dishes made from beef. The chefs prepared the food on stage, were milked for explanations, and created samples for 100 persons in the audience. The dishes were judged by the (3) professionals. The recipes were then made available on-line at the Beef Council site. In addition, a booth was set up during the festival for information dispensing and additional sampling.

The promotion succeeded in getting exposure for creative ways to cook with beef, allowed sampling on site, and created visibility for the WBC. Over 200,000 persons attended this 3-day event.