three phase, Certified Angus Beef (CAB) Programme Retail Merchandising Contest.

The 13 participating retail stores await the announcement of the third phase and overall winner in February 1998.

To evaluate participating stores, an unidentified consumer (secret shopper) started monitoring retail stores promoting Certified Angus Beef product seven months ago.

The secret shopper judges retail stores on the use of Certified Angus Beef, point-of-sale materials, in-store promotions, salesmanship and Certified Angus Beef product variety.

The programme's secret shopper noted that White's meat department personnel were "a cut above the competition.

"They were very knowledgeable and explained various cutting methods to consumers,'' the shopper said.

The shopper also stated that White's increased Certified Angus Beef brand awareness by utilising effective point-of-sale materials and maintaining a diverse merchandising mix in the store.

"Our goals with the September promotion was to educate consumers about the marbling in Certified Angus Beef product,'' White's store manager Keith Fenn said.

He added: "Once consumers taste Certified Angus beef product, they realise why it's better.'' The meat managers at the store wore specially made Certified Angus Beef knee socks to promote the product during September.

Mr. Fenn explained: "We try to do whatever we can to promote Certified Angus Beef product.'' To recognise White's accomplishments, for the first two phases of the contest, the CAB programme awarded $500 to purchase Certified Angus Beef promotional materials.

The contest began in May and will conclude in January with the announcement of the grand prize winner.

All 13 participating stores are eligible for the grand prize, an all-expense paid trip to the US.

The trip will include recreational events and educational activities, such as a trip to an Angus ranch and retail store visits. The contest winner will be chosen for the best overall performance during a nine-month contest period.