"September is National Chicken Month"—the proven successful promotional program that generates increased consumer awareness of chicken, increases chicken sales during September, and extends chicken's peak summer selling season—is set to kick off soon. This year's promotional program, sponsored by the National Chicken Council and U.S. Poultry & Egg Association and now in its 16th year, will focus on chicken's role in the low-fat, low-carb diets that are so popular today.
      Retail grocery meat managers will find it easier than ever to obtain needed materials and information about National Chicken Month. Three different full-page advertisements in Supermarket News magazine were run in six issues during May, June, and July. The ads were intended to build awareness among large and small chains alike and to motivate a broad retail audience. The advertisements directed readers to visit the completely revamped Web site www.chicken2004.com/index889.html that is now accessible year-round for retailers and industry representatives.
      The Web site contains a photo library of over 100 prepared chicken images as well as an expanded offering of point-of-sale items. Users can download high-resolution  images  and a range of  National

them to visit www.eatchicken.com to learn more about chicken.
     Chicken companies supporting National Chicken month and participating in the on-pack coupon program include Allen Family Foods, Claxton Poultry Farms, Fieldale Farms, Foster Farms, Gold Kist, Mountaire Farms, Park Farms, Perdue Farms, Pennfield Farms, Sanderson Farms, and Tyson Foods.
     National Chicken Month also includes a program to reach food editors. Over 1,500 newspaper food editors across the country as well as food editors at 100 national magazines will receive a National Chicken Month press kit that encourages them to feature recipes, photographs, and articles on chicken and its low-fat, low-carb features.

Instructions
      Prepare gas or charcoal grill.
      In small bowl, stir together cayenne pepper, cumin, cinnamon, salt and black pepper. Rub thoroughly over chicken leg quarters. Place on grill and cook, turning, until browned on all sides and beginning to firm, about 10 minutes total.
While chicken is grilling, warm olive oil in

Ingredients

4 chicken leg quarters
1/4 tsp cayenne pepper
1/2 tsp cumin
1/2 tsp cinnamon
1 tsp salt
1/4 tsp black pepper
2 tbs olive oil
1 onion, medium sized, chopped

Chicken Month logos for their ads. Printed shelf talkers and NCM window stickers and rail strips can also be ordered. Retailers and chicken company sales representatives can obtain updates and information about NCM activities, including the industry's direct outreach to consumers. Retailers can also register on the Chicken in September Web site to be eligible to win a $250 cash prize awarded by random drawing.
      In direct outreach to consumers, more than 7.5 million packages of various brands of fresh chicken will include cents-off coupons from leading packaged food brands that are companions to chicken. These partner products include Kraft Shake & Bake®, La Choy®, Uncle Ben's®, and Crisco Oil®. The onpack coupons have a combined value of $2.30.
  In addition, subscriber issues of September's Good Housekeeping and
Woman's Day magazines will include a four-page National Chicken Month insert, which is expected to reach 25 million readers. The Page 4, August 6, 2004, inserts contain chicken and partner product recipes, cents-off coupons for the partner products, information on how to order the latest National Chicken Cooking Contest Chicken Cookbook, information onentering the 46th National Chicken Cooking  Contest, as  well as encouraging

4 cloves garlic, chopped
3/4 cup chorizo or other spicy sausage,
chopped
1 can (28 oz) whole, peeled tomatoes,
drained and chopped
1/2 cup full-bodied red wine
1/2 cup pitted olives, chopped

large pot over medium heat. Add onions and garlic; saute until beginning to brown, about 4 minutes. Stir in chorizo; saute for 3 minutes more.
      Stir in tomatoes and red wine. Bring mixture to simmer and continue cooking until chicken is off the grill.
      Add chicken to pot. Stir in olives. Cover, reduce heat to medium-low and

simmer for 20 minutes.
To serve, put a piece of chicken in each of four large, shallow bowls. Top with sauce.

Serves 4

Nutritional Information, Per Serving: 613 calories; 40.6 g fat; 11.6 g saturated fat; 14.9 g carbohydrate